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Gathering Information From Your Client For Their Marketing

How to create #content to #BoostConversions for clients via @rob_calhoun

  • In either case, you need to have an understanding of your clients business in order to write or guide them through writing content for their marketing.
  • The point of recording the interview is to get their exact words so you can craft more effective marketing messages.
  • In fact, that is exactly what you tell them when you ask for their permission to record, “So I can get the exact words to use for more effective marketing messages.
  • Think in terms of “What happens because…” when you’re asking why because you need to get to the root of the issue.Getting to the rootWhen you can articulate how customers feel but may not even themselves be able to express, you have a powerful marketing message.
  • You can remind them that this recording is for internal purposes if it comes up, but it rarely does.What objections do their customers have?If they have trouble thinking of them, the universal objections areNO:Money, Time, Need, Urgency, TrustHow do they overcome those objections?With both the customers’ objections and how they’re handling those objections, you want exact words and phrasing for maximum effect.

You need an understanding of your client’s business in order to write or help them write content for their marketing. This will help you extract the right

@shane_barker: How to create #content to #BoostConversions for clients via @rob_calhoun

Ideally your client’s marketing should be in their “voice” or writing style to be unique. Then you go through it and make sure it has the key points to be effective. In either case, you need to have an understanding of your clients business in order to write or guide them through writing content for their marketing. This will help you extract the right information.

You want to have this conversation in a way that it can be recorded (with their permission of course). That could be over Skype with a screen recorder like camtasia. With some editing, this could also become an “interview” video (re-purposing) for their marketing. It’s best to schedule the interview off business hours so if you go long, it’s not a problem. Plus you don’t want them distracted by the need to get back to work.

You can also use a simple digital recorder. Don’t let the technology be a barrier. While the audio quality might not be good enough to use for production, that’s not the point. The point of recording the interview is to get their exact words so you can craft more effective marketing messages. In fact, that is exactly what you tell them when you ask for their permission to record, “So I can get the exact words to use for more effective marketing messages.”

Start with softball questions. You don’t want them to feel like it’s an inquisition. Here’s two:

Those questions Are great starters because they will get your client talking about their favorite subject, their business, and in positive terms. Getting them feeling good will help for what comes next, some deeper probing questions.

Dig deep on this. Don’t accept surface answers. Get them to flesh it out. “Why?” is going to be something you will ask often. But unlike the annoying child, you need to qualify why you’re asking why. Think in terms of “What happens because…” when you’re asking why because you need to get to the root of the issue.

When you can articulate how customers feel but may not even themselves be able to express, you have a powerful marketing message. They feel as if you know them personally and you’re talking to them directly when you describe their pain. You understand them. And it’s natural that if you understand them and their pain, you’re experienced enough where they can trust you with the solution.

Be specific. Think of individual customers and what their exact responses were. Stories are great. Remember, you’re not limited to a 30 second commercial. You can take time to lay out a situation, even over multiple messages with email.

This is important because you want the prospect to be able to see their own experience lining up with what you’re saying. The more you can get them thinking “That’s what I’m seeing/going through,” the higher your conversions will be. Of course that’s one of your goals, to increase your client’s conversion rates.

Keep it in the real world. We want to shake them up but not have them thinking “Oh, that will never happen to me.” You can use case studies and pictures of customers’ jobs to make it real for them, particularly if it is a worst case scenario. Make sure the pictures are yours or you have written permission to use them. Copyright suits are nasty and expensive!

There’s a definite cost to using the lowest bidder, up to and including having to get the job done over again by a professional. You need to make it clear in their mind they need to work with you and you only.

Although we want to start with pain instead of benefits, that doesn’t mean we’re going to ignore them. Be mindful that you’re not getting features. And if they give you features, you need to convert them to benefits. To get from features to benefits, think in terms of “So that…” Here’s an example: “A sewer cam inspection shows you exactly what is happening below ground (feature) so that you can make an informed decision (benefit) before you dig.”

Now you’re going to get back in the positive field. That way you’ll end with them feeling good about you and your process. These questions will be positioning them as the expert where they can freely share their knowledge and experiences with customers. You can remind them that this recording is for internal purposes if it comes up, but it rarely does.

If they have trouble thinking of them, the universal objections are

NO:

Money, Time, Need, Urgency, Trust

With both the customers’ objections and how they’re handling those objections, you want exact words and phrasing for maximum effect. You want to get as many examples as they are willing to share and that time permits.

You now have the raw information you need to make a report as a lead magnet as well as an ignition funnel. The next step is arranging it in a way that makes sense and gets results.

Want to set up an Ignition Funnel for yourself or your client? I did a Boot Camp  Implementation Training for Steve Rosenbaum’s Inner Circle members and you can get the recordings from that course here.

Helps small to medium businesses succeed by building systems for them that help them get new customers, retain customers, and re-energize past customers. Rob helps clients and marketers maximize the return they get from their online marketing efforts.

Gathering Information From Your Client For Their Marketing