How to implement a predictable client journey
Although all of your clients are unique and each relationship will bring differences to the table, your clients will share a lot of similarities too. When you start to note these similarities, you will be able to use them to introduce one KEY factor into your business: predictability.
Today’s goal is to show you how you can use systems and processes to consistently attract, nurture, and convert your ideal client.
ATTRACTING YOUR IDEAL CLIENT
Sometimes (the best times), clients will come to you. Someone will have referred them or they will have stumbled upon your contact information. But most of the time, you will need to hang out where your ideal clients like to hang out and hopefully get their attention!
But let’s be real: it’s not feasible for you to stake out your potential clients’ favourite spots and spend all day waiting for something relevant to pop up. This is where a system will be helpful in expanding your reach to the correct platforms.
For example, if the platform is your social media page, you can check your analytics to see what times your audience is most active. You will want to be active at this time too. Maybe you’ll check your analytics every morning to schedule in engagement time daily or maybe you’ll check your analytics once a month and plan out engagement blocks ahead of time.
NURTURING YOUR IDEAL CLIENT
The online community has SO many members that it is easy to forget about someone as soon as you meet them. How many times have you seen a page that interested you and then couldn’t remember what it was called?
This process is the “remind your clients you exist” process. Another harsh truth: if you forgot about them, they probably forgot about you too! You need a process that will allow you to re-engage people who you haven’t been interacting with lately. Luckily, most platforms will allow you to check who has engaged the least with you or vice versa. For example, email platforms often have a filter that lets you check who HASN’T opened any emails, clicked any links, or submitted any forms, etc. On the flip side, social media platforms sometimes have a section where you can see the accounts that you’ve interacted with the least.
Set aside some time each week to check these metrics and figure out a process that works for you so you don’t forget about your potential clients.
CONVERTING YOUR IDEAL CLIENT
Once you have a potential client interested, the work doesn’t end there. The majority of people will need a bit of extra reassurance to buy. However… if you push too soon or too late, you may lose a client!
A lead scoring system will help you determine when is the right time to attempt converting a lead. Your lead scoring system should use client history to help determine which actions are often taken by people who are likely to convert. For example, you may notice that people who are on your mailing list are more likely to become a client or you may notice that people who attend a webinar are more likely to book a consultation. Using this information, you can determine based on the actions that people take, whether they’re likely to accept a little extra “push” to buy.
I have a board set up in ClickUp that tracks my most engaged people, those who have been on calls with me, connected with me in the DMs, or showed up live or commented on replays. I keep in touch with my top 20-30 potential clients each month through this system.
These are only a few of the systems that can help you attract, nurture, and convert your clients.
If you need help figuring out which systems you need to focus on at your stage of business, consider downloading my Focus Framework.