The way we market to our customers has changed so much in the last 20-30 years. During the industrial age, companies could create a product or service, and customers would buy. It was a simple transaction. Customers didn’t Google them first or look up customer reviews to see how effective their product or service was; they simply accepted it at face value. That couldn’t be further from the way customers do business today. In the information age, we have an informed consumer. They will check your website, Google you and check all of your social media accounts before even asking for a customer reference. What they are really trying to do is connect.
With all of the competition you have in your industry, building positive connections is what will drive customers to you. Part of that involves value. How much value are you creating for your customers? Before you ask them for business, how much have you given? I know, it may seem like a lot to ask, but your customers want you to give them something before they give you their hard-earned dollars.
How do you create value? The very essence of content marketing exists to do just that. It is not a platform for direct selling. Rather, it is a platform for building relationships. Whether you are writing an article on LinkedIn, writing a blog or posting on social media, you should always be asking yourself the pivotal question, “am I creating value?” Don’t be afraid to give information away. Giving your potential customers valuable information they can use today builds the know, like, trust factor. The more they know, like and trust, you, the more they are willing to not only do business with you but refer you to their friends as well.
For example, if you are a realtor, consider writing an article, a blog or giving away a freebie on something like how to stage your home or top 10 checklist to prepare for buying a home. People love checklists. Give them something that they can use right now. Then, continue to serve them. Become a trusted resource for knowledge on your area of expertise. You are building credibility, and as you feed them valued content week in and week out, they will remember you when they are ready to make a purchasing decision. Be patient. This process doesn’t happen overnight. Remember, you are building a relationship. Think of it like dating. Nobody’s giving up any goods on the first date. You have to go on a few dates to make sure you’re compatible before you take the relationship to the next level. You get what I’m saying.
I want to hear what you are currently doing to create value with your customers. Are you providing free training, webinars, white papers? The options are pretty endless. Share your ideas with me!