When rebranding, its always good to go back to the reason why you set up in business in the first place. Remind yourself of the situation and re-live it.
Why did you set up in the first place?
Write the story of how your business came to be.
Why did you set up in the first place?
List the reasons, the situation, thoughts and feelings you had back then.
Write it down and get it all out onto paper or a word document if you prefer.
This will also drive you to keep going when you lose focus.
Koogar was formed on 6th November 2006. I was being approached by many Business Owners asking if I could “build a websites for them” and I’ve been asked to build all sorts of websites!
At this time, websites for business were a new marketing element businesses wanted to add so they could now be found online. The problem was, they were VERY expensive, and the quality of website being built was poor.
WordPress or “build your own websites” didn’t exist then. Websites were made using Notepad (or Text Editor) where you needed to know how to code.
Because I noticed the quality of website that was being made, I looked into them further to find most were not portraying the businesses well at all. These Business Owners were not getting the presence they really deserved and knew I could do a better job.
Checks and Research
Logos seems to be made in Word and visuals were either taken from the internet or taken by the owners but the sizes were wrong. Out of proportion, slow loads times and not good enough quality.
No effort went into the content.
These sites were full or jargon and no personality!
No calls to action, customer journey or experience created for the user. At one point, usability is the main part of my job, so needed to ensure the user of the website can easily understand the wording, buttons and navigation amongst other things.
Some of the sites I looked at were shocking (some are still this way today) but I knew I could make the code leaner and more up to date.
Love and Passion
I was in my 8th year of working in the Internet/Web industry in 2006 and I was getting a little bored. The software house I worked for wanted me to become a programmer, but I knew that wasn’t my path.
I loved art and design; qualified from college as a Graphic Designer, enjoyed client meetings and putting what they wanted into the websites after asking the right questions.
So, I thought to myself… “can I make websites for businesses?”, bearing in mind, that year I was building multiple websites for companies like HSBC, head of usability and in client meetings every week.
So, the answer was, “yes, of course I can!”
Koogar was born.
1st Koogar Client
My first client (as Koogar) that year was a Hotel based in North Wales. Ged had worked with me for a very long time (13 years), like most of our clients have. He retired in 2019, selling the hotel on to a chain who took over the marketing and digital elements.
I had taken what I had learnt during my career as an Internet Developer and mixed it with what I had learnt from my parents; customer service, experience and people.
My Dad was Head Maître D in the best hotel on the island of Bermuda and my Mum was an entrepreneur and ran many businesses.
Over the years, I’d learnt the digital way of creating customer journey’s, understanding the user as well as the traditional version of customer service by understanding people and being in front of them.
Marketing is about psychology NOT technology.
Technology will change but people are people.
Marketing is about communicating well so no matter where your message is, the RIGHT people will notice you and take action. Leading them to the sale…
Without marketing (awareness or attention) you don’t get the sale!
Koogar was born because of lack of standards and quality; not only for the websites but how they looked and sounded to the people using them.
The whole experience!
I wanted to deliver the best service as a web designer but also get the attention the Business Owners wanted and giving them the presence they all deserved.
Your 2nd Step
If you are looking to rebrand, take a step back in time.
Go back to the day you had the idea of running your own business. Remember WHY you set up in the first place. What was wrong with the industry that made to start your business?
This exercise will put fire back in you belly. Making the evolution of your brand even better than it has been!
Social Media is still new to the marketing game, yet many still don’t believe spending time on Facebook or Twitter (other social platforms are available) is a useful and effective use of their time or that it works for business.
Which I understand… to a point.
It can come across as a lot of effort for little gain and we have survived for many years without it, so why is Social Media still executed with bated breath?
Has this question been asked out of curiosity, time allowance or restriction, hesitancy or uncertainty? As all of which are valid reasons as to why Social Media is still untrusted.
Why would someone ask this question?
Many Business Owners ask us (at Koogar) this question, especially when they feel like Social Media is a burden they don’t wish to encounter or undertake. It’s yet another job we (as Business Owners and Marketing Managers) need to add to our “To Do Lists”, along with book keeper, new business development, sales team and so on.
I understand that Social Media is actually hard to do. It’s constant (and feels relentless at times), needs to be consistent but different every time, as well as interesting, engaging, likable, shareable to name but a few of the outcomes we want from the efforts we are putting in.
All of it about us, our business and why we are different.
