Connect with us

Growing a Business

How to Build an Audience-Driven Brand

Published

2 years ago

on

In the old way of doing things, companies would rely on traditional advertising to push products on an audience of passive consumers. 

These days, the lines are blurred and the communication channels are many. Focus groups aren’t convened in a lab somewhere; they’re giving you live feedback on every step of your journey in real time. In 1999’s visionary Cluetrain Manifesto, the authors offered an invitation and a warning:

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.

—Cluetrain Manifesto

If you learn how to embrace this shift toward audience-driven brands and businesses, it can become a superpower that fuels your growth.

When your customers or subscriber are more than just passive consumers of your ads and your products, they become incredibly powerful potential supporters, evangelists, and advisors. 

Building your business is a lot easier when you’re doing it alongside the people you seek to serve!

Here’s what to expect in this article:

How do I get my audience involved?

1. Determine your higher purpose.

2. Build in public.

3. Ask for help.

What to keep an eye out for

1. Distraction

2. Overwhelm

3. Too many different directions to go

The Summit for Building an Audience-Driven Brand

How Do I Get My Audience Involved?

The beauty of being audience driven is that it is versatile and iterative. You can start practicing it before you even know what kind of project you want to create! 

The whole idea is to open up your efforts so others are involved as you go. Don’t know what to do next? Talk it out in a space where others can offer their guidance. Trying to pick between colors for your company tee shirt? Poll your people! 

This can be a radical shift in mindset for people who are used to only showing the shiniest, most polished side of their business. Indeed, exposing your unfinished and imperfect side of your work comes with some risk, but the benefits can far outweigh that risk. 

1. Determine your higher purpose.

You and your audience are united in a shared interest. The better understanding you have of what that shared interest is, the more common ground you can build upon as you go. 

Whatever products and services you offer address an unfulfilled need of some kind. The circumstances driving that need are often larger trends or societal inequities that you can genuinely engage in conversation about. This gives you a powerful foundation upon which to build a business that can adjust as times change. 

This also gives you a clear way of engaging authentically with your audience in a way that isn’t always just about getting them to buy your stuff. This helps you build trust, which helps you build your business.

Take, for example, Chris Herd. His company helps other companies manage their remote workforces. While he occasionally takes time to talk about what his company offers, much of his public correspondence is focused on his deep passion for supporting remote work:

Inevitably, people whose values align with his will find him and appreciate his contributions to the discussion. Some of those folks will become his customers. Even if he changes his business model or his offerings, he still has that standing in the community, because he has a higher purpose that he can always come back to!

2. Build in public.

The notion of “building in public” has become more popular in recent years, as people started getting the hang of using Twitter threads and other forms of media to invite people behind the scenes as they go. 

Ask yourself: how can I be sharing more of my work in progress? Can I capture a time lapse video of myself designing something new in real-time, or even live stream as I create something? When I’m stuck, can I ask the question out loud for others to respond to instead of just asking myself? When I have a win, how can I celebrate that in a way that’s visible to others? 

When people can see the work going on under the cover, they’re that much more excited to see—and tell their friends about—the finished product!

3. Ask for help. 

Once upon a time, I built a coworking space. I had no business building a coworking space—I was young, had no money, and had no experience in business, much less brick-and-mortar business. But I did have a deep passion for creating a space to bring together people who would otherwise be stuck alone at home, and that passion connected to the desires others around me had. 

So when I needed something done that I couldn’t do myself, I turned to my community. In the course of developing my space, I got legal help, design help, web development help, IT help, free hardware, and so much more. Each person was happy to support me because they cared about seeing my project succeed.

When you have a clear purpose that resonates with others, they want to help you make your shared vision a reality. The more you involve people in that process, the more they will feel emotionally invested in what you’re doing, which will just grow your base of support even more!

What to Keep an Eye Out For

The audience-driven route is a powerful one that I recommend to most anyone, but it comes with its own challenges and tradeoffs. Here are some pitfalls to look out for:

1. Distraction

Do you get too caught up telling the story instead of doing the work? Sometimes the process of sharing about what you’re doing and engaging with the people ends up eating into your time and impeding you from actually getting the work done. 

