Something that I encourage my content marketing clients to think about is “what comes next”? Put your hand up if you’ve ever published something without thinking about what your readers/viewers should and will do afterwards. Mine are in the air.
SO many times we’re guilty of thinking about what we’re about to do and what is a long way off. We don’t pave the road between. And your potential clients that you’ve created an awesome piece of content / product / service for? Well they’ve come to the end of the road. You haven’t shown them or educated them on the next step (and this could be a reason why your clients or customers don’t buy into your up-sell).
Now, what I’m not saying here is that you have to be an expert (although technically, you’re already an expert where you’re at). But you should always be working to be one step ahead. That comes from dedication to honing your craft and learning more about those you most want to work with. It is SO much easier to retain clients/customers than to keep bringing in new ones. Become known for somebody who can take them right the way through.
Guide them. Whether it’s to another piece of content that helps them move forward, or a product or service. ALWAYS be thinking about what they’re going to want and need next. If you can show up for them in a way that allows them to stick with you right through to booking you at the top level and beyond that relationship, that right there is the ultimate aim. That’s how you get your referrals and build a word of mouth business like I have.
No, it doesn’t always have to be through fresh content, services or products… it’s not about getting them through that sales funnel and up the value ladder until they’re working 1:1, hiring you for your most exclusive, high-end service (although naturally they can and will do). It’s about being there, building trust and showing that you get what they’re working towards, and that you’re going to keep going with them. It’s about creating packages that sell each other, connecting your products to support each step of their journey, providing the information they need to determine where to go next.
It’s also not all about you being that person for the whole journey. It’s about you letting go when the time is right, but not leaving them hanging. There will always be new people to nurture, but the best feeling is when you grow with your clients as far as you can go together.
So… what’s next for them? What’s next for you?
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