In the small to medium business world, most are not those who like to put themselves out in the public eye. We worry about several things when it comes to sharing information about ourselves, our business, our prices and some of the other awkward questions we are asked on a daily basis, but we know we SHOULD be doing it.
And the answer is…
But the question here is… “can a business survive without Social Media?”
The simple answer to this question is “Yes”! If done with…
Social Media brings up several feelings for people BEFORE we talk about business. On a negative slant, we think about;
Fear of missing out, failure, success
On a positive slant we’ve seen Social Media bring us and others;
Opportunity at a local and global sphere
Awareness of self, others (and brand of course)
Enhanced communication – being able to speak and having our own voice about things we may not be able to speak about privately
New business – people learning about who you are, what you do and who you can help them
Relationship building – by bringing us closer together with people we may not see regularly
Learning – about what’s happening with the people you are connected to, from the news
Collaboration – working with others and their audiences
Connectivity to family, friends, acquaintances, the world and feeling included
Discovery of new things you could get involved with, become, teach, learn…
Other thoughts consist of…
Not knowing what to share, when to share it, who is listening or watching, who is interested or bothered to read your content are to say but a few of the questions that go through the heads of Business Owners and the Marketing Managers who have to report back to their team leader, manager or boss to justify the work they are doing on Social Media is actually fore the business and not to the detriment of the business.
Social media doesn’t work (at this point please define your understanding of “working”)
Only for the youth of today are the only ones using it
It is a waste of time
The newest method of communication is the holy grail to marketing
It’s the only thing you should be doing as traditional methods don’t work any more
All of these would be right!
Right as in, some social media doesn’t work but that’s because of the content you are creating or that you haven’t got the right people following you.
And because of this, we sometimes think “is it worth it?” Should I be spending my time where I’m not getting results or where this platform can go with a blink of an eye?
Top 4 questions/statements about Social Media and how it works for business
1. Is Social Media a waste of time?
Which could be true and this would be because you’re not focused on the task at hand, the content you should be creating, the audience you want to get in front of and how to influence them to choose you or invested enough time to give your audience what they need.
It will most certainly be a waste of time.
This isn’t about the more you put in the more you get out. You have to put the time, effort in by delivering the quality people want to see.
2. Social Media is only for the young ones!
This is certainly an old school train of thought. Yes, the young ones use it more than the most mature generations as we were brought up in a different time. We didn’t have so much information at our finger tips.
The next generation (the young ones) are our new clients, new team members and the way the communicate is via Social. Not being there limits your efforts of getting into new markets quickly as well as getting brand recognition, as other businesses within your industry will be there before you and smashing it on social.
3. Is it the Holy Grail?
To certain types of companies, yes, because their audience is the younger generation who have been brought up with Social Media, don’t notice anything else but digital content, as well as what happens when it stops working, goes down or has a big update that leaves you not being able to do anything?
HOWEVER, every business still needs a brand, a website and marketing materials, elements and activities so they are being seen in the places where their audience expects them to be.
4. Traditional marketing methods don’t work…
I get this said to me nearly EVERY time I have a meeting and there are two reasons for this;
You’re either not;
Not doing them correctly.
Let’s take a magazine advert for example; most people, when putting an advert in a magazine have their logo so big and only a little content about what they do. At the point of the reader seeing your advert, they may not even know who you are never mind want to take you on. You haven’t put on a tracking telephone number or set up a specific email address just for your adverts to know if it is working or not.
Thus, meaning your expectations are so high and the thoughts of people buying from you will just happen because they have seen the advert, you are disheartened when you get no results, leading you to think nothing works because you’re not getting the results you wanted.
Or your target audience isn’t there to see what you are up to. You need to spend more time understanding who “your people” are so you know where you should be spending the money, time and resources.
EVERYTHING you do to market yourself and your business HAS TO have the customer at the centre of it. What do they want and need to see, read, watch, touch, feel? This isn’t about you, its about them and their requirements.
What would happen if you did leave Social Media?
I doubt your clients would leave you for someone else who is on Social Media, but you would need to put more efforts into other marketing channels to ensure your clients see you on a regular basis and are not coheres into thinking your competitor(s) is better than you.
Email Marketing would certainly become a critical marketing element to your marketing methods and your websites and content marketing game would need to be upped.
How else would you use your time, now that you have it back from not doing Social?
Where is your audience and how do you need to concentrate your efforts on getting in front of them?
