We hold a lot of quarterly brainstorming sessions with our clients at Amy Jacobus Marketing.
We always start with our clients’ goals and desires: what are they trying to achieve?
And then we think about who needs to know what in order to reach that goal: which existing clients? What audience of potential clients? What information do we need to give them?
But “when” we choose to share information is just as important in our constantly buzzing digital world. We don’t just want the right attention, we need it at the right time for all of their offers.
The right time can mean a lot of different things.
Some of our clients’ offerings are seasonal, so there’s a pattern to maintain throughout the year. Some of our clients work with their customers for a full year, and there are milestone decisions to think about along the way. Some of our clients are noting that participants in their programs are signing up later and later in the registration period…
We have to consider all of these factors when choosing how to develop our timeline of communications.
Let’s look at some examples.
If the goal is to sell an additional package to existing clients:
- When do your clients typically demonstrate a *need* for that particular service?
- What communications are they already receiving at that time? Through which channels?
- How can you set up expectations beforehand that this might be something they look for at that moment?
- How can you reinforce that option a few times? Is there a moment when it’s “too late?” Or could you remind them again months or a year later?
If the goal is to grow a new or more profitable part of your business to be a larger source of revenue:
- When *should* your clients think about this need that your service fulfills?
- How much education or preparation do they require before signing on for it? How much do they already know about this type of work?
- Are people already searching for this type of service? How are you capturing leads as they look for it?
- And again, how can you reinforce that opportunity throughout your messaging about your business as a whole?
In the first instance, you’re speaking largely to an existing client base. They know you; and you know their needs, challenges and hangups. You also know more about when it’s appropriate to introduce the option versus “hard sell” the option.
In the second example, you want everyone who considers hiring your company to know about this shift in focus. You’ll want them to know when they first “meet” you online – whether it’s when they read the About page on your website, browse your Services, come across your social media profiles, or receive a welcome email. You may need to spend a greater length of time explaining your shift, and you’ll also want existing clients to learn about this so they refer you for this new priority in your business.