Staying Connected with ideal clients — Kelford Labs Daily

Once a client has worked with you, they’re in some way Connected. That is, they’ve been influenced by you and will have opportunities to exert their influence for you.

But they’ve got to know the right things to say when they do, and they’ve got to want to do it based on what you’ve done for them.

For clients at this “Distance” from your business, there are two questions you want to ask yourself:

Question 1: What are your mechanisms for tracking the progress of your clients and the influence you’ve had on them?

If you don’t know how (or even whether) your work helped your client, what are the chances they know? Marketing’s job at this Distance is to gently remind our clients about the ways we’ve helped so that they know how we could help other clients just like them, that they could refer to us.

So this is where you might need to create a simple tracking system that reminds you to check-in and follow-up with past clients and get their progress updates and their feedback.

That way, if they run into someone who might benefit from working with you, they’ve been recently reminded of how you helped and how you might help someone else.

Question 2: What content can you create that delivers even more focused value to your relationships of greatest influence?

Now that you’re tracking client progress, you’ll have an idea of the types of clients you’ve helped the most. This gives you an opportunity to create marketing content that appeals to more clients, just like them.

Think about where they benefited most from working with you, and how you could create resources (like videos, blogs, newsletters, and visuals) that might demonstrate your expertise at a distance.

Because at this Distance of Connected, it’s all about staying in contact with, and on the minds of, your very best clients.

You’ve influenced them by helping, and they’ll influence others by referring.

But only if you provide extraordinary value by focusing on the prospects you can help the most.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows communicators the way to always knowing what to say.