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Channeling Oliver Twist and the Two Steps of MORE
This past week, for the first time, AdvoConnection Directory-listed APHA members were able to access their statistics (analytics) for their AdvoConnection profiles. How many visitors found the advocate’s profile in the last month? How many of those visitors were unique? (first visits) How long did they stay, on average, to read the profile? Of course, the idea for each listed advocate is to try to improve upon those numbers, month over month, knowing that the MORE people who contact them, the MORE clients they may end up working with… Or, with a nod to Charles Dickens, and channeling Oliver Twist, “Please Sir! I want some more!” M-O-R-E? Well – yes – most AdvoConnection-listed advocates would tell you they would like more clients. And most believe that MORE clients will result from MORE profile visits. But that assumption is only partially true. To better understand why, let’s more closely examine that concept of MORE. The Questions Asked With the new stats review came questions: How many people need to look at my profile before someone actually hires me? Why do people call me, but then no one hires me? She didn’t get as many profile visits as I did, but two clients hired her. Why didn’t they hire me? Finding the Answers The more people who find your profile, the more people who then contact you about helping them, and the more conversations you have. Many advocates believe that is all there is. A numbers game. With more conversations come more clients. But that’s not necessarily true. In truth, MORE conversations mean MORE opportunities to engage with a contracted client. That’s the key. Those phone calls and emails don’t represent new clients. They represent opportunities. So – Step One is to maximize your opportunities. Maximizing your opportunities means better marketing, including updating and honing of all your online presences. SEO, links, commenting on others’ blogs, Facebook pages or Twitter posts – those can be done to make your profile and web presences more enticing. Public speaking, newsletters, maybe some advertising – those must be done off line so people actually go…
