Have you ever explored the fascinating world of fonts and type points?
Don’t lose interest yet!
I promise I will cover lots of interesting facts about how to define, design, and build an automated client journey that is authentically you.
But first, I want you to take a journey with me… so let’s go back… back to the dawn of time…
Okay, wait! Not that far!
For our purposes, we just need to go back to 1972. Imagine, if you will, a calligraphy class at Reed College in Oregon.
Indulge me… imagine the smell of patchouli, clean, rain-drenched air, and tweed resonating around you.
Now, imagine a young, slender, dark-haired auditor entering the classroom. He’s there simply to audit the class; however, he soon takes a particular interest and fascination in the beautiful typography.
He ends up enrolling in the class, marvels at the design principles, and forms a friendship with the instructor.
Fast forward to 1983, when this same young man is designing something of his very own, something that will change the world.
The young man in the story is Steve Jobs. While designing, Macintosh insisted that the computer have multiple typefaces and fonts. This is something that had never been done before in a personal computer.
Jobs knew that the design elements he learned in that calligraphy class would set the Macintosh apart from its competitors and create a more user-friendly experience.
It’s interesting to think about how a seemingly unrelated class in calligraphy could have such a significant impact on the development of one of the most innovative products of the 20th century.
But it’s also a testament to the power of relationship building, and how even seemingly small connections can have a big impact on our lives and businesses.
As a business owner, you know that much of your success is built on relationships. The way that you form those relationships, network, and make connections is unique to each entrepreneur.
But do you ever feel like when it comes to your business, you’re suck in a rut, doing what everyone else does? Sometimes innovation is stifled when surrounded by monotony, similar to when every computer or typewriter only had one type point and font.
Many different tools, funnel templates, and out-of-the-box, automated client journey solutions end up feeling unauthentic to your brand and style.
But what if I told you that there is a way you could automate your client journey and still capture your own unique design and message?
Imagine having a system in place that allows you to nurture your clients, even when you’re not actively engaging with them.
Building an automated client journey starts with understanding and mapping the solutions you currently offer. If you are a mortgage brokerage, then list the types of loans and programs you currently offer. If you chiropractor, list the treatments that you provide.
As you’re writing out your solutions, services and products, evaluate your clients’ needs and desires. What are their pain points? What do they want to achieve? What does their dream outcome look like?
By answering these questions, you can create content that resonates with them and addresses their pains.
PRO TIPS:
- “Pains” and “problems” are two different things. Problems are the physical circumstances that will manifest for your client. Pains are the emotional way those problems make us feel.
- Think of your products, solutions, and services as Tylenol, meaning you may be able to relieve the pains they have, but we cannot always solve all of our clients’ problems.
Once you have written out your products and the pains that they relieve, then you move into the sales pipeline. How are potential clients able to find you so they are then able to invest in your products or services?
This train of thought will lead you into advertising and marketing. Remember, advertising is where people see you, while marketing is how they get to know you.
A critical part of any client journey is to create a lead magnet. This is something of value that literally attracts potential clients in exchange for their contact information.
Examples of a lead magnets could be an e-book, a webinar, or a free consultation. Whatever it is, make sure it’s something that will appeal to your target audience and showcase your expertise.
Once you have a potential client’s contact information, it’s time to start nurturing your leads.
This is where your automated client journey comes into play. By using a tool like an email marketing platform, you can create a series of emails that will be sent out automatically to your leads at set intervals.
But don’t just send them generic emails. Personalize your messages to make your leads feel like you’re talking directly to them. Use storytelling to illustrate how you’ve helped other clients in similar situations. And be sure to include calls to action that encourage them to take the next step.
As your potential clients engage with your content, you can start to analyze them based on their interests and behaviors. This allows you to tailor your messaging even further and provide them with content that’s relevant to their specific needs.
As your leads become clients, your automated client journey doesn’t have to end. You can continue to engage with them through a series of post-purchase emails that provide value and build loyalty. For instance, a real estate agent might continue to send emails that include information like tips on maintaining a new home or updates on the real estate market.
And don’t forget, automated client journeys can be more than just emails. You can also use social media, chatbots, and other tools to create a seamless experience for your clients. By leveraging these technologies, you can provide a high-touch experience that feels personal, even when it’s automated.
Building an automated client journey takes time and effort, but the rewards are worth it. By nurturing your leads and providing value at every step of the way, you’ll build strong relationships with your clients that will lead to repeat business and referrals. And with an automated system in place, you can do it all without sacrificing your precious time.
