If you’re following my collection on digital physique language and the gross sales / enterprise improvement funnel for skilled companies, you’ll know that we’ve arrived at the closing stage in the funnel:
This is the stage the place your viewers takes motion: prospects rent you for brand spanking new work and present purchasers retain the agency for work exterior the scope of your current illustration.
When prospects transfer into the ‘Action’ stage of the funnel – after they rent your agency – the objective of your content material advertising and marketing modifications from attracting potential purchasers to retaining current ones. But the ways stay the identical: produce ever extra related thought management to clarify authorized developments, establish issues and challenges, and suggest options to the particular points dealing with your purchasers.
Your shopper’s digital physique language tells you ways properly you’re doing.
Which ‘Action’ Data Is Available?
Once a prospect has grow to be a shopper, your relationship with that firm and its personnel modifications. But their relationship along with your content material doesn’t.
Now greater than ever they appear to you for perception and steering, depend on your white papers and shopper alerts to tell them of vital authorized and regulatory developments, and anticipate a gentle stream of thought management applications to information them in a variety of areas that embrace however will not be restricted to the particular points for which they employed you.
…your relationship with that firm and its personnel modifications. But their relationship along with your content material doesn’t.
That’s why it’s vital to proceed monitoring their digital physique language to know whether or not your content material is assembly their wants. Here’s what to search for:
Increased shares of your content material – shopper alerts, white papers, webinar shows, movies out of your content material portals, and so on. – with colleagues and connections
Expanded subscriptions to obtain steering on further subjects and apply areas
New conversations on authorized and enterprise points, by way of e mail, messaging apps, and in webinars
A rising quantity of subscribers and webinar individuals amongst shopper organizations
What Can Be Learned From the Data?
Just as in earlier levels of the gross sales/BD funnel, the digital physique language of folks in the ‘motion’ stage tells a worthwhile story about your purchasers and their confidence in your service and agency. Pay consideration to modifications in the complete quantity of folks at shopper corporations who’re interacting along with your content material:
Clicks / opens of shopper alerts
Shares of newsletters, e mail invites, and different communications
Mentions on social media
Website subscriptions to publications
Webinar registrations and archive entry
Visit to and searches in your web site
Key: these numbers must be transferring steadily upward.
You’ll additionally need to observe the folks and job features which might be consuming your materials, like HR managers, in-house attorneys, gross sales folks, and the like, to establish alternatives to interact purchasers and reply to their questions earlier than they ask.
What Does the Data Tell Us About Maintaining – and Enhancing – the Client Relationship?
The digital physique language of purchasers tells when their relationship along with your shopper goes properly, and when it isn’t.
When the numbers are transferring in the proper course, the information might help you establish alternatives to reinforce your relationship with purchasers:
By growing a client-specific webinar while you discover will increase curiosity at a shopper in a specific challenge, say on office drug insurance policies in response to New York’s legalization of hashish
By proposing anti-corruption coaching to a shopper’s gross sales group while you see that the CCO is trying to find and downloading FCPA alerts
By publishing a white paper with in-depth evaluation of the affect of the Biden administration’s new Russia sanctions on companies lively in the nation when your shopper’s GC shares your Russia sanctions shopper alert along with her group
When, on the different hand, the numbers will not be rising, it’s price spending time to determine why and experiment along with your content material and supply:
When persons are trying to find steering they’ll’t discover in your web site, contemplate growing materials that covers these subjects.
Are webinar invites going unopened? Perhaps you’re not protecting topics which might be high of thoughts to your viewers. Perhaps you’re not framing them utilizing the proper language. Perhaps you must convey extra urgency in your topic strains.
To get extra folks to share your thought management, contemplate making it straightforward to share by including social media buttons on every bit of content material that enable sharing by way of e mail, LinkedIn, Facebook, and different websites.
To improve numbers of subscribers to agency publications, you would possibly need to add a subscription hyperlink to your e mail signature.
How are you utilizing digital physique language to reinforce your relationships with purchasers? I’d love to listen to about it.
Katie O’Rourke is Regional Vice President, Sales, at ON24. Connect along with her on LinkedIn; comply with for her newest writing on JD Supra.