Where do your clients really come from?
And what is your blog doing for them?
One huge problem I see time and again is people blogging for and interacting with their peers instead of their prospects.
But even for those who are smart enough to not make that mistake, they may be making another one: trying to get new clients by blogging and social networks.
Wait a Minute! What Did You Just Say?
Did I just say you may be making a mistake if you’re trying to get new clients via blogging?
Yup. I did.
But haven’t I been saying all this time that’s exactly what you should be doing?
Yes, it is.
What’s going on, here?
Well, keep in mind that what works for one person may not work for another person at all, but in some cases, I’m beginning to rethink the notion of client attraction blogging as It’s been presented up until now.
There may be another way.
Play to Your Strengths
Trying to shore up your weaknesses is a waste of time. Getting even better at what you’re best at is where it’s at, as far as I’m concerned. Over a year ago I was speaking with a client who wanted to improve his lead-generation and was having a tough time getting his blog to help with this objective. Turned out he had a great pipeline of referrals from existing customers, but there was a bottleneck: the person who was moving these prospects from warm to hot only worked for him part time. And she was the only one.
I suggested he triple that effort and strengthen what was already working well for him instead of trying to figure out something new that wasn’t working at all. He wanted to know what the blog was for, then. I suggested he use it as a resource to send referrals to as part of the process of bringing them on board. Make it serve his strengths.
Months later he sent me a note telling me it worked like crazy and he had doubled his business.
And then I just sort of forgot about the whole thing, until began coming up again for a few other clients. Now I’m starting to see a pattern emerging. If your business relies heavily on referrals, then trying to acquire clients from the web may not be helping you at all. It may be a drain on your time and resources. And it may even be hindering your referral process if referrals visit your blog and what they see doesn’t resonate with them. It may be giving them pause instead of encouragement and confirmation.
Are Referrals More Important than Strangers?
For many freelancers, coaches and consultants, their clients come more by word-of-mouth than by random strangers visiting their website.
Let’s really think about that for a moment.
If most of your clients are coming via referrals… who should your website be for?
All those strangers who never become clients? What’s the point of that?
Wouldn’t it make more sense to create content which serves to confirm you as the right person for the job when a warm referral comes visiting? And if so, what does that look like?
Referral-Friendly Content
Referral-Friendly Home Page Design
- Clear, immediate and apparent benefit
- Clear identity
- Encourage the interaction
Referral-Friendly About Page
All the stuff I said in Create an About Page that’s a Secret Freelance Sales Weapon applies here.
Maybe Not for Everyone.. But Possibly Perfect for You
Have you felt frustrated with blog marketing and suddenly this makes perfect sense? Or does this make no sense at all to you? This post is really more question than answers, and I’m curious what your thoughts are.
Image by NASARobonaut.
I completely identify with this article. In fact, majority of my business has come from a simple branded logo posted at the bottom my previously worked on clients.
While I do believe that there is a huge market for blogging to generate the possibility of establishing new potential business. You do have to consider based on a limited time availability which approach can generate the most business – assuming that is your goal.
Thank you for your insight.
Exactly, Mark. It makes so much more sense to go with the flow, don’t you think? I actually get a fair amount of new clients via search, so even though this doesn’t apply to me to the same degree, I think for a few businesses out there this may be the “missing link” they need.
Michael Martine recently posted..Create an About Page for Your Blog that’s a Secret Freelance Sales Weapon
I’ve had a fairly successful coaching business the past 10 years, with almost all of my clients coming through referrals. When I started blogging, I didn’t expect it to replace that; I just thought if it increased my leads why not go for it? I also insanely thought it would increase my free time.
Now, the truth is I’ve come to love the writing almost as much as the coaching and so I make the time for it mostly for that reason. As a result though, the time I spend engaging in social media is more productive than the blog itself.
So in the end, I’m still interacting and connecting with people same as always. I’ve just become a writer along the way. I’m good with that
Sandi Amorim recently posted..Plugged into Silence
“I also insanely thought it would increase my free time.”
