Case overview
The Brief
A client was having a hard time identifying high quality prospects who would be a good fit for his consulting and speaking business. He tried to use multiple traditional ways of getting his messages out, but the response and engagement were lukewarm at best. As with most business-to-business marketing, more than half of his current inquiries were not prospective clients, but from people trying to sell him something. He was looking for a way to create more engagement while identifying real prospects (i.e. people who work at quality target businesses in the US).
We created an Ebook system and implemented more consistent and frequent social posting and email marketing, which spoke with their ideal target audience.
Our Approach
Our goal was to understand his ideal client and what their perceived and real problems were.
Next we engaged in a website audit and updated it with language that was less about what his company achieved, and more about the questions his prospects were asking themselves.
Our Team created an Ebook with corresponding blogs that were posted to social media and emailed to his current and past clients.
Finally we increase the frequency and relevence of his social media posting, especially where his target audience was hanging out on LinkedIn.
The Results
Although this system decreased the number of inquiries, the quality of prospects and the closing rate of those clients increased. It improved overall marketing efficiency while aligning with his perfect customer avatar needs.
The company messaging became more aligned with the actual problems his target audience has.
“This system is repeatable and consistently opens the door to better prospect conversations. It keeps prospects interested and encourages them to reach out when they are ready to take action.”