Risks if you did leave Social Media
There are always risks when you make change, but instead of concentrating on the negative, let’s be proactive and think positive by planning your success.
Here are 7 questions you should ask yourself if this is something you are planning on doing
Touch points – which touch points will you have in your business if social media is put to one side?
Brand awareness – how will you extend your brand awareness?
Communication – how will you communicate about your new products, services, events and business?
Sharing – how will you get your audience sharing the content you create, emails and images for you
Expectations – do most people/clients expect you to be on social? Have you asked them?
Search results – what will you put in place to ensure your search results don’t disappear
Lead funnel – how are your leads effected by this move
As I mentioned before, Social Media isn’t the holy grail and if you were to stop it your business wouldn’t stop, you would just need a tighter strategy and plan to stick to, to get the results you are after.
Social media does help in the growth of a business but most of the time we can’t see it because it hasn’t turned up in our banks.
This turns up in the way of;
Lerkers or observers
Questions being asked
FB Live watchers
Out of the blue cold calls
We need to realise as buyers, we don’t buy from people just because we have seen your post, image or email. We have bought because we have been through a series of thoughts, processes, reviews, objections and observations that have led us to you!
The lack of engagement doesn’t mean people are not watching you or can see what you are up to!
This is called the Customer Journey. We all do this, every time we look to buy something. The bigger the cost of it the longer the process takes.
Tracking the invisible growth is essential because the invisible growth turns into cash once the customer journey has been satisfied to THEIR standards, not yours!
Worst case scenario
How would your business fair all Social Media is gone as of tomorrow? You turn your phone on to find that all apps have been removed, websites don’t show up in your browser… Nothing.
How would your business communicate then?
Have you built up an Integrated Marketing strategy and plan that allows your business to have less of an impact of your daily routine?
Stop and “Take a knee”
Taking a step back, reviewing and reflecting is what we all must do as Business Owner’s but also ensure we are on the right track of our business.
Sometimes we just get carried away or complacent about where we are without ever reviewing our situation. You genuinely may hate social or are not getting results even with all the efforts you are putting in, which is why I’m going to suggest taking a digital detox or social break.
See how it works out for you and review your current situation over a month at the very least.
You being off social personally doesn’t count, it’s not the same. I’m talking about no pages, groups or profile action for a least a month for your business.
What’s your next step?
It’s a big decision to stop social but also nice to detox from something you are not gaining from.
Let me know your thoughts, ideas, observations about this and if stopping social is for you or not…
I’ve written this blog for those of you out there who are not confident when it comes to doing a video and filming themselves. Those who cringe and feel a little sick at the thought of pressing the record button, those who don’t like to listen to the sound of your own voice. However, amidst all of this, you should be doing to get a more personal side of you across in your marketing.
This blog is for those who are looking to become more confident with video, so they can show themselves, their business and products/service off to the audience they want to build.
Video is right now THE best way to get engagement and show a bit more of who you are and why people should buy from you.
By 2020, online videos will make up more than 80% of all consumer internet traffic – Cisco
55% of people pay close attention when consuming videos — more than all other types of content – HubSpot
Knowing that you need to do more video or at least make a start, how does it make you feel about it?
If like me, you cringe at the thought of having to do a video and think…
no, I’ll be no good
I’ll clam up
I don’t feel confident
no one wants to listen to me…
…but you’d be wrong!
You need to look at this as a new skill you need to conquer and add to your marketing ninja belt…
Just because doing video is new to you, it’s scary and you’ve not done it before, makes you feel like you can’t do it. But, I’m telling you, you couldn’t be further from the truth!
I’m sure you’ve done many things that you thought you couldn’t in the past, like pass your driving test, buy a house, pass exams…
Once you learn a little more about how you can utilise this marketing activity for the better, you will want to do it more and more! Believe me!
I’d like to share with you 7 things I do to ensure I can create videos for my audience and how I’ve got over the fear…
3-5 Second Rule
Remember the 3-5 second rule I’ve talked about before? If not, no worries. Let me explain…
People/humans will look at another person or object and within 3-5 seconds make their mind up if they like them/it or not… this is your gut reaction to things; people and life.
Have you ever met someone and instantly got on with them and are still friends to this day? Yes, of course you have!
Have you ever met someone and thought… Hmm, not sure I like them?… Even though they haven’t said anything or done anything to you?
