What makes your business unique?

People like doing business with people. Not anonymous brands or websites. That means they like doing business with you. You are what makes your business unique.

Yes, you may have a compelling proposition put together a little differently to how other people do things.

Yes, you may have excellent customer service – better than anyone else in your local market or niche.

But in reality that is your stamp on your business.

 

It’s why successful small or micro businesses sometimes struggle to grow. How do you keep that personal touch as you grow your team and your customers come in to contact with more and more of your staff?

It’s not about rigid controls and regimented processes. Good processes are essential but it’s also about learning the art of hiring the right staff. Staff with an ethos and attitude that matches your business style. Hire the right staff and give them the freedom to use their initiative and the “you” in your business will grow and develop. That is how the “you” in your business evolves into your business brand.

This is how the likes of Apple and Disney have developed incredibly strong brands – by allowing the “you” of their creators to grow with the business.

 

Spreading the word

Communicating what makes your business unique is the key to making your business successful. Your satisfied customers are the best people to do this. What they say about you is a thousand times more powerful than anything you say about yourself.

But you can’t just rely on word of mouth to grow your business. You have to leverage your testimonials and recommendations through all aspects of your marketing. Through your website, through printed media and through social media.

Social media is becoming ever more critical in this with ‘social proof’ being one of the first things potential customers look for. What are you saying about yourself on social media and, more importantly, what are other people saying about you?

Whilst platforms like Twitter and Facebook are great for getting the word out and getting you noticed, they don’t offer much to show the client what they will actually get. For that, most businesses drive people to their websites.

But most websites tend to be very product or service centric and not so much about the customer.

 

Turning social awareness into social proof

This is where LinkedIn comes in. Through your LinkedIn profile you, the business owner, can speak directly to your customers frustrations, pains or desires. You can explain how your business can solve their problems or deliver on the desires.

LinkedIn’s recommendations system means you can get genuine testimonials from your best clients, backing up what you say and delivering the social proof you need. By driving prospects either directly or indirectly to your LinkedIn profile you will turn social awareness into solid social proof and make it much easier to convert prospects into customers.

Social proof process

 

Leveraging your LinkedIn profile

Once you have that powerful personal profile you can leverage it to find, connect and engage with your ideal prospects through LinkedIn through a simple five stage process:

Customer targeting with LinkedIn

  1. Define your ideal prospect – the tighter the definition, the easier they will be to target.
  2. Use LinkedIn’s powerful search tool to find prospects on LinkedIn
  3. View your ideal prospects’ profiles and find a reason to connect
  4. They view your powerful profile and start to see the benefits you offer
  5. Follow up on connection by starting a dialogue – no selling allowed

Get the engagement process right and they will ask to work with or buy from you. LinkedIn makes the selling easy.

 

Build your own social proof

A well-crafted LinkedIn profile setting out how your clients benefit from your business provides a powerful platform of social proof that you can use to find, connect and engage with your ideal prospects. Book a free profile review now and get started right away. Just click on the link below.

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LinkedIn reminders – a lead-generation goldmine

Social media platforms by their very nature encourage us to be social. So they prompt us to engage with our connections, friends or followers by sending us little reminders of events – anniversaries, birthdays, what we were doing 2 years ago etc.

Now for most social media networks, these are a prompt to be just social because you don’t talk business on them. Yes, you might send around the odd offer but it’s interrupt marketing.

LinkedIn is a different type of social media. It’s a business networking tool. So whilst LinkedIn reminders are no different, you can use them differently. You’ll get LinkedIn reminders for birthdays, work anniversaries, new jobs and more. But the social element give the perfect lead in to talk business. On LinkedIn people expect you to talk business, while being sociable.

