Looking at the blog posts I've been writing over the past few years, I'm seeing a trend in the three things every person, and every company, needs to be successful today:
Following are my thoughts on ways for individuals, and companies, to improve each:
- Build brand awareness by sharing information of value.
- The more you blog, the more awareness, traffic and leads you will get; your SEO rankings will improve as well.
- Use P.R. A lot of people think P.R. is dead in the age of social media. However, there are still plenty of vertical trade publications, and websites, looking for information of value to share with their readers. P.R. is another channel in which you can repurpose content.
- Leverage all of your content to educate your customers and your prospects. It's amazing what you can learn to do on your own by searching YouTube. C-level executives are 7-times more likely to look at a video than to download and read a whitepaper.
- Stay active on LinkedIn. Update your profile, your company's profile and actively participate in, and contribute to groups. I've found groups to be a tremendous resource when sourcing products and services.
- Have a mobile presence -- especially if you're trying to reach millennials. 80% have a smart phone, 85% of Hispanics. Ensure all of your digital communications are mobile optimized.
- Build extreme trust. "Do what you say you'll do when you say you'll do it."
- Be consistent. While some people say, "consistency is the hobgoblin of little minds," it's the only way to build trust. Consistency = trust. Inconsistency = confusion and distrust.
- Ensure your management team, and employees, are in alignment with regards to vision, mission, values and what makes you "different and better." Lack of alignment results in inconsistent messages to customers and prospects.
- Another reason to provide information of value is to build credibility. Providing information of value early in the relationship lets the prospect get to know you. Don't sell, just educate.
- Empower employees to deliver a consistently good customer experience. Consistency builds trust. "Wow" customer experiences will create "raving fans" that will help market your product or service.
- Put the customer first in everything you do. Help customers win, make their lives easier, and you'll have customers for life.
- Strive to have customers for life. It's like aiming for the moon, even if you don't achieve your goal, you'll positively differentiate yourself from the competition.
- Have face-to-face conversations with your customers and prospects to get to know them as individuals. People like to do business with those they know, like and trust. Face-to-face conversations help to build long-term relationships.
- Help customers make an emotional connection to your brand by letting them get to know the people that comprise your brand. People connect with other people. Empower and encourage your employees to connect with customers and prospects -- in person and via social media.
- Listen intensely to your customers and prospects to understand their needs and wants. These consumer insights will lead to new product development, service enhancements, new revenue streams and repeat business.
- Referrals and word-of-mouth are still the most powerful, and cost efficient, forms of marketing. Give your customers experiences they want to share with others.
- As you enhance your relationships with your customers, you'll find that they want you to be successful. Don't be afraid to let them know how they can help you.
What actions can you take to make you and your company more successful?