This is the 3-5 second rule and yes of course it can be wrong at times., but more often than not it is correct and further down the line, you will end up saying to yourself… I knew it! Which is why video is now the number one way to create engagement and a personal brand. People can see you and like you (or not) straight away, helping you qualify your clients quicker, to either keep watching or turn you off, never to return.
I NEED to say this though… It is OK for people not to like you… let’s be honest. I’m sure you have a few people you don’t like…
I’m not going to lie; the fear is still there but I know that I need to do it not only for public consumption but also for my Membership Site, Koogar Academy.
1. Plan, plan, plan
Before I create ANY video, I need to know what I’m going to talk about, how long for, who to and know what they will get put of watching the video.
writing down a few titles for each video as you may get inspired to create others along the way
scripting or bullet points of what I would like to talk about
DON’T: Read your script unless it’s on a teleprompter or you have practiced speaking it. You know your subject, have confidence in yourself!
Just one more thing to add here. When you write a script, it may not sound right when you read it out. The reason for that is, generally we don’t speak how we write. So, read it out loud a few times and see how it comes out. It sounds strange, but you’ll see what I mean.
DO: Ensure you have ONE message to share in this video.
I choose a shirt or top that I’m comfortable in to make sure I’m looking my best for the people watching the video. Getting a little dressed up helps me as I know I’m now camera ready and happy for it to either go out live or be pre-recorded.
DON’T: Get caught up with your outfit. Wear what you would normally wear to be in front of a client
DO: make sure you are in the mood to get this done. If you think you can, or you think you can’t, either way you will be right…
You’ve got this!
Do I have everything I need to make this video a success? Probably! Sometimes we believe we need so much more.
What do I need?
A camera (Web Cam or Mobile Phone)
Microphone (Remember; one comes with your phone, but you could buy one to make the sound perfect)
Check out my list of equipment you should have when it comes to creating video.
This is a resource from the Koogar Academy and there are plenty more like it!
DON’T: Buy new tech if you already have equipment available to you. Use what you have to start and buy the tech as and when you need it or decide you want to take your videos to the next level.
DO: Testing things to make sure they are working and delivering the quality you want and need to put your videos out.
4. Check my environment
Where shall I be filming today?
Is it quiet? Or too much sound/noise going on?
How does my background look?
Am I sat in the right position?
Where am I looking? (The answer to this should always be the directly at the camera!)
DON’T: Settle for somewhere you are not sure about, make sure you are happy with your surroundings.
DO: Move things around to make sure you have the best shot you can. Change your position within the frame, on your seat. Even move things in the background, if you feel something is out of place.
5. Before Testing
Get yourself ready!
Now you may want to dance to your favourite song, sing out loud, jump up and down. I’ve heard some have done a few push ups before creating a video or doing a podcast. Gets your adrenaline pumping and drives you forward to make the video.
DON’T: What you don’t want to do is keep putting it off… Video NEEDS to be within your marketing arsenal… By 2020, Google have said video will be the highest type of content consumed on the internet. Start today!
DO: Do whatever you need to do, to put yourself in a good mood and smile! No one wants to watch a video where you look terrified even if the content is amazing.
6. Testing, testing, 1,2,3…
Testing myself… I can guarantee that in the first take, AS SOON AS I have turned the camera on, I have forgotten my name, what I do and how to speak… It either comes out jumbled or nothing comes out… Maybe a little swear word, or three.
6a. Stay hydrated…
When recording video or a podcast for that matter, make sure you don’t drink milk! Only drink water or juice.
Milk makes mucus, which is horrendous to listen too. You don’t want that noise that people make when they are nervous and need a drink…
Run through your video a few times, with the camera on and off.
Re-watch and check the background and lighting. Is it right or do you need to move?
DON’T: Drink milk… It will make that funny noise after a while
DO: Keep testing to make sure you are ready for the final shoot.
7. Go for it!
You’re ready… You have planned, you look your best, you’ve got everything you need, your environment is right, and you have tested… You are ready!
It is just a case of cracking on and getting it done!
DON’T: Keep putting it off! I know you can do this, and you know you can do this too…
DO: Keep going. Once you have done one, watch is back and see how brilliant you have been. I’m sure you will surprise yourself.
REMEMBER: YOU are not going to be one watching this. I know you don’t like looking at yourself or hearing your voice back. I get it, honestly, I do.
This video is for your potential customers and current clients.
They hear your voice differently to you AND are watching it for different reasons.
I’d love to hear how you have gotten yourself more camera confident.
What is your routine?
Share your tips and tricks below… We can all learn something new!
