Fancy marketing techniques and high-pressure sales tactics are outdated. Today, the key to building your business is building relationships with your clients – genuine, honest relationships. Whether it is through your blog, your website, a brochure or your newsletter, your content plays an important role in building relationships with your customers. One way to do this is to be helpful. Use your content to tell your customers how your product or service can help them.
Here are a few tips:
Your content should never mislead your clients. Tell your customers about the great benefits of your product, but don’t over promise its capabilities. Doing so will only hurt you. When your product does not deliver the promised results, your customers will feel duped and will take their business elsewhere.
Tell your clients how your business will help them. How will it make their lives easier? What problems does your product solve? What benefits do you offer, and how are you different from your competition?
Don’t talk at your clients. Talk with them. Using your content to have a conversation with your clients helps build relationships. Make it a two-way conversation, and ask for feedback. Be sure to respond to their comments or questions in a timely manner. In doing so, your clients will feel like they know you and can trust you.
Customers want to feel connected. Give them a behind-the-scenes look at your struggles and how your product helped you, or tell how other customers have benefited from your product.
Don’t make every interaction about sales. Use your content to highlight helpful tips for your customers. The tips don’t even need to be about your product, but it should be related to your industry.
By helping your clients, you become a trusted resource for them, and ultimately, helping your clients helps you.