Content marketing can accelerate the client relationship-building process.
The easiest client to “get” is the one you already have. Once a relationship has been established, securing new work from that client requires less time, energy and financial outlay than it does to establish a new relationship. Existing customers already know you, trust you and are comfortable working with you. Implementing a content marketing strategy can keep you top of mind with existing clients so that when they are ready to hire, your name is front and center.
But what about finding new clients? As any business owner knows, the sales funnel requires consistent feeding.
Traditionally, finding and securing new prospects — building a productive client relationship — could be a very long process. Business development meant sourcing potential clients by means of company research, networking, speaking engagements, cold calling, appointments, presentations, etc. To consider working with you, prospects needed to build trust in you and your company, see proof that you could provide a quality product or service, check references and meet you – maybe multiple times. Maintaining and building client relationships is an important part of a business as without clients, you won’t be able to build upon your revenue, especially if you are selling products online. To be able to do this successfully, businesses may want to check out this marketing funnel template from somewhere like Funnel Engine to be able to turn their web traffic into customers, with many benefits coming after the purchase. That’s why businesses must do everything they can to build their customer loyalty. From contact to contract could take months…even years.
Want to “speed up” the client relationship-building process?
Facilitating prospect interactions with you or your company using content marketing: blog posts, newsletters, bulletins, LinkedIn updates and email campaigns allows the reader/viewer to better understand, respect, trust and KNOW your company expertise and approach.
We all know how gratifying it is to meet someone for the first time and that person says, “I’ve heard great things about you.” That’s what content marketing can do for you.
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About the author: Martha Spelman is a Los Angeles-based content marketing specialist. Want to find out more about content marketing? Buy my new book: The Cure for Blogophobia: How to Easily Create, Publish & Promote Your Business Blog. Click to find out more about Martha Spelman and connect on LinkedIn, Twitter and Google+. Martha can be reached directly at: 310.266.6992 or email@example.com.