It is about making your business work smarter.
If you use CRM as a glorified database, to merely track leads and sales, it’s time to step out of the box and understand how to put that data to work for you to draw prospects, increase sales, and keep the pipeline full. Helping to make your business work smarter, is why we are here.
If you have used your CRM to record the pertinent details about your qualified leads, current clients, key clients, and referral sources, then you know what an ideal prospect looks like. You may know (generally speaking) what education level he/she has, what restaurants he/she prefers, and what industries he/she connects with. This means you have an idea what that prospect is looking for, what they need to hear, what they’re interested in and what they want to know more about.
If you’ve ever hunted (or performed DIY pest control), you know that certain food, smells, colors or sounds attract certain animals. Usually it has to do with mating rituals, but that’s another blog altogether. The goal in using these devices is to bring the animals to you, rather than trying to chase them down. However, if you use the wrong tool (a duck call for turkeys), you’re never going to attract what you want.
By studying the characteristics of your best clients, you know the types of clients you want to attract. You know their industries, their interests, what they’re passionate about. You probably can guess they spend time googling these industries, interests, and passions, searching for information and answers. If you have the information and answers, and make it available to them, they will come to you, and you don’t have to chase them down. This is what Inbound Marketing is all about.
Write blogs about industry trends, marketing tips and ways to increase referrals. You are not only providing a useful service, it sets you and your company up as an expert in the field. If they need solutions that you can offer, your content indicates that you can help. They already have a connection with you and your company and trust you know what you’re talking about.
Since your content and focus is tailored to those ideal prospects, those are the people you will attract.