Do your clients know your full scope of services?
Your customers – and prospects – probably know less about your services than you think. The hard reality is that until they need a certain product or service, they may not bother to find out whether you do it (or sell it). Sometimes they just don’t think to ask. And when they’re ready, the first place they’ll look for an answer is probably your website.
That’s why I’m often slightly dismayed when my first visit to a new client or prospect’s site has me searching for their positioning statement. This brief one or two sentences identifies you and conveys what you do, for whom, and how you help solve a need in a unique way. The positioning and reassurance statements should always be front and center. It is so important to communicate that description consistently and repeatedly (in your e-newsletter communications and other marketing materials as well).
Then (and only then), you must list your services and remind your audience of what you do best. Your customers may only know about the what you do for them, which is likely a subset of all your capabilities.
We learned this lesson the hard way. Years ago one of our largest clients engaged another firm to do a brand audit as an extension of a public relations program they were launching. Having worked with this organization for more than a decade, we knew them inside out, had led them through a rebrand, managed award-winning annual report designs and helped transition each new communications director that came in. But they didn’t think of us for the brand audit work, which we do every day for other clients. We didn’t tell them about all of our offerings often enough.
Do your clients know about your latest offerings? Do they know the depth of your expertise? Are you providing useful information and engaged in dialogue on a regular basis?
Keep your clients in the loop. Tell them about what you do in an inventive way. Tell them more than once. Offer fresh, relevant content on your website or blog – information, tips, reminders that will be beneficial to them. Share your expertise so that when a need arises, you are top of mind. Remember, if they don’t know that you do it – they will find someone who does.
And, by the way, insight180 DOES offer brand audits . . . and positioning strategy, customer surveys, logo design, brand refreshes and complete overhauls, social media services and digital marketing strategy, advertising, brochure and annual report design, website design and development. And more. Have you been to our website lately?
