I often point out the importance of storytelling in business.
Find your sweet spot through positioning, let your personality shine through, deliver it with emotion, and your story will sell like nobody’s business.
Booyah, shouts and high-fives all around, because many business owners have emotion wrapped in a narrative and they’re amped up and ready to deliver.
But waaaait a minute you say. Hold on, Mr. Know-it-all, I’m a business owner trying to find real customers.
Nose to the grindstone, serious as a heart attack, businessperson. Entrepreneur. Check-signer. Operator.
I market to other people in business. You know? Business to Business? Professional to professional? B2B? This stuff is all fine and dandy when you’re talking about someone who just started a blog for fun, but what about me? I. Own. A. Business.
And as a serious business owner, you might be asking the following questions…
How can I tell a tale and deliver it like no one else?
Use blogging to make my brand stickier than fly tape?
And, most importantly, find the best customers to buy my products and/or services?
Well, let me entertain you for a few short minutes and I’ll try and explain.
I bet your team has a mission. Your business has a history and there are people involved in making it run day in and day out. Even if it’s just you, there’s emotion and it comes from purpose, commitment, drive, and determination.
If you run a business you have an original, genuine, purpose-driven story.
Your company just might define your mission in life.
If you’re blogging and want your website to turn prospects to customers, you need to bring value of course. But showing off what differentiates you and your company is done with story. And it’s a surefire way to engage your audience.
You have purpose, principles, and core beliefs, right? Well, letting this essence radiate might be easier than you think. It’s important to get the fundamentals right. That is to start with a positioning statement, and think through the steps to truly define your brand.
Brand differentiation is now an easier and a more enjoyable process than ever.
Why? because our friend, Content Marketing is hot and not as hard to implement as you might think.
So, it’s your turn to turn on the creative and let your biz shimmer through the power of content marketing—and one of the key components of content marketing is, you guessed it, blogging.
Again, it might not be as hard as you think.
What if your CPA firm is dedicated to the local community and volunteerism is part of your company’s core?
How about those testimonials on your site? Dig deeper and weave in authentic story to highlight your exceptional customer service.
What about your own experts? You know, those employees of yours with their own unique skills? If they kinda rock, why not let ‘em shine and tell your story in the process?
Have you sponsored events that you truly believe in? Well?
There might even be employees who wield a golden pen? Undiscovered writers. Once they start they just might become your biggest brand evangelists.
And, this is probably the best strategy ever… begin the process by asking your clients’ most common questions. Start listening to the questions clients have been asking you over the years. Then work to create informative blog posts that answer those questions.
Again… answering client questions is probably the best blog strategy ever.
I could go on, but the fact is, you and your employees have more than a few things to say. And when it comes to finding great customers, consistent blogging—using informative, detailed content that not only answers questions, but tells the story of your business—is an unbeatable strategy. It really should be a part of your marketing machine.
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