Presented by Ereika Stimley on 04/30/2018 12:00am
What was it about YOU that made your best customers choose you over choosing someone else to work with? Do you know why your best customers choose you over the competition?
If you are a freelancer and you are managing clients, this can become an even greater challenge. Now, you need to understand why your client's customers choose them too!
What if you could take those moments where clients are absolutely sure they’ve made the right choice in working with you, and turn them into actionable messaging that you can use throughout your marketing channels to grow more leads and sales?
In this webinar we’ll talk about ways to discover your clients’ (and their clients’) “Aha Moments”, including ways to figure out what moves people to take action even when you haven’t made a sale yet, and how to integrate that knowledge into your sales funnels to improve lead generation and sales.
Aha Moments Can Happen at Any Time
At what a point in time do your customers realize, or know, that they have made the right choice to work with you? Which of your processes has the greatest effect on your clients?
There may be many types processes from onboarding to a long-time client where your client may have an opportunity to have their Aha moment. Here are some examples of when your clients may experience their Aha moment and the questions you can ask yourself to assist you in identifying the specifics of why your clients experienced an Aha moment with you.
Are your clients able to measure their success through your work? Do you ensure that your clients see their first win early in your process?
How do you make customers feel “at home” with the services you provide? Is it easy for your clients to interact or communicate with you?
Are your offerings highly targeted to a particular niche? Do you offer a combination of skills and services that are highly desirable?
Is there something you do to “wow” your current customers? What is it you do that make your long-time clients feel valuable compared to new customers?
Find the moment!
Ask your current clients when they experienced the moment they realized that working with your was right for them. Look for recurring themes or patterns and the commonalities of the times when your clients became aware of your value.
Use surveys and analytics.
In addition to asking your clients directly, you can use both surveys to determine and analytics to evaluate when your clients had their Aha moment and what part of your process appears to be working ideally.
Open-ended surveys reveal more information than a multiple choice, a yes and no type of survey. Analytics can show what is working, however, be sure to evaluate the entire big picture. Analytics show the “what” but not always the “why”.
Analytics show the “what” but not always the “why”.
People spending a longer period of time on a particular webpage of yours may not mean what you think if you are just looking at the analytical data. People may be spending a long time on the page because they are confused, rather than truly being interested.
User Experience is Central
Once you know the moments that your clients have realized it is YOU they want to work with, take note. Then, make it easy to replicate and reuse.
You might also use the questions from above to trigger ideas of things to add to your processes in an attempt to create a greater chance for your potential clients to actually have an Aha moment with you.
If a significant number of people are not reaching their aha moment and your prospects or leads are not converting into clients and customers, you probably have some optimizing to do.
Spy on Your Competition
Don’t be afraid to look at what your competition is doing. Competition can be a gold mine. You can leverage the data of your competition to determine what is important to clients and customers. If you can address these issue better than your competition then your content should be letting people know that.
Monitor your brand and the competition.
Read and evaluate your competitor’s reviews anywhere you competition is collecting reviews from their clients and customers.
See what people are saying to one another about your brand in groups and on review sites as well.
The “Aha” Moment in Action– Airstory
This platform is targeting long-form writers explicitly. Describes their UVP (Unique Value Proposition) in a way that takes you into the moment.
The full header of their site is taken up by text, not images. Words are important to the people who use Airstory, and they put their words front and center and the images are found lower on the page.
Where Are Your Clients?
What do you do if you don’t have a lot of clients to establish a pattern? You want to find and go to wherever they are currently venting their frustrations.
Do some basic keyword research for your niche. Don’t post, simply lurk. Think of it as being a fly on the wall. You are looking for places that people go to express their pain points. They are looking for people that they can look to find answers.
Finding the right platforms is essential. Your clients do more than work. What do their other relationships look like, and how do they affect their business life?
- Where do they like to relax and just “scroll”? Are there common leisure topics? What does the feed look like?
- Where do they go for information? Who are their influencers? How can you build relationships with them?
- Where do they go to vent frustration? What do the positive reviews look like? How about the negative ones?
Don’t Be Afraid to Listen
Look anywhere your clients are gathering to discuss their work. Try Twitter, Facebook, and YouTube.
