Picture the scene: you’re going on a blind date and you’re excited… and a little nervous.
So you do what any inquisitive and discerning person would do – you pull out your phone and get Googling.
What happens next totally informs how you feel about your potential date – and even whether you’ll decide to go ahead with meeting them.
The ideal scenario: you discover lots of positive things! You like their vibe! The date is ON.
The not-great scenario: their internet presence is patchy and you can’t really get a handle on who they are. Some random stuff comes up and you’re having second thoughts about the date.
The worst scenario: there’s zilch online about them. Not one single thing. You can’t even see a picture or get a feel for who they are. You’re flying blind here, and probably won’t even recognise them in the bar. It doesn’t bode well, and you start to chicken out.
Consumer behaviour vs dating behaviour
Now, instead of a blind date, imagine the exact same scenario, but you’ve been checking out a business to see if they can help you.
The same principles apply, right?
That’s why, when it comes to your own business, your search results matter way more than you think.
Consumer behaviour is very similar to dating behaviour – especially in relationship-based businesses like financial planning and coaching, where a good personal fit is equally as important as experience.
If a prospective client is seriously considering working with you, they’re likely to do a digital deep-dive – read every page on your website, download your lead magnet, listen to your podcasts, watch your YouTube clips, scroll through your Google reviews, and more.
And it makes sense, because if they’re going to be getting advice, they want to get a good sense of who you are to make sure they can trust you with their personal information and hard-earned money.
So when was the last time you searched your business to see what really comes up?
Search results done right
At Crisp, the very first thing we do with new clients is to delve into their online presence.
We check what’s out there about you currently, what it says about you, and what we can do to improve it. This means that whether your potential client is on your homepage or has scrolled all the way to page 10 of your search results, your message is clear, positive and consistent – no red flags here, thank you very much.
Often we find lots of amazing stuff that isn’t being used in your marketing – and we make a plan to showcase this front and centre across your website, social media, newsletters and more, so people don’t have to go down the rabbit hole to discover how great you are.
Sometimes we find questionable content that needs to be removed (think typos, messaging that’s confusing, old branding that doesn’t align with the current direction, etc.), and other times we find… nothing.
This REALLY isn’t ideal, as it means your potential clients have nothing to go on. They can’t get a feel for whether you’re the right fit for them, which means they’re more likely to a) waste your time and b) be the wrong type of client for your business – two things you want to avoid at all costs.
When you partner with Crisp, we’ll create strategies based on what your business needs – so you woo your dream suitors (sorry, clients) from the get-go.
Book in for your free Marketing Kickstarter call today – and if you want to scope us out first (we know you do!), we recommend reading our piece on How much content is TOO MUCH?, watching our video on what to do when you have too many marketing priorities and following us on Facebook, Instagram and LinkedIn for expert marketing advice, behind-the-scenes glimpses of agency life, and lots more Crispy goodness.
We can’t wait to meet you.