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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Building trust in a cynical world

Building trust in a cynical world

The world is becoming a much more cynical place. Trust is much harder to win.

Add to that the exponentially increasing volume of marketing messages that everyone sees day in, day out and it’s no surprise that your marketing e-mails are getting opened less and less often.

Even getting people on to your list is proving harder to achieve. Traditional lead magnets such as ebooks are less effective and you are having to give away more and more stuff to gain a subscriber.

Is it all worth it?

Is there another way?

 

Demonstrating credibility and authority

 

Building trust requires a number of factors:

  • You need to demonstrate your expertise
  • You need other people to sing your praises
  • You need to be there for you clients consistently

Are you trusted?

Only when all three factors are present will you be able to develop trust and build a rapport with your target clients. They need to see that you know your stuff. That other people recognise you for it, and that you will be there when they need you.

 

Getting the word out there

There are a number of ways you can demonstrate your expertise and start to build that trust, but they boil down to two approaches:

  • Speaking
  • Publishing

 

Networking

network headsSpeaking can take a number of forms. The most basic is networking. At most networking groups there are a number of opportunities to talk about what you do for your clients.

Firstly there is the general conversations over coffee, breakfast, lunch or drinks. But don’t be the meeting bore, telling everyone you can grab about how fantastic your business is. That’s sure to make you the most unpopular person ion the room. Instead ask people about their businesses and the problems they are facing. Offer some tips or help. Maybe recommend someone you know that could help with a specific problem.  Become known as the person that helps others solve their problems without selling them anything.

There will be other opportunities to speak about your business at networking meetings. Most groups give everyone a 30 or 60 second slot to talk about their business. Don’t go for the hard sell. Focus on the benefits of working with you and offer something valuable if you can. You are looking to gain trust, not alienate people.

You may get invited to do a 10, 20 or 30 minute slot where you can go into much more detail. Again, make sure you are delivering valuable content to your audience, using stories and case studies too bring what you do to life, and then make a compelling offer to tempt the audience to become customers.

 

Speaking at events

Allen ruddock speaking at a conferenceSpeaking at an event is a great opportunity to demonstrate your expertise and build trust. Providing it’s the right type of event the audience should be jam-packed with your ideal target clients. The fact that you are the one on stage gives you a natural authority – the event organisers have entrusted you with an element of their reputation and that rubs off in the mind of the audience.

If you are also exhibiting at the event, you have the opportunity to drive traffic towards your stand where you can then capture contact details for follow up conversations. The number and quality of leads always increases if you are speaking at an exhibition.

You may have, or could identify, joint venture partners. Other non-competing businesses that have a similar target audience where you can cross sell each other’s products or services. But even where there is limited opportunity to cross sell, you might be able to find speaking opportunities. I work with a number of professional firms such as accountants and solicitors where I get invited to speak at events they are holding for their clients. By including something on the agenda that’s relevant to the audience but not related to their own services they are delivering value to their clients and may actually get better attendance at the event.

 

Podcasts and interviews

There are many business podcasts and slots on local and internet based radio stations and to charnels. These can be a great way to demonstrate you expert authority to a highly targeted audience. It’s always a good idea to agree the format and general direction of the interview so you can prepare some examples that promote you in the best possible light.

 

Publishing a book

Get yourself publishedPublishing a book is now within the grasp of almost everyone. There are many courses and workshop programmes that you can use to coach you through the process. You can acquire an ISBN number, even for your lead magnet ebooks and become a self-publishing author. You can even get you books converted into Kindle format so there is no need to go to print.

Having a book published, especially if you can go the extra mile and get it on Amazon, adds a huge amount to your credibility. Don’t expect to become a multi-millionaire from it – even the best business books don’t make huge amounts – but it can be a game changer for your credibility.

 

Blogging

For many, the thought of writing and publishing a book is just too daunting. But writing a blog is well within the capability of anyone passionate about what they do. The blog needs to deliver value to the reader and not be an overt sales pitch from start to finish. A clear call to action is an absolute must and it might be appropriate for that to be a sales offer, depending on the subject matter and how often you have made offers previously.

 

Getting the message out there

Getting your message broadcast

Whether you are speaking or writing, you need to get your stuff in front of an audience – your audience. That’s where knowing your target audience and where they hang out becomes important. You need to know as much about your target clients as possible so you can identify them and then use the media channels they use to let them know about your content.

For most business that means social media. You need to know which social media channels you clients use for both business and pleasure. Then you can target them with information about your speaking events, your book or your blogs. Repeatedly engaging with them over a period of time, showcasing a range of content, will start to build your credibility and authority and therefore start to build that all important trust.

 

Getting others to talk about you

What other people say about you builds trust and is 1000 times more powerful than abnything you say yourself

What other people say about you carries a thousand times more weight than anything you say about yourself. So you need recommendations and testimonials and to get other people to re-broadcast your stuff on social media.

Your testimonials can’t be added to your website, to your product or service sales pages and broadcast via social media. All these channels will add to the social proof you need to build your credibility and expert authority. Once established, you won’t need to go looking for clients – they will come to you, because the trust you.

Get a head start – use LinkedIn properly

Whilst other social media channels can broadcast your stuff, including other people’s opinions of you, LinkedIn is the only platform that can do all that but with independent 3rd party recommendations built in as part of the core system.

The various elements within the personal profile provide a powerful basis for you to demonstrate the value you bring to your clients. Written in the right way, your profile can speak to the problems and pains your clients face that you can help remove, or to the hopes and desires you can help them achieve. All reinforced with personal recommendations direct from your clients.Social media strategy

For this reason, LinkedIn should be at the heart of your marketing and social media strategy. I use other social media channels to drive traffic to my LinkedIn profile to demonstrate my credibility and expert authority, and to my website to consume more of my material, gather contact details and make valuable offers.

 

If you’d like to understand how you can harness your LinkedIn profile to drive your business, then book one of my free profile review calls. Numbers are strictly limited so book today by clicking below.

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