Nurture: Convince uncertain leads to work with you
In investing, the power of compounding takes the patience of years and sometimes decades. Sometimes, in winning new clients, it can feel like it takes just as long. Consumers who interact with your site, attend a seminar you sponsor, or who you meet by any other effort might have an interest in your services, but it can sometimes take months or years to convert them into a client.
Jane Financial Advising meets 100's of potential clients each year by running free retirement planning workshops at local schools and libraries. Their sessions are well attended with the average of 14 attendees by their estimation. In these sessions, Jane walks through the basics of personal finance and offers the attendees the option to sign up to receive ideas and updates from Jane in the future.
For many of the attendees, signing up to receive ideas and updates, it is their first time speaking with a financial advisor. While many of them state they are "likely to use Jane's services at some point in the future," they hesitate because they "just don't need them right now." In past years, with previous content marketing strategies, Billy could convert roughly 1 in 25 of the people who signed up for updates into a customer within three months.
Using Harbor for three months, Jane was able to convert 1 in 12 people who signed up for updates into customers.
Nurturing with Harbor
As a first piece of follow up with prospects you've met elsewhere the "Financial Health Quiz" sets the tone that you can cover the bases of any help the prospect needs. When something comes up in their financial lives that they need help, you'll be first to mind.
The prospect's responses to the Quiz provide value targeting information for how you reach the prospect with your ongoing content strategy, informing you on their goals, priorities, and concerns, and making it more likely that you reach them on the issue and at the moment for which they need help.
A more nurturing approach
Installing Harbor on your website takes less than a day, but can make an overnight difference in how you attract the attention of clients and prospects. Get in touch with email@example.com for a demo of Harbor's capabilities.