 

Using LinkedIn reminders – a real example

Let me give you an example that happened to me. I got a reminder that it was one of one of my connection’s birthday. I had done some work building a system for their company around 6 years earlier. Here’s the actual conversation from LinkedIn with only the contact and client names changed to protect confidentiality:

 

On 12/29/2015, Allen Ruddock said the following:

Happy Birthday Sally! Hope all is going well for you at XYZ Ltd. Allen

10:45 AM

On 12/29/2015, Sally said the following:

Many thanks Allen Yes all good – how about you? Sally

11:05 AM

On 12/29/2015, Allen Ruddock said the following:

Very good thanks. How is sharepoint holding up for you? Allen

10:14 PM

On 12/30/2015, Sally said the following:

Sharepoint is good, but we are in desperate need of ‘upgrading’ it. If you have any time available to discuss I would very much appreciate it. If I don’t speak to you before happy New Year. Sally

10:05 AM

On 12/30/2015, Allen Ruddock said the following:

Hi Sally, Very happy to come in for a chat about Sharepoint. Are you in the office today/tomorrow with some time for a coffee? Allen

10:16 AM

On 12/30/2015, Sally said the following:

I’m in the office tomorrow until lunchtime so could have a coffee and a chat in the morning if that’s good for you? Thanks Sally

 

From a simple tailored happy birthday message and a willingness tp engage, I reconnected to an old client and generated a new business opportunity. How powerful is that?

LinkedIn reminders provide opportunities like this every single day.

But only if you are connected to your clients and prospects.

But only if you tailor the suggested message. Make it personal.

It didn’t take much – just enough to show I had taken the trouble to engage and not just sent the standard message.

Notice that I wasn’t selling, I was just asking a question. But it opened the door.

 

Missed opportunities

So many people take the lazy option and just click send on the standard message. As a result those messages end up in the trash folder. They get as much attention as it took to send the message. A single click. Delete!

Facebook will tell you it’s your friend’s birthday and invite you to write on their timeline. You have to write something personal. Don’t let the LinkedIn reminders ‘helpful’ message make you lazy. Take the trouble you would on Facebook and make it personal. Make it engaging.

 

Do you want these opportunities?

Spotting and taking opportunities like this is what I work with my clients to achieve.

Having the right profile to get the connections that generate these opportunities is where it all starts.

Why not book a free profile review call and start to uncover your opportunities. Click on the link below.

Book a review call now

 

 

There is no Status Quo in business

There is no such thing as the status Quo in business. Your revenue/profits/costs will not continue at the same level if you continue to do what you have always done. You know:

  • The same old marketing
  • The same old prices
  • The same old competition
  • The same old… you get the picture don’t you?

Except that it probably isn’t the same old competition. Your competition has moved on. They’re looking for new ways to attract your customers. They’re under-cutting your prices, offering tempting bonuses and creating new products or services. And there could be new competitors too.

Your customers will have moved on to. They could be looking for something new, something different.

Even if you’ve kept you prices the same, your costs will have changed so your profits will have changed too.

It’s a bit like a tug of war – you trying to pull revenue and profits one way and your suppliers and the market pulling against you.

It feels like a huge battle just to stand still, just to achieve the status quo in business.

 

But I want to grow

But what if you want to grow your business, to really take it to the next level? The ‘same old, same old’ just isn’t going to hack it. To overcome that inertia you need to make a step change. You need to think different, think ‘outside the box’ (I normally hate clichés and business speak, but this one is on the money), because the same old marketing will bring the same old results – declining revenue and declining profits.

 

1-4-15-60-20

These are the five key numbers in any market, segment or area. So in your business, in your area:

  • 1% are super successful. They are the Richard Bransons or Apples for that business/area.
  • 4% are doing really well and aspiring to join the 1%.
  • 15% doing OK. There’s room for improvement, but they are winning more than they are losing.
  • 60% are getting by. They are the businesses I described above. The one’s struggling to achieve the status quo in business.
  • 20% are really struggling or even failing.

That means at least 80% of the business like you, in your area are GETTING IT WRONG! They are stagnating or declining. They are trying to maintain the status quo in business and it just isn’t working. Do yourself a a favour – don’t copy the 80%.

 

What can I do Allen?

