One of the fastest ways to grow sales is connecting with potential clients and informing them about the company offerings. This is often accomplished by simply telling people WHAT you do. What a company delivers, might not reveal the problem that potential clients want your organization to solve. For instance, an independent insurance agent can say, “ we sell all types of insurance”. In actuality an independent agent is a personal shopper that can save clients money.
Which statement would you prefer?
It is important to understand what uniquely makes your organization different and more attractive than the competition.
Every business owner needs clarity around their unique offerings. Before any consulting session I ask clients to describe the problem you solve for your clients & customers? The marketplace is noisy and crowded. The competition can quickly imitate your menu of services or catalog of products.
Promoting the enterprise product and services should focus on telling people WHY you are in business. The more compelling the storytelling about the company brand, the better prospects will understand exactly why it exists. If the potential client is confused about your product and service offerings, they will smile and silently move on to another brand.
Below are a few ways to grow sales through marketing.
Maximize Customer Reviews
Read your company’s business reviews and gain clarity on what makes the organization stand out. There is incredible value and research lurking in your customer testimonials and online reviews. This one simple task assists business owners in changing the perspective from owner to client. The product and services delivered will be perceived differently by each customer.
If you don’t have any reviews, create an end user survey for clients to rate their customer service experience. Consider asking, what is the one thing the company should never stop doing? The answers to this one question will eventually reveal a pattern and provide a glimpse of the unique value proposition of your organization. It will define and outline the competitive advantage the company possesses.
Position Your Company To Be The Solution
After you are clear on the problem you solve, remain narrow in focus on who you market to. Find customers that have the problem that you are able to solve. Creatively demonstrate and reveal the solutions that are needed for your prospective clients’ problems.
Practice (in the mirror) telling others the problem your organization solves. Use voice memos on your phone to see how the 30 second commercial sounds. It should be so clear that a 4th grader can understand it. Everyday is a potential interview for your organization. Get comfortable with sharing the company's 30 second commercial.
Articulating the problem you solve in the marketplace will spark interest in offerings and move you towards closing the sale and increasing conversion. Having a “jazzy catch phrase” for your brand is great but only if it addresses the problems of your potential customers.
Determine Which Social Media Platform To Use
It’s critical to determine which social media platform you want to use to promote the brand. Researching and understanding the target customer will provide a roadmap of where they live on social media. For example, LinkedIn is not the platform to post social content of cute babies and vacation beach photos.
It can be overwhelming to create content needed for multiple platforms especially if you are a solopreneur.
My suggestion, start with 1 or 2 social media platforms first until you are fluent and consistently active online. Each platform offers its own unique value and audience. An organization wants to post often enough to be top of mind. They also do not want to overpost and be viewed as a noisy invader. Seek to build trust and community on your platforms.
Creating content for social media will help build brand awareness and increase your customer base. Ensure your audience sees an authentic human or team behind the brand. Again, display storytelling that ties into your mission, value and purpose. Provide a behind the scenes glimpse of the office. Be candid, natural and don’t shy away from videos. In the middle and end of a video or social media post provide a Call To Action. Give a phone number or website where the organization can be reached.
The famous marketer Simon Sinek stated, “People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.”
If you are struggling with creative content ideas to post and promote your brand, schedule a complimentary small business consultation with
DPI.