Post by account_disabled on Mar 11, 2024 21:49:55 GMT -6
Some of the people I talk to raise the objection that it's not really necessary to get an audience that understands our skills, our style and our ethics. According to them, having real competence is the only necessary condition to get a client or to get hired. Everything else is ego, desire to appear or an ephemeral marketing exercise learned in some book. It is no coincidence that the concept of Personal Branding was born with the advent of the Internet: previously being a Brand was only of interest to large companies with a marketing office and constant communication. Today, however, anyone can obtain a more or less large audience focused on their services or skills. The primary goal of B2B marketers is not to become famous, but to increase customer trust.
I call it "credibility governance" and it serves to increase Canada Phone Number the necessary confirmations for those who buy from us. Changing your mindset is difficult, but you have to do it People go crazy when their content gets widespread distribution, but almost no one cares about the impact it has on their audience. Diffusion and impact should go hand in hand, otherwise what they are doing is useless, if not downright harmful. The sale passes through five selection criteria: need, price, urgency, trust and desire . With your online presence you have to manage all these essential elements. There are several possibilities: inducing the need by stimulating latent desires; modulate the price so that it is in line with market prices and with your credibility.
Be where people look for you through perceived needs; build trust so that they prefer you over your competitor who offers a lower price; finally, stimulate desire by showing the transformation that your customer will achieve after choosing you. Your audience, once you have one, will not be uniform or predictable. Many will follow you on social media because you are helpful and say things that enrich them. Some will leave you their contact details in exchange for a webinar, a newsletter or a subscription to a free product. A fraction will have enough trust to purchase a product or service from you at a low price/risk, for example a book, an event, a short consultation or a basic service. Few, or rather very few, will be convinced that you are the right person and will trust you completely.
I call it "credibility governance" and it serves to increase Canada Phone Number the necessary confirmations for those who buy from us. Changing your mindset is difficult, but you have to do it People go crazy when their content gets widespread distribution, but almost no one cares about the impact it has on their audience. Diffusion and impact should go hand in hand, otherwise what they are doing is useless, if not downright harmful. The sale passes through five selection criteria: need, price, urgency, trust and desire . With your online presence you have to manage all these essential elements. There are several possibilities: inducing the need by stimulating latent desires; modulate the price so that it is in line with market prices and with your credibility.
Be where people look for you through perceived needs; build trust so that they prefer you over your competitor who offers a lower price; finally, stimulate desire by showing the transformation that your customer will achieve after choosing you. Your audience, once you have one, will not be uniform or predictable. Many will follow you on social media because you are helpful and say things that enrich them. Some will leave you their contact details in exchange for a webinar, a newsletter or a subscription to a free product. A fraction will have enough trust to purchase a product or service from you at a low price/risk, for example a book, an event, a short consultation or a basic service. Few, or rather very few, will be convinced that you are the right person and will trust you completely.