It's a pretty well known fact that buyers are doing their own research online prior to selecting and doing business with a provider. This has evolved as the internet became accessible and used by more and more of society. AND so........ the marketing game plan has changed accordingly.
You, as a provider of products & services must now make your buyers aware of you prior to them even having an active need for what you offer. Your content and messaging must be applicable for "each" stage of your buyer's journey from pre-need of what you offer to post purchase of what your offer. How you create you content and messaging will come from your 3 banks of knowledge.. your trifecta, as I refer to it .... i.e your personal business brand, your buyers, and your business;
This article is part 1 of two that will help you know how to create your messaging throughout the stages of the buyer journey: Attract, Connect, Engage, Convert, Advocacy.
Let's begin with a simple definition of The Buyer Journey:
“the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. As a salesperson, you can personalize your sales process to the buyer's context by understanding the buyer's journey” . (from Hubspot)'
The first stage of attracting occurs before your buyer has any active need for what you offer. Part of their lifestyle seeds the needs that they will eventually have. For example, if you sell sports products and/or services, your buyer’s lifestyles include that sport in some form, shape or fashion You might think about cars. Buyers of cars have lifestyles that require a car for multiple reasons. And so on.
When thinking about creating content and messaging for this stage, you don’t want to even mention your products and services. Within your trifecta you will go primarily to your knowledge of your buyers and your personal business brand.
You want to attract by sharing your common interests in the lifestyle that seeds the needs. If it is sports, attract via identifying yourself with that sport so that they become aware of you. Position your personal business brand with the sport and open the doors to your relationships again, via the common interest, love, requirement, attachment, etc to the shared sport.
The second stage of “connecting” works with the same two primary knowledge banks of your trifecta, your buyer and your personal business brand, PLUS a bit of your business. When you “connect” you want to catch your buyer’s attention. Make them more than aware by bringing attention to your post and name via a specific point, topic, experience. Turn their head, catch their eye, hit them in their heart.
To create a “connect” to your posts, use a specific result or pain that lets potential buyers know “you get it” … you get that part of the lifestyle. Back to sports, the joy of winning a game and what that means beyond the game. How it adds to family fun and bondingif it's your child's little league game! If you offer back pain relief, the joy of a senior playing with their grandchild or just being able to bend over to pick them up! A van that unloads 12 kids!! And so on! Get outside your product/service box and think of all the “specifics” that you contribute to the enjoyment of this shared lifestyle and make them take notice of you. Again, NO mention of your products and services, just think about the results received via what you offer and choose specific results that will hit home with them.
Try creating a few posts. Identify a specific target market and make some posts that “attract” and then some posts that “connect.” One hint that you can play with is to use an image by itself to attract. You can use that same image with text on top of it to bring in a specific. BUT be creative with other ideas as well as the same thing done the same way all the time will lose a following.
As always, let me know if you would like some guidance. In Part 2 we will talk about the content for the engage and convert stages of the buyer journey.
Good Business is Good Communications ...
Here's to your success via online communications!
LinkedIn is one of my favorite things … one of my favorite marketing resources, one of my favorite “go to’s” for information and one of my favorite topics of conversation with business friends. I encourage all of you to grab onto its wonders.
My last article was about the LinkedIn profile page, and in this article I want to share even more of the value that is waiting for you via LinkedIn so you can add it to your list of favorite things!
So let’s begin …
- MEETING AND CONVERSING WITH AMAZING PEOPLE
One of my very favorite activities on LinkedIn is exploring opportunities for engaging with new, interesting, powerful people by leaving them comments on their posts and/or on their comments to others! It opens doors based upon a very simple human behavior, i.e. “Do you like to receive comments? Well, so do others!”
The instant recognition received from most, not all, of the people that I leave comments for is fun & productive. Thank you LinkedIn for having our 120 character headline be with us no matter what we do! Some very strong and profitable relationships have been created via headlines shown not only with our comments, but also our “likes & shares.”
