Your Success Comes Down to This
Your success as a business will be in direct proportion to the number of people who when they think of your industry, cause, product or service, think of your company.
The number of people. Period. The quality is in the quantity.
At any given time there is only a small percent of the total population who are ready to buy what your company offers. If 1% are ready to buy and the number of people who think of you is 100 people, that’s one sale. If 1% are ready to buy and the number of people who think of you is 1,000,000, that’s 10,000 sales.
You can play with the percent and the population if you want, but the principle holds true.
“Yes, but we’ve built our business on referrals and strategic partners so it’s not the volume game you suggest.”
Again, this just changes the percentages and populations. There is still a correlation between number of referrals or strategic partners and the number of people who will buy at any given time.
Relationship is the game. How to grow these relationships, at scale without your people feeling like a number, deserves your attention and innovation.
Enter Content Marketing.
Many companies confuse content marketing with chasing algorithms or petty platforms where people take pictures of their cats and lunch. That is not content marketing. At least not the kind that builds relationship at scale.
At the heart of the relationship with your people is an idea. This idea is what connects them to you. It’s what makes your company a conscious company. This idea is the heart of your content, and when shared gives more people a chance to connect to this idea.
Content Marketing is not about the platforms you share on. Content Marketing is about the idea, captured in content and then shared to your chosen platforms to reach more of your ideal people.
Too many companies are getting caught up in group think of content creation, thinking it’s about the volume of posts, or pretty designed quotes to display on the social walls. But quotes and design and volume means nothing if there is no idea that captures the heart of your people.
As you seek to grow the number of people, who when they think of your industry, product or service, think of your company, use content marketing that captures the heart of your mission and thus, the heart of your people. This will improve the percentages and deepen the relationships with those you seek to serve.