When it comes to helping clients increase customer activity…
There are only two ways to do it. (Yes, just two)
Let me give you an example…
Let’s imagine that a pool builder wanted more customers, the two types of potential customers are:
1. All the people that woke up this morning and decided today was the day they were going to look for a pool builder to build their dream pool and began their search.
These people are what we call “Active Searchers.”
The cool thing is, if we want to target active searchers, there are two primary ways we can do this:
a. Organic Search Engine Optimization
b. Paid Per Click
Both of these strategies help us target active searchers. The people who are actively searching for a new pool..
- The second way is all the people who have a backyard that is perfect for a pool and would like to have one, but for whatever reason they are not currently looking for a pool builder.
These people are what we call “Passive Prospects.”
The cool thing is, if we want to target passive prospects, there are some simple strategies we can use to do this:
a. Facebook/Social Advertising
b. Display advertising on networks like Google
Both of these strategies help us to passively put ads in front of our target audience and help them see things like before and after photos, or educate them about financing options that might lead them to become interested in a new pool.
The power in simplifying your services into how they impact either ‘active’ or ‘passive’ audiences is that it makes it far easier for your client to understand AND therefore easier to buy.
For example, if your client doesn’t want to enroll in your SEO or PPC services, what they are saying is, “I’m not interested in targeting people who are actively searching for services that I can offer.”
Now, I doubt that most businesses are uninterested in targeting people who are actually looking for their services! It’s just that they probably don’t understand that SEO or PPC strategies are all about targeting this audience.
Help your clients understand how your services allow them to tap into specific types of buyers and watch more clients hire you.
If you want to watch my full training on how to use buyer personas to sell more of your services, DM me on Facebook or Instagram and mention “buyer persona” and I’ll get it to you.
