OUR BUSINESS BLOG WORKING WITH BUSINESS OWNERS TO GET MORE VALUE OUT OF THEIR BRAND, MARKETING AND ONLINE STRATEGIES.
Melissa Robson, owner and director of Divine Creative Agency.
ARE YOU AND YOUR BUSINESS TRULY CONNECTING WITH YOUR TARGET AUDIENCE? Let's face it, the way we used to market our business is radically changing, and you have to be across this if you want to survive into the future and remain relevant.
Social media and technology has changed everything. There is now a massive shift towards our customers wanting to connect with the brands and the products they purchase on a much deeper level. And when you are in small and medium sized business, this only means one thing... they want to connect with you, the business owner too!
Just recently my husband and I went on a 2 week holiday into the outback to the Big Red Bash. We shared some of our travels on social media and the response and interest from our respective clients was huge.
So what made me stand up on top of a sand dune in the Simpson Desert, no make up, dishevelled hair and flies buzzing around my face to make this short video below for my business? Put simply, to connect and give my lovely clients and prospective new clients a clue as to who I really am and what I stand for in business and life.
(And if you really love the look of our holiday... click here to go through to our Facebook album to grab a bigger and better look at our holiday photos!)
"Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go."
Seth Godin, Marketing Genius.
So how do you do this when you are super-busy, on a limited budget and not really even understanding how this new, personal approach to marketing works. The answer is pretty easy, it's just to get real with your audience. Show them who you are what makes you tick as a business owner and a company. Know what makes your business and product unique, and then have CONVERSATIONS around this. Stop selling to your audience and start sharing some of your vast knowledge and guide them into the sale. Get them to like you and then watch them buy.
As a business owner, there are so many ways you can speak to the heart of your clients and potential new customers, and not do an ounce of selling. Gone are the days where we shout our marketing messages at people, almost demanding that they buy from us. This just doesn't work anymore, and anyway, who wants to sell this way when ultimately it will just come down to price.
So what are some ways you can get better connected to your audience?
Let them get to know you through your blog, website, video marketing, social media channels, speaking gigs, networking events, email marketing, brochures, podcasts.... are you getting the picture? It's every interaction with your audience. Just start to get real and stop hiding behind your product or services. Become immersed in your own brand and bring it to a much higher level of authenticity and sharing.
"People don’t buy what you do, they buy why you do it." Simon Sinek.
Here are some ideas:
What do you stand for in your business and in particular your industry? A colleague of ours is passionate about the ethical hiring and payment of staff as this is a real issue in her industry. This is what she should be sharing with her customers to get real engagement.
Who do you employ? Let people know who your team are, believe me, they're interested!
Show them how you spend your days off if you have an interesting hobby or taking an exciting holiday
What organisations are you part of and what charities do you support? You can really connect with your audience if you are passionate about the same social issues
Who are your customers and how do you make their lives better? These real life stories of the people you are already helping can be the most powerful connections of all. Some people call them testimonials, but go one step further and tell the actual heart-felt story about the impact of your product and service.
Show your human side, share a funny story about yourself
Share relevant industry news that might be beneficial and show your knowledge. Position yourself as a leading authority in your industry.
Be inspirational. If you have had a major breakthrough with something or just want to share some powerful knowledge you have come across, spread the love! People will really appreciate it.
Brag about your kids and friends if they do something amazing. I have a lovely client who is an absolute trailblazer and every time she wins another award I sing her praises loud and proud. I figure I might be seen as successful by association!
Are you a pet lover? Don't laugh, I can't tell you how many clients I have connected with on a deeper level because we are both crazy dog-lovers!
So are you catching my drift? I hope that you find this really helpful and spend some time thinking about how you can be far more engaging with your existing clients and potential new customers. So often in business we need to find our competitive edge and often it's the little things that engage us more on a personal level that will ultimately determine if a client will continue to keep doing business with us... or not.
"The best marketing doesn't feel like marketing" Tom Fishburne.
So have a good look at all your marketing material, your website, your blog, your e-newsletters and social media and ask yourself... ARE YOU CONNECTING WITH YOUR AUDIENCE?
If you think you need to speak with Melissa further about how we can help your business make a better connection with your marketing, then please contact us and have an obligation-free chat.
2016 - THE YEAR THAT WAS AND THE WHAT LIES AHEAD! 2016 was all about showing our clients to be who they truly are, and live through their higher values to deliver not only a great service, but a truly authentic and inspiring client experience.
Our key message was always to never, ever be afraid to show people who you are and what you do.