Excuse me while I climb back into my chair after laughing so hard I fell out of it.
Let me ask you a serious question, though: what’s your writing doing for people? Is it moving them? Challenging them?
Michael Martine recently posted..Create an About Page for Your Blog that’s a Secret Freelance Sales Weapon
Mostly I’ve heard from people that it’s challenging them. Maybe it’s the nature of my work, but I get way more private emails and messages than I do people sharing this in comments. At first I used to wish they’d share on the blog, but now I’m grateful that they’re getting the message and interacting with me!
Like you’ve been saying, the blog is not my business. For awhile I bought into the idea that it was going to transform the way I do business. It hasn’t, but it’s given me a new perspective on my business and a new way to reach more people.
Bottomline, I’ve had a lot of positive feedback, from both clients and people online. My numbers (definitely NOT the most important to me, but I do track them) are increasing, slowly but surely. And last, but not least, I enjoy it and I think that comes across.
It feels like a good place. And? I’m always willing to keep looking! Now, please stop laughing and get back to work. I need more of your brilliant tips to keep me on track!
Sandi Amorim recently posted..Harnessing the Butterflies
It strikes me that if you’re interacting a lot with your peers you risk speaking on a level and in a language that excludes many of your clients/referrals. Whatever the field is, you and your peers would be experts to some degree whereas clients or referrals, especially new ones, would be relatively unfamiliar with the subject. (Otherwise, why would they need you?)
While I don’t use my blogs in any business sense, I’ve always thought of blogs for business as a kind of value add for clients and referrals and if it does provide them with something of value it helps to create the conditions for gaining more clients. In a sense, it’s part of the environment for making a sale but it is the salesperson that makes the sale.
Does that make any sense?
Bill Wren recently posted..Hazards of living in Alberta
Makes perfect sense, Bill. If your blog is a “value add” for clients and referrals, then you are using it in a business sense. Maybe you want to look at doing that more consciously. It is indeed the salesperson who makes the sale. Great point.
Michael Martine recently posted..Are Referrals More Important to Your Online Business than Strangers? Then Why are You Blogging for Strangers?
Ok, you just condensed what I was trying to say in my other comment! The blog is mostly operating as a “value add” for clients and referrals. Yay for clarity
Sandi Amorim recently posted..Harnessing the Butterflies
I see the logic here, but here are some questions/thoughts you asked for
.
Some of the things on the list of what to include, would also apply to non-referral visitors. So if you have some of both kinds of visitors, how would you/would you weight content toward either group?
Also, what if you get clients by referral as in this example, but part of the intent behind your blog is also to maintain client interaction for repeat business? What structure would the content follow then? I would think many businesses have a combo approach like this. Do you feel that is a bad strategy then in light of this post?
Cheryl Pickett recently posted..3 Ways Blogs Help You Stay In Touch with Current Customers
Cheryl, you’re absolutely right these ideas can apply to visitors who are not referrals. Nothing wrong with that at all. But most people do not consider at all what happens when a referral visits the site. And if you did, what would you do differently? What might you de-emphasize and emphasize?
Business blogs can be great at servicing existing customers and doing so is also very appealing for prospects because it shows them what they can expect. This is also where community is important.
Content for this could include reviews, your spin on relevant news, tips & tricks posts, and as always customer success stories.
Michael Martine recently posted..The Crucial Difference Between Blog Post Headlines and Email Subject Lines
I use Linked-In to interact with my peers. I find this interaction helps with questions I have, gives me new ideas and helps me keep up with the industry. I use Facebook and twitter to interact with existing and potential clients. I think getting a large number of random followers is a stab in the dark. So I attract my followers by blogging in magazines where my potential clients are reading and by getting involved in their discussions, not my marketing.
That is marketing Fez
Tim Brownson recently posted..How Serious Are You About Your Self Development?
