Sales & Marketing Consultant, Bestselling Author & Business Motivational Speaker

One of the most difficult things for business owner’s is to accomplish is establishing themselves as the trusted resource in their industry. Notice I used the word “the trusted resource” and not “a trusted resource”, this is extremely important. Information about companies is very accessible to consumers seeking a professional to solve their problem. Therefore, you need to spend more time setting your brand above the rest. How can you accomplish this?

Think like your customers
Have you taken the time to think like your customers? When you do, you will notice that the following occurs. You will begin to engage with your potential customers without self-promotion. This does not mean that your potential customers remain ignorant of the business that you own; it simply means that you are not broadcasting your products and services 24/7. Begin by creating content that offers a solution to your audience’s problems. By providing powerful content that is not centered on self-promotion you will gain a following. This following will eventually turn into paying customers.

Provide Value
Do your content and your advice provide real value? Simple ways to provide valuable content includes: white papers, e-books, blogs, email newsletters, Facebook status updates, tweets, video and audio. This does not mean that you have to utilize all of these outlets to produce valuable content that your audience can use. This does mean that you need to produce and provide content, using at least one of these mediums, on a consistent basis.

Expert Endorsement
One of the best ways to show that your brand is a trusted resource is through endorsements. Have you connected with thought leaders that are willing to write down a few sentences that endorse your brand? I don’t suggest contacting every thought leader you admire and beg them to endorse your product or service. I do suggest that you utilize professional relationships that you have developed. This can be accomplished through networking, commenting on the blogs of these thought leaders, joining them in groups online and building a rapport. You must be willing to have a give- give relationship with these individuals. As quickly as a thought leader can endorse you, they can just as easily tarnish your professional reputation if you abuse the professional relationship.

Every brand must establish itself as the trusted resource of your field. Becoming the trusted resource is not something that occurs overnight. It takes time to develop relationships, build trust with your current customer base and have your target demographic trust you as well. This is an investment that is well worth the time and resources. You will find that once you are established as the trusted resource, it will take less time to turn a curious prospect into a loyal customer.

Happy Marketing!
Sean
(Image Creative Commons)
Sean McPheat
Marketing Consultant – Sales Expert – Motivational Speaker

In the field of marketing we hear a great deal said about trends. We study what is trending for our business and we study what is trending for our customers. All to often marketers get so caught up on attempting to discover the “next big thing”; they overlook the needs of their customers. While trending information and data is a must for a well-rounded marketing plan, trying to discover what will be the next item to revolutionize your business becomes the strongest focal point. How can you take the information that is trending and apply it directly to your customers? How do you become a “trend getter” rather than a “trend chaser?

Many trends are obvious and the headlines are full of them. I am sure your Google Alerts are set to alert you immediately if and when news is breaking in your industry. While this is extremely valuable, how many marketers seek trending news only in their niche field? You may think that because the latest and greatest technological advents are directly related to your area of expertise, how many other trending issues can be applied to your business that you are overlooking? You need to step beyond your industry and learn how to leverage a variety of trending topics. In truth, some of the most innovative marketing and business ideas are adapted outside of the intended niche audience.

When you are researching the trends for your niche demographic, you should have a global perspective. You don’t want to miss on adapting an idea towards your current customer base and your targeted customer demographic. For example, global trends directly affect each and every country. If we don’t pay attention to what is trending in the States or in Asia, we can miss many opportunities to provide our clients with the next best thing. Regardless of what your business “sells”, you need to pay attention to consumer and lifestyle trends on a global level.

Understanding consumer and lifestyle trends will transform you into a “trend getter”, rather than a “trend follower.” We try to think of what our customers want before they do and understanding consumers lifestyles will give you that edge. Trend getters do more than merely watch for the most high profile innovations, they observe what is occurring globally and apply it specifically to their consumer base. The key is to pay attention, investigate and dive more deeply when necessary and above all you need to adapt. If there is a pop music trend that is making waves in the underground of the city, you can be sure that music will be making mainstream headlines. Does this specific pop music wave have anything to do with your consumer base? Depending on who your target market it, it just may.

