Everyone wants predictable results but are you are willing to do what it takes to create them?
Every owner has a slightly different mix of clients, vendors, internal staff etc. Consequently, there is not a one-size-fits-all marketing vehicle, or strategy that will work perfectly for all of them all the time.
There are, however, certain actions, that when employed consistently, create significantly better outcomes over time.
1. Know your customer.
It’s rare that owners take the time to create a client profile. Finding the elements common to the group of your best clients may seem like a waste of time, but there is gold to be mined there.It isn’t enough to know their struggles. What do they care about? What do they support? Where do their kids go to school? What are their interests? What do they love about the business you’re in? What do they hate? What engages their interest repeatedly. What kinds of stories do they get excited about? Are they early adopters? Where do they land on the DISC? Where do they vacation? Where do they go to eat out? What do they read? What clubs do they belong to? What about you and your company intrigues/ engages them?
These are just a few of the questions making up a client profile. The information gleaned here will go into the design thinking, the messaging, the graphics and the stories you tell to current and prospective clients. It’s hard to create memory without knowing the answers to these questions!
2. Craft the story
Your story is the way your identity is expressed. Your story arcs over the graphics, photographs, messaging, layout, as well as client interaction, and how you surprise and fascinate them. Few pay close attention to their story. It can be used online, in email, at a party, in an elevator. If the story is good, it hooks into memory. You want the reaction to be: ” I need to talk further.”
It’s not an elevator. It’s a conversational engagement that hooks the listening of the other person. It contains the elements of intrigue, surprise, and thinking that is clearly out of the typical box. It adds imagery that they can actually picture – this engages memory.
3. Choose 2-3 Things to Do Well Consistently
Look at your strengths. If you hate to write, then either hire someone who can develop a voice for you and use social media. If you like being around people, then identify the relationships you want to develop. Get warm introductions, use surprise and delight as a tool, contribute something useful, educate, introduce someone, make someone feel welcome. These are all things that if planned and executed consistently, will produce outstanding results. The key word here is consistent. If you are going to write a blog, post on the same day with the frequency you choose. If the copy is interesting and well-thought out, your audience will grow.
This is a good opportunity to interview past clients, clients and prospective clients. Everyone has an opinion and everyone wants to be heard.