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.
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:
- Define your ideal prospect – the tighter the definition, the easier they will be to target.
- Use LinkedIn’s powerful search tool to find prospects on LinkedIn
- View your ideal prospects’ profiles and find a reason to connect
- They view your powerful profile and start to see the benefits you offer
- 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.