There is a lot to learn from Direct To Consumer businesses – no physical shops – as the startups get going from zero revenue to hitting their first million in revenue requires brute strength of products, communications and execution.
As a broad brush, they generally excel in one or more of the following pillars:
– Differentiation – they have pitched their business to stand above the noise of their competitors,
– Attention – how to get a lot of it with ideal buyers,
– Content creation and Engagement (marketing and social selling)
– Conversion-optimised website, landing pages,
– Products and services that exceed their competitors,
Your buyers want to hear a bigger story than your products and services – we call it a strategic narrative, others, might call it storytelling.
If you can position your business to ride a movement of change already occurring for your ideal buyers – helping them make sense of the changes – the benefits are significant with reduced marketing costs and better onboarding of new buyers.
Great content is the accelerator for many businesses. The problem is most find content creation difficult.
The Marketing Funnel – is wrong.
Marketers talk of content as a means of pouring more people into the top of the sales funnel, a percentage of people fall off at the mid point of the funnel a small percentage buy.
Long-term global research demonstrates this is not how people buy – the theoretical construct is wrong.
The sales funnel is reversed: people move through a series of micro-yesses – at each step – the right content educates, and they make decisions to move on to the next decision point or not. Each yes takes them further up the ladder – further up the funnel until the ultimate yes – they buy.
The starting point is answering in your ideal buyer’s mind – why should I only buy from your business rather than any of your competitors?
The answer to this is in the middle of the first page of your website. Critical real estate – getting this wrong is very costly – impacts revenue 3x.
Educational Content Checklist,
It is critical to plan, create, publish, track, scale and manage content that delivers more attention and engagement to Influence and Sells More.
Your content strategy falls from your business strategy and the insights from your data – what works or not.
The stand-out content for getting more attention and engagement is video.
Today potential buyers want the engagement and conversation experience first – answering their micro questions at each step,
To achieve more – changes business KPIs,
Now they are
- Share of voice – the volume of daily organic posts compared to the total posted within your preferred hashtag channels – is your share ( the number of posts) of voice on social media so low it is worthless?
- Share of engagement -compared to your competitor’s engagement levels – are you able to engage with buyers at a higher level – helping to convert and educate buyers,
We now live in a Social Selling economy.
Every industry is changing: it’s a global phenomenon.
The best businesses of all sizes and industries in every country are reinventing themselves to Social Selling to win more new buyers from new markets – faster.
Social Influencing and Selling (#socialselling) – is where your ideal potential buyers walk towards your business rather than your business chasing them.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day.
- They get more attention first
- Next More engagement
- Influence and Sell More.
ACCELERATE DELIVERS MORE – ATTENTION + ENGAGEMENT – FASTER to Influence and Sell more.
Without
- paid advertising,
- lots of content generation,
- and without doing a lot of outreach #socialselling,
Get our quick-video case study of how we delivered 500x more attention in under 120 days – with real people.
ACCELERATE – provides a monthly subscription social media publishing + strategy service.
If you have read this far, thank you for your attention.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
