Make a Lasting Impression, Part Two
In today’s world, most of us, are on information overload. We are inundated with so may articles, ads, and social media posts every day, that it can be hard to remember a name we heard or read just moments ago.
If people see your name once, they’re not likely to remember it. Once they’ve heard your name three or four times, it may finally stick in their brain. But it isn’t until your name has reached them at least 10 times, that you’ll start to feel familiar and they’ll actually consider doing business with you.
10 times. That’s a lot, right?
In this episode, I’m sharing 10 ways to get in front of potential clients and customers so you can not only make a lasting impression, but you can actually make a sale.
Let’s start with a thought experiment…
Think back to the last podcast episode you listened to. Can you remember the guest’s name? Or if you don’t listen to podcasts, what about the last blog post or news article you read, can you tell me who wrote it? Or the product that was reviewed or featured in the article?
We are terrible at remembering things on the first go round. I know personally, I have to meet someone several times before their name sticks. I’ll also listen to a really inspiring podcast interview, but I’ll have to go back to the show notes later in order to remember the person’s name and business.
We all need that reinforcement.
That’s why I think it’s so funny when I hear entrepreneurs complain about something failing, when they’ve only reached their audience once or twice. For example, when I host a webinar for my core audience, people like you who are listening to this podcast or reading my newsletters, I generally see a 5-10% conversion rate. Not bad, right?
But if I promote the webinar using Facebook ads, meaning the people on the training are being introduced to me for the first time, my conversion rate dramatically drops to 1%. It makes sense. Most of the attendees are new to my brand and services, it’s going to take more than a 1-hour webinar to get them to do business with me. After the webinar, they’ll start receiving emails from me, they may follow me on social media, or watch my YouTube videos. And then a few months later, when they attend another webinar, they’ll be far more likely to sign up for my course.
You may be thinking that this sounds like a lot of work, and you’re right. It takes a lot of effort for someone to get to know you, let alone do business with you. That’s why it’s so crucial that you focus your energy on connecting with the same people multiple times, rather than connecting with as many people as you can, once.
You’ve probably heard entrepreneurs stress the importance of niching down, and they’re correct. If you are trying to reach everyone, talking in such broad terms that your message could apply to anyone, then in reality, you won’t reach anyone. We are trained to tune those types of messages out. Like billboards on a highway or ads in your social media feed, how many of them do you actually remember?
I’d wager a guess that the ones you remember are the ones that spoke directly to you, the ones you felt were written just for you. Whether you connect with the ad as a business owner, as a parent, or someone who’s trying to eat healthier or get into shape, the messages that stick with you are those that speak to you specifically and don’t necessarily apply to everyone.
Rather than focusing on reaching a thousand new leads only once, shift your energy to reach 100 new leads…10 times. You’ll receive a far better return on investment, and when I say investment, I mean both time and money.
There are so many places to connect with your target client or customer, but for today’s episode, I’m focusing on 10.
1. Social Media
This is probably the one you thought of first, right? When people see your content on Facebook, twitter, or Instagram, that serves as the first impression. You may show up in their feed because you used a particular hashtag, or maybe it was because a friend shared your content. Whatever the case, social media tends to be the first point of content.
2. Your Website
From there, people will most likely venture to your website. I know that when someone comments on my Instagram posts or shows up in my feed, I’ll look at their bio and then click off onto their website. I’ll poke around to get a sense of what they’re about, who they serve, and if I want to connect with them. That’s why it’s so crucial that your website is up to date with the most accurate information and messaging.
Side note, if you still don’t have clarity on your brand messaging, I recommend downloading my Personal Brand Workbook. This will help guide you through the process of identifying who you are, what you do, and what makes you unique, and then will show you how to establish that brand online.
When new people visit your website, they’ll poke around a bit, and if they like what they see, they’ll want to connect further. Some will email you directly, but most will start with signing up for your mailing list. Which brings us to the third place to reach people…
3. Their Inboxes
This is probably the most effective place to convert followers into customers, because when people are in their inboxes, they’re there to read email. If you have a compelling subject line and deliver valuable content, they’re likely to read it.