Alternatively, if this has helped in any way… Let us know by leaving a comment.
These 15 ideas, suggestions and tips are here to help you smash your year end targets by giving you ways in which you can take on Friday 23rd November and benefit from one of the largest sales days in the UK!
This week will bring the biggest shopping day in the British calendar, it is Black Friday (#BlackFriday). While this is a fairly new phenomena in the UK it has been a huge success in the few years it has been running.
This year consumers (including you) will be spending in the region of £8.29Billion pounds
This is your opportunity to get new customers before the end of November.
Have a few different offers available to your audience, not just one. Give your audience choice instead of a Yes or No decision.
2. Start promoting it now…
You don’t have to wait until Black Friday, which is on 23rd November this year (2018).
Don’t start late! Be early to the party for a change… Tell people you are putting an offer or offers together.
3. Stand out
Everyone will be putting together emails with their offers on them now (I’ve received 3 today Monday 19th November), have you started yet?
How can you do it differently?
Video, Landing page, Insta graphics?
Send yours when your client is least expecting it as they will be receiving HUNDREDS of other offers too. They need to know you have something happening, so they know where to spend their money. Especially for those that haven’t yet started to work with you.
This is their opportunity to do so at a reduced rate to see if you are for them in the long term!
4. Give something else instead of reducing prices
Giving an offer or creating a deal isn’t just about reducing your prices and reductions all the time. It could be that if you buy “this package” you get “XZY for free”, “as well as” or “on top of” this saving yourself “XZY”.
Sometimes its about adding more value!
5. Make it easy to buy
If someone sees your deal can they just buy it? Or do they have to get in touch, find an email or telephone number or worse still, fill in a long form that takes too much time?
Add PayPal buttons, a shopping cart, as well as an email address so your customer can ask for support if they need it!
6. Landing Page showing all your offers available
Just so everything can be seen in one place! Having multiple offers is great but putting them in different place isn’t. Showing all of your offers in one place may just get you an up sell.
7. Gift guide
If you are B2C (Business to Consumer) and have a lot of products that will be on offer all at once, create an easy guide (PDF/Mini Website) to help them decide and download so they can share with others… These purchases could be Christmas presents!
8. Schedule your campaign
It’s already close to Christmas so I assume you are already busy, don’t want to miss this opportunity. Make sure you schedule your campaign as best you can to get in front of your perfect client!
How are you going to get more eyes on your deals? Advertising of course! Facebook, Insta, Twitter, Linkedin… which ever your preference, why not add an additional £50+ to your current budget
10. Use Hashtags
Hashtags are now one of the most commonly used and typed words and symbols used on Social Media. Be seen in the conversations and feeds of #blackfriday to help you get more traffic to your social profiles or website itself.
11. Give the details!
This will naturally come with #BlackFriday. Your customers (potential and new) will have a certain amount of time to buy your products or services. Ensure you display how many you have for the offer and the savings they will be getting; i.e. 10 places, 25 bundles/packages, saving you 33% or £89.
12. If you extend your sale, make sure you have a cut-off point!
i.e. Koogar’s #BlackFriday Offers start on Friday 23rd November and finish Monday 26th November at 5pm!
13. Be able to manage your orders
Don’t over offer! There is nothing worst for your customer than buying something from you and you not being able to forfill their needs. You will lose your reputation overnight and we don’t want that! If you need an extra pair of hands, ask and get them in ready to help you!
They could get more sales for you by being the extra pair of hands…
14. Sneak Peak at Black Friday Deals
Give your clients and those on your email list a sneak peek to your offer! Let them know what is coming so they can work out what they are going to buy, their budgets, who they could refer or recommend it to.Ask for shares
You will be using Social Media, your website and every other marketing activity in your arsenal to promote your #BlackFriday deals… Why not ask those reading, watching or listening to your blogs, podcasts, posts, etc to share your content for you to those who you think may be interested in finding out more…
Having affiliates in place will see your #BlackFriday deals go off the chart!
What extra product, service or gift could you give those affiliates that help you sell on #BlackFriday?
15. Track your results!
Know where most of your sales came from, which social platform, what didn’t and did sell well.
Doing this will help you understand what you need to do for next year…
Before the end of this year, we will see the Boxing Day Sales, then the January/New Year Sales…
Video has started to become the most consumed type of content online and video marketing has been a thing for a while but your unsure about it or how to get started… right? Or… have you just been avoiding it?
