Turning Strangers into Promoters
The first thing that everybody needs to do to succeed online is to attract strangers through to their website. There are several ways that you can do this, but the best by far is blogging, making sure to cover answering the questions that you’re asked on a regular basis by your clients.
You can then promote these blog posts across social media, meaning you are interacting with potential customers, influencers and peers. Once you’ve gained people’s attention with good quality information, the next stage is to convert them from a visitor into a lead.
You can convert them into a lead by offering extra information that also answers the question, however, you make this conditional by asking them to sign up for more information. You can do this by offering a White Paper or asking them to answer a question in exchange for the e-mail address so that you can answer the query the best you possibly can. Once you have their trust, the next stage is to convert them through to close. This can be anything from gaining their e-mail address and contact details, fulfilling a request for a quote or actually securing a sale, turning them into a customer themselves.
Once they have signed up as a customer or you have successfully converted them through to whatever stage you wanted to convert them to, it is then up to you to delight that customer and to make them feel that the experience they have had is completely brilliant and that the product they have purchased does exactly what they need it for. In doing this and offering amazing customer service you will then have turned a complete stranger into a fan of your business.
Once the stranger has become a fan of your business, they become organic promoters of your business. They will start by telling their friends about you and your business, starting what we refer to as “The Recommendation Engine”. This is when people constantly talk about your business and in turn make you a well-known entity in your field.
When we talk about the first stage of the process and mention talking to influencers that have a say in your industry, people normally tell us that these are their competitors or their suppliers and they don’t want to be talking to them as it means they are advertising their competitors.
Well, the first thing that I reply with is “Are you not better than your competitors then? Do you not believe in your products or services?”
Normally someone becomes an influencer by simply becoming well known in their field. For example I’ve become quite well known in the wedding industry as an expert in SEO.I achieved this by simply talking to people about SEO in the wedding industry through my UK Wedding SEO brand. This has been going for 3 years now and is now a sustainable business in itself.
The process of getting people to talk to you is simply a very old method on a very new media.
Social media is being used to help people connect through the old method of networking. Being able to talk to people about what you do used to be an absolute no no with everyone protecting the tricks of their trade. These days the more confident you are on telling people how you do things the more business you attract as people will trust you as an industry pioneer.
Inbound marketing starts with building a reputation and a respect in your field. So just get out there and talk to people, they won’t talk to themselves about you will they?