2. Overwhelm

So much correspondence! The more you put yourself out there, the more people will see you… and respond to you… and ask you questions… and want your attention. That, of course, is the point, but it also means you must be careful to manage your boundaries. If you find yourself starting to get inundated, take a step back and figure out how to reconfigure your communications so you can manage the flow.

3. Too many different directions to go

“Hey, you should do this!”—lots of people will have lots of ideas of how you should spend your precious time. Setting clear boundaries for handling new ideas will help. 

I’ve found it helps to set specific times, monthly or quarterly, to entertain new ideas. You can consider any new ideas from your backlog and determine what you will work on for the coming time period ahead. Any new ideas that come in can be added to your backlog until the next review day!

Building an audience-driven business helps you build an engaged, passionate following. It helps you build social capital, and helps you stay authentic. While it might feel a little funny to practice it at first, over time it becomes hard to think of building a business any other way.

This post was originally published on this site

Related Topics:
Continue Reading

Growing a Business

Let the Urgency of Your Customers’ Needs Guide Your Sales Strategy

Published

3 months ago

on

July 6, 2023

By

When companies are creating profiles of possible target customers, there is a dimension they often overlook: the urgency of the need for the offering. This article provides a process for segmenting prospective customers in this fashion and creating a sales strategy.

Many business leaders believe that they fully understand their best target customers. They’ve developed clear profiles (a.k.a. personas) that are richly detailed with well-researched parameters, such as standard characteristics (e.g., age, education level, years at the company, role) or firmographic (e.g., annual revenues, number of employees, industry, geography, years in business). While such characteristics are important, they ignore another crucial characteristic: urgency of need.

A company that offers a software-as-a-service billing solution for small and mid-sized private dental practices may focus on classic demographics, such as the size of the practice (number of employees or number of dentists), the age of the practice (since older practices may more likely have outdated systems), or the amount of insurance billing the practice does each year.

These variables are useful in helping to produce a list of prospects, but they don’t determine which of these dental practices the sales team should call on first. If, however, the company added data that reflects which of these practices’ needs is most urgent — say, those that have advertised for billing and claims administration help more than twice in the past year (suggesting that they are struggling to keep up with billing) — salespeople would be able to prioritize their attention on these prospects.

The Four Segments

This needs-based approach entails segmenting potential customers into four segments:

  1. Urgent. The customer recognizes that it has an immediate need. (We just had another billing person quit!)
  2. Non-urgent. The customer recognizes the need, but it isn’t a high priority at this time. (We realize that our billing needs are changing and our current system will need to be revamped. We plan to start looking into this in the next year.)
  3. Currently met. The customer believes it already has an adequate solution to address the need at this time but recognizes it may not be a long-term solution. (We have an older billing system in place that still does the trick for now.)
  4. None. The customer simply has no need nor expects such need anytime soon. (Our small practice has a limited number of patients who pay out of pocket. Since all payments are made at the time of service, we simply don’t need a complex new billing system.)

This focus on the urgency of target customers’ needs may sound like common sense, but we have found in our work with B2B companies — from mid-sized firms to Fortune 50 giants in an array of industries such as financial services, enterprise information technology, utilities, industrial solutions, and health care technology — that they often fail to consider this dimension. Here is a process a firm can employ to apply this approach.

Identify new customers.

To identify prospects outside of your existing customer base, you can use available information. One is a source we mentioned: help-wanted ads that reflect a particular need.

But there are plenty of others. For instance, if a company sells inventory management solutions, a source of valuable data might be manufacturing industry merger-and-acquisition data, which could reveal companies with an urgent need to change or merge systems such as those for managing inventories. If a company sells quality-management solutions, a source of valuable data could be companies that are getting hammered for poor quality on social media.

Gather the necessary information.

