Website Automation – Creating a Successful Client Acquisition Process with Less Work

Have you considered your sales process from the customer angle?

I’m sure you have, but have you really thought through the emotions they are going through as they search for your product/service? What about how they feel when they actually make the purchase? The trepidation (or hope) as they first discover you, the excitement as they learn more about how you can help them, the confidence as they purchase…and then possibly some doubt if they made a larger purchase, or even better, anticipation as they get to start!

People buy because of emotion, and how you make them feel, but those emotions are found throughout the research & purchase process, as well as the post-sale process. How do you welcome your customers?

It’s funny. As I was writing this article, I checked my personal email and found this email in response to a purchase I made yesterday:

Customer Engagement Email 1

Customer Purchase Follow-Up Email 2

As a consumer, now that I’ve spent the money, I’m excited to get my products as soon as possible and take a step towards even better health. This is just a fun little touch point to let me know they are working on my order, but also have a greater community and sense of purpose in their company.

Many companies send an updated email with delivery details, but it’s so impersonal. A message like this excites me that my order will be arriving soon.

Pre-Customer Engagement

Your website is one of the most common ways that customers find you…whether it’s because your marketing is focused on being found in search results, you get referrals who visit your website, or you receive links from other sites that people may be visiting…they are all visiting your website to learn more about you and whether your product is right for their needs.

Here’s what a sample customer engagement process might look like:

  • They visit your site and find a free guide that answers their questions
  • You email their guide to them
  • You follow up with an email 1 day later, asking about the guide
  • You send another email 2-3 day afterwards with more information related to their problem
  • You offer them an opportunity to take the next step in learning more/solving their problem

Post-Sale Engagement

After you’ve made the sale, it’s now your turn to deliver. But how can you also continue to build that customer relationship that has already been started. Based on how you serve your clients, there will be different messages that you can approach them with.

A product sale follow-up will be thanking them for their order, giving them an update of shipping, and then following up with tips to get them using the product correctly, or creating the habits to bring it into their daily life.

A service sale follow-up will welcome them and explain next steps, so that they feel comfortable moving forward and knowing what to expect. You may then follow up with what you need from them to get to the next stage, and a meeting to start their services.

There is no one right way to do this, but it is important to show your personality and company philosophy within these messages. Create rapport and a relationship with your customers so that you can get to know them better and serve them at a greater level.

Not sure what this looks like for your business? I love exploring new strategy and brainstorming with new clients. Book your marketing consultation session to explore your challenges and how we can overcome them with tweaks in your marketing.

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2 Tools to Create Delighted Customers for Life: Marketing Funnel & Customer Journey Map

Do you have potential clients running up begging to work for you? Do you ‘wow’ your customers and clients? Do you have a process to make sure that every client gets the same, excellent experience while working with you (every time!)?

If you’re not certain of any of these answers, you want to create a Marketing Funnel & Client Journey Map and how you interact with visitors to turn them into leads; leads to turn them into prospects; prospects to turn them into customers; and then customers to turn them into referral sources for your business.

The Marketing Funnel

You’ve probably seen or heard about some aspect of the customer journey, the marketing funnel. This follows the process that you grow your business by turning an unknown audience into your customers.

The Marketing Funnel to Create Lasting ClientsAt each touch point, your goal is to provide value and demonstrating your expertise in your field, so that they see you as a valued resource and the person they want to work with when they are ready to act.

This process also includes helping them realize that they need to take action and motivate them to take it as quickly as possible (dependent on how powerful their pain points are). This process is important to ensuring that you are addressing your potential clients’ needs, concerns and pains at each step of the buying process.

The Customer Journey

Have you ever considered and planned out the touch points that your client has with your business? This is a larger blanket that includes not only the pieces of the Marketing Funnel, but also a deeper understanding of your Client Personas to best address their needs.

Whereas a Marketing Funnel is very linear, rigid and is more of an overall process for how leads will move down the funnel to becoming a client, the Customer Journey is much more customer centric and can be a more fluid process. It becomes a map of a customer’s journey through interactions with your business.

What Do You Need to Know to Better Address Your Customers?

Creating a Customer Journey Map means understanding your client personas: their motivations, desires, hopes, dreams, plus the pains and fears that you can help them overcome. A client persona is the foundational step for any branding or marketing process. To truly speak to your clients, you need to understand them.

Looking for more help with this process? The first step is creating your Ideal Client Persona (aka Avatar).

Know How You Can Interact With Clients

Consider the touch points you have with customers, places that they learn more about your business or even interact directly with you.

  • Your Website/Blog
  • Social Media: Facebook, Instagram, Twitter, LinkedIn, etc.
  • Free Guides/White Papers
  • Google/Yahoo/Bing Business Listings
  • Review Sites: Yelp, TripAdvisor, etc.
  • Friends and Family
  • Phone Calls
  • Referral Sites
  • Speaking Events
  • Networking Events
  • Tech Support Calls/Connections with Your Staff

 

And more! Any interaction with your company or brand is part of this process and it is why branding is so valuable too. This process continues even once they are clients and should include looking at your customer service process and interactions.