As an expert in your field, chances are you know the ins and outs of what it takes to successfully serve your client base. I imagine that you have taken the time, and spent the money, to make sure you have the knowledge and skills to help the people who come to you and the wherewithal to refer out those whose needs go beyond your practice. Your appreciation for excellence in your own practice sets a precedence for how you see the world and the work you anticipate doing with clients.
That same keen eye should be applied to your day-to-day business practices.
When it comes to building a successful practice, your individual skillset is only part of the story. In today’s fast-paced, vibrant and often competitive economy two things are certain: the need for Experts is on the rise & those Experts who are practicing savvy business skills have thriving practices.
Over the next 10 years, the US Department of Labor predicts an ongoing increase in the need for Expert services. Professional counselors, psychologists and educators are predicted to see as much as a 20% increase in the demand for their services. Additionally, the use of the internet is, as ever, on the rise.
The latest data from Pew Research shares that not only are 79% of adults using internet, but 61% of adults are surfing the Web for health information. The case is clear: when we’re in need, we go to the Web for answers.
What does all of this mean for you?
Simply this, to grow, you must stay connected to your clients. Your clients are on the web and so, you must be too. You must be available for them to find when they decide that “today is the day to get help”. If your site is not optimized (assuming that you have one) clients cannot find you. If your site has very little traffic (unique visitors), people don’t know about you. And if you’re listed on unpopular directories or directories that don’t allow you to link to your main site then chances are, the directory is growing but your main site is not.
YourTango Experts has revolutionized the process of growing complementary businesses, and we can help you. Here’s how:
1. By becoming our partner and not just a paid member/client
Membership with YourTango Experts is intended to serve as a complement to your own efforts; we help to build the reputation of your site by associating it with ours. Our overall approach of working together as partners is what sets us apart from dozens of other sites- we want to help you grow, both with us and on your own.
How does this work? It’s simple really. Google and other search engines work like a grade school popularity contest: if you want to become more popular, you need more popular friends. Our site receives over 6 million readers each month making us a more “popular friend”. When you list on our site we encourage you to connect our sites together through smart linking.
When you have links from YourTango coming to your site, you effectively tell Google that you have a bigger friend and that you’re, in fact, quite special. Google sees this collaborative relationship as positive and in turn, bumps up the popularity of your own site. Your very listing as one of our Experts begins this process. The more you use the service, the more it helps your website/blog to grow.
2. By improving your reach and connecting you with a prequalified, targeted audience of over 6 million monthly readers
Reach is a classic marketing term that has to do with the ratio of how many people your message (articles, blog content, video posts etc.) are touching when you publish them and how many are “qualified” to receive your message.
Simple math shows that if you want to “reach” a large number of people, you have to post your ideas on sites that have a large audience. But, it’s really of little benefit to you to post an article on love and relationships on a site devoted to auto mechanics. So volume is not the only factor. The interest of the audience comes into play.
A highly targeted audience, even if the numbers are smaller, can be more beneficial to you if that audience is organically interested in what you have to say. It’s the combination of the size of the site and the interest level of the audience that are the key factors in “reaching” your desired audience.
Bottom line: If you want people to find you, you have to be where they are; fish where the fish are, so to speak. Being a part of the YourTango Expert service helps you to do exactly that. When you publish here, your articles are shared with our readers (more than 6 million of them!) and when done regularly, publishing here will have a meaningful impact on your business’s bottom line.
3. Through smart linking and back linking strategies
We educate our members on how to create a systematic linking strategy that serves as a breadcrumb trail to lead readers to the places you most want to connect with them.
Perhaps you want to drive traffic to your website/blog, to a product page or a free newsletter? All of this is not only possible, but highly encouraged. We want clients to find you and the organic way that this works through our site, search engines and your site is that we lead people to you in a way that’s most comfortable for them.
We all know that you can lead a horse to water but you can’t make him drink. Getting a client into services to help improve their lives/love lives is NO different. Regardless of what anyone tells you, there is no magic answer, no magic bullet, to getting someone to say “yes” to paid services; we all come to that decision on our own.
However, what we do extraordinarily well is lead people to you in a smart way so you can build your re-marketing pipeline and talk to prospective clients as frequently as you would like.
When, when they’re ready, you’re the person they want to connect with. What sets us apart is that we embrace the natural decision-making process that every client experiences BEFORE choosing to pay for services. This cycle is not just something we understand, but something we have built into our strategy so that everyone can get to a “yes” much faster.
4. Finally, the last, and for some, most important question to ask is what is your ROI (return on investment)?
Anything that you invest in has a cost and it’s important to be clear on those costs before you sign on the bottom line. As a service, we’re no different. Just as you ask your clients for your hourly rate or the price on your book, we ask that our members invest in themselves to help encourage participation and value in this service.
The financial costs are easy: for individuals we offer three plans that include discounts and all are under $45 a month. You can learn about the fees and discounts here.
The bigger cost to us is your commitment to making this work. To be successful, the recommendation is that you publish 2 articles on our site each month. We have services that can help you with what to write about, and we also offer editorial, syndication and promotion opportunities. If you’re serious about changing the landscape of your business and really making it grow, we can help.
Free consultations are available to evaluate your business and its fit with YourTango Experts and can be scheduled either before or after you join. To learn more, please email Susan for a consult.
Growing a savvy business does take smarts, but it’s not rocket science. The tools available through a YourTango Expert membership are a large part of what’s necessary to grow your practice and accomplish your most inspired business goals. You can read additional details here.
We look forward to seeing you on the site and encourage you to reach out if you have questions or want to discuss your business with one of our consultants.