We all want to do business with those we know and trust. So, as a business owner or manager, how do you gain trust and in turn, gain clients?
The traditional answer might be networking or word of mouth, and we’re by no means knocking the tried and true. The thing is, businesses are operating in an increasingly digital world. The pandemic has heightened our reliance on technology, to the point that it’s become our primary tool for communicating and connecting with others.
Even as we see glimmers of normalcy returning, we also see how technology can help us do business better. It’s offered a platform for businesses to not only communicate and connect with clients but to build trust through sharing knowledge.
As a business owner or manager, you want to show potential clients that you know your stuff. You are the expert in your field. You are reputable and trustworthy. You can provide what they need. You are the person, or company, they should want to do business with.
But you want to do this, of course, in a way that’s not “in their face” (which probably wouldn’t be the best idea anyway, given social distancing and all).
Many businesses are relying on the subtle yet effective practice of content creation to get these important messages across without being pushy. Whereas traditional sales pitches are designed to get something from the customer (their business), content creation, or content marketing, is about giving something to the customer (your knowledge). Sure, the end goal is the same, but the process to get there is very different.
What’s meant by content marketing?
Put simply, it’s marketing your business by sharing content. Depending on your audience, you can choose to do this in a variety of ways.
Social media is a big one, with a growing number of channels to reach your target audience. If your business focuses on interior decorating, for instance, using Instagram to share photos of beautiful homes you’ve decorated with captions about what inspires you or the unique story behind your work could help you build a following that leads to potential clients. Likewise, if you’re a financial advisor who works with businesses, you would have more success reaching your audience by sharing content on the professional networking site, LinkedIn. That might include news stories relevant to potential clients, finance tips, or links to content you’ve created and shared elsewhere, like a blog or website.
Blogs have come a long way from the early days when there were a small handful of platforms you could choose from and even fewer design options. Now, many companies have blogs attached to their websites, where they can post content that’s useful to their audience. The problem with trying to get your voice heard in this way, especially if your website doesn’t generate a ton of traffic, is that your content may get lost in the noise that is the Internet. Yes, there are all sorts of tactics to increase your reach, but a safer bet is to share your content on a platform that already has a dedicated following—like a well-known podcast or a website that specializes in content relevant to your industry. As a bonus, they’ll likely promote the content you’ve created with them and increase your reach that much more.
Okay, but what’s the value in sharing content?
It captures the attention of potential clients and it draws them in by keeping them engaged. Maybe your content makes them think or it motivates them to reach out with a question. Either way, you’re on their radar.
It also establishes credibility, which can lead to trust—and trust, hopefully, will lead to a positive, long-term working relationship.
Vexxit can help you share your story and build that trust. By joining as a professional member, you’ll have opportunities to connect with your audience and grow your reach. Or, if you are already part of Vexxit’s professional network, get in touch with our team at firstname.lastname@example.org to start your marketing activity.
As the world changes, so does the way we do business. It’s not just about keeping up, it’s about getting ahead.