If you look at your market you’ll realise that most of your competitors are doing the same sorts of things. Similar marketing, similar prices, similar offers, similar services. But the standout leaders – the 1%, 4% or 15% will be different. It may not be immediately obvious how they are different, but they will be different. They probably charge higher prices and you’ve never quite worked out how they get away with it. They achieve customer loyalty you can only dream of.

How do they do it? It boils down to two core things.

Positioning

The best businesses position themselves as just that – the best at what they do. Through a combination of innovative marketing, excellent service and being well, just different. Look at Apple. Their core markets are computers and phones – two very crowed markets. Yet Apple created the Mac and split the market into two. The Mac market that it owns and the PC market where every other company fights it out.

Likewise with smartphones. They created the iPhone – a market they own, and everyone else fights it out on android/Windows/Blackberry etc.

So how can you make your business the best at what it does in your area or segment? How can you position your business in the eyes of your market? The first part is about you and your business. What is your unique selling point – your USP?

Systems

To be the best in what you do it means you have to deliver to the highest standards day in, day out and in a way that is consistent with your business’ brand and image. That requires systems. Good systems allow you to run your business efficiently and with the knowledge that what is delivered will almost always be of the right quality. And on the odd occasion when something goes wrong, you’ll have your best system there ready to deal with the problem and wow the customer with how much trouble you have taken to put things right.

It’s these systems that are often hidden from what you see in successful businesses.  You will have seen the positioning, but it’s the systems that give the substance to that positioning.

 

How can a small business achieve all this?

Let’s tackle the two areas in reverse order. Putting in place great systems is neither hard nor expensive. The hard part is deciding what the system needs to do. In other words, what are the detailed elements of the product or service that you deliver. Once you have that you can create systems and processes to help you and your team deliver to the desired quality. It might be as simple as a set of paper based checklists. It could be barcoded stock and handheld barcode reader.

Whatever system you design needs to simple enough for you and your team to implement and work with consistently. It’s then down to training people how to use the system. Don’t forget to explain why the system is important and what it is trying to achieve. The more context you provide, the more accepted and adopted the system will become.

Getting your positioning right can be a little trickier. Many businesses try to position themselves by talking about themselves and their products:

  • We are the leading company in…..
  •  We have been serving this market for over 20 years….
  • Our range of products is second to none…..

And so on. But this is all about them and not about their customers. The latest ads for Microsoft Windows 10 and the related Surface Book and PCs have been all about what the end users can do with the products and not about the products themselves. Your positioning needs to be about what your business does for its customers. Show you understand their needs, their problems, their desires. Then show them how you can meet those needs, ease or remove that pain or satisfy that desire. That is great positioning.

 

How can you do all this on a small business budget?

Social media.

Social media has been the great leveller for businesses of all sizes. For little or no money you can position your business for what it does for its customers and get that message in front of those customers. And LinkedIn should be at the core of what you do on social media.

Whatever business you are in you, the business owner, should use LinkedIn to position yourself and your business. It is the first place anyone doing business with you is going to look to check you out. If they find a rubbish profile that looks like a stale cv you’ve already missed a trick.

Instead, you need a profile that screams the values of your business. One that is packed with value-added information that delivers useful information to the customer. One that has videos and articles about what you do for your customers. One that is packed with glowing recommendations from existing clients.

Whether you are business-to-business or business-to-consumer, a powerful LinkedIn profile is the number one way to position you and your business. Now you can use the appropriate social media channels to get in front of your target market and guide them to your profile to show them why they should do business with you.

If you are selling business-to-business then LinkedIn is almost certainly the best social media channel to find and get in front of your ideal customers. With over 450m profiles worldwide and over 20m in the UK along, your target market is on there. Their profiles are packed with the keywords you need to search for and find them and with the right non-salesy approach, you can develop strong business relationships that ensure they come to you to meet their business needs.

 

Get free advice on positioning your business with LinkedIn

If you would like to find out more about using LinkedIn to

  • position your business and
  • find and engage with your ideal prospects

book a free business review call with Allen today. Just click on the button below

Book a review call now