I was reminded how important it is for your potential customers to view you as a trusted source of information in re-reading this blog article in my archive from the Reputation-to-Revenue Blog.
Study after study has shown that a large percentage of buying decisions (both for products and services) are being done through web searches. On these web searches, your content, reputation, references, and recommendations all surface.
Are you establishing yourself as one of the top trusted sources of information for your customers/clients?
Are you producing enough content to establish yourself as the “authority” within your niche or marketplace?
Could you honestly say that for the service you provide – you’re one of the most trusted sources of reliable, non-biased, objective information within your industry or niche?
If you’re not in the top 3, you’re leaving money on the table. Social media – places like LinkedIn, Facebook, Twitter, Blogging, and other social networking venues – now give you the opportunity to build your own brand, become your own content publisher, and market precisely to your target audience on a very cost-efficient basis.
Are you taking advantage of these new tools and sites to establish yourself as a leading producer of good quality information about the products or services (which you provide) in your niche or market?
Here’s a good case study: My partner, Brad Remillard, and I have systematically developed our reputation as being one of the top voices in hiring and retaining top talent. We generate an abundance of referrals and leads for our executive search practice, speaking engagements, and hiring process improvement consulting business. We’ve put together one of the best collections of FREE content on the web for hiring and retaining top talent. We’re laser focused in distributing that content to our target audience – CEOs of small-to-medium size businesses. We generate a tremendous number of leads and referrals simply by publishing high quality content related to finding, interviewing, assessing, and keeping great talent.
Anyone can do this. There is no barrier to entry other than the time investment required to write and publish your content. Within a very short period of time, you could become one of the most trusted sources of information for your target audience-niche market. Our blogging and social media activity comprise approximately 1 hour per day of time including writing the blog articles, distributing the articles, projects, responding to our audience/connections, and networking on-line.
The future battle for the attention of the buyers of your services or products will be increasingly fought on the field of establishing yourself as a trusted source of information. This approach applies to Chairs, Consultants, Companies, Speakers, and Sales Professionals. How are you establishing your business as the most trusted within your niche?
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