There are lots of places to explore for opening new doors & conversations
- — The Daily Rundown is where I go the most on the notifications page
—– What people are talking about on your home page
—– Groups – you can now see group posts in your home page feed by demand
—– Company Pages —– strategize these comments
— Live Feed – posts from your network and also posts filtered by hashtags on demand
Does it take time? As little or as much as I can plan for daily. That’s why I usually begin with the Daily Rundown first thing in the AM. If I don’t find a reason to comment, I don’t leave any comments, as it only is as successful as you are authentic. Very important.
- NEW IDEAS FOR MY OWN PRESENTATIONS, WHAT TO SHARE IN MY CONTENT, WHAT’S HAPPENING, WHAT ARE PEOPLE ASKING, AND MORE!
If you are ever lost for ideas, the search capability of LinkedIn is amazing! Here are some ways I use different pieces of LinkedIn for different reasons:
What’s going on in my industry. For example early in January I searched LinkedIn for “online content in 2019” using the “content” filter. I wanted to see what professionals were saying about what to expect in 2019 for popular types of content.
Finding people within defined age demographics — You can get quite creative with the info that LinkedIn provides. One day I realized that if you search on the alumni pages for the years people graduated that with some simple math you could figure out how old they are today and where they live and work! So cool.
Up to date Industry lingo for what I do – I am a solopreneur so my world can be somewhat of a bubble yet I work in one of the most fast-paced and ever changing industries out there. I need to represent what I do in the current ‘lingo” out there in the business arena. So I will search the job listings for people who are looking for employees that do what I do and see how they describe them!! Gets me right up to date and also reacquaints me with my value.
Companies to call upon – the job search section is also great for finding companies who are looking for someone who feeds you or you feed them in terms of work contribution. The job description on the jobs page provides lots of insight as to the internal working of the business and where there could be need for your outside services.
- MAKING PRESENTATIONS
Whrn I need an idea for a topic or a layout for a topic to use in a speaking engagement, etc. I will go to SlideShare and search the MANY presentations there on my desired topics. What I find helps me, gives me assurance I am covering the topic appropriately, and provides me some new ideas! And trust me .. .there is something there for everyone.
- SERVICE & BONDING
You can create your own support and/or special interest group on LinkedIn and invite people to join .. private or public. Groups are much more usable now as you can switch your homepage live feed to funnel just your group postings on demand into your homepage live feed. Very cool. BTW, you are all invited to join my group ~ Online Business Communications – What Works! What Doesn’t. https://www.linkedin.com/groups/13649285/
- SUPPORT OF MULTIPLE NICHE MARKETS
Do you have multiple services and/or products with unique buyers for each niche? Gotta love LinkedIn for creating Showcase Pages where you can dedicate a page per niche and invite individuals to follow each unique page of choice!! That way people are only getting the info they are interested in and not all the other communications you may send out! LOVE Showcase pages.
- A PLACE FOR FREELY SHARING MY BUSINESS, IT’S FEATURES, PROMOTIONS & EVENT ANNOUNCEMENTS! (free )
LinkedIn is set up around people. Everyone has a “personal” profile page and 90% of communications should be relationship oriented via the presentation of YOU via your personal business brand. It’s nice to also be able to talk freely about your company/business , i.e. what you do, your actual products and services and their “features” without pushing it into relationship building conversations. LinkedIn’s Company Pages enables you get your business brand out there!! Talk away about what you do. Post ads!! Promote events!!! Love that this exists for that important part of our business building needs.
- PERSONAL BUSINESS BRAND DEVELOPMENT
As shared last week, there is nothing like the LinkedIn personal profile page anywhere online. Keep it updated and it is impossible not to reflect upon yourself and who you are as you work with your profile page. There is no better exercise out there to receive a solid beginning for knowing your personal business brand and more! I am still adding some of my past credentials, awards, and courses that I have forgotten about that have helped define me. Give it its due and it will give back to you!
- LINKEDIN PROVIDES ALL OF THE ABOVE SUPPORT AND MORE FOR FREE!
