Updated June 15, 2019
The use of mobile devices certainly has changed consumers online habits in an unprecedented way. Did you know that 66% of brand emails are now opened on a smartphone? Or that 63% of all web traffic is now to mobile devices?
Have you adjusted your strategy for reaching customers and prospects? Once you have a website platform that works across all devices and allows you to easily add and change content, you need a strategy to get your business noticed online by the right audience. We think for many businesses “Tell Your Story Online” is that strategy. “Tell Your Story Online” is about building relationships with customers and prospects.
When you meet someone in person and they ask what you do, what do you tell them? When they visit your website or one of your social media profiles, what do they learn about you? Showcasing your services and what makes you unique is important, but you should also consider your audience. What are their needs? How do you solve their problem? Telling your story online gives your audience a snapshot of why they should do business with you.
3 Reasons to Tell Your Story Online
1. The Sales Cycle is Changing
As business buyers and consumers have access to more information, they increasingly go through much of the buying process before they ever talk to a salesperson. Traditionally, salespeople controlled the information and flow of the sale. A number of studies indicate that today prospects are 50% – 70% through the buying process before they contact you. You need to make sure when your customers do their research they find your story.
2. People Buy Experiences Not Products or Services
Want happy customers? Research shows that spending money on experiences makes people happier than spending it on products. Why are your customers happy with you? Tell the story of your customer experience.
3. Online and Real Life are Becoming More Integrated
In our constantly connected world, the line between real life and online life is blurring and disintegrating. The internet is just another piece of everyday life. Your real life customers expect to find you online; make sure they know your story.
7 Tips for Telling your Story Online
1. Make Your Website the Center of Your Strategy
Facebook, Instagram, Snapchat, LinkedIn, Pinterest, Twitter, YouTube. Does it seem like there is a new social media site you “should” be on every week? Take a step back and make sure you are creating your most important content and story on your own website. You own and control the story on your own domain. Use the “rented land” of social media to promote your story, but build your web presence on your own land.
2. Create an Editorial Calendar
You have a lot to do. Make a plan for getting your message out that integrates with the normal seasons, flow, and promotions of your business. Your online story should be the same one you are discussing with customers on a daily basis. A landscaper will not normally promote their great snow removal service at the beginning of summer. Spend some time planning a calendar up front, and you will save time and stress later.
3. Use Visuals
A picture is worth a thousand words. And if that’s true, today’s corollary would be a video is priceless. The camera has become the new keyboard. If you do nothing else, learn how to use your smartphone camera and video to capture the story of your business – customers, events, new products, product tips, success stories, meet the team, etc.
4. Solve Your Customers’ Problems
You probably answer the same questions from customers and prospects over and over again. Are you solving their problems online before they have to contact you? Are you building trust with prospects by educating them? Are you using tools and processes that make the experience of buying from you easy and pleasant?
5. Use a Mix of Evergreen Content and Current Topics
Evergreen content refers to information that remains useful and relevant for a longer period of time. Make sure that your prospects know the basics about your business as well as what you are up to lately.
6. Use Your Voice
People buy products or services from you for a reason. Every day when you meet with customers you tell them things. Tell them online in a conversational tone that shows who you are. A company’s story, a personal story, or a product’s story makes us think differently about your product or service and can enhance the value we perceive.
Not everyone is your customer. Think about who your ideal customer would be and tell your story to that person as you would if you met them in person. Don’t forget to also tell your customers’ stories and to let them know how they can get involved in your story.
7. Start Somewhere, Anywhere, but Start
In our always connected world, your customers and prospects increasingly go online first. Even when people hear of you in person, they are likely to Google you prior to contacting you. You have to figure out how to unify your online and real life business to give customers a better experience. Start today!