Tim’s right. Everything you just described is in fact the whole of online marketing. So, congratulations, you’re a marketer.
Michael Martine recently posted..The Life Cycle of a Business Blog Post – Know it and Maximize Your Marketing
When I started coaching way back when I presumed that over time I would get more and more referrals, but that hasn’t panned out at all and probably no more than 20% of my clients come via referrals.
The thing is , I’m not sure why that is the case. If I had a load of unhappy clients, that would explain it, but I haven’t at all, just the opposite.
I think when it comes to purely LIFE coaching as opposed to business coaching and consulting, more people are reluctant to talk to others about it than we may imagine. Unless that is, I really am a shit coach and nobody wants to tell me
About 80% of my clients come via my website and I have the added bonus, like Sandi, of loving it!
Tim Brownson recently posted..How Serious Are You About Your Self Development?
Maybe the tide will change as old economy continues to crumble away to make way for the new one. But for now I think life coaches are still a bit of a dirty secret. Nobody wants to admit they needed one. And also since so many people don’t even know what one is, possibly nobody wants to have to explain it to anyone, either, and suffer any possible skepticism or derision.
I can imagine who your therapist is could be a matter of status out in L.A. or something, but most people like to portray an image of success that doesn’t include any sort of coaching.
So I can see how referrals might be a different situation in your case. The ideas in this post definitely do not apply to everyone. They don’t apply to me, and it looks like they don’t apply to you, either.
Michael Martine recently posted..How To Create a Blog That Punches People in the Face
That’s bizarre, we’re like opposite ends of the spectrum re: where clients come from. The ol’ 80/20 rule at play again! I’d say I’m getting clients 80% from referrals and 20% from my site!
Sandi Amorim recently posted..Harnessing the Butterflies
We completely identify with this article.
Congratulations, in Germany we have nothing our Blogs.
Jan recently posted..26.09.2011 – Blizzard zur Veröffentlichung 2012
Thanks, not sure if you missed a word in there or perhaps had some slight trouble with English. Your Diablo site looks awesome.
Michael Martine recently posted..Why I Don’t Give a Shite if You’re Offended
It was partly the realisation that, like Sandi, about 80% of my clients were coming from referral and only 20% via my website that caused me to stop in my social media tracks and ask what the heck I was investing so much time on. I love blogging and I wanted SO much to buy into my fantasy that it was THE pipeline for my business. But the truth is that it wasn’t.
When I started to wise-up to myself and dare to actually pay attention to what was really what, it became evident that my blog was becoming more of a resource for existing and past clients, and for people who had been referred, than it was anything else.
As you know, I’m currently rethinking my whole online/blogging strategy so that what I do going forward is more in line with how these things REALLY serve my business, so I can leverage them better than I have before.
This situation also highlights that business blogging is still in its infancy and we don’t even have a real grip on all its possibilities, yet. This conversation is light years ahead of where most people are at with their blogs. I can’t wait to see where you take things, Christine.
Michael, I am using my blog to attract new business, to push people use my services. In such a small area, geographically speaking, I feel the need to make sure I end up in people’s “face” when they are searching. I use my blog for that, and hoping that they like what they see enough to come back or call me.
Some of my problem with referrals are they are a long way out there, or not at all. When clients of mine sell their home, they often leave the area. Or when new people come in, they don’t have the contacts to refer me yet.
But you make a very good point here. I need to find a way to get my past clients interested in my blog, if they aren’t already. It seems to be a much better way to keep in touch with them rather than sending them useless crap in the mail.
ppc can be expensive, getting free traffic to your site from referal sites providing you target the right sites can be a good way. Your article is so good and brilliantly explains this.
It comes down to the fact that we do business with people, right?
Blogging is great if you want to connect with other bloggers, or people who are into technology/the web. If that’s not your target market then it’s not always the best way to go.
Of course there are other benefits to blogging, like the creative outlet, etc. Still, referrals are the way to go for most businesses.