Unlike other social platforms that charge you for anything that will benefit your business, LinkedIn is there with what we need as business people for free! They get us! They want to see us succeed. Will results come instantly? LinkedIn does not create the opportunities … they provide you what YOU need to go out there and create your own unique opportunities. Consistency, being authentic and of value is the way to go in ALL your online communications and that has proven to work best on LinkedIn in the long term. But I have also suggested to clients to go into LinkedIn to search for people and simply pick up the phone and call them! So as a phone directory or a long term strategic platfom .. the choice is yours. LInkedIn provides the info.
There are still more reasons why LinkedIn is one of my favorite things. I invite all or you reading this to share your favorite reasons. If you are curious to know more about LinkedIn, the A-Z LinkedIn course is a tour of ALL your options that I offer each quarter. The offering for this 1st quarter of 2019 begins this Tuesday, Feb 12th. If you haven’t yet taken it, you are invited to join us at a very low special VIP fee. Having made it all the way to this paragraph you must have interest in LinkedIn? So to support that interest, again, enjoy my VIP offering of the A-Z LinkedIn Training for only $75. Click Here Public fee is $197.
Again, I welcome you to share your favorite things about LinkedIn. It’s a RICH resource … let’s let the world know!!
Good Business is Good Communications …Here’s to your success via online communications!
It’s February! The shortest month of the year that faster than lightenting takes us to March, i.e. the end of the first quarter! Father Time keeps on ticking so fast that its important to take on each day one at a time and maximize your use of them. A quick test for knowing how well you use each day is to write down every morning what you did the day before. See how you do! Sometimes it can be difficult to remember!
Writing down what you do each day is also an excellent way to help you ID your personal business brand. But if you really want to zero in on “knowing who you are in business” I recommend spending time on your LinkedIn's Profile Page. If you take advantage of all of its sections, it lets all who visit it know who you are and why. For you, it’s an exercise for thinking about yourself … how do you show up, i.e what is your personal business brand?
Let’s explore some of the primary sections of the LinkedIn Profile Page:
Headline: 120 characters that act as your calling card on LinkedIn. It requires that you reflect and communicate to who you want to work with, who you help and how, and in some cases your values & standards can be included in unique ways. The thinking that goes into these 120 characters causes you to take a good hard look at yourself …in detail!!
Summary: This section speaks to your potential clients . This is where you include messaging that will attract and connect your buyers to you. Knowing your “TRIFECTA” of knowledge will help you complete this. AND, while completing it you will reflect upon your values and standards as well as what will make you trustworthy.
Work Experience: This section of your profile page is best used not to share past jobs and what you “DID” there, but rather share what you LEARNED there. What did you gain from that work experience that you have brought with you to where you are today. Within this content your “standards” will be reflected. Pay attention to recognize what you see contributing to your standards as you have gained experience in your professional “being.”
Organizations, Volunteer Participation, Certificates, Patents, Publications, and more… are sections waiting for you to complete on the LinkedIn Profile Page. Fill them all out, as applicable, and much like the work experience section, you will begin to recognize and know your value.
These are a few of the highlights of how the profile page can help you. Everything on the page will give you a snapshot of your personal business brand. The posts you create, what you like, share, and comment on. Your writing style in Published Articles. I personally discovered, for myself, a consistent “look” to the images I choose for the headers on my published articles. So many ways for your personal business brand to appear before your very eyes.
If you would like to spend some time with me to help you elicit from your profile page your personal business brand, just contact me to set up a session! Also the A-Z LinkedIn Training for Q1 begins Feb 12th. An email will be going out later today! One whole session is on the profile page.
Also, through LinkedIn I have become connected with Karin Sebelin, who helps people develop personal business brands. You may want to visit her website and review her 10 Qualities Of A Person Of Trust, https://keypersonoftrust.de
What ever way you do it, take some time to know your personal business brand, and include it in all you do online and offline. Be aware… be attentive!!
Good Business is Good Communications ...
Here's to your success via online communications!
