Come lo sviluppo di un marchio personale può aiutarvi ad aumentare le vendite
Un blog ospite di Daniel Bishop (Junior Editor di DesignRush)
Sales is the art of persuasion. Sure, having a good product is important, but it’s not the ultimate make-it-or-break-it factor which will get your prospects to say yes. If you want to succeed in this profession, you first have to learn how to sell yourself to your customers. And that requires a strong personal brand.
1. Perché il marchio personale è importante
Customers have become increasingly picky and selective. Why shouldn’t they when they have an abundance of choice?
They won’t settle for mass marketing and bland, impersonal messages. That’s why it’s important to make them feel special, and treat them like human beings and not like sales numbers. Personal branding will help you connect with your audience on a deeper level and establish emotional connections.
92% of customers are more likely to trust recommendations from other people, even if they don’t personally know them, over branded messaging. This stat clearly indicates that loyalty and trust in brands have reached their lowest point ever.
No wonder when brands have become cold, faceless, and corporate. That’s where your carefully developed personal brand comes in to put a face to the name and humanize your company.
Ecco alcuni passi da compiere per sviluppare il vostro marchio personale.
2. Costruire e coltivare la propria reputazione
Your reputation always precedes you, especially nowadays when many people practically live on the internet. It’s enough to type your and your company’s name into the search box in Google and find out how the online community perceives you.
Ad esempio, le persone che visitano il vostro sito web si formeranno un'opinione su di esso entro appena 0,05 secondi, e decideranno se abbandonarlo o esplorarlo ulteriormente. Quindi, avete pochissimo tempo a disposizione per fare una prima impressione da urlo.
Similarly, online reviews are particularly powerful in terms of their impact on your prospects’ perception of your company – 93% of people use reviews to determine whether a local business is trustworthy or not.
It’s clear that the more your prospects trust you, the more they will be likely to buy from you. When it comes to improving and polishing your image and reputation, you should remember that the devil is in the details.
Quindi, assicuratevi di:
- Ottimizzare i canali dei social media, as well as to remove any inappropriate comments, pics, or posts which could show you in a bad light. Don’t forget that many reputations and careers have fallen victim to a single tweet.
- Create un sito web personale che elenchi i vostri risultati, i vostri interessi, i vostri lavori e altre informazioni rilevanti su di voi.
- Claim vanity URLs on social media channels. It’s great for SEO as well as for increasing your personal brand recognition. Besides that, it’s much better to have a unique, memorable URL, than a string of letters and numbers.
3. Affermarsi come leader di pensiero nella propria nicchia di riferimento
People trust experts and thought leaders. As a salesperson, you probably soak up every word Jeffrey Gitomer, Mike Schultz, and Marc Wayshak say, and you’re ready to pay in order to hear them speak at a conference.
That’s why many commercials and adverts feature household names and distinguished professionals. So, one of the best ways to boost your sales is to become an authority in your niche.
L'essenziale:
- Fornire contenuti di valore
Yes, you’ve heard this a million times before, but it can’t be stressed enough how relevant content which addresses your target audience’s pain points and educates them, is important for getting your voice heard and standing out from that of your competition. To make sure that everything you publish on your blog, social media channels, and in your newsletter, is of superb quality, consider joining forces with respectable agenzie di marketing digitale in grado di produrre contenuti esperti. - Offrire consigli utili
Join different social media groups and forums, and participate in discussions by providing your perspective on things. This way you’ll catch the eye of your colleagues and potential customers, and showcase your expertise. Being helpful is crucial for sales, and you might even consider it a soft sell approach. People are more likely to give you referrals and even purchase from you once they realize that you genuinely want to help them. - Coinvolgere il pubblico
Establishing yourself as a thought leader doesn’t mean that you should talk your audience’s ear off; it’s important to actively listen to what they have to say and engage in two-way conversations. By leaving comments on other people’s posts or asking questions on your LinkedIn or Twitter, you spark discussions and build connections.
4. Essere unici e autentici
“The customer is not a moron. She’s your wife.”, diceva il padre della pubblicità moderna, David Ogilvy.
And, boy, was he right! His words are relevant more than 50 years later. Your customers can tell whether you’re sincere or not. So, the trick is to be yourself. Otherwise, you’ll come off as a cardboard character without a unique personality.
Gary Vaynerchuk ha dato un ottimo esempio di come non si debba apparire come tali.
He doesn’t refrain from swearing or using four-letter words and a pretty unorthodox narrative. And people like it because they realize that he’s just being his genuine self. It’s part of his charm and personality. He has found a way to connect with his audience by using language to which they can relate.
But, he’s an expert in sales and marketing, and that shows underneath his casual and down-to-earth approach.
5. Essere coerenti
Consistency is a secret ingredient when it comes to building a personal brand. This means that you should post your (and curated) content on a regular basis. If your approach is nonchalant and sporadic, you’ll disappear from your audience’s radar.
Lontano dagli occhi, lontano dal cuore è il principio che si applica in questo caso, soprattutto se teniamo presente che ogni giorno vengono pubblicati più di 2 milioni di contenuti su Internet. Questo sovraccarico di informazioni schiaccerà i vostri sforzi irregolari come una valanga, quindi assicuratevi di rispettare un programma di pubblicazione stabilito.
However, consistency also refers to the tone of your voice. It’s bad for your personal brand and reputation to crack silly jokes on your social media if you’re trying to present yourself as a serious entrepreneur and sales leader.
Besides, if your tone isn’t consistent, your audience will be confused about the message you’re trying to communicate.
Pensieri finali
Un marchio personale ben studiato e curato può fare miracoli per le vostre vendite. Questi semplici consigli possono aiutarvi a fidelizzare il vostro pubblico, a costruire e mantenere una reputazione impeccabile e ad affermarvi come professionisti credibili. Tutto ciò vi permetterà di concludere più affari e di raggiungere la vostra quota.
Daniel Bishop ha iniziato come consulente di contenuti per piccole società di SEO e web design. Alla fine ha trovato il suo posto come junior editor per DesignRush, un marketplace B2B che mette in contatto marchi e agenzie. Sempre alla ricerca di nuove opportunità, ama condividere idee con altri professionisti della comunità digitale. Lo trovate su Twitter: @DanielB78263381
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