Of course, this isn’t necessarily true if you’re cold-emailing or you added someone to your email list without their permission. But if someone is hearing from you because they opted-in from your website, your name will feel familiar and they’ll be more likely to open.
Using this scenario, you will have reached your potential customer 3 times. But that’s still not enough.
4. Through Video
This could be housed on YouTube, as a Facebook live, or on IGTV. I’ve addressed the power of video in previous episodes, so I wont go TOO far in depth on this, but the primary reason video is so effective for building trust with your audience is because they can SEE you. Think about it. An author who’s hiring us to execute a PR campaign is spending anywhere from $60000-$8000 dollars. Wouldn’t they feel more comfortable making that investment if they have actually seen me?
Your video content can be discovered through YouTube or various social media platforms, but it can also be something you share in your email blast. In every newsletter, I share one of my recent videos, which not only provides value, but it also builds trust with my audience.
I know some of you may be camera shy, which I totally get. I spent the first half of my entrepreneur career BEHIND the camera, not in front of it. But once I realized how much better I was able to connect and build trust with my audience, I put my fears aside, sucked it up, and just did it. And the more I did it, the easier it got. Now, I can hop onto a Facebook live or Instagram story with barely any prep. Practice and repetition definitely makes a difference.
So by now, this person definitely knows who you are, and you’re starting to gain trust. But you may not be quite there yet.
If you were thinking about hiring a service provider, someone you were familiar but had never worked with before, what would you do next? For me, I’d google. I’d look for testimonials or other social proof that this person knew what they were doing.
And this is where publicity comes in.
Email marketing and social media is YOU talking about who you are and what you do. But publicity, is when OTHER people talk about who you are and what you do, and often, if you’re any good.
5. Media Interviews and Reviews
Media interviews and reviews are a great way to make a lasting impact with a potential customer. They hear your name, plug it into google, and then they see reputable media outlets talking about YOU. If you plug Dana Kaye Publicist into google, the first few results, depending on your search history, are my website. But the others are features and interviews I did with Writer’s Digest, Lit Reactor, and The Book Designer. These are reputable, trusted outlets, and they provide more klout than my website alone.
Think about your typical client and customer. Where are they getting their information? If you provide services to brides, then being featured in a local bridal magazine or on TheKnot.com will not only reach your target audience, but you’ll also be associated with a media outlet they trust. If you’re serving entrepreneurs, then being featured on outlets like Inc or Fast Company will do the same. Take some time to list out all the publications and websites consumed by your target audience. Then set aside some time each month to pitch those media outlets.
If you’re not sure how to go about pitching media outlets, listen to this previous episode.
6. Guest Articles and Blogs
Another option if your shy about pitching coverage to media outlets is to contribute a guest article or blog post to a reputable outlet. Everyone is looking for content, even the biggest websites. They need to feed the beast and you can help them do that.
I will say that an article written by you may not have the same impact as an article about you written by someone else, but it does help establish your credibility as an expert. And most people will think, well if Inc, The Knot, or other sites I trust think her opinion is worth publishing, then I think she’s worth listening to as well.
7. On a Podcast
Another place to make an impression on this potential client or customer is on a podcast. This can mean being a guest on someone else’s podcast, launching your own or, ideally, both. Like video, a podcast is a great way to build trust with your audience because they can hear your voice and get to know you more personally.
When you’re on someone else’s podcast, it also increases your clout. After all, if you’re important enough to be interviewed by someone they trust, then you must be good enough to work with, right? Podcasts hosts have already developed trust with their audience, so when they introduce you to that audience, they already trust you more than if they had come across your name or business on their own. The trust transfers from the host onto you.
Additionally, launching a podcast of your own is a great way to make a lasting impression and build trust with your audience. You have the opportunity to connect with people week after week; you literally have their ear.