If you’ve been following my social media this week, you know my conversations have been all about identifying YOU via your personal business branding.
Do you ever find yourself saying,
- “that looks like a _____ item!“
- ” that has _____ written all over it!“
- “you can tell that was done by _____”
Personal business brands give that association to your work and offers! YOU become known along with your work. .And that attracts your buyers. And that creates a flow of the “three” all working together! You’ve hear me refer to this trio as your Trifecta!!
Here are 10 tips for creating and knowing your personal business brand:
- Be Authentic – Build your personal brand on your true personality. Reflect your values and your character.
- Be Consistent – What behaviors of yours are consistent? Which behaviors do you wish to make consistent? Are you doing relevant things again and again within your business?
- Specialize – Focus on one area of specialization. Be precise with one unique skill. It make you “special.”
- Have Authority – Be seen as a recognized expert in your field, talented, experienced and effective.
- Distinguish Yourself – Your brand must be unique in a way that is different from the competition and adds value to others. It must be clearly defined so that it can be quickly grasped and understood by your audience.
- Be Relevant – What you stand for should connect to what your target audience deems important.
- Be Visible — Embed your brand into people’s minds via broadcasting it continuously and consistently.
- Be Persistent – Personal business brands need time to grow as it should be developed organically. Stick with it and don’t give up on it. Icons appear after long period of dedicated work, sacrifice, courage, planning and the patience to be persistent.
- Provide Goodwill – Be associated with values that are recognized as positive and worthwhile.
- Performance – After your brand is known, you must perform and improve yourself continuously. Personal business brands can be translated into personal balanced scored actions!!Source: Technological University of the Americas & Authentic Governance Institute
Be thinking about “your” personal business brand and how you are using it. Are you using it? Ask others how they might “brand” youl I’ll be sharing more on this in the coming weeks.
Good Business is Good Communications …
Here’s to your success via online communications!
Here we are at Week 2 of the new year! I don’t know about you about it feels like a lot longer than that …. so many events have been taking place with new ideas and directions being presented …. It promises to be a great year. I hope you are feeling the same way!
Last week you received input on the value of leaving comments on social media posts. They can so easily open up doors for you. They also provide one way to learn about some of the more unknown aspects of your buyer's lifestyle.
This week you are receiving input on taking all that you know about your individual buyers and assigning this info to avatars that represent each of your individual buyer types! The more you can distinguish your buyer types and infuse all that you know into individualized avatars (or personas) with personalities and lifestyles that include ups and downs, fun tines and work time, personal interests, accomplishments and more … the easier it is to open up doors, create relationships, and guess what? ...sell what you offer not because of what it is, but because of what it does! What it adds to their personal selves within their lifestyles.
Here are some ideas on what to gather about your buyers:
- The Obvious - age, sex, job, title/role, geo location
- Going a Layer Deeper - family size, single, married, single parent, in-laws, type of home, i.e. house, apt, , rent or own, residential neighborhood, complex, city, rural, suburbs, private school for kids, public school, community activity, community organizations,
- Key Attributes - sports, causes, their clients, donations, awards they have or qualify for, professional organizations,
- Where and How do they receive their information - newspaper, social media, television, friends
- What Is You Contribution To Their Life - a fresh perspective , an alternative viewpoint, resources to build their capabilities and skills
- How Do You Enhance Their Life/Lifestyle– Make them happier, more informed, more creative
Gather as much as you can! It makes conversation much more unique, opens doors faster, bonds relationships in unique ways, and makes it so much easier to sell…. Well, let me say that this way … makes it easy for your buyers to ask you how they can purchase what you offer .. “How do I get that? “
You are always invited to contact me for help with this. Holiday savings are still available for my Trifecta and Strategy Training Sessions which include knowing all about your buyers and what to do with that information. Holiday savings expire on January 28th! Click Here!
Good Business is Good Communications ...
Here's to your success via online communications!
