Market in Motion Blog

 
 

Transforming Strangers Into Clients

Client Relationships, General Marketing 0 Comments

shutterstock_411014632

Imagine that you are looking for a new accountant. You do an Internet search, and one of the first results is a blog article about what you need to know before you file your return. You read the entire article, scroll to the bottom, and see that it was written by a local accounting firm that you haven’t heard of. You go to their website, which is clean and informative, learn more about their firm, and schedule an appointment.

This scenario is a perfect example of successful inbound marketing. The foundation of inbound marketing lies in adding value to users rather than bombarding them with advertising messages. Since the birth of advertising, consumers have been bombarded by direct marketing. Mailers, billboards, and brochures are dated forms of outreach, which is why more and more reputable companies are turning to inbound marketing.

So how does inbound marketing work? How can you transform strangers looking for information into future clients?

There are four key phases of inbound marketing- attracting, converting, closing, and delighting.

Attracting

The first step in inbound marketing is attracting targeted traffic to your website, blog, or emails. While all visitors are welcome, you ideally want to attract people who are interested in your services or offerings. These customers are the ones you want to build your inbound marketing strategy around. A few ways to attract targeted traffic include:

  • Search Engine Optimization- Search Engine Optimization (or SEO) refers to how quickly people can find your website in search engine results. Make sure to add relevant keywords specific to your business, headers, and subheaders, and register your business with Google and Bing.
  • Blogging- Blogging is a great way to stay in front of you clients with helpful information. Inbound marketing revolves around helping clients and prospects find answers to their concerns.
  • Social Media- When you share valuable information on platforms like Facebook, Twitter, and LinkedIn, not only are you establishing yourself as a thought leader, but you are also creating the opportunity for people to share your content with their friends and family.

Converting

Once you have generated a group of targeted visitors, what’s the next step? Inbound marketers suggest collecting contact information and more details about who your visitors are and what they are looking for from you. When you have their contact information, you can convert them to leads by offering them emails, whitepapers, and other appealing content. The more engaging your content is, the more likely they will be to reach out.

Closing

This is the step that usually puts a sparkle in service professionals’ eyes because this is the step that usually equals increased business. Once you have fostered a relationship with your leads by providing informative content, you can motivate them to take action. Some methods may be keeping in contact through email newsletters, offering clear calls to action on your social media pages and websites, and reaching out directly to see if you can answer some questions they may have (compliance allowing).

Delighting

You may think that the inbound marketing journey is complete when you have converted a lead into a client, but this isn’t the case. One of the most important steps of inbound marketing is continuing to follow up with your target audience and delighting them with new content. Our content library is regularly updated because we know that service providers benefit from new content to share with their network.

Another goal of inbound marketing, aside from sales, is to create brand loyalty. Clients who continue to share your informative content become ambassadors of your firm and may offer up their experience as future marketing materials, such as testimonials or case studies (plus, it never hurts to have a fan club!).

When creating your inbound marketing strategy, remember that it takes patience, perseverance and practice. Leads aren’t generated overnight and client relationships take time to build. But, a successful inbound marketing strategy is worth the time because it helps service professionals establish themselves in their community and transform strangers into clients.

Related Posts



Back to blog list

Tags



Leave a Reply

Be the First to Comment!

Notify of
avatar

wpDiscuz

Still Have Questions?

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

 
Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

 
Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

 
Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

 

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
ZIP *
Phone *
Scan Now
 

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

 
Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

 
Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

 
Privacy Policy

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


View Complete Sample
 

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


View Complete Sample
 

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


View Complete Sample
 
FMG Logo

Start Today