3 Easy Ways to Make Sure Your Digital Profile is Maximising Its Lead Generating Potential
I recently had a phone call with a perspective client. I asked some questions. She answered. I had a good idea about her work, target audience, offerings and services.
Or so I thought.
A quick search on Google and I got a completely different story.
Nothing I found online reflected what we had discussed. This got me thinking about what this would look like to her perspective clients. And the impact of this on her positioning and generating leads for her business.
In his book Ctrl Alt Delete, Mitch Joel introduces the concept of “digital first”. That is the first place we go to learn about people is online. People are likely to review you online before they decide to engage with you. People make decisions based on what they read online. Or what your digital footprint looks like. So you don’t even know the opportunities you could be missing.
According to TheLadders research. Readers spend an average of “six seconds“, doing an initial digital profile scan. This means that the first six seconds are critical to engaging your audience online.
If your online presence (or digital footprint) doesn’t reflect what you are saying to people it’s a bit like being in a noisy room. You hear a lot of noise but nothing is clear. It’s a bit confusing. You might even end up with a headache!
Individuals make impressions and judgements about people very quickly, very easily, and with minimal information. And once those judgements are made, they tend to be hard to undo. – Dr. Vivan Zayas
The same with your online profile. The potential client or person reading your profile will not see anything clearly and it will leave them confused. Which I am sure is not the impression that you were hoping for.
To determine if your online presence is supporting your digital first impression ask yourself, is it clear:
1. How will this help?
People want to know you can help them. They want to know you understand their world, and its challenges. They want to know what problems you will solve for them. But as importantly, they want to see the creditability. That you have the skills and capabilities to help.
You need to be able to talk to your audience in a way they understand. A way that they can relate to. A way that they can see how working with you will help their business.
2. Why should they choose you?
You are not the only one providing your service, regardless of you industry. You need to communicate why your reader should choose you over your competitors. This comes down to expert positioning. It is about how you communicate what makes your service unique. Your goal is to make it clear why they should choose you.
3. Who says this is true?
What others say is more important than what we say about ourselves. This is where recommendations are important because not everybody knows you. It is where the reader gets to experience “social proof”. By being validated by others you are providing evidence of your skills and capabilities.
If you can address these questions in your online profiles, you are on your way to getting the first six seconds working for you. This will ultimately support your positioning, and leads from your profiles.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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