Happy New Year …
It is day 3 of 365 days … what have you achieved so far? Are you keeping track of what you actually do each day? Are you still on a break, gearing up for a Monday beginning? Have you given any thought to what you might do differently online? Or have you decided that what you are doing is just fine?
In short where are you as you enter 2019? And is this different than the beginning of your 2018? Do you remember?
In the world of online marketing there have been some realizations for 2019 that warm my heart. Content and messaging are taking much more of a front row seat. And as many of you know… helping you know what to say, when, where, how and to who has always been one of my priorities. It has always puzzled me how trainings tell you to post here, use this resource, show up so many times per day, etc. BUT stop short when it comes to helping you know what to say and how! And as it turns out, now in 2019 the conclusion is that what you say is KEY. Finally they have caught up with me.
What has been discovered is that ads, and blindly throwing “content” out there just to be seen and hoping that it sticks has not worked all that well. If activity was generated at all, it was not productive activity.
WHAT WILL HELP YOU AND WHAT YOU NEED TO KNOW FOR 2019:
Your online communications are key. Your success with online activity will be how you attract and connect, serve and support, i.e. focus on your buyers … from pre-need to post purchase. To know what those conversations are you must get to know your buyers beyond their immediate needs but also all the elements of the lifestyle they live in that seeds the needs for your solutions. You must bring awareness to your business, generate interest that builds trust and a deeper interest that leads to an agreement that delivers full satisfaction , i.e. new, repeat and referral business!
Here is what is being shared as thoughts & advice for 2019 from some google searched sources:
- Too many marketers forget the importance of listening to audience members in the engagement equation. Social listening involves analyzing specific conversations, phrases, and other details on your brand’s and even competitors’ social-media pages, and it’s a growing component of competitive social strategies.
- Rather than just glancing at posts and making your best guesses, social listening allows you to identify patterns and collect meaningful interpretations of their data. Using these interpretations to your advantage can greatly benefit your marketing campaigns in the future and give you an edge over other brands that are using social to blast their message instead of engaging followers.
- Realize that consumers judge you, in part, on the basis of your content, and that they tend to stay more loyal to brands that are more consistently helpful and relevant in their content.
- Your content needs to bridge the gulf between what you want to accomplish (brand identity and authority, increased visibility, sales!) and the hopes, dreams, wants, needs, desires, fears, etc. of your prospects.
- Think sophisticated, multi-dimensional, organic storytelling.
And then what not to bring over from 2018 …
- 2018 was a year in which so much that has been proven to be successful was passed by as people moved to new ideas and tactics. We’re not talking about the tech led “spray and pray” rampage. We’re talking about lack of understanding of the customer’s business, willingness to let automated systems build rapport with prospects instead of a salesperson, micromanagement that hinders salespersons performance, dependence on activity metrics regardless of results, lack of real selling skills training, lack of understanding on how all communication channels work together, all that kind of stuff.
- What doesn’t work – advocating posting louder, more, every day, every minute. That leads to a situation where “time-spent” can easily overwhelm value received, and leads to burn-out and addiction. Others have started using ghost writers to pound out content which is just generic enough to be plausible and uninteresting. Yuck.
Are you doing any of the above? Time to come up with some authentic content and messaging that is all about your buyers and In your delivery format, promotes and support YOU! Time to know your buyers and everything about them and how you can match your business and your personal business brand to your content and your messaging.
Create “real life” value with your content and messaging. Create it from thoughts that relate to why you are passionate about what your do, how you serve your clients, how you are being their hero and the joy and plus you bring to their lives. Create all your content and messaging from that perspective!
Happy New Year!
Good Business is Good Communications …
Here’s to your success via online communications!
Happy New Year ….
It’s the time for new beginnings, new ideas, new doors to open! AND .. a good time to be reminded of how to “open & begin” all our communications. All it takes is to remember one basic principle under which some basic techniques can be applied. It will make all the difference in your communications success or failure.
What is the one basic principle? “It’s not about you.” Remember that and you’ll be off to a great start. People are in their own heads and when “new” dialogue and/or information arrives in front of them, they often first want to know what’s in it for “them.” If you approach the openings of all your communications with this in mind you are immediately way ahead in securing a connection.
