Your Brand identity
How can you convince a buyer to choose you over a competitor? Start with your brand awareness strategy: develop a buyer persona and use the data you gather to influence the platforms you use and the content you create. Define your business identity with great branding that will engage your ideal customer. This includes your logo, business values and ethos, tone of voice, and your story. Without this framework in place, you’ll waste precious resources.
Potential customers generally start their purchasing journey with a search engine. However, if your service is particularly niche, word-of-mouth may play a larger role in building brand awareness.
To rank highly on Google, your website content should be optimised, so take SEO (Search Engine Optimisation) seriously. By designing your content to be seen, your sales funnel is more likely to succeed. So how can you capture the attention of your audience with SEO?
- Find out what questions customers are asking on Google and incorporate into your website and social media content. Research keywords and phrases commonly associated with your service and build into your online content. This simple strategy will help boost your search rankings.
- Create valuable written content with accompanying fast-loading and eye-catching images to spark interest. Write in a tone of voice that will resonate with your target market and use short, simple sentences to retain attention.
Your Social Media Presence
Choose social media platforms your ideal customer is most likely to frequent. For example, if you are a B2B (Business to Business) company, then LinkedIn should be your first port of call.
To save time and ensure that your brand is on everyone’s radar, create and schedule social media content in advance. Craft a mix of informative and entertaining posts, and refrain from relying solely on ‘hard sell’ content to sell your service. Granted, buyers want to know if your service is right for them, but they also want to know the story behind the brand and connect on a personal level with you.
Your Networking Strategy
As a service provider without a shop front, business networking is an effective way to build trust in your brand with potential clients. You’re already in a setting with clients who may need your service, so you’re halfway to securing new business. Check out networking groups with members that sit in your target market and pop along, preparing yourself with marketing materials, business cards and a well honed elevator speech. I would encourage you to collect business cards and follow up potential leads.