Here are our favorite strategies to become an expert in your industry.
You can use them even if you don't have success stories to gain the trust of your environment.
I myself (Javi) a year ago was a digital analytics consultant, nothing to do with sales, and in a year I have earned a place in the sales industry thanks to these actions.
A year is nothing, believe me, and if you become a reference, the effectiveness of your communication will be multiplied x10.
The strategies are as follows:
As you can see, these strategies do not have to involve any investment in advertising.
It is better that you choose 1 or 2 channels and go for them all: LinkedIn and email, Facebook and LinkedIn, LinkedIn and YouTube,... choose two to start with and when you have mastered them you can open more.
It is useless to have everything active, since you will not be able to focus on generating income through a channel.
Unless you have a whole marketing team and a big budget, I recommend that you try to focus on 2 channels and go all out there, making the necessary changes, running tests, etc.
Webinars can be very useful to demonstrate your authority on a topic and move viewers towards the purchase of your service or product.
In addition, from a webinar, you will be able to obtain various "chopped" content to use in other channels.
Making a webinar is somewhat complicated, but once you set up what is necessary to make one (web, landing, zoom, registration,...), replicating it is much easier.
My recommendation is that you do webinars when you already have notoriety, you already have followers, a mailing list... in order to generate some assistance.
Keep this in mind:
Webinars should solve the problems of your target person.
I repeat.
The webinars must propose solutions to the problems detected.
DO NOT do webinars about your services, your products, your...whatever....
They should solve THE PROBLEMS and detail the EXPECTED RESULTS that your clients will achieve after attending.
Example:
Webinar on innovation in the financial sector: BAD
Webinar on how to design a new financial service in 2 months without external consultants: GOOD
Webinar on Facebook ads for SMEs: BAD
Webinar on how to get 40 qualified leads per month for insurance companies in the media digital: BIEN
This idea is interesting if you have a product that may be exclusive and you want to invite a limited number of attendees to make an audit, strategy or analysis of something.
It will work very well if you manage to add value and they will remember you when they need your services.
- Set up a free workshop where you will invite only XX companies (Exclusivity)
- Closed invitation not available to everyone (FOMO)
- Plan this workshop as a free consultancy to help them strategically start the year well (Service)
- Look no further more than help them (Compensation)
- Make a list with the main opportunities that you could not close last year (Analysis)
- Invite them to participate in this exclusive action (Ego)
- During the workshop allow questions, share documents, tools and success stories from other companies that have achieved results with you (Credibility)
- Do not present your services, your company, or your products (Differentiation)
- Just analyze their situation and make recommendations (Expertiese)
webinars Then there are the automated webinars.
It is a very powerful tool that can bring you customers on a recurring basis if you design and execute the strategy well.
It is interesting for low ticket applications (less than 1,000 euros per year) aimed at a cold audience where it is not profitable to have a salesperson to make "demos" but it is necessary to show the benefits of your product, that is, we seek to automate the sale.
Running a standard webinar to a cold audience can be frustrating when you find that you're not selling what you thought you were going to sell after putting all the effort you've put into this strategy. It is better to direct live webinars to people who already know you, people who are part of your community, who have interacted with you (old prospects that you did not close, people registered in your newsletter, ...)
This is a easy, fast strategy that works very well to grow the mailing list.
These people on the list are waiting for your content, you can cultivate the relationship via e-mail (with no direct intention to sell) and get your brand burned into their minds so that when they decide to buy, you are there, the first of all on the list.
In addition, it is even a very good strategy to know what type of content your potential client wants and what your potential client is like.
Once the user downloads your document, you will already have a predefined series of emails that they will receive periodically with your content.
I understand that there is not much to clarify about this.
Many people disown LinkedIn.
They are wrong.
It is a very valid channel that you should work daily. Yes or Yes (if your target person is around, of course...)
Check the Snowball and Postit activities if you haven't started them yet.
Free strategic sessions go very well to finish convincing the potential client.
It would be a session in which you really help your potential client to achieve their goals.
It can be a 30-minute or 45-minute session in which you offer help and valuable content to your potential client.
Obviously, at the end of the call, if the client has really qualified (you think that they could be your client and that you can help them), you would explain the service you offer to sell it to them.
It's important that this free session doesn't seem like it's just a business call, because if you give this feeling, potential clients won't want to talk to you.
The strategic session should be something very at the end of the sales funnel and you should have been filtering those people who are not your potential clients. It is important to direct these strategic sessions only to companies or people who really qualify to be your clients.
This tool can be used by companies in the service sector: consultancies and agencies.
You can set up these sessions individually or in groups, involving several similar companies and discussing a practical case with them.
In this way, you generate exclusivity and close treatment.
The blog is almost free.
One of the best tools you can use.
You write posts that may be of interest to your potential customers by answering their questions, fears and aspirations.
The blog, in addition, serves for you to get positioning in Google (SEO) and, therefore, has a function in the medium-long term that many other strategies do not have.
If you manage to improve your positioning, this will give you benefits for months and months. It is a very good way to ensure future income that does not depend on any action in advertising or any specific action on your part.
The blog also gives you authority. When a potential client walks through your publications and sees what you talk about and how you talk, they can assess if you really know what you are talking about.
In addition, you can (and should) reuse blog content for other channels, emails, LinkedIn, etc...
Everything you do in this regard will be positive for your notoriety
This type of content usually works very well too, since you expose yourself.
Not everyone dares to go out on YouTube or speak on a podcast for half an hour.
You stand in front of your potential client and say "Hey, since I'm so expert in my subject, do I dare to go out there and say it?"
Your physical appearance doesn't matter in the background, the person who is there watching your YouTube video is looking to know if you really know about the subject.