GETTING TO KNOW YOU
“Getting to know you, getting to know all about you.” Those lyrics from “The King and I”, by Rodgers and Hammerstein, describe Anna’s need to understand and connect with the children she’d been hired to teach. Getting to know her audience was key to striking up a lasting relationship with the kids…
I’m excited to introduce our guest blogger. Rhoda Israelov, owner of the content marketing firm Say It For You. Rhoda specializes in writing the right content for her clients
Rhoda and I often discuss how to create the lasting relationships filled with trust that is needed to make a sale. We agree, it is all about:
Getting to Know Your Audience to Forge a Connection
I shared with Rhoda how our Customer Relationship Management (CRM) system helps our business owner clients “get to know” their audiences and nurture warm, lasting, relationships.
The CRM Helps You Send The Right Content To The Right Audience.
That Makes You Look Believable And Trustworthy.
Collect the right information (i.e., demographic, geographic, psychographic, social media and buying behavior) and trigger content specific outreach based on preset conditions. Use the knowledge gained to enrich your content as you move prospects from stage to stage in your sales pipeline.
Rhoda’s response…
At Say It For You, we’ve learned to study our target audience’s language and surroundings to position clients for success. As content writers, our client blog posts serve as positioning – and differentiating – statements, so readers know who’s asking them to take action.
The language used to communicate with prospects and clients is important in “striking up a warm relationship”. Using terms, words, phrases, and acronyms that
Readers Use And Recognize Leads To “Getting Liked.”
That is content’s role and the first step to build trust. In planning content, think about how “your reader” (not the average reader) will react to your words and references.
Just as you, Jon, teach business owners how to most effectively use your CRM to sort and use knowledge about their audience, as content marketers at Say It For You, our message to the business owner and practitioner clients (who hire us to create content for their mailers, blogs, landing pages, and social media) is this:
Your Business Or Practice Can’t Be All Things To All People.
Everything about your content should be tailor-made for your ideal customer – the words used, how technical and sophisticated we get, the title of each entry – all must focus on what together we learn about your target market and your needs and preferences.
Two traps to avoid are: Talking about how your wonderful staff will meet their needs and talking about your competition. Everyone says their staff is wonderful and your focus needs to be on your audience’s need, and the one feature you have that no one else has. You’ll have that feature because you’ve gained the right knowledge.
In both Customer Relationship Management and content marketing, “getting to know all about you” is the not-so-secret sauce that can lead to success.