Identifying your customers’ true urgency of needs requires looking beyond your typical demographic and firmographic profiling. This starts with an outreach initiative to talk to customers and prospects. The purpose is to ask questions to identify new target customer parameters that may be impacting the customer’s urgency of needs:

  • Frustrations. How urgent is the need to resolve these frustrations? Which frustration would best accelerate success if resolved?
  • Goals. Are your goals clear, consistent, reasonable, and measurable? Have your goals shifted recently?
  • Roadblocks. What keeps you from reaching your goals? (i.e., What keeps you up at night?) What is the magnitude of the impact of these roadblocks?
  • Environmental and situational factors. Are you experiencing any industry consolidation, organizational or executive management changes or instability, competitive changes, regulatory changes, and so on? What is the magnitude of the impact of these factors?
  • Technology factors. Are there new or changing technologies that will impact your ability to achieve your goals? Are you at risk due to technology end-of-life issues or incompatibility?

Assess your firm’s ability to serve lower-level segments.

Once a company has performed its needs-based segmentation effort, it should seek to answer the following questions about each of the four levels. The findings will dictate the sales and marketing strategy, level of investment and resource allocations.

Level 1. Urgent need

How quickly can we meet their need? How can we best serve them? Is the market opportunity large enough to focus only on these prospective customers? Given the customer’s urgency, how do we price our products to optimize margins without damaging relationships by appearing exploitive?

Level 2. Non-urgent need

Can we convince them that their need is more urgent than they currently believe? How do we effectively stay in touch with them so we remain top of mind when they perceive that their need has become urgent?

Level 3. Need currently met

Should we walk away from these prospects? If so, when and how do we touch base with them to see if their needs have changed? Or is there an opportunity to continue to work to convince them that their need is either more significant than they realize or could be much better addressed? If so, what’s the best approach to get them to reconsider their current situation and recognize their true need and its urgency?

Level 4. No need

Should we completely remove these contacts as any potential prospect? Is there some other need we may be able to address for them — perhaps with another product? Should we be in contact on a planned basis to see if their situation has changed? How do we best do that?

The ideal customers are those who clearly understand and recognize they have an urgent need for your offering. However, if that opportunity is not enough to meet the company’s sales volume target, it may be necessary to extend efforts beyond Level 1. Gaining the attention of these additional target customers, challenging their perceptions of their needs, and educating them on how your offering could benefit them will require resources. Consequently, a critical assessment is required to determine whether the opportunity outweighs the investment necessary to address customers in these other levels.

Test your new targets.

Before committing to a complete revamp of how your salespeople are prioritizing opportunities, select one or two experienced salespeople to help you test your new target customer parameters. Identify a few prospects that align to your revamped target profiles, and see how the selected salespeople are able to penetrate them.

Revamp your sales messaging and training.

Include prospective customers’ level of need in your sales messaging — the language that the sales team uses in its interactions with customers. Revamp your sales tools (materials such as brochures, technical papers, and customer testimonials used in the selling process) to include the urgency of need. And teach salespeople how to read and react to the prospective customer’s level of need and adapt their language appropriately.

By adding urgency of need to target customers’ profiles, companies can do more than differentiate their offerings more effectively. They can also identify new growth opportunities and successfully pivot away from slowing or tightening markets. They can accelerate the sales of new products. Last but not least, they can turn underachieving sales teams into strong performers.

Advertisement

This post was originally published on this site

Continue Reading

Growing a Business

11 Ways Tech Adoption Impacts your Small Biz Growth

Published

3 months ago

on

July 5, 2023

By

Small businesses rely heavily on technology to drive development and innovation. Adopting the correct technological solutions can help to streamline processes, increase efficiency, improve client experiences, and create a competitive advantage in the market.

In this post, we will look at how technology contributes to the growth and success of small enterprises.

photo credit: Ali Pazani / Pexels

1. Streamlining Operations

Implementing small business technology solutions can automate and streamline various aspects of small business operations. This includes using project management software, customer relationship management (CRM) systems, inventory management tools, and accounting software. Streamlining operations not only saves time and reduces manual errors but also allows small businesses to allocate resources more efficiently.

Tip: Regularly assess your business processes and identify areas that can be automated or improved with technology. This continuous evaluation ensures that your technology solutions remain aligned with your evolving business needs.