What are some techniques to use in your opening conversations?
- Never open with the use of “I” – “We” – “Our” — Doing so just puts you in the way of your readers (listeners) connecting with your message. Communicate and connect directly with your recipient’s mindset. Get out of the way!
- Do open with your point! Don’t make people read an entire sentence without knowing your point of the message. Many people won’t hang around that long. Set the stage immediately! It can be as simple as Heads Up! to set a stage for attention and then begin your next sentence with your point. Maybe you want to title it in the opening, i.e. Want to lower your taxes? It works the same as email subject lines .. the first 4-5 words can mean your message gets read or NOT!
- Talk about results! People are not interested in what you offer unless it is going to get them what they are really after. Again.. what’s in it for them. Realize that you are just a “how” for getting what they want. ……………………………………………… Here’s just a quick tip for answering the question, “what do you do?” Reply with asking if they or someone they know ever needs _________ (fill in the blank with the result that people get via your products & services). Then continue by saying you make that happen. Try it .. you’ll get much better reaction than if you start describing what you “do” .. again, tell them what they will get!Here’s just a quick tip for answering the question, “what do you do?” Reply with asking if they or someone they know ever needs _________ (fill in the blank with the result that people get via your products & services). Then continue by saying you make that happen. Try it .. you’ll get much better reaction than if you start describing what you “do” .. again, tell them what they will get!
- Share the news of the day in the specific “world” you share with your buyers. This is a great way to open conversations that attract new contacts without being salesy. Also great for attracting your buyers via social media or blogging. For example if you provide financial consulting you might talk about the news of the day that relates to financial concerns. Or if you sell cars, talk about something going on in the auto industry .. maybe the new electric Mercedes-Benz!! Providing engaging conversation of this type without ANY mention of what you do OR your products and services will attract people who are currently suspects and who will become prospects because at some point, they will have needs that are a result of these “interests” ..this piece of the world that you have in common.
There are more techniques that will be specific to your personality, the specifics of your engagement, and the who and when of your conversations. HOWEVER .. if you always just remember the one basic principle that “IT IS NOT ABOUT YOU” you will always begin and and all of the above on the right foot and maximize your chances of success.
Here’s to your success via making connections . …
|You probably have found yourself thinking, at least once, about how great it would be to outsource your social networking. Yes? It’s a tempting thought prior to really knowing all that awaits you via social networking.
When you think about social networking as just one more “to do” it’s natural to want someone else to take it on as though it’s a chore! But when you think AGAIN, and learn that social networking is:
Can you really call this a chore? I hope not because social networking is your BUSINESS! Hopefully this is exciting to you and reason to want to dive into your own social networkign. If not or if you need more to think about, here are 9 more reasons NOT to outsource your social networking:
What are your thoughts now? Hopefully you can see how you just DON”t want to outsource your social networking.
Here’s to your success via making connections!
“I don’t have time for social networking!”
It’s really easy to say, right? People agree with you so it seems to be an excuse that you can feel is legitimate.
The sad truth is that many who say “I don’t have time for social networking” have never even tried it! I hope that’s not you. It may have been cool in the beginning but now it is just hurting yourself not to participate in social networking.
Let me ask you this ~ Do you have time to get dressed in the morning? Do you have time to stop and have a cup of coffee in the morning? Social networking works the same way.
Now if getting dressed every morning means starting from scratch and going through everything in your closet, thinking about what you wore in the previous days and what you are going to do that day and THEN choosing what to wear only to find out that something needs to be ironed, or is in the wash, or at the cleaners … .all before your actually get dressed and are ready for the day…. you probably would NOT have time to get dressed every morning. Don’t you think?
Social networking is the same. You can’t log in and then start wondering what you are going to say, be distracted by other people’s posts while you think of what to say, finally come up with your messaging and then go look for a photo to add with it, etc. etc. etc. If this is what your are doing , you are right. You don’t have time for social networking!!! And the sad part is, if you do all of the above with no significance .. other than to show up with a post for the day .. you will not have any positive resultsl!
