If you’re running a business or launching a startup, talking directly to your customers and prospects is a powerful way to build confidence in your brand. You’re the author of the company’s vision, so people will want to know what you have to say about it. You can make the most of that opportunity by opening a dialogue with your audience and turning them into followers.
CEOs like Jeff Bezos and Elon Musk exemplify the marketing cache that business leaders can create. They’ve become influencers; people whose opinion has the power to affect markets. However, you don’t have to be CEO of a billion-dollar empire to get the attention of your audience. Attracting followers and turning them into customers hinges on simple marketing principles that have nothing to do with fame and everything to do with offering value.
What makes a person an influencer?
To attract an online following and become an influencer, you need to offer people useful information.
You’re an executive, so you’re an expert in your field. Business owners become industry leaders by sharing what they know with the world. You don’t have time to speak with every prospective customer individually, but you can share your knowledge through a multitude of online channels: social media posts, blog articles, videos and webcasts. The difference between communicating this way and conventional marketing is that it’s personal. It’s not an anonymous company slogan, but an actual person, talking directly to their audience, telling a story. Unsurprisingly, people respond more favourably to storytelling than advertising. It’s that primary psychological preference that’s given rise to the era of online influencers.
Focus on solutions rather than products.
Marketing is a very different game now than it was ten, or even five years ago. Online audiences respond negatively to conventional advertising, something we know intuitively from our own experience of pop-ups, spam emails and banner ads. If the image of your brand is repetitive, intrusive ads, you’re going to alienate people, even the ones who might actually need your product.
To connect with your future customers online, you need to talk to them about things they care about.
Offer advice, opinions and entertainment.
Talk about experiences, not commodities. If you want to sell mattresses, you share ideas about how to sleep better, rather than ranting about foam density and numbers of spring coils.
Understanding your customers is the most important factor in becoming an influencer. The stories you tell them must be identifiable and relate to their own experience. Identify your customers' challenges and give them ideas to help them move forward.
Always try to put your customer at the centre of your story. You want to let your audience know that you understand what they need.
What do you have to share?
The key to becoming an influencer is to focus on sharing useful information. Whatever your area of knowledge, there are potential customers of your business who’ll be interested in what you have to say.
If you’re CTO of a tech startup, your understanding of technology can help people solve their IT problems.
If you’re CEO of a financial services company, people will be interested in hearing your opinions on wise investment.
If you run a car dealership, people will value your advice on how to choose a good mechanic.
Stay focused on what you can offer your followers and communicate regularly. You don’t have to be a good writer or know how to make a YouTube video; you can hire a marketing consultant to work with you on creating your actual content.
Posting consistent, topical content will help to build a social media community around your brand and generate qualified leads, as well as enhancing your SEO.
Hi, I’m Emmanuel Marshall.
I create marketing campaigns that deliver useful, inspiring content to target audiences. I help businesses build communities around their brands and generate qualified leads. Let’s talk about how I can help grow your business.