2. Enhancing Customer Engagement

Technology enables small businesses to engage and connect with their customers more effectively. Social media platforms, email marketing software, and customer service tools allow businesses to communicate and build relationships with their target audience. Customer relationship management systems help businesses track customer interactions and preferences, providing insights to deliver personalized experiences and improve customer satisfaction.

Tip: Leverage data from customer interactions to create targeted marketing campaigns and personalized offers. Use automation tools to send timely and relevant messages to your customers, enhancing their engagement and loyalty.

3. Expanding Market Reach

The internet and digital marketing platforms provide small businesses with the opportunity to reach a broader audience beyond their local market. Creating a professional website, utilizing search engine optimization (SEO), and leveraging online advertising channels allow small businesses to attract and engage customers from different regions or even globally. E-commerce platforms enable businesses to sell products or services online, further expanding their market reach.

Tip: Continuously monitor and optimize your online presence to ensure your website is discoverable and user-friendly. Leverage analytics tools to track website traffic, visitor behavior, and conversion rates to make data-driven improvements.

Analyzing big data for decision making process

4. Improving Decision-Making with Data

Technology provides small businesses with access to valuable data and analytics, enabling informed decision-making. Through data analysis, businesses can gain insights into customer behavior, market trends, and operational performance. This data-driven approach allows small businesses to make strategic decisions, optimize processes, and identify growth opportunities more effectively.

Tip: Invest in data analytics tools and dashboards that can consolidate and visualize your business data. Regularly review and analyze the data to uncover patterns, identify bottlenecks, and make data-backed decisions to drive growth.

5. Facilitating Remote Work and Collaboration

Advancements in technology have made remote work and collaboration more feasible for small businesses. Cloud-based tools, project management software, and communication platforms enable teams to work together efficiently, regardless of geographical location. This flexibility opens up opportunities to access talent from anywhere, increase productivity, and reduce overhead costs.

Tip: Establish clear communication protocols and project management workflows to ensure effective collaboration among remote teams. Use video conferencing tools for virtual meetings and foster a culture of transparency and accountability to maintain productivity and engagement.

6. Embracing Emerging Technologies

Small businesses should stay informed about emerging technologies that have the potential to transform their industries. Technologies such as artificial intelligence, machine learning, blockchain, and the Internet of Things can offer new opportunities for growth and innovation. Being open to adopting and integrating these technologies into your business strategy can give you a competitive advantage.

7. Data Security and Privacy

Data security and privacy are critical considerations when using technology in small businesses. Implement robust cybersecurity measures, such as firewalls, encryption, and secure data storage, to protect sensitive customer information and intellectual property. Regularly update software and educate employees on best practices for data security to minimize the risk of data breaches.

Work with CRM system

8. Customer Relationship Management (CRM) Systems

A dedicated CRM system can help small businesses manage customer relationships more efficiently. It allows businesses to track customer interactions, store contact information, and monitor sales pipelines. Utilize CRM software to streamline sales and marketing processes, personalize customer interactions, and nurture long-term customer loyalty.

9. Continuous Learning and Skill Development

Encourage continuous learning and skill development among employees to keep up with technological advancements. Provide access to online courses, training resources, and workshops to enhance digital literacy and proficiency. Embrace a culture of learning and innovation to ensure your small business remains adaptable and competitive in the digital age.

10. Scalable and Flexible Technology Solutions

Choose technology solutions that are scalable and flexible to accommodate your growing business needs. Consider cloud-based software and platforms that allow you to easily scale up or down as your business evolves. This scalability enables small businesses to adapt to changing demands and seize new opportunities without significant disruptions.

11. Regular Technology Assessments

Regularly assess your technology infrastructure to ensure it aligns with your business goals and remains up to date. Conduct technology audits to identify areas for improvement, eliminate outdated systems, and explore new technologies that can drive growth. Stay proactive in evaluating and optimizing your technology stack to maximize its impact on your small business.

Businessman using biz tech solutions

Conclusion

Technology serves as a catalyst for small business growth. By leveraging technology effectively and staying agile in an ever-evolving digital landscape, small businesses can unlock their full potential, adapt to changing customer expectations, and drive sustainable growth.

