As a successful business owner, you understand the importance of trust. Whether you’re targeting other businesses or individual consumers, you get that others invest in you because they know you have their best interest at heart.
What you may or may not be doing, however, is translating that into your digital media strategy.
The online world plays by a different set of rules than the traditional marketplace. If you are fluent in the latter but not the former, this can be frustrating for two reasons:
- You don’t understand the nuances of digital media and, frankly, don’t have the time to figure it out. Your business is doing just fine, thank you very much … why invest time or money into something you don’t need?
- You have invested time into digital media and it isn’t working, so you’re ready to give up. Refer back to No. 1. Your business is doing well without social media and online content … why not leave well enough alone?
Why You Should Get Behind Digital Media
I’ll tell you why! If you already have a successful business, there is huge untapped potential for you in leveraging digital content and social media. The key factor is trust.
You must translate the trust-building efforts you put into your brick-and-mortar (or person-to-person) business into your digital strategy. It is the fuel that drives online marketing.
1. People or Businesses Invest in Experts
If your target audience trusts that you know what you’re talking about, they’re more likely to pay for your product or services.
If you’re a hair stylist, make how-to videos showcasing fancy up-dos. If you’re a wedding planner, write articles that list the items every bride should have on hand on her wedding day.
Don’t fear giving away your company secrets!
I may read a cheat sheet for filing a lawsuit, but does that mean I want to do it myself? Heck no! But that cheat sheet shows me that the lawyer knows what he or she is talking about and I’m more likely to hire him or her!
2. People or Businesses Invest in People or Brands They Like
Quality engagement on social media is a huge plus! As your audience gets to know you, it builds a trusting relationship that can translate into sales.
After bootstrapping my own business, I recently decided it was time to take things to the next level and invest in personal coaching. The coach I reached out to was someone I’d listened to via Podcast for months.
I handed over my $300 for a 90-minute session without hesitation. Not only do I recognize her expertise, I genuinely like her. There’s no way I would hand over that kind of money a coach – grossly successful or not – if he or she rubbed me the wrong way!
3. People or Businesses Invest in People or Brands They Can Find
Let’s say you’re in the market for a new roof. Not a cheap project! You’re going to want to invest in a business you trust. You do a quick search on Google: “replacing a roof.”
You skim past the paid advertisements to see what comes up in your search organically. To your surprise, the top results aren’t company pages, but articles. You click on an article entitled, “How much does a shingle roof replacement cost?”
The local company has a resource-rich article filled with cost comparison, methods for replacement, instructional photos, and how-to videos. You immediately recognize that this business knows what it’s talking about (No. 1) and you enjoy reading the article (No. 2).
You found this business because it had a solid digital marketing strategy that no doubt included keyword-rich articles and multimedia along with social media promotion.
Invest in What Matters
If you are a successful business owner struggling to get behind a digital media strategy, take a moment to rethink your stance.
If you’re currently putting a futile effort into social media, paying for a premium consultant can free up your time to invest in the parts of your business strategy in which you rock!
If you haven’t touched digital media with a 20-foot pole aside from a thrown-together WordPress website and a Facebook page you’ve checked twice (and since forgotten the URL), paying for a premium consultant can take your business to the next level!
It’s all about building trust. What do you say … are you in?