Happy Marketing!
Sean
(Image Creative Commons)
Sean McPheat
Marketing Consultant – Sales Expert – Motivational Speaker

As single business owners we often find ourselves stretched beyond our means. Our list of leads has dried up and your email inbox is empty. What can you do what you are at the end of your niche market? How can you find new customers to breath life back into your business? The answer is to consider a joint venture.

Joint ventures are arrangements between two business owners who have products and services that compliment each other. Compliment is the important word to remember. You do not want to strike up an alliance with someone who offers the exact same product or service. Nor do you wish to join forces with someone who can potentially turn joint customers into primarily their customers instead. How is this balance achieved? There are three simple steps to help make sure that your joint venture is a successful one. The all familiar “know, like and trust” apply in this situation.

Know Who You Are Working With
Do you honestly know this individual? Have you done business with them? You should be aware of their professional and personal reputation. Both of these elements will let you know if this is a good match. Understand how they do business and their methods of operation. If you know them, you can begin to trust them.

Trust Is Non-Negotiable
Trust is a factor that I cannot stress enough. If you cannot or won’t trust the person you are engaging in this joint venture with, you need to choose someone else. Joint ventures only work when both parties trust that both businesses offer above par products and services. A great tip is to have a sit-down with the individual you want to partner with and discuss your goals, values and overall mission. If both parties are in alignment, then you should proceed. Once you know whom you are working with and you trust them, you may end up liking them.

Liking Your Partner Is Helpful
Once the foundation has been built between two businesses and they have decided to join forces, the question of whether or not you like each other will come up. The truth is, you do not have to be bosom buddies. If you trust them and know that their business is a good fit with your business, liking each other is simply the icing on the cake. While being civil is necessary, becoming best of friends is not.

Successful joint ventures can improve the bottom line for both parties. If two businesses are a “fit”, such as an SEO expert and a website designer, the potential for financial success are endless. The key is to know, like and trust the individual you are choosing to be your joint venture partner.

Happy Marketing!
Sean
(Image Creative Commons)
Sean McPheat
Marketing Consultant – Sales Expert – Motivational Speaker

In a perfect business world, your customers would hire you based on the quality of your products and services alone. However, we all know that the business world we operate is far from perfect. The brand that we are judged by not only encompasses our business brand, but our personal brand as well. You may be saying to yourself, “My personal life is private and my customers have no right to want to know about me outside of my work.” Unfortunately, as marketing efforts have evolved into an explosive digital landscape, your personal brand is now entwined with your business brand. What does your personal brand say about you?

Personal Brand
Have you Googled your name recently? You may be surprised by what you find on those first few pages. Google has a way of digging up every major mention (and even some minor mentions) and making those tidbits of information easily accessible. While you can’t control what search engines dig up regarding your personal brand image, you push those not so flattering mentions past page 10. Simply create good content about your personal brand. A good way to achieve this is by having a personal blog, using your real name. Create some fun and positive content on a regular basis. Pictures, laments, business tips and even family stories will help make the initial things that those who are searching for you quite positive.

Business Brand
The same method used to give your personal brand image a boost is used for your business brand. The only difference is that you want to be very vigilant with your business brand. Bad news travels fast and it only takes one negative comment or review to give you a really bad day. Content. Content. Content. Good Content. By creating consistent positive, relevant and interesting content, you can make sure that your image stays positive. Be proactive, I can’t stress that enough. The digital world will never say that your personal brand or business brand is 100% perfect, but by being proactive you can stay ahead of what the digital world is saying about you.

The only way to keep your personal life completely private is by not having profiles on social networking profiles. Even if you do not engage on Facebook or Twitter, your current customers and potential customers will be searching for you personally and your business online. With this in mind, beat them to the chase. Create an online image that reflects you, your business and your ethics. By being proactive about your digital reputation, personal and business, you can rest easy knowing that you are in control of your image.

Happy Marketing!
Sean

Sean McPheat
Marketing Consultant – Sales Expert - Motivational Speaker