Online Marketing Should Market Your Client, Not Your Business.
Business owners try their best, but many of them try too hard to sell themselves. In doing so, they forget the consumer. They forget that ‘build it and they will come’ does not apply to internet marketing
- Narcissistic and Arrogant Sale’s Pitch
One of the biggest mistakes small businesses make is creating an internet presence designed to impress everyone by how ‘good’ the company is. IN a world of imitators and competitors small business cannot afford to make this mistake. It will impact how consumers perceive us, and whether they build trust or feel that the website is condescending or intrusive.
Focus on People – Not Search Engines
The second mistake is focusing on search engines and forgetting that real people are going to base their perception of your company, and you, on what they see. One of the biggest examples of this is found in content. Many business blogs are filled with ‘evergreen’ rehashed content that can be pared down to 1/3 of the size, removing the fluff, without altering the message.
Or, someone finds an article on the net. When they try to read it the article makes no sense. This is because the article was spun by software. The consumer’s impression of your business is far from favorable.
- Tell Stories
It doesn’t matter how old a person is, or their social status, society hard wires us to focus on stories. This applies to consumers and can be used to build trust, relationship, and loyalty.
Did you increase revenue, or retention? These are great business goals, and make great statistics. But they are not compelling enough to ‘sell’ your company to a consumer. If you try to tell this to consumers their eyes will glaze over and they will start looking for something else to entertain or educate them.
What is the ‘human value’ behind the statistics? How did this help the consumers?
One of the best ways to do this is to create stories out of client feedback. These stories can come in the form of case studies, but they can also be used in blogs.
- Sell by Not Selling
Most ‘sales copy’ is intrusive and many consumers find this offensive. They don’t want to know what you can do, or how great your product is. They want to know how you can make their company better. Talk to your consumer. Ask them what they want. Ask them what their problem is and how they want to solve it. Stop telling consumers and you’ll watch your retention rate increase.