Want to know a secret about successful marketing? It’s not all about spreadsheets, social media and stats – the key to attracting more clients actually lies in what you’re ALREADY doing well.
Here at Crisp, we see so much good happening in people’s businesses every day: think amazing service, passionate team members, and work that genuinely changes lives.
But when it comes to sharing that goodness with the outside world, they freeze – and don’t know the best way to communicate it online.
The good news? Great marketing is all about relationship building, which is something most professionals are already excellent at.
So rather than searching for the latest whizz-bang tool or shiny new platform to supercharge your marketing, we recommend a simpler approach: taking what’s already working in your client relationships and applying that strategy.
Lessons from my own financial adviser
Let me explain by using my own financial adviser as an example. He does three things exceptionally well – and every one of them translates beautifully to great marketing.
Firstly, he simplifies. There’s no jargon – just clear, helpful information. He makes complex situations and problems easy to understand, which means we stay on track with our financial goals and have a solid plan for the future.
Secondly, we’ve built a really good relationship with him. We know a few personal tidbits such as his dog’s name, his favourite food, and who he supports in the NBA. These little things help build trust and get to know him a little bit better, making the experience feel human rather than transactional.
And thirdly, we always walk away with something valuable. Sometimes it’s clarity around a big decision. Other times it’s a small tip that makes life easier. Either way, every meeting leaves us better off than when we arrived.
So he keeps it simple; he’s built a connection and then he delivers some value. And it really works.
How to apply these principles to YOUR marketing
Now let’s apply these principles to your own marketing – to your website, for example.
Simplicity
When it comes to your website, the goal is to educate without overwhelming. That’s why clear, simple copy and design shines – and converts. Steer clear of cluttered templates and overly complex wording for a website that truly works for your brand.
Connection
When a prospective client visits your website, they want to know about the human behind the brand – which is why after your homepage, the most-visited page on your site is your about page. This is your chance to showcase the wonderful people who make up your team, and give some insights into their expertise and their personalities. This connection builds trust, which is a key reason a client will choose you over a competitor.
Value
Your website is your chance to help prospective clients solve a small problem now, so they’ll turn to you to solve their bigger problems down the track. Showcase your expertise by offering them something of value – whether that’s your articles, a free cheat sheet, an e-book or another kind of lead magnet. When your ideal clients leave your site feeling like they’re in a better situation than when they first arrived? That’s a win.
It’s time to shine online
You’re already doing all these things in person – now you just need to translate this IRL experience to your digital space (and it’s easier than you think!).
Check out the rest of our Crispy articles and videos for tips, or book in your free Marketing Kickstarter call to find out how we can help you reflect all the amazing good that’s happening inside your business.