Some of the “truths” about social networking include:
- Social networking can be done successfully in less than 10 minutes per day.
- Success comes from consistency not quantity.
- Social networking posts are meant to be snipits … not long articles!
- Having a purpose for each and every post enables you to be time efficient.
- Allocating an hour or less per week to plan your postings gives you time!
- and there are more! Join us on Let’s Connect LIVE! to talk about them.
There is ALWAYS time for tasks that make sense and that contribute to your success. The first step is identifying your BIG WHY for social networking. Once you have that you can break all your activity into steps, each with their own purpose It won’t be long before you will be making lots ot time for your social networking. Trust me!
Here’s to your success making connections!
Now that you’ve made a client persona or two ( per our last blog post), let’s talk about matching your buying personas to the voice of your brand and why it is important. Let’s look at some of the pieces:
- Client personas, as talked about last week, are representations of your primary types of clients. You can form them from grouping shared demographics, as appropriate .. maybe age, sex, income, etc. You can also categorize them by behavior such as style, interests, activities, etc. Maybe you end up combining both of these in some way. For my client personas I grouped types of buyers by buying behavior and all associated specifics. Let me share their names with you!
– ► Enthused & Open to Learn: Enthusistic Elizabeth and Eric
– ► Price Sensitive: Frugal Fran & Frugal Fred
– ► Lack Of Trust In Online Mktg: Doubting Donna & Doubting Don
– ► Those that “get it”: Ready Rita & Ready Richard
Personalizing my client personas makes it sooooo much easier to create targeted communications to each one of my personas.
- Your Brand and its voice!
Brands are complex … and brands are much more than just your logo and your colors Brands are a “live” reflection of your values, policies, self-image, style, manners, what you stand for and believe in. Your brand can be made of multiple values, i.e. a belief in excellent customer service, high quality products, and a great work environment, etc. Emphasizing the right portion of your brand to each of your client personas is important. Diffrent aspects of your brand will resonate more than other aspects of the same brand because people and client personas place value on different things.
- The Two Together
At a presentation given last week on the future direction of digital marketing, it was stated that a brand will be defined by its community. This current direction is referred to as “brand communities.” A brand community is a group of caring and connected consumers organized around the lifestyle, activities, and ethics of the brand.. There is engagement and bonding! Your brand is part of the consumer experience!
Some thoughts to ponder about brand communities.
► A brand community is a business strategy.
► A brand community exists to serve the people in it.
► Engineer the community and the brand will be strong.
All of the above comes about by creating matches and engagement between the different benefits and values of your brand with your individual client personas. Know which benefit is most important to each persona. Having clarity for both will maximize your engagement and communications …. thus creating a shared truth that evolves vs begin thrown out from a central point. It all just “is!” within the people you have gathered together. Exciting!
- The Role Of CRM, Customer Relationship Management
The demographics you grouped together to create your client personas become part of what we refer to as CRM .. Customer Relationship Management. The individual identifiers that go into a CRM system of any level of sophistication determine how we speak, our tone, and what we say, contributing to the most effective engagement between your brand and your client personas!! You can say it helps you create the voice of your brand.
Going forward we’ll be talking more about CRM but for now just know that your brand and “everything” is dynamic. Your brand is “alive” and its strength depends upon how strong your attraction, connection and engagment is between your different types of buyers and the elements of your brand that are best matched to them. it grows organically into something bigger than just you marketing your products and services.
A strong brand community increases customer loyalty, lowers marketing costs, and generates tons of ideas to grow the business. Through commitment, engagement, and support you’ll see some fantastic returns.
How does all this apply to you? In every way! Even if your business is just “you” … you’ve heard the term of wearing multiple hats. This is another form of that. AND as a solopreneur you are in full control. It’s the perfect time to implement the structure you will need to support the flexibility and flow you want to generate.
Here’s to your success via making connections .