Here are some statistics for you;
82% of Twitter users watch video content on Twitter
YouTube has over a billion users, almost one-third of total internet users
45% of people watch more than an hour of Facebook or YouTube videos a week
These statistics should give you a better understanding on how the internet is being used by today’s consumer.
So, if they are true how do you measure up?
Have you got a video strategy or calendar?
Do you know they type of content your customer wants to see?
How will you be creating the video content?
Having the answers to these questions will allow you to start making a move on video and embracing it.
What type of videos should you be creating?
There are hundreds of types of videos you can create for Social that could also be used on your websites and shared throughout your integrated marketing strategy.
Here are top 6 types of videos you can create for Social that will help gain trust, show who you are, create return on investment and will also help boost conversions and sales online.
1. Products or Services
Show off your products and services and do it regularly. You may have a dozen products/services to offer your customer. If this is the case, choose the top 12 items that any gentleman or woman should have in their collection, showing of the wide variety you have on offer.
90% of users say that product videos are helpful in the decision process (Hubspot)
Show how your current customers are feeling about working with you. Film happy customers and team members.
These can be hard to get, so you may need to reward your customer for going on film for you and when I say reward I dont mean giving them money. Your die-hard fans won’t have a problem with doing this for you at all… Make a list now of the people you can contact tomorrow. Who are they and what do you need to say to get them to give you a video testimonial?
With this type of video, don’t feel like you need to give money away or products and services, keep giving experiences. This is clearly why they have bought from you in the first place.
An FAQ videos help your audience by giving them the answer they are looking for quickly. You are asked questions on a daily basis and from your customers and those who are yet to work with you.
Questions lead to answers, answers lead to customer rapport and customer rapport leads to profit – Jay Conrad-Levinson; Guerilla Marketing
The better you understand the people who buy off you the easier it is to sell to them.
When they ask you a question write it down and start to create a resource for your audience on your website so they keep coming back to find out more about you, your products and services, helping them make a decision quicker!
4. Tips and Tricks
Research is one of the biggest things we do daily when deciding to work with someone or choosing something new for your wardrobe.
Some don’t know which product or service is the best for them and their situation, so why not go one step further and help them. For example; there are things your customers havent even thought of when it comes to buying a XYZ Product… Give them tips and tricks, things to look out for and how not to get ripped off or buy the wrong thing.
5. How To
“How to” is the most typed in term on YouTube and Google today.
A how to video would go down a treat with a fashionista or “how to know when to propose”. There are so many options you could go for that this could keep you busy for the rest of the year.
Make sure that you are found on the internet for this and not your competition.
6. Why you
These types of videos from the Business Owner or Team Members are rare. Not many create these videos as they don’t want to come across as blowing their own trumpet, but guess what, if you don’t know one else will…
Why you gives your customer the assurances they are looking for when it come to choosing you and then keep coming back to you. This will stand you out among the rest. Show your audience why you and not someone else.
As mentioned above, there are hundreds of types of videos you can create however I just wanted to share with you the top 6 so you can make a start and a debut online!
Work out what you are going to do and start creating.
Time waits for no man or woman…
A phone to record your videos is good enough! Just get going…
If you would like to chat through your ideas, need a little help or technical guidance or just want someone to bounce off, feel free to give Amanda from Koogar a call on 01925 699 250 and book in a 30-minute call.
P.S. The thing to remember is to do it the way you are most comfortable to start… Nobody likes to watch an awkward video. So, if starting on Facebook Live is the safest place for you, then do it and build up to the other things… We all have to start somewhere!
We’re approached on a regular basis and asked, “how to I find/get the perfect client?”.
The answer to this question is one that EVERY Business Owner and Marketing Manager are hungry for.
But, I ask you to stop…
BEFORE you ask the question; “HOW do you get the perfect client”, I must ask you…
How do you know when they are the perfect client?
What do they do or say to you?
How do you qualify them?
What is their tipping point?
On the flip side…
How easy is it to work with you?
The onboarding process enables us (and you) to take each client on in a consistent way which also ties into our Sales Process. This not only gives your business a process to stick to but also helps your team members learn HOW you work and HOW you do business.
As part of our onboarding process, Koogar offers a 30-minute Consultation which gives us a chance to talk through your requirements, questions and/or concerns when it comes to taking on the right marketing person to work with and, how we work and how we are going to help you get the results you are looking for.
