However, when you separate the strategies, you chop your sales process. With a systems approach, marrying your offline and online marketing yields a greater return on your marketing dollars.
For example, one of my new clients has an alternative health care practice. She often meets her prospects at networking events or even the health store. When they strike up a conversation with her, they often ask for her card, so she gives them her card and hopes they call her.
With my systems hat on, I asked her what might be possible if she could make her business card work as a lead generator. She immediately saw that she could have a bigger impact and help many more people.
Instead of hoping someone calls you, give them a reason to initiate contact with you. This is more than just including a QR Code on your business card or a website. When giving your card to them, invite them to your site to opt in for a free introductory audio, download a content-rich eBook, or even a video series so you can make another connection giving great value along the way.
When they take action, they’ve shown some interest but don’t stop there. For the greatest return, think through your sales flow. Once they download your gift, invite them to a next step which might include:
• Registering for a content-rich free webinar series;
• Scheduling an introductory appointment with you;
• Inviting them to your next workshop;
This is your opportunity to pre-qualify your prospects, establish credibility through your content, and guide your prospects giving them useful information and options on their next steps.
Map out all of your offline and online activities. When my clients and I have worked on their offline and online activities as well as their sales process, they have:
• Shaved off over 60 minutes per prospect
• Clarified their programs and services, which improved their conversion rate in one month, and
• Redesigned their service offerings creating multiple ways their ideal clients could work with them, increasing their bottom line.
You’ll also find that when you bridge the gap between your offline and online marketing, you are able to serve your clients to a greater degree and improve your return on your investments of time, effort, and money.