Hey everybody! Today we’re going to talk about how you can improve your web presence, which includes your website, your social media profiles, and a bunch of other things that you’re probably not even thinking about.
Often when I start to talk to people about their brand strategy, I start to ask questions about their entire web presence. This goes far beyond their initial website or social media pages.
Where people go wrong
When it comes to branding, most people think that if they have a logo, a nice-looking website, and some professional graphics on their social media page, then they’ve checked off that box and they can move on. However, that leaves so much more out on the table and so many different areas and opportunities to create a cohesive brand.
When we interact with a company, often we’re interacting with a lot more than just their website or a few social media posts. Let’s say for example that I want to hire a business coach.
First I see a post on social media where they detail an exact problem that I’m having and then talk about their solution to the same problem. If they’re any good, they’re probably going to give me some of the details of what working together with them looks like.
I’m probably attracted to them because they have some type of professional photo on their Facebook profile, and if I go to investigate I can tell very quickly what it is that they do. Everything screams business coach in a good way.
They don’t have that they are a social media manager on their Facebook page but their personal profile says their business coach, and then their LinkedIn profile doesn’t say that they do marketing strategy. Nope! Everything says that they are a business coach and that they solve a very specific problem.
At this point, I’m going to go check out their website. again if this screams anything other than a business coach, I’m leaving. Anyone who’s serious about coaching somebody else and their business it’s going to be clear across all different avenues if they’re marketing.
What I see on their website answers any lingering questions that I have and proves to me that they are legit. So at this point, I decided that I’m ready to talk to them. Hopefully, they have a very simple way for me to do that. A lot of coaches will have a discovery call. So at this point, I’m going to book a discovery call.
Up to this point, most people understand the need for a good branding strategy. So maybe they’ve DIY their strategy and it’s actually pretty decent. However, this is where most people start to go wrong.
When I click Discovery call what happens? What I would like to see happen is that they take me to another page on their website with a calendar. I can pick a date and time that works for me, and I enter my details. I don’t want to answer a questionnaire that takes me a half-hour. I’m okay answering a few questions so that we have a good call, but at this point, I have a lot of options and quite frankly I want to work with a coach that respects my time. Then I should get a few reminders leading up to the call and an option to add them to my calendar.
What typically happens instead however is that gets sent to a third-party site where I’m asked to schedule the call. Then I get sent to a long application process that leaves me annoyed before I even get on the phone.
I had one Discovery call where I got four different emails from four different subsystems all confirming that we would be chatting. My phone would not stop going off the half-hour before the call.
Every one of these steps had a very different vibe. It felt like each email was coming from a different company. Then there’s the follow-up. After a discovery call what happens?
Some people like to go for the one-call close. I’ve done it before myself, and sometimes you end up with people who are ready on the call. But if I’m not ready to book with someone, what happens?
Some coaches don’t do anything, while other coaches have a nice follow-up. And then there’s the special group that is super aggressive and their follow-up and sends me running for the hills because I don’t have time for that.
At the end of the day, I have a Goodwill Bank. I recognize that sometimes things happen. Heck, I’ve had technology completely bomb out on me before. However, I don’t expect that to be the norm. Well, I’m willing to give you the benefit of the doubt for one or two slight missteps, every time something annoys me, you do a withdrawal from the Goodwill Bank. Once that balance gets to be too low, I’ll go off to find somebody else.
We like to think that people will be understanding, but in reality, we all have different thresholds and we all have a different beginning balance in the Goodwill Bank. and my threshold for annoyance may be very different from somebody else’s threshold of annoyance.
So what exactly can you do as a business owner?
This is where brand strategy comes to play. By creating a thorough brand strategy that answers a specific set of questions like how do I want my potential clients to feel, you’re able to filter the entire customer journey through those questions.
So here’s what it looks like. When I set up my website, I think about how I want people to get in touch with me. I want people to feel respected and I want them to feel heard. I have been hearing that some people do not want to get on Discovery calls. However, some people do. So I have options on the website.
My potential clients can either get on a discovery call with me, they can send me an email and talk to me that way, or they can send me a message on Facebook.
If they choose to go the discovery call route, they’re brought to another page on my website. From there they select the time and they answer a few short questions. I give people the option of getting reminders by email or by text. I don’t send too many reminders, but they all come from one place and look the same way.
I have two different follow-up sequences depending on how things go. If somebody decides to work with me immediately, they going to one follow-up sequence. If they decide not to work with me or that they need more time, they go to another sequence. Here’s a hint for you. That second sequence is not fully automated. Instead, I get reminders to follow up with them personally depending on the outcome of the call.
Too often I see people try to do everything with automation when in reality there’s nothing wrong with sending yourself a reminder to do something. It’s hybrid automation. There’s a human element, but it also doesn’t leave it to my brain to remember to follow up.
Do you need someone to take a look at your online presence for opportunities to up your game? Let’s chat.