“Our instinct is to trust the judgement of people in our tribe. Let your marketing help people know, like, and trust you”
- Sarah George
A mom was with her walking-baby in a small crowd. The mom noticed a friend she hadn't seen in a while and gave him a big hug. The child, who was probably 14-months old and stood tall at a foot and a half gave this guy the up-and-down and then hugged his leg with a smile. If mom likes him, he must be ok.
Our instinct is to trust the judgement of people in our tribe. When I talk about the know, like, and trust factor that is what I mean. Your marketing builds you as a person others can trust. It comes easier with referrals but what about extending to strangers? I've had a few conversations lately with business owners who want to expand their reach outside their immediate circle. Here are a couple ways you can do that.
Advocates are you VIPs, what can you do to treat them special? Have a system or process in place to show your raving fans how much they mean. This can be special events, exclusive access, previews, insider groups, gifts. A friend of mine and his realtor group offer regular client appreciate events and every time I've gone I feel like I am hanging with the cool kids. These invitation-only events position the company as likeable and approachable solidifying their clients choice to refer them. And even seek out opportunities to refer.
A favorite tactic of mine because it's so effective. There are two types of collaboration to use. The first is to team with similar partner, a company that offers different services to the same clients. In economic terms this is called compliments. You serve the same pool of customers and offer a variety of services. An example of this is a CPA and lawyer - very different services but often serving the same clients.
The second type of collaboration is to team up with competition, I don't know is this is coined or not but I like it - coopetition - cooperative + competition. In economic terms this is substitutes, customers typically buy one or the other. Real life application of this collaboration is a performing arts venue partnering with other performers to offer their shows. It's direct competition because customers either buy tickets from the venue or from the performing group. It's collaborative because they are exposing each other's fanbase to each other. Every company has a differentiating factor so by working with your competition you are both able to expand your reach and shine where you do best.
People do business with people, especially in a local market. You'll see high engagement when you talk about your kids stories, personal journey, community service, photos, hobbies. People know, like trust people they relate to. It's part of your arsenal for marketing to show you are relatable.
Another way to do is to create a StoryBrand script so clients can read your marketing messages and immediately say 'That's me.'
I worked with a client to implement the StoryBrand on their website and we saw engagement increase. The bounce rate decrease which means people read the home page and were led to other pages. What they read intrigued them to the next level.
Conclusion: Your goal is to have strangers who want your services read and hear your marketing message and say to themselves, 'This person seems ok and I believe they can help.' Just like that little girl trusted this stranger because mom said he's ok your marketing can lead people to know, like, and trust you. Let your marketing be clear and consistent to do that. Looking for direction to clarify your message, schedule a no obligation discovery call.
Welcome to a 6-part series on the Story Brand framework. I'll walk through the steps so you will be able to share your own story geared toward your idea clients.
The importance of (always) marketing can be summed up to three phases. All of your business comes through one of these phases.
What do you do when a campaign doesn't yield the results you expect or hope for? It can be deflating especially with all the energy you put in and expected a certain ROI of your time, energy, and money. Here are some suggestions...
Are you aware of the marketing funnel? It's called other things: customer journey; buyer awareness; marketing journey. This funnel is the point of your marketing efforts - to go from unawareness to advocate. Recently I went through the entire journey as fast as expedited shipping. Let me share.
As the one running it all, you are trying your best to keep up with what is coming at you right now, and sometimes that is marketing. But there is another, more effective way. Read on for how to be a proactive marketer.
You know that feeling of wanting more but not sure how to get it? More satisfaction from your career? More time for vacations? More days feeling healthy and not burned out?
My first featured guest on Client Conversations is Lynne Zimmer, a certified DreamBuilder Coach.
Lynne and I discuss business and connection. Have a listen in.
It doesn't have to feel awkward to ask for referrals. In fact it should feel rewarding to know you are willing to make life better for more people. Clients are willing to refer you if you ask! Squash the begging mindset. Here are 3 ways to get quality referrals without feeling sleazy or desperate.
What does it mean to connect to your clients? One definition of connecting is to join together to provide access and communication. You have to hear them. Then you can speak to them, and they will be more likely to hear you. Knowing who you are marketing to and what matters to them is critical.
How do you do that? It starts with research and understanding.
As a business owner, you want to drive sales so you make money and benefit more people. But getting clients takes time and energy- both of which are a limited commodities. How can you make your growth efforts more effective so it takes less time and makes a bigger impact?
You know what you offer is valuable to your ideal clients who need you. You really do make life better for them. But the struggle is actually telling others you are good at what you do without feeling like you are desperate or tooting your own horn.
No pressure. Tell me your goals for growing your business and together we'll walk through some fresh ideas. Your first consultation is at no cost, no obligation.
What's to lose?