In last week’s blog we began by comparing the buying habits of yesterday’s consumer with that of today’s. I also discussed the importance of meeting boomers where they’re at online. But how do you connect with and engage with prospects online?
I believe there are a few, very powerful ways. However, before I share those with you, let me give you a framework to think about building online connections.
Consider how you connect with a prospect in the first meeting. The first time you sit down with someone, what do you do? You welcome him, thank him for coming to meet with you, and you spend time telling him about who you are and how you help clients, right? We all do, because that’s appropriate and what customers want to know. Then, we begin engaging the customer and seeking to understand who he is, where he comes from, and what issues he is seeking help with.
Did you know this exact same process can take place online? Many advisors are beginning to emulate personal interactions online through the power of video. If you look around you’ll notice that we are a culture obsessed with video. Sites like YouTube and Skype have given birth to a new way to communicate. Anyone with a smartphone can create and share video, and we are all consuming video every day. But how can that help you connect with prospects?
I want you to begin thinking of your website, not just as that place you send prospects to “check you out,” but like your virtual office. It is your online office where you are present 24/7 to help those seeking answers to questions in which you have expertise.
With this mindset, look at your website. Does it greet and offer help to visitors the same way you do when they come into your office? For example, when someone comes into your office, you greet him right? You don’t just leave him in the waiting area to search around. How about on your website? Is there a video of you welcoming customers and then directing them to where they can find the answers and resources they are likely looking for? If not, you are missing out on a huge opportunity to set yourself apart from all the other sites.
Connect online first