Every business does some form of marketing well (encouraging referrals, throwing events, blogging, email, CPC, etc.), otherwise you wouldn’t be in business for very long. It’s understanding how to leverage these connecting superpowers that will get you your desired results.
This is where it can get tricky.
If you aren’t careful, you either try to do too much connecting or not enough. It’s this balance that the great companies learn to master.
You have to understand where your marketing superpowers are within you and your employees and how to apply them in different communities.
Your ability to connect (market your BIG Domino) with people who are interested in who you are and how you can help them, depends largely on how much fun (passion) you have connecting, the focus you can bring on a daily basis, and how easy it comes to you (strengths) so your talents shine through.
Passion, focus, and strengths are the three components of a connecting superpower. The more you can do connecting that hits people’s emotional sweet spot, the easier it becomes to turn them into customers.
Remember you are selling “how you can make their life better”. The better (more beautiful) you paint this picture the easier it is to close the sale.
I’m currently working with a client who is great at making videos. She creates these in-depth tutorials that walk people step-by-step through a difficult accounting process.
She recently made a video that has received 13,391 views as I write this. That’s amazing for such a difficult subject.
The hard part is figuring out how to leverage these eyeballs to deepen her relationship with them.
She does have a call to action at the end of each video, which is good, but not quite good enough. Her call to action lacks the benefits the viewer will experience when they visit her site. This is the emotional connection point that allows you develop a deeper connection.
She needs to do a better job of explaining the amazing benefits that her ecourse will provide them when they take the time to visit her site.
The key to getting anyone to deepen the relationship with you, from giving you their email to buying from you, is making the offer irresistible.
Your business may have 1,000,000 ways to connect and 10,000 places (offline and online) to connect. It’s up to you to ask yourself some hard questions so you can focus your energy in the right places.
Now you may be a great writer, but if your customer base wants live online trainings from you, then this strength isn’t as much of a strength as you hoped.
If you don’t like to provide live trainings for people, then you can focus your customer connection in a different way or find someone who can help you create those live online trainings.
You need to ask yourself a few questions:
- What kind of connecting (marketing) do you already do well?
- What could you do better?
- Is this type of connecting fun for me?
- How much time do you need to spend each week on this type of connecting?
- How will I measure my results?
It’s by answering these tough questions that you’ll begin to get some clarity on what you do or can do well and how to leverage your connection superpowers.
If you’ve taken the time to answer the questions, now you should have a better idea of where to put your connection (marketing) energy. The next step is to stick with it.
For example, you can’t just start creating videos for a couple weeks and then give up.
You need to do this type of marketing for an extended period of time (consistency) to see if you are getting the ROI (Return on Investment) that you expect. Only until you have a large enough data sample size can you truly know if you are putting your energy at the right connection points.
What connecting campaign could you put a little more energy into to see if it can develop into a connection point that gives you a chance to deepen the relationship and drive sales?