Nathalie Lussier recently posted..How to Collaborate Online
I have to disagree to an extent Nathalie. A good business blog reaches much more than other bloggers. “People” are turning to the web more and more to find out more about businesses, even if they have a referral. I know I do it all the time. Someone could recommend Michael to me for example, and even if I totally trust the referral, I still want to know more for myself, and want to get a feel for his business style etc. before I contact him. I don’t think I’m alone in that practice.
If someone gets to a business’ site and it’s out of date, or has minimal info, that doesn’t leave the best impression. Having a blog format allows for easy updating, even if someone isn’t quite ready to post regularly. It’s also a way to showcase and give people a taste of what you do or products available in a low pressure way (if done correctly). And those are just a couple of the benefits to both biz owner and customer.
I guess you could say “Blogs- they aren’t just for bloggers anymore”
Cheryl Pickett recently posted..3 Ways Blogs Help You Stay In Touch with Current Customers
If you want your site to be a good resource in order to be attractive to the right people or make the right impression on referrals, a blog is one of the best ways to do that. Not the only way, but one of the best ways.
Hey Michael,
Great post. I think it could be a model for people in both their personal and professional lives. It’s important to stop from time to time and make sure that your efforts are actually leading you to the results that you want. Sometimes things move so quickly that you can easily forget what direction you were heading without stopping to check the map. I look forward to reading more.
Colby Keeler
Colby Keeler recently posted..Creativity in Brand Marketing will Deliver a Strategic Advantage
Especially when it’s so easy to buy into the hype perpetrated by so-called “pro” or “make money” blogs, which seems to be 99% of the garbage on the web. Love your point about checking the map.
Awesome post – I dig what you’ve said here and definitely important stuff to think about strategically.
As consumers we want to hire somebody that has done good work for other people we trust. Therefore as service providers we should do what’s necessary to get more referrals.
Chris Garrett uses a type of “process story” when he posts public website reviews that he does. These are extremely effective for many of the reasons you’ve noted in your post.
Also, I think testimonials that talk about the results customers achieved are awesome weapons for referral conversions. I’ve never seen a website that had too many testimonials.
Great points, Ted! And yet many people are distrustful of testimonials because they’ve been so abused in the past by shady marketers. I like the “extended testimonial” idea of client success stories and interviews much more than the standard form testimonial. Also, video testimonials are more trustworthy than written ones because they’re far less likely to be fake.
Interesting that you say that and I may test this myself in my new venture. Any recommended sites for examples of any of the above?
Excellent Post! During my time as salaried lawyer, we analyzed the main client sources: source no. 1 was referral by satisfied clients. I just started my own law office and I’m trying to get clients by blogging. Even though it could prove not very successful, at least my writing skills will improve (keeping fingers crossed).
Could you please comment about my layout? I’m looking forward to your input…
Moritz Votteler recently posted..Kein forum shopping für die Engländer…
Blogging can definitely be fantastic for lawyers. Chances are that if a person is referred to you they will check out your website. What they see there will confirm they’re on the right track or… not. You can raise your public profile in your local community with a blog and be known as someone who’s involved and who cares.
excellent blog…i like your way of thinking. we are all distrustfull of testimonials, i like your idea of “extended testimonials”…video testimonials can be more reliable too as at least you can see the person and watch their face and body language.
They don’t apply to me, and it looks like they don’t apply to you, either. It comes down to the fact that we do business with people, right? It hasn’t, but it’s given me a new perspective on my business and a new way to reach more people.
Kendra Jensen recently posted..Cancer Tattoos Tumblr
Cool, thanks for your comment.
Michael Martine recently posted..Start the New Year Right for Your Business Blog
[...] Micheal Martine’s Remarkablogger blog to read an article he brought back from his archives. Are Referrals More Important to Your Online Business than Strangers? is a great read and the conversation that follows adds to the content of the article. The thing I [...]