5 minute read
As a business owner, it can sometimes seem like everyone has decided to become your competition. Sometimes even worse, more and more 
competitors seem to appear and grow stronger and we often wonder “what are they doing differently?” Not every one that seems to be growing is “doing it right,” but many companies have learned what I learned years ago… Social media, excellent websites, Blogging, and other digital platforms are here to stay, and doing it right is critical to your success.
Understand Your Audience
Many of the articles I’ve written on the topic of marketing are about knowing and understanding your audience. It is the key to marketing success, yet many of the people reading this will simply ignore this basic concept. If you can’t “speak their language” then you don’t know enough about your client to be of significant value to them. You need to know what concerns and problems they have and how you can provide solutions that make good business sense to BOTH of you. Not being able to “speak their language” is like being a minister in church speaking English to an audience that only speaks and understands German! How effective do you think your sermon will be?
Establish Yourself as an Expert
One of the absolute best ways to set yourself apart from your competitors is to be thought of as the go-to expert. Often, experts don’t have formal certification declaring them as experts; it is simply based on their knowledge and expertise as perceived by their audience. Most of us don’t realize when a politician says “it” over and over and over, he’s doing the equivalent of convincing you he is an expert in whatever he is saying. Many times, just being a problem solver creates the impression that you are an expert.
Create a Sought-after Brand Online
From your website to your social media accounts and all your face-to-face marketing should speak the same message continuously, showing your prospects and customers that your name and message are synonymous with the expert perception you want the world to recognize in you. It all should be about, and for the client!
Your Website Must Connect With Your Audience!
It’s not a secret that websites are NOT created equal. Experts in this field estimate approximately eighty percent of websites fail to deliver a meaningful return on investment and many businesses have poor-performing, yet “good-looking” websites that simply don’t produce the needed results.
Often, website owners are under the mistaken belief that “if you build it – they will come.” This reactive form of marketing is like sticking your head in the sand, hoping good things will happen without special effort! Google is NOT sitting there waiting to send customers to your website just because your site looks nice.
Too many websites make the horrible mistake of making the website about themselves, rather than the client and the client’s pains. We see websites with pictures of all the company trucks, or sometimes – all the company equipment – all lined up in the parking lot. Sadly, those pictures do not serve to “ease the clients’ pains” and make it appear to be more self-serving.
Blog Regularly
I’ve been telling audiences this for more than ten years… blogging regularly should be the foundation of your online success. I personally post relevant blog articles regularly (usually about 400-500 words, to AskDickWagner.com and TheCRESTnetwork.com every week with great success). This kind of activity generates dozens of unique visitors per month and hundreds of page views each month. Additionally, this content is also promoted via social media and has helped me to establish a following on Twitter, Pinterest, and LinkedIn, with leads and customers being generated every month. When you start getting over 1,000 visits a month (like us, you get very excited).
It’s easy to do, and you can successfully replicate this for your Disaster Recovery service businesses with original content marketing so your online presence will be valued and appreciated AND get many jobs as a result of establishing a powerful presence.
Dick Wagner, Co-Founder: The CREST Network, LLC
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