Hi I have a huge amount of very engaging content that my readers thoroughly enjoy yet I am not gaining a lot of new clients out of it. Any ideas?
I work as as an executive coach specialising in structural thinking skills, the construction of decision making frameworks based on core values and mission statements. I create a lot of very engaging, high quality original content on a regular basis that makes a genuine difference to people's lives but I am not gaining the new clients I expected I would, any support and ideas sincerely appreciated. Many thx
Where is the content posted? is it accessible by Google, Bing etc? Are links to the articles posted in such social networks as LinkedIn, Facebook, Xing, Referral Kery and so forth?
Also, does it answer peoples questions obviating the need to contact you for more information? Sometimes splitting a subject into two or three parts with the first part published and a 'contact me' for the secoin and or third parts can help to generate business.
Issuing surveys to elicit interest and find out what people need and want is also a good move.
Just a few things you can use. I am sure others will come up with some ideas also.
Not to be glib but remember the saying, "Why buy the cow if you get the milk for free." If content answers solutions it doesn't make sense to expect clients to appear because you are brilliant. The simple reality is that if content is being used as part of a selling strategy then you need a selling strategy! Tease solutions and require a contact point for more OR before people can retrieve information make them register with a phone and/or email and then you do the follow up to see if it was any value (then dig for the pain and see if a meeting makes sense). The tough reality that any coach should tell any business is that selling never stops and rarely is it a passive endeavor.
You are not alone, this is a common problem. Without seeing the website it is difficult to give you specific recommendations. That being said, try to create a lead product, or something that would have significant value and drive that traffic to a landing page. For example a white paper on "5 ways to change how to think about your business." If your traffic is coming to your blog posts make sure you add the link to the download landing page and make the call to action clear.
If you are already producing white papers and are simply struggling to convert I would take a look at your landing pages and try to optimize them so the call to action is more clear and/or accessible.
If you can provide your website I would be happy to look at it and give you some specific suggestions. Please feel free to email me, just visit my website at foleymc.com for my contact details.
Best of luck.
Hi Michael! Do you have some clients for this product? One the way to expand your wire is to call these Clients to help indicating for relationship of them (in the same professional line), or participate in some fair (small??!!) that your public will be present.
In the future, let me know how you are going.
Hugs and good luck with the business.
Your content is there to educate people on a particular subject matter. As a by-product you're increasing your value in their eyes. In addition, you've got to have a subtle call to action somewhere in your content.
You may want to even consider saving your greatest content for your paid clients. If you give away too much info what is the incentive to buy any of your services?
Something to think about.
You have received some great input here and I would like to add mine to the mix.
I have two areas I will cover with you:
2. Google Authority
My question to you is, are you taking your readers on a journey of transformation?
Does your content follow an invisible storyline that moves your readers step by transforming step to THEIR goal? A goal you know (in advance) they desire?
All of the best stories, the bible, fairy tales, myths, urban legends, and films tell a story of transformation and people love them for it. Because all of us desire to break free from the mundane and be the person we truly want to be.
This insight was discovered by Joseph Campbell. He wrote a book called 'The Hero With a Thousand Faces'. His book goes into great detail about the journey of the hero and the players who help him fulfil his dream. The main player on the Hero's journey is the mentor. You only have to watch movies like, The Matrix, Lord of the Rings or Star Wars to see how important the mentor's role is.
As a writer your role is no different. People go on-line to find solutions to their problems, end of. As a writer of great content you are expected to give the reader what they are looking for and that is a solution towards their journey of transformation. Whether you realise it or not, you are a mentor, someone who brings solutions and through those solutions you give the reader permission to transform. If your content fulfils this role, you will become very popular very fast and your services will be in great demand.
If you are interested in John Campbell's theory, I found a synopsis in PDF format on-line, I can forward it to you if you wish. This synopsis outlines the Hero's journey and explains the different stages and characters within it.
This is a great to have when creating content and will help you figure out what stage of the journey your reader is on.
Once you have figured out your content storyline and written epic stuff, then it's only a matter of using all the channels at your disposal to get your message out there, e.g. your blog and all the other social media platforms you can get your hands on. From what other's have said here, there is some major tweaking to be done, but until you get your content in-line with your Heroes story, it does not matter what channels you have in place, your content will not travel and this is because you are not making true connections or building trust through your content—yet.
I would also consider creating a character profile or avatar, this will help you connect with your Hero.
Google is on it's own Hero's journey and desires nothing more than to help writers transform and become the Heroes/Authorities they deserve to be.
To explain the whole story here would take too long so instead have added a link to a fantastic article that reveals, in great detail, how you can become an authority with Google's blessing.
I wish you every success on your Hero's journey.
My first question would be are you writing what you believe to be engaging, high quality original content, which might not be perceived by your readers in the same way. Or are you writing content you know your market is looking for because you have done your research on search terms and keywords, and you have based it on substantial reader (and potential future client) feedback?
Also, do you have calls to action on every single article you write?
Are you signing up visitors to your site so you can follow them up later and potentially convert them to clients?
Are you offering a signature program rather than just a general service and do your potential clients know that?
Is it clear on your website or your profile?
Is there a way for them to contact you on every single piece of content you publish?
Are you engaging with your network outside of the content you offer?
Do you have a follow-up system in place for prospects who contact you?
I viewed your profile on LinkedIn and it was rather difficult to seek it by just typing "Michael Dale" and had to use "Michael R. Dale." I even tried it in the advanced search and used "Ignite" as the company you are with and didn't get the search until I used "Michael R. Dale," which I found out when I visited the website.
This tells me that (as someone here already advised) that you SEO from a LinkedIn point of view, may not be in its right place.
Secondly you have 340 + connections and about 13 recommendations and the number seems like noise when you have so many members in your network. I would say crack it up to at least 10 % which could clearly reveal that at least 1 in 10 are acknowledging the value you bring to their profession and/or career.
I make this point, as you claim that you are unable to gain new clients.
In this world of technology changing so fast, we need to engage in "Pull Marketing" as opposed to the archaic ways of "Push Marketing."
If you are interested in knowing more of this, you can look my articles published and if there is an additional interest, I would be happy to connect offline. Please be open, transparent and critical of what I shared and the work you do is definitely passionate and unique and you just have to make sure that the customers see that as opposed to keeping it as a dark secret without getting the word out to the network.
Where are you posting your content? Do you have a blog?I looked at your profile but may have missed it. Would like to look at it. How you are syndicating your content?
I know you got a lot of feedback on your question and some good advice. I'd follow some of the advice given but I'd also focus on customer navigation (Goals) .
What percent of viewers navigate from the content to contact us pages, or to targeted sign-up/purchase pages. Google Analytics has some good tools to track navigation on your site. You can use this data to improve layout, and focus on the goal of getting more leads.