I’d wager a guess that if you’ve been listening to this podcast for a while, I probably have built up a certain level of trust with you, am I right? Even if this is your first time tuning in, you’ve already listened to the first half of this episode. There’s probably a reason for that.
When you teach, inspire, motivate, and guide people, you make a more lasting impression, and a podcast is a great way to do that.
What’s even better than reaching people through video or podcasts?
8. In-Person Meetings
I understand that not everyone has the capability to meet people in real life, you may live in a rural area or have other obligations that make it difficult.
But if you can do it, DO IT. I know that anytime I meet someone in-person, I’m far more likely to remember them and potentially do business with them than if I’ve only communicated with them online. I know the digital space makes it so easy for us to connect with people without leaving our house, but digital tools are just that, tools. They are not a substitute for the real thing.
I have a challenge for you. Look at your email list, customer database, or even your social media followers. Then, identify ones that live within a 10 mile radius of you, even a 30 mile radius, and find an opportunity to meet in person. If you have a few dozen followers in the area, arrange for a meet up at a local bar or coffee shop. If there are only a handful, maybe offer to take them to coffee and learn more about them. These in-person interactions can be what it takes to convert a follower into a loyal fan.
9. Networking Events
While we’re on the subject of in-person meetings, networking events are also a great opportunity to make a lasting impression. I started this episode saying that many of your new contacts will first connect with you on social media, and that’s still true. But new contacts are also made at networking events, and those contacts require far fewer impressions to make a lasting impact.
Unlike social media where people scroll through feeds without even taking a few seconds to like or comment, at a networking event, you have a captive audience. People are there specifically to meet new people and make new connections, so they’re more open to listening and learning more about you.
For me personally, I can attribute at least half of my client list to those I met at conferences or other networking events. On the flipside, I can count on one hand the number of clients who came to me through social media or my website alone.
In-person interactions are powerful. Yes, you may not meet hundreds of people, even dozens, but those one or two people you connect with, can make a lasting impact on your business.
Okay, we’ve covered a lot of ground here, but there is one final impression that you need to make in order to convert a follower into a customer.
10. The Point of Sale
For our authors, that generally means Amazon, Barnes & Noble, or a local independent bookstore. They must have an engaging and favorable presence in the place where customers will actually buy.
Think about it.
You’re driving in your car listening to NPR and you hear an author on Morning Edition. The book sounds interesting and you think, “I’d probably like that book.”
Then you get to your destination, park, and you forget all about it.
Then maybe you’re scrolling social media and you see an ad for the book you just heard about. You may not put two and two together, maybe you do. But that’s another impression. That weekend when you’re flipping through People, Vanity Fair, Entrepreneur, or whatever you read, you see a review of that same book. It starts to register.
Then finally, you walk into a Barnes and Noble or an Independent Bookstore, you see that book on the front table, and you think, “I’m seeing this book everywhere! I’m going to buy it.”
That is what you want to achieve for those 100 customers.
If you’re a maker, the point of sale may be your etsy or shopify page. If you’re a service provider, the point of sale may be on your “work with me” page or at your brick and mortar location. Wherever the transaction takes place, it’s crucial that you make a lasting and favorable impression.
For those of you whose point of sale exists online, whether it’s on Amazon, Etsy, or on your own website, I challenge you to spend some time walking through your customer’s journey. When you get to the page, what’s the first thing you see? Do you have reviews, testimonials, or other social proof? Is your sales page engaging? Are you able to make a transaction with just one click or are there lots of hoops to jump through to actually make the transaction?
Spend time at the point of sale, in the head of your potential customers, so you can see what improvements you can make.
There you have it, 10 ways to make 10 impressions and begin to convert new leads and followers into clients and customers:
- On social media
- On your website
- In their inbox
- Through video content
- In media features or reviews
- In a guest article or guest post
- On a podcast
- In a one-on-one meeting
- At a networking event
- At the point of sale
I cannot wait to see how go out and make a lasting impression in the marketplace, so be sure to share your own experiences in the comments below. And tune in next week for part 3 of this 4-part series, The Upside of Being Unpopular.