What’s your middle step? — Kelford Labs Daily

Upcoming LinkedIn LIVE:

What if your 'ideal audience' isn’t so ideal after all?

In B2B, oversimplified assumptions can derail your strategy—wasting time, energy, and budget.

Marketing consultants Joel Kelly and Alison Knott will break down the most common ideal audience profile (ICP) mistakes, and what you can do instead to create magnetic marketing that wins more business.

Bring your burning questions for this lively Q&A!

📅 Wednesday Feb 5 | 🕐 12pm Eastern (1pm Atlantic)

Register here.

Someone hears about your business, or sees your content online, or gets a referral from a friend.

They check out your website, but they’re not ready to buy yet.

What’s their next step?

Do you have content for them to read, watch, or listen to?

Is there a newsletter to sign up for, or a YouTube channel to subscribe to?

Do you have resources they can learn from, or a blog they can skim through?

Or are you asking them to go straight from landing on your website to making a purchase?

Some businesses, some products, can be bought on impulse. But most people want to take their time, and they want to be guided toward a purchase, not pressured or pushed into it.

But if we don’t have a middle step, we’re likely to lose these prospects to someone that does.

So if you’re not sure what to do, say, or make to keep your prospects engaged, that’s something worth addressing.

Because every bit of content you put out there gives your prospects something to hang on to, something to orbit around and stay connected with you through.

If you want help figuring out what your middle step should be, get in touch.

Just reply to this email.

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