As we begin to look ahead to the new year, here are areas to focus on using the BASE3 model’s customer decision-making journey. Read through each of these, and determine which will have the greatest impact for your business based on your current goals.
1. Discovering Level: Find new relevant audiences and referral partners to introduce your brand to
- Create a list of events that you should attend, or participate in as a vendor
- Identify organizations that you can join to find referral partners
- Perform a well researched, and individual personalized cold outreach email campaign to potential clients or partners
2. Considering Level: Ensure your website and social content is educational and informative with calls-to-action
- Assess your website and social media content to ensure that you are demonstrating your expertise.
- Run keyword based ads on Google, or highly targeted ads on Mets or other platforms for people needing your specific product or service
3. Decision Level: Measure your leads and success rate to look for gaps and areas for improvement
- Ensure that you have a process for tracking leads. Whether that is a full CRM or just a spreadsheet
- Track why leads convert or do not. Why? Are there areas to improve in your lead management or estimating/bidding process?
- Make sure that your portfolio is up-to-date and reflects the type of projects/work you want to do now
4. Validation Level: Create ongoing customer service and customer feedback as part of your process
- Customer Feedback is important to help them feel valued, and also so that you can learn of new products or services to offer.
- Depending upon your process, have multiple opportunities to get feedback. Track that feedback and treat it as highly valuable.
- Give your existing customers special offers or opportunities or gifts
5. Promoting Level: Continue engagement with customers after delivery, creating a community for them to be a part of.
- When your customer feels that your values as a business align with theirs, they will feel confident recommending you.
- Continue ongoing communication with your customer, bringing them into your community.
- Provide opportunities for them to share their values by creating social media content that resonates with them, and that they will want to share.