During this session there are 4 questions I will ask throughout the session and depending on the answers to those questions, it will help me understand if the person/company fits within Koogar’s standards or requirements for our clients.
Standards and Requirements, I hear you say… #WTH?
Well, for us to know that you are the right person, we have created the perfect answers to our questions, so we know the type of person/company we are dealing with, how the they would benefit most by working with us and how we can help them achieve their marketing and business goals.
What I mean by “Standard” is…
A “standard” is a level of quality or attainment.
Running a business is a two-way street.
Not only are they (your clients) choosing you, but you should look to choose them too!
Do they fit within your boundary’s as the “perfect client”?
Have you defined who your perfect client is?
Who is the perfect client?
The perfect client isn’t just a set of demographics (age, location or the type of car they drive) or boxes that you slot people into.
It is much more than that!
The perfect client is a person who has feelings, likes and dislikes, values and ethics, morals and a way about them… Understanding who they are takes years of research, watching, listening and interpretation.
It’s not just a form they can fill in to tell you if they are right for you or not…
But there is a process of how to identify YOUR perfect client, which I’ll share in another blog.
What is an Onboarding Process?
Onboarding is “the action or process of integrating a new employee into an organisation or familiarising a new customer or client with one’s products or services”
This allows you to show your customer how you work, set expectations (for them and for you), what is expected from them as a client, which products/services are best for their requirements and the promise you will make to them as the brand they will be working with.
In short, this is a step by step process taking your client(s) from being interested into buying something from you, through to delivery of your product or service and onto the after sales. This is a huge part of your customer journey and without it people wouldn’t get to where you want them to be.
How do you go about creating an onboarding process?
1: Understanding your client
…and knowing HOW they will react to certain questions.
You know when you’ve had a client that has gone rouge and working with them hasn’t worked out for you or them… THAT!
So, how do you know when a client isn’t a client?
You must be specific here, they will say something or act in a particular way towards something you say, do, give or show them…
Now focus on that and write down else they would say…
This helps you to work backwards, so you know WHICH questions you need to ask them in the first place!
2: Understanding their requirements
This is about wants vs needs and how to ensure that you and your company is the right fit for your client.
What do you do, what don’t you do, what will you never do and what might you do (if… XYZ happened)
3: Which product or service is the perfect fit?
Which product or service you deliver is the perfect fit for this particular client or do they need something created especially for them?
4: Then onto your Sales Process
Now they are interested how do you move your client from being interested to buying from you?
What do they need to see, read, listen to, watch or touch to help them make the next decision, getting them one step closer to where you want them to be?
The Sales Process is something that generally stays in the head of a Business Owner and never makes it out.
When you have documented the sales process, others within your team or around you are able to replicate the perfect way to get a new client for your business.
Writing it down and getting it out of your head is the first step.
Going through it with a fine-tooth comb to see the cracks and then fix them is the difficult part.
What if you keep getting clients that don’t fit your Standards?
This is good news, not bad!
This will show you HOW you carry out business and what actions (marketing) you are taking to find the people that don’t fit and how they are finding you.
In time you will be able to identify the tiny incidents, moments, gestures, comments, tones that people do or say which eventually stops you from getting those clients that turn into a nightmare. Having them not only drains your energy, wastes your time but also stops you from working with the ones you want.
The beauty of running your own business is that you get to choose who you want to work with.
Granted, when you start out in business and even years down the line you don’t want to say no for several reasons;
Wanting to test out new ways of working, products or services
Think that saying “yes” is what you should do all the time
OR because you need the cash in the bank
If the latter is the case, then we need to reassess who your perfect client is and learn to understand two things;
that saying “No” is OK…
the perfect customer will come (as long as you understand who they are)
However, if you keep getting the wrong client it might be that your message isn’t right, the type of marketing isn’t in the right place or dare I say it the product and service you offer isn’t right for the people you want to attract.
There can be several different factors.
Listen, this process doesn’t happen or come into fruition overnight. You do need to be running a business for a while to know WHO you don’t want to work with and who you do.
You will get the clients that turn into bad news, but they help you understand what you don’t want…
But the onboarding process is one that every business needs to ensure the people you are working with not only understands you and how you help them but also “gets” you, loves you (turning into raving fans) and then refers you on…
If you need help or would like to discuss the onboarding process and how it would work for you and your business, the perfect place to start is by booking your free 30-minute Consultation with Amanda.
List the questions that you have so that Amanda can answer them for you.
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