What your customers want to see?

I was talking to one of my clients recently as we were reviewing their about to be launched website and we got talking about what should, or shouldn’t, be talked about on the site.

One of the directors wanted to include a fair amount of technical discussion that would demonstrate their superior technical knowledge when compared to their competitors. I sided with another director who didn’t believe it was necessary.

Why did I choose sides and how did the discussion finish?

The company currently develops most of its new clients through referrals, although they are now starting to generate enquiries through the LinkedIn Company Page I built for them.  For this reason their website does not need to be much more than a “brochure site”.

It is my belief that there are essentially two website sections their prospects want to see:

  1. Who they are: to be confident they can trust them to deliver on their promises
  2. What they’ve done: a series of case studies that show what they did and, most importantly, what they delivered for the customer.

Anything else is window dressing.

I chose sides because the director understood the sales cycle.  She understood that customers just want to have confidence they are making the right short-list selection.  The time for the technical sell is during the sales meeting and as part of the proposal document.

To support my argument we pulled up their Google Analytics account.  This showed that the case study pages added up to more than any other section of the website, apart from the home page.

The result is that the new website will be launched without the technical bits.

If you would like to discuss your online marketing strategy, give me a call on 07770 970 557 or complete the form below and I will call you back.

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How to find a credible LinkedIn© (and other social media) trainer

If you wanted to find a LinkedIn© expert to develop your expertise how would you do it? Ask your friends? Do a quick Google search (and find over 25 million LinkedIn© trainers)? Or search LinkedIn?

Ok, you have lots of options but how do you find a good one? With LinkedIn© it is easy …

  • Review their profile; does it look good, better than the others?
  • Does their personal profile have recommendations from people and how many?
  • Do they have a company profile or company page?
  • Do they have a full company page with video, banners and recommendations on LinkedIn?
  • Do their recommendations read well? From people like you?
  • Does their web page look and feel good to you?
  • Do they know their subject? Does it have the right numbers on it for total users and accurate statistics?
  • Do they only do the platform you want to learn about?
  • Do they offer to do LinkedIn© for you? How? How can they know the people you know?
  • Does their course content cover what you need? Does it sound sensible to you? For example if many say half a day and someone says an hour ask why.
  • Do they want to look good or make you look good?

Then talk to them, yes old fashioned I know, but talk to them, are they human, do they come across well and could you work with them?

It’s amazing how many “social media experts” follow each other to see what they do on LinkedIn© and Twitter, if they are an expert why follow each other? Is it to get material they can use or simply to keep an eye on the competition?

If you want an expert on Facebook, LinkedIn or Twitter I will happily introduce you to some good people.

Effective Referral Generation – a few simple steps

Ever wondered why you don’t get the number of referrals you would like?
Do you wonder why your best clients aren’t referring their clients and contacts to you?

Definition: A referral is where the person to whom you are being pointed, as a potential client, is in need of your services and is expecting your call.

I put the definition in to separate out referrals from leads.  A referral is given when the referrer has already talked about you to someone they know is in need for your services.  They will most likely have started the sales process by describing what you have already done for them and said what they thought of the work.  At that point the potential referral asks for contact details. If the referrer has already partially qualified the opportunity it only makes your life easier and a successful sale more likely.

Here’s a few tips that should help you get a few more referrals:

  1. If you ask for a referral you might get one. If you ask for five, you will get one, and possibly two
  2. Be specific when asking for the referrals. If you know the name of the person you would like to be introduced to, it makes it easier for you to be referred
  3. When you give a referral, never remember it. If you get a referral, never forget it
  4. Keep in contact for old clients. Just because they aren’t using your services right now, it doesn’t mean they won’t in the future and they cannot provide referrals
  5. Ask for referrals just after you have completed a piece of work your client is really happy with.
  6. Try to give referrals before expecting to receive.  They will feel like they need to work towards finding you referrals then
  7. Get to properly understand your customers.  Only then can you properly refer clients to them and you will also get a better understanding of the type of clients they can refer to you
  8. Check out your customers’ websites to see who they know.  Most companies have testimonial pages or client lists.
  9. Remember that a little bit of the referrer’s reputation comes with the referral. Don’t abuse their trust

If you have any more great tips, please add them in the comments section below. I will add them to the article and provide a link to your website or LinkedIn or Twitter account as a thank you