This post was originally published on this site

Continue Reading

Growing a Business

Nine Reasons Why Turning Down a Client Is the Best Option for Your Business

Published

3 months ago

on

June 28, 2023

By

While your business may not be right for every client, every client may not be right for your business. To that end, what’s one sign you should turn down a client, and why?

These answers are provided by Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year, and have created tens of thousands of jobs. Learn more at yec.co.

1. The Client Has Unrealistic Expectations

Sometimes you’ll meet clients with unrealistic expectations — even when those expectations are incompatible with your products and services. They might demand services that you may not be able to deliver. Trying to keep such clients can often damage your relationship with them, encourage them to spread bad word-of-mouth, and hamper your reputation. Identifying such clients in time can prevent that.

– Andrew Munro, AffiliateWP

s2. They’re Unresponsive

The number one way to tell if a client isn’t right for your business is if they are unresponsive. For client-business relationships to work, mutual understanding, communication, and respect are essential. If a client keeps pushing you aside when you need to clarify something for a project you’re working on for them, it may be time to move on at the end of the assignment.

– Daman Jeet Singh, FunnelKit

3. They Complain During Every Step

An obvious sign that a client isn’t a good fit for your business is when they complain about your work every step of the way. I’ve encountered clients who complain because they think they will get a better price or free work. If they are truly unhappy, try to correct the mistake once or twice, and if that doesn’t work, give them a refund. Catering to toxic clients will not help you grow or succeed.

– Chris Christoff, MonsterInsights

Meeting with a client

4. You’re Unable to Meet Their Needs

One should turn down a client whose expectations are hard to meet. They may not be in the wrong in the situation, and they have the right to expect certain things since they will be paying for the solutions offered. However, you should assess whether it will be possible for you to keep up with those expectations considering your current scale of operations or resources available.

– Stephanie Wells, Formidable Forms

5. They Exhibit a ‘Blame-Oriented’ Mindset

Watch for a “blame-oriented mindset” in your prospecting and sales conversations. Ask a question like, “What solutions or service providers have you tried before to solve this problem, and why didn’t they work?” Observe if the prospect takes any ownership for past failures or solely blames previous providers. Such an attitude is a clear sign of a lack of accountability and collaboration. Turn down such prospects!

– Devesh Dwivedi, Higher Valuation

6. They Constantly Dismiss Your Advice

Picture this: a client who insists on guiding you through uncharted territory while you hold the compass of expertise. When faced with a client who consistently dismisses your professional advice and insists on going against best practices, it’s time to question the compatibility of your collaboration. Remember: You’re the expert for a reason, and your recommendations should be valued.

– Abhijeet Kaldate, Astra WordPress Theme

Talking with a big client
photo credit: Karolina Grabowska / Pexels

7. They Aren’t Engaging in the Project

When a client consistently fails to provide the necessary resources, feedback or engagement required for a successful partnership, it’s time to hit pause. A one-sided relationship will leave you feeling like a solo artist in a duet. Seek clients who actively participate, collaborate and invest in the success of the projects you undertake together.

– Adam Preiser, WPCrafter

8. There Is Value or Goal Misalignment

Turn down clients if their values or goals are not aligned with your business. This can lead to conflicts and dissatisfaction and even damage your reputation. Focus on clients who share similar values and goals to maintain your brand’s integrity and benefit from the work you do for them.

– Nic DeAngelo, Saint Investment – Real Estate Funds

9. They’re Always Adding ‘One More Thing’

You can tell a client is not right for your business, especially if you’re a freelancer, if they keep adding “one more thing” to the project. For instance, if you’re a writer and a client asks you to edit some of their other work “as a friend,” it may be time to end the partnership. This situation will lead to you doing tons of work and extra assignments for free, which was not the arrangement. 

– John Turner, SeedProd LLC

This post was originally published on this site

Continue Reading

Trending

SmallBiz.com does not provide legal or accounting advice and is not associated with any government agency. Copyright © 2023 UA Services Corp - All Rights Reserved.