The goal of any practitioner or business owner is to engage their clients and keep them coming back. When reading different books and articles, the universe has many solutions, and they all may work for the individual that is writing them, and for a few that read it there might be implementation opportunities. Stephen Covey aid it takes 21 days to form a habit. In business it might take several months to form a habit and build a culture and the culture is the path that you get client engagement. However, getting that culture built is difficult.
Client engagement can be vital to a business’ success but the path to accomplish this might be difficult. First, a business must understand the difference between a client and customer. A client is someone that is engaged or can be engaged and is a recurring business opportunity. A customer is a one time or a transactional relationship. In other words, a client is going to be engaged and they will buy multiple products or services, and they will ask for advice and recommendations on what to buy, a customer wants one thing and one thing only.
Turning customers to clients is possible, but it takes leadership. To lead customers to client hood, content is needed, and even once they become clients, you need to continue to engage these clients with content that is meaningful. If you are a financial advisor, this content is not tax strategies or specific product information, this is what they expect form you, but more detailed content that is helpful to their lives. The more your clients can see you as a resource the better. Every business needs to figure out what that content is. My local coffee shop, Cups N Cones obviously sells coffee and ice cream, and while they advertise specials including their lunch and dinner specials on top of coffee and ice cream, their content to the local neighborhood is providing: story time on Thursday and Friday for young kids by a professional musician and storyteller, thee is Sunday Chinese Story time, they have knitting circles, invite in politicians to speak, simply they create reasons for their clients to be engaged and come in. What content are you delivering to your clients?
When figuring out the content to deliver to convert customers to clients or to further engage clients you need to segment your client and customer base and figure out your ideal bases, then identify what is they want. With my local coffee shop, they identified four distinct groups, young families who want a place to socialize, community dedicated individuals, and professionals looking for quick meals, and of course the obvious morning commuters for coffee and tacos and afternoon school children wanting ice cream before they go home. Once you can identify the groups, then you can put together content. Too often we get into the trap that content is our product or service, but what engages people is the auxiliary ideas that get them to see how we help them. Do you have a content plan?