We all know small and medium-sized businesses are the backbone of our economy.
Because you aren’t just the suppliers of products and services.
You are the inventors.
You are the employers and job creators.
You have a great product or even a line of products.
And you know they can change the way your customers manage their lives and businesses.
The goal, of course, is to attract… convert… and retain more customers.
But you don’t want just one-time buyers.
You want satisfied, engaged customers who will refer their friends… family… and colleagues.
And buy more for themselves.
So how do you do that?
Well, I wouldn’t be telling you a secret if I said as consumers, we buy things from people we know, like and trust.
And that’s true when businesses sell to each other as well.
There’s sometimes an attitude that B2B is purely transactional.
That’s a mistake.
Yes, your potential buyers do care about what the product does.
But they care more about what it does for them.
It’s not enough to offer the widget.
Your team also needs to provide the solution.
And your prospects need to know, like and trust you to be the ones to provide it.
. . .
So How Do They Get To KNOW You?
For starters, be very clear on who is your target audience.
What’s that old saying? Something like…“It’s better to please some of the people all of the time than to please all of the people none of the time.”
Once you’re clear on who you’re talking to, hone in on the content they want to read.
Then, never underestimate the value of good SEO.
Once you know who you’re talking to, and what they care about, make it easy for them to find you.
. . .
Great! Now, How Do They Come To LIKE You?
True, business is business. But business is also people.
So don’t be stiff and stuffy.
And do it in a way that reflects their pain points. Offer up industry information that’s useful to your prospects and customers.
Be helpful. Share.
And not just your stuff. Others are contributing too. Recognize them.
. . .
And Of Course, You Gotta Have That TRUST!
Communicate in a clear, consistent voice.
Be the expert your industry can count on.
Social proof is big these days. So be the team everyone else says great things about.
Stand behind your product. Show them they’ve got nothing to lose and everything to gain when they come to you and make that purchase.
Wow, that’s a lot. And that only scratches the surface of good content marketing.
The good news is there are a lot of ways to become the relatable expert. One that your audience will come to know, like and trust.
How about some…
Articles and Blog Posts ~ Let your website visitors see that you’re the authority in your field through regularly published information.
An Email Series ~ Introductory and then periodic communications right to your prospect’s inbox keeps you top of mind for when she’s ready to move forward.
Case Studies ~ What better way to show how your product solves problems than through the stories of problems you’ve already solved?
White Papers ~ These authoritative reports inform readers about a complex issue in a concise way.
. . .
And of course, I’m here to help you with these things and more.
See that handy Contact link at the top of the page? Connect with me and let’s chat.
P.S. ~ Don’t forget to be amazing today! 🙂❤️