08/26/2015
3 fundamental steps for small businesses to build relationships
STEP 1: BRAND IDENTITY
Can't do without it
Start with building your brand. It’s your company’s DNA. Reveal its unique characteristics, personality language and the world it lives in. This will take time but it is crucial when you are connecting and engaging with your audience. Your brand will become a powerful ally. It will guide you in every step of the way as your business grows. What are the prime colours to express its personality ? What is the tone to communicate its message and what is the marketing plan to make your brand stand out.
I often ask my clients if their brand were a car which would it be and why ? A luxury car ? family van or a fast sport car ? It sets an immediate tone on a direction of developing an identity.
STEP 2 : COLLECT DATA
Know your audience
Think like a big business and start collecting data. It can be as simple as getting email addresses. Keep track of your client’s behaviours, likes and dislikes. Engage in conversations in every touch points. Ask questions, listen and observe their needs and wants. Do a thorough market research. The more data you collect, the better. Once you have it you can begin to define your best lead and create a client persona. A client persona is ideal audience
STEP 3 : CREATE PERSONALIZED CONTENT
Content, content and content… Develop personalized content programs tide directly to your client’s persona. Work on nurturing the relationship with multichannel strategies. Give your client a first look about something new and exciting that may affect them, create face-to-face moments to get feedback, thoughts and suggestions. Most of all stay engaged. One of the most effective ways to appeal and relate is by telling a story. All brands have a story to tell and those who tell it best gain in loyalty. Stories connect and create emotional bonds, they bring people together and build relationships and relationships are what make your business grow. What is the story your audience is waiting to hear?