January 20, 2016
In the first installment of this blog post, we covered eight tips for telling your business story better. Here are eight more to round out the “16 for ’16” we promised. While they may seem to cover a wide number of concepts, when combined with the first eight the checklist roughly follows Dix & Eaton’s methodology of “discover, develop, deliver” for content marketing strategy, in which we recommend assessing the situation first, then setting the strategy and finally choosing the tactics…a good approach in almost any situation.
So give these a try:
9. Write the “children’s book” version of your company story as an internal exercise.
The “once upon a time” is your creation story. The “big bad wolf” is the main problem your customers face. You’re Superman. How do your customers live happily ever after? Hint: ROI.
10. Invest in SEO whether you think you need it or not.
There’s always value in an annual SEO review. What words are hot? Where do visitors spend the most time on your website? Even small tweaks can drive more traffic and qualified leads to your site.
11. Author high-quality, targeted content to support your story.
Create content to help your customers and prospects. Answer their questions. Your company has unique expertise, so share your wisdom.
12. Record videos.
At this point, there is no excuse. Video is becoming the most consumed form of media. It’s inexpensive to create and easy to distribute. Try testimonials. Customers are flattered to be asked and their words carry unbelievable impact.
13. Align all marketing tactics with your specific target audiences.
Don’t get sucked in by the latest craze in software technology or social media…unless it’s a good fit to tell your business story. You can still tell your story in print or, better yet, in person!
14. Shout your story once you know it.
Don’t be shy. There are very good reasons your customers chose you and stay with you. Be proud of those reasons and talk about it. If you’re not evangelizing for your company, who is?
15. Listen to your customers.
If you’re talking all the time, you can’t hear about their needs. Selling is about connecting with needs, overcoming objections and adding value. We don’t communicate to entertain – we communicate to sell.
16. Distill your message and be you.
There’s an amazing story locked up in there. Years of incremental enhancements to the story have piled information upon information. Filter and find the essence. Hit the restart button and energize your marketing.
In simple terms, we make products or provide services to benefit people in some way. Our job is to tell our business story so prospects understand it and believe parting with their money is a fair trade. We’re not paid to throw the latest marketing tactic against the wall to see if it sticks. We’re paid to communicate effectively to support sales. The better we tell our business story, the better our sales. Do it well and your “happily ever after” is profitable growth. And instead of “The End” you get to keep the story going.
Please email me or give me a call to chat about any of these points.
