Yesterday’s post about multiple touch points received a lot of attention from you. I’m happy that it was a popular and revisited post so today I want to outline just a few keys ways to use it. Ultimately, having multiple ways to contact your community helps you to convert your ideal person into a client. I like to say it gives me the ability to chase a potential client without losing my breath.
I thought it might be helpful if I outline how I do this. Since they say it takes “at least” 5 points of engagement to convert someone, it’s important that you stay in touch and not consider yourself a nag. By showing you my way of using these I hope to give you a little snapshot of how the process works holistically, and you can tweak and tailor it for your own use. Here’s mine. I’m going to base this pipeline on getting a lead online, such as when someone requests a free report or download on my website. I call these warm leads:
Contact #1 – The user has filled out the form on my website requesting a free CD. In that form I have a field for “telephone number.” When the telephone number is provided I make it a point to call that person the same day or the next day. When I speak with them I try to find out how they found us (usually by referral, or on Google) and ask them if there were any resources they were looking for in particular that I might be able to send over… often a reader was looking for one piece of nugget, and I can send a worksheet or article about it. Otherwise, I tell them their CD will be shipped on XYZ day and to let us know if they have any questions
Contact #2 – I drop an email to them asking if they’re received the CD, if they’d like a transcript (I don’t have them receive the transcript automatically, they only get it by responding to my email) and if there was anything there that needed further clarification. I also ask them if I can add their birthday to my contact system. I log their birthday into Hallmark.com so that Hallmark will notify me when it’s time to send a card
Contact #3 – I have a weekly electronic newsletter that goes out every Sunday. I’ve also started to send a monthly paper newsletter to everyone I have a mailing address from. This person starts to get that newsletter. It’s just one page front and back. Now they get another tangible thing from me that adds value and doesn’t cost them anything
Contact #4 – I check in on the person through social media (if I’ve been able to find them through their email address” and share a resource or just comment and begin a discussion. For those that I don’t have social media connections with I drop a line and ask they if they’re on social media. I say “I’d love to connect. Are you on Facebook, Twitter or Linkedin? – for those that are social media shy, LinkedIn is usually the way to go. I make a connection for them or do an introduction to someone in their industry, or served by their industry
Contact #5 – I invite them to a live event, webinar or one-on-one strategy session. When they’re local they almost ALWAYS try to make it out to a live event. When they’re not, they go for the webinar or a one-on-one strategy session. My conversion rate from these is about 30%.
So, that’s my pipeline. I won’t pretend it’s perfect. Sometimes I fall off. There are weeks where I realize I’m behind and then I spend a whole day making calls and sending emails, and that takes the fun out of it. What I’ve found though is that if you combine online connection with off-line, tangible relationship, you build a stronger response and conversion.
That’s what I’ve got. Do you have any advice or insights you can share with me about this? I’d love to hear it. Comment below… and share it on social media for me, ok?