Twitter – Twitter chats, popular hashtags, and tweet threads. Facebook – mastermind groups, professional groups, etc. YouTube –popular channels with lots of comments.
Remember: You aren’t here to sell. You’re here to listen. Don’t give in to talk about your product or service. Instead, look for the gaps.
If you can find a place where people’s needs are not being addressed and you have the ability to address those needs then you are perfectly positioned for getting your copy to a place where it speaks to the people that you want to bring in.
Learn the language
Look how people communicate on each platform. Each platform operates differently. Look at the language style that gets the most love.
You don’t want your advertising to immediately come forth as advertising. You want you content to be information, entertaining, and engaging – that is why these people are on these platforms.
Twitter – Short, concise language with memes and gifs. Facebook – In-depth discussions with shared articles and Q&A (also the meme’s and gifs). YouTube – Feedback, comments, and polls for new content.
Communicate with people in the language they expect in order to be treated warmly in a group setting. Always offer more value than you take in.
Make sure that you have a message match. For example, you may not want to use a hashtag on Facebook as it might indicate to regular readers as “salesy” because hashtags are not common practice on that platform.
Turning It Into Content
How ideas turn into blogs, videos, podcasts, and more.
- Research – Get to know your target audience and what they are interested in knowing more about using the information above.
- Planning – Create a set content schedule and plan each piece of content from the first draft to final revision.
- Creation – Look for ways to incorporate your target audience in the content you create. Double check all assets to stay on brand and on message.
When you hear someone complaining about how to do something, it gives you the ideal subject matter to write content around and provide the solution with a quick how-to.
- Promotion – Have a promotion plan in place for each piece of content you create. Don’t depend on social shares alone to get the word out.
Connect with people who are the influencers. Quote an influencer’s article. Let them know they are quoted in it. Ask them to promote your article once you have an established relationship. When this person shares your content with their audience, that is how you attract new leads.
Look-alike audiences are your friend. Add a retargeting pixel (Facebook is probably the most common) to your websites to allow targeting these people without having to know who they are with an invisible image like a cookie.
- Repurposing – look for ways to reuse the content that you’ve created across multiple platforms.
If you have, for example, a 3 part series of articles, ask yourself how you can take that existing content and present it differently.
- as a webinar
- a mini-course and worksheet
- as a guest on a podcast
- create an ebook
- speak at a meetup
Find ways to take every piece of content you create and make it into something else to use again, and again.
It is a Conversation
Choose, and use, the right content at the right time.
- Brand Awareness– Does your client know you?
- Subject authority – Do you have the education and skill set to be the authority?
- Is it interesting?– Doing other stuff online, is this worth stopping to check out?
- Do I need it?– Is what I am offering what others are looking for?
To Buy or Not to Buy?
Your clients and customers need to feel like they have one of the following before they will buy.
- Trust – built through frequent, great content, posting, case studies, Interactions with customer service.
- Urgency – built through shortened time frames, copy that discusses the consequences of not acting.
- Cost or investment– is the cost of this service more than the return I can expect?
Roadblocks are the things that will deter a purchase – Is it too difficult to get started? Are you asking for too much information too soon? Is there anything keeping your potential buyers from saying yes right now?
Turn it Into a Process
Fewer mistakes equals greater consistency.
- Branding – Document your brand colors, fonts, logos, etc. Before you start working. Also, decide on what brand voice you will use for communications.
- Messaging – Create your content calendar for both created and curated content. Be consistent with the content you produce.
- Document – write down or record each step in your process to make it easier for new people to hit the ground running. Checklists minimize mistakes.
- Test –Pay attention to what works and what does not. Adjust your strategy accordingly.
Processes are what allow you to be able to scale your business.
Links From the Webinar
Presenter Bio: Ereika Stimley
Ereika Stimley is a content marketing consultant with over 18 years’ experience in the online marketing space. She works exclusively with SMBs and independent professionals in various industries, but with a particular focus on SaaS and service-based clients.
With a focus on engaging storytelling alongside integrated, repeatable processes for engagement, Ereika crafts content marketing plans that resonate with customers from the first touch to the final conversion.