You definitely have a way with words. If you didn’t, you would not have gotten nearly as far as you have up to this point. However, it is one thing to write great, effective content but it is another thing entirely to share that content so that it successfully converts your target audience.
You must work toward your ultimate goal
The truth is that your challenges may be different if you have a small business than if you have a mid-size or a large business. You need to understand how to “speak” to your target audience members and how to eventually get them to buy what you are selling. You are a great writer and your content touches people in all sorts of emotional ways. However, someone who owns (or another key player) a large business may not be able to take what you are saying and adapt it to their particular situation.
As you read the content that other businesses post, you are not necessarily comparing apples to apples. If those businesses are not small, their approach and how they present the content will probably be very different from the way that you will do it. However, one thing that all businesses have in common is the necessity to share top-quality content with other people.
At this point, you are a great writer and your content touches people in all sorts of emotional ways. However, someone who owns (or another key player) a large business may not be able to take what you are saying and convert it to their particular situation.
Engagement is key, of course. If you can’t captivate your target audience and hold their interest over a prolonged period of time, you won’t get very far at all. Of course, before you even get to that point, you need to make sure that you have identified the most appropriate target audience for your business.
One of the big differences between a large- (or medium-) size business and a small business is that the larger businesses have a much larger budget from which to draw. Your business strategy much be extremely solid and your content must speak to people who can relate to who you are and to what you are offering.
Always make sure that your content is relevant
Not only does your content have to be relevant to your target audience but it also has to be relevant to your particular business. In some respects, that is more important than any amount of money that you either have or don’t have.
Your success as a small-business owner may have nothing to do with money. However, that is not to say that there is no price to pay. The cost is in time and effort on your part. If you want to become successful, you will have to work at it and to make sure that you share with your target audience members everything that they want and need. If you speak their language, they will respond positively to what you are telling them.
An important point to make here is the fact that you must be able to clearly express the concept of where you want to go with your company as well as what you want your target audience to do to help make that happen. Of course, it all comes down to the relationship, as it always does. You must build the relationship before you can make anything else happen. That is your next step after identifying exactly who your client (or future client) actually is.
Make your offerings appealing to your target audience
Your basic principles and what you stand for are set in stone; however, how you express those principles and your values are not. You can express them in any number of ways, depending on exactly who you are trying to reach.
In fact, you probably shouldn’t express yourself in exactly the same way each and every time because it may give other people the idea that you are stagnant and you certainly don’t want them to view you that way. If you mix it up, people will continue to be interested in what you have to say.
The more you engage them and share with them and the deeper your relationship becomes, the better your chances are that those people will become loyal clients who will stick with you and your business for a very long time. Remember that before you can sell anything, you need to build relationships and you can effectively do that by sharing top-quality, relevant content.
Content is king and it will always be king. No matter what size business you have, your content is critical to your success because it is the most essential connection between you and your target audience. Sharing top-quality content is the way that you establish an emotional/human connection with your target audience members. Once that connection has been established, you can begin to build a solid, enduring, mutually beneficial relationship together.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.
His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).
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