If you want to increase your sales revenue with marketing, there is one thing you HAVE to do first or it just won’t work.
Unless you compete on price (which is unsustainable and generally unprofitable), people like to buy from businesses they feel like they know, they believe they can trust and that they actually like. Once you’ve accomplished these things with your target market, they will buy from you. There isn’t really any point even trying to sell to them until you have accomplished this.
This is because if all we are doing is constantly pushing our products onto someone, the chances are they won’t like us. Imagine if you did this in real life to the same person over and over again! So why do it over social media or offline methods?
Prospects would think they know our business and judge us to be pushy or annoying (at best!!) and they won’t trust us because all we seem to want to do is make money from them, whether they have shown an interest in our products or not. It’s an uphill struggle that will not build you a solid, scalable business.
There is a simple way to avoid this and build a relationship with your target market.
All you have to do is decide on the personality of your business. Imagine that it is a person and you want to use marketing to interact with others, to get to know more about them and to share your experiences and thoughts. Just like we do when we meet new people in real life.
What personality should your business have? Choose from personality traits such as; bold, innovative, authoritative, knowledgeable, controversial, humorous, traditional, modern, wise, trend-setting, info-sharing, straight-laced etc etc etc. It needs to be authentic, sustainable and real – don’t try to pass yourself off as something you are not. Create it around your business, your products and your own ethos. If you are passionate about sustainable products, show this and use it to find likeminded people who will want to buy from you.
Once you have built your business persona, use it to dictate every interaction and communication you have with your target market and client base.
Use it to decide what language to use (conversational, corporate, technical, plain-spoken), use it to decide what content to share (latest innovation, how to blah, blah, blah, 5 things we learned today etc etc) and use it at every touch point on your customers journey.
Be consistent, authentic and reliably ‘you’ (once you have set out who ‘you’ are). This will allow your target market to recognise you, feel like they know you, learn to trust you and then want to buy from you.
