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When people start working with us in our various programmes, particularly Superfast Circle, one thing that they often find is that they’re getting business from past clients that they had completely forgotten about and had dropped off their radar. Now, because of all the strategies they’re implementing, they reconnect with them all again.
[By the way, this is a direct transcription, so please excuse any random typos.]
Lapsed Clients and Candidates: Your Low Hanging Fruit
In our programmes, we provide templates, content, and various other things to help. However, whether you work with us or not, this is exactly where we would suggest that you start. Look at what used to work because one of the easiest clients to convert is somebody you have worked with. I am assuming that you have a good relationship with your past clients and candidates, so they are more than happy to have a conversation with you.
Remember that over the past 12, 18 months, however long it has been since we have been in this pandemic, many people’s values have changed. Things have shifted for people. People re-evaluate what they are doing, what they want in their business or their growth strategy. Maybe they worked with you in the past, and they would consider working with you again.
Maybe around a new offer, or perhaps now their needs have changed. One of your strategies should be reconnecting with current and lapsed clients.
You can do that in multiple ways. I was on a Superfast Circle call this morning with some of our clients, and we were talking about various strategies that they could use. It might be just picking up the phone to your past clients. It could be sending out a nurture campaign. It doesn’t matter, but whatever you do, start and have multiple fishing lines around these people. That could be emailing them, connecting with them again on LinkedIn, or picking up the phone and speaking to them. You will be amazed how utilising a low-hanging fruit strategy like this will work for you.
Re-ignite Contacts That Didn’t Convert
Something else to consider is those people that didn’t convert. We were connecting with those we were connecting with – they were warm, and then they went cold, and we’re not quite sure what happened. Again I would go back to these people; you can run a campaign to them. You can do whatever you want to do, but this group of people know you.
From the buyers’ cycle points of contact theory, we all know that with a cold contact in today’s market, it can take anywhere up to 20 to 30 touchpoints before somebody starts working with you. That level of connection and touching in a marketing context is a lot less when people know you. Maybe you’ve sent a proposal out, where it didn’t quite convert at that time. Perhaps you have a new offer, or you’ve honed your offer over time. I would make sure that you get in touch with this group of people now.
Referrals
The other campaign that I think is fine to start running now is referrals. We all want to help our business colleagues. We tend to mix with similar people as human beings. If you’ve worked with a particular client, do they have any connections that you could potentially work with? I think a referral conversation works well at the moment. Maybe that’s something that you need to consider. It’s deemed to be old school, but it absolutely will work and should be part of your marketing plan.
Lead Magnets and Added Value
Something else that works is – yes, video is sexy, podcasting is sexy – but you cannot beat a good old fashioned PDF report. People download them by the millions. I’ve shared this stat with you before.
Just in case you haven’t heard it before, HubSpot, one of the marketing automation software platforms well-known throughout the world, surveyed whether people prefer to read a blog or would they prefer to look at a PDF. It was a PDF, believe it or not. People still like to download PDF reports.
Continue to Nurture
What about making sure that you are constantly nurturing people on your database with value-added content. It’s how the world works. We all work with people we know, like, and trust, and one of the routes to knowing someone, liking them, and trusting them is, do I get value from this person?
We were chatting with one of our clients this morning about the value of a good BDM. As he said, whether she or he has a sparkling personality and gets on well with people, that can be the difference that makes a difference in sales conversions. It’s absolutely the same when it comes to marketing. Are you known as a company that adds a lot of value? Are you known as the person that has the blog content on the website? Are you that person, because then if you are adding value, that’s easy to do.
There are many blog posts and podcasts on the Superfast website that you can go and access that talk about creating reports. We do this for the members of our Superfast Circle. If you want to know more about that, then obviously get in touch with us.
Here are some quick-win strategies (and there are so many that I could mention here). Think about low-hanging fruit, current lapsed clients, get a campaign out to them, follow it up with a telephone call. What about those people that didn’t convert? Go back to them. This is such a rich supply of business and should be dialled in to your marketing campaign consistently. Referrals work, whether it’s client referrals or candidate referrals. And again, remember those email nurture campaigns.
How We Can Help
We have many clients on track for their best year ever because they implement what we teach and utilise the content and campaigns we give them. If you want a quick chat to see if what we do can work for you, book your call and demonstration here.
Thanks,
Denise
