The ultimate aim for any kind of business is to enlarge its customer base. Startups may struggle to streamline the process & systems to target the right audience at right time. Even if you have been in the industry for a while now, it is easy to get tangled in all the upcoming new trends and lose focus.
Whether you are just starting out or already have processes in place, this article can help you to define and refine your strategies, so that you could position yourself perfectly in the market to attract the right audience.
So, how do you attract more clients? How do you attract the ‘right’ clients? How do you create and tweak your system, which could work well even in tandem?
The 3-step Formula to Get Better Results in Less Time
As depicted, gaining new clients is a 3-step formula - an amalgamation of
- Perfect positioning,
- Thought leader content, and
- Personalized messaging.
When your process constantly includes the above-mentioned three checkpoints, you would find that your business automatically starts attracting the right audience, in hassle-free manner.
Let’s look at each checkpoint individually.
1. Perfect Positioning
Every brand needs to be positioned perfectly in the worldwide market. To position your brand perfectly or to position your brand that sets apart from your competitors and most importantly your audience.
Think about the following:
- Who is the audience that you are trying to target?
- How do you want them to perceive you?
- How can you help them?
- What is that message or story that you want to be remembered for?
While answering the above questions, you will get a deeper understanding of what sort of company you are and how could you showcase your brand. The same goes for personal branding as well.
Once you understand your brand, you can think about how you can start strategizing your marketing communications appropriately.
2. Thought-Leadership Content
Once you know how you’re going to position yourself, you need to start showcasing relevant content. Here, being consistent is the key because people won’t perceive you to be a thought leader or an industry expert with just one piece of content.
Again, it is pivotal here to target your thought leadership content to the correct audience. If you’re feeding the right kind of content to the wrong set of people, your efforts would become futile.
So, in order to position yourself as a thought leader and make your audience make your audience say ‘if he says it, it must be right,’ it’s necessary to identify and keep sending out valuable content regularly through multiple channels.
3. Personalized Messaging
It is a great way to stand out from all the competition! Sending personalized messages to your prospects and make them to know that you are genuine. It gives you the opportunity to connect with them in a personal manner.
Your conversations need not be about your product/service, or even about sales. It’s about you building a lasting relationship with your prospects or customers. So, how do you connect with the right prospects on a personal level?
LinkedIn is a goldmine for both B2B and B2C organizations.[1] Send out connection requests, make more connections, start casual conversations, and even start meeting people if possible.
Now that we understand the 3-step formula to drive better results, let’s take a look at what happens when you start coupling the steps.
What Happens at the Intersections?
1. You start prospecting trust
When you understand how to position yourself in the industry, you keep projecting yourself as a thought leader by delivering appropriate content; you will automatically start prospecting trust.
Like with every other relationship in life, trust needs to be earned here as well. How do you gain and prospect your audience’s trust? You start adding value to them before hand. Don’t wait for them to make a purchase, make sure you are giving them some value through your thought-leadership content.[2]
2. You start building relationships
When you combine your positioning strategies with personalized messaging, you eventually build long lasting relationships with your prospects and customers. Believe me! These ties are precious!
When you keep connecting with the right audience through LinkedIn and other platforms, it is easy and quite natural to begin pushing sales content. However, remember that these conversations are about building relationships and trust, and not about making a sale.[3]
3. You can start automating efficiently
When you have the right thought-leader content which could target the right audience through custom messaging, it is easy to start automating them. So, you would always be sending out relevant content that adds value to your audience.[4]
You can easily schedule personalized emails and social media messages to your potential customers and start nurturing them. What’s important here again is to remember to target the right audience at the right time.
The Ultimate Outcome
Now we have covered the 3-step process from every angle, we understand the coherence of the three key factors. Once you know how you want to position your brand, anything that you do including social selling, email prospecting, B2B selling or consultative selling, will all fall in single platform.
The thought leadership content that you produce is to build a digital presence across multiple social channels is what holds it all together. Finally, the personalized messages that you send out are the cherries on the top to help establish trustworthy relationships with prospects and nurture leads.[5] If you are still wondering how to tailor value-driven content to generate leads
from LinkedIn, try out our Linkfluence program. Linkfluence accelerates personal brands on LinkedIn for amplified reach.
Once you set your processes and systems in place to revolve around these key factors, you’ll see them working together. The ultimate showdown is when new clients start showing up.
References:
- "How To Increase Lead Generation On LinkedIn ... - Spinta Digital." https://www.spintadigital.com/blog/how-to-increase-lead-generation-on-linkedin-without-paid-advertising. Accessed 24 Apr. 2021.
- "How Value-Based Selling Helps Your Business Grow? - Spinta Digital." https://www.spintadigital.com/blog/how-value-based-selling-helps-your-business-grow. Accessed 24 Apr. 2021.
- "10 ways to engage an important prospect with a meaningful ...." https://www.spintadigital.com/blog/10-ways-to-engage-an-important-prospect-with-a-meaningful-conversation. Accessed 24 Apr. 2021.
- "How to Leverage Your Business with Sales and ... - ICT Connect." 9 Mar. 2021, http://www.ictconnect.in/Article.aspx?articletitle=How%20to%20Leverage%20Your%20Business%20with%20Sales%20and%20Marketing%20Automation?. Accessed 24 Apr. 2021.
- "5 Tips for An Effective Lead Nurturing Campaign - Spinta Digital." https://www.spintadigital.com/blog/5-tips-for-an-effective-lead-nurturing-campaign. Accessed 24 Apr. 2021.
About the Author
Vinodh Ramakannan, Founder and CEO of Spinta Digital, is a senior-level hybrid professional with over two decades of experience in Digital Marketing and Business Strategy. Having empowered 100+ B2B companies and infopreneurs with his expertise to build their digital presence, generate more leads, and scale-up their revenue to 7-digit figures, he is one of the top-line marketing and sales experts in India.