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Being “Everywhere”

Over the past couple of months, I have run into the same business-to-business insurance agent multiple times. It felt like he was everywhere I was. He was always very nice and helpful, and when I needed a new business policy, it was an easy choice to work with him.

To work with someone, we need to know, like and trust them. The more you see someone and the more you get to know them, the easier it is to like and trust them. However, it takes a lot of time to do that through face-to-face interactions, and advertising is typically expensive and not a great way to build rapport.

So, how can you leverage your time to be everywhere for your ideal prospects... without it being extremely expensive? This has been something I have been piecing together over the past six months. We have tested some of the pieces with clients and learned what is working for other companies.

Whether you are getting organic traffic to your site or sending people there with paid advertising, only a small percentage actually take action, such as contacting you or joining your newsletter. While some people may not be a great fit, most of them likely are. The problem is that rapport cannot be built with one visit to your website.

While advertising is generally expensive, retargeting is not. Retargeting is an advertising tool in that enables you to show ads on Facebook and most sites that have advertising to people who have already visited your site. So, we can reach these people multiple times at a low cost. However, we do not want to just keep trying to sell them your services. You want to get them to know, like and trust you.

Because people learn and connect in different ways, you want to give them different options in different ads. For example, different ads could promote a white paper they download, a video they can watch, and a webinar they can join. Each moves them closer to doing business with you. Plus, if they sign up for a newsletter (like this one), you can develop a more intimate relationship through simple, consistent communication.

While this is certainly not a free way to get new clients, it is a relatively inexpensive way to leverage your time and develop relationships with a much larger number of prospects. If you would like to test to see how this works in your industry, please let me know. I would be happy to map out what it might look like for you and what it would take to implement. Just contact us to schedule a time to talk.

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