Most, if not all, companies have expanded online. What most business owners are finding out is that it can be difficult to stand out. In a normal brick and mortar business there are several things you can use to your advantage. Things that target our ideal client by engaging their senses. Online we as owners need to rely on more than just the visual aspect of our company. Unlike traditional brick and mortar locations we are unable to rely on all of the customers’ senses. For example, it is hard to utilize the sense of smell digitally.
The Highs & Lows
Even with these disadvantages there are several benefits to using a digital platform. There is a reason that the majority of consumer purchases are done online. We as consumers are too busy to adhere to the traditional business hours. The internet provides us with the ability to buy what we want whenever we want. What about those of us who want to purchase from mom and pop shops that we have purchased from while on vacation in the past? Before we were limited to our geographical location, unless it was a large chain that has stores located all over. The internet offers us an even playing field. Unfortunately, that benefit also acts as a disadvantage. When you remove the geographical restrictions you create a way for consumers to purchase and see everything at all times.
How To Get Noticed
It sounds good right up until you realize that if everyone is taking up the same space you run into the same issue. With everyone in the same place it quickly becomes a where’s Waldo situation on an even larger scale. Even with SEO’s it can still be hard to stand out amongst the crowd. Is there a way to help businesses to push their way to the front of the picture? Of course there is. One of the most commonly used ways is by increasing your company’s frequency in SEO’s. The best way to do this is through the strategic placement of keywords and producing large amounts of digital content. While this is a proven way to push your company to the front of the pack, it does not increase the likelihood of purchases.
You Need More
Surprisingly, exposure is not enough to convert potential clients into actual clients. One of the best ways to increase your conversion rates is by establishing trust between your company and your audience. Unlike a brick and mortar store online businesses have to be more creative in their approach. An easy way to establish trust while building up digital SEO increasing content is through telling our personal stories. The one thing that no one else can ever duplicate is our personal story. Our journey is unique to us. It has helped shape us into who we are today and when applied to our business it is the best way to build trust in any relationship.
Put It All Together
I love to use examples that can help create a visual for you. Studies have shown that if you actively use a skill or knowledge while acquiring it you are more likely to retain that information. Let’s take a moment to think about someone famous. It can be any celebrity, model, performer, athlete, etc. The goal is to pick someone famous that you do not personally know but you love them. Once you have picked an individual I want you to think about everything you know about them. You may be surprised by just how much you know already. Now, I want you to think about how much you enjoy learning more about them. Does knowing things about them make you feel closer to them? Here’s the thing, we all have someone famous that we follow, whom we don’t really know but it feels like they are part of our circle.
It is hard not to feel like a family member or friend when we have watched them grow up. Take the Kardashians for example, the youngest members of the Jenners have grown up in front of the camera. We have watched them struggle in school, learn to drive, find themselves, and more. It makes it so much easier to feel like they are a friend telling us what their new favorite product is. The reality is that we humans are constantly seeking connections. We want to be part of a group, yes even the extreme introvert. That is why when a business only talks about products and breaks down what is in those products with no mention of how that product can help us in our time of need we lose interest.
We Can’t All Be high
There is a running joke that Apple sells itself. The reality is that Apple is very smart in how they present themselves to their target market. They even use popular or trustworthy celebrities to endorse their products. When it comes to creating content they make sure to educate their audience while building up hype around a new upcoming product. Apple uses not only their personal stories, they take it one step further by also sharing the stories of their clients. Now this is slightly different from a testimonial. When a company shares a client’s story they are painting a larger picture. They provide more information about the individual than the product in question. This makes use as the audience view this individual as someone whom we can relate to or trust, and if we can trust them we can trust their choices.
There’s Power In Your Story
Storytelling has been around forever. It was our first form of communication and how we learn then and now. A story has the ability to transport us to another world. When it comes to applying it to our online business it has the ability to create a one-on-one conversation. Have you ever wondered why real estate agents put their picture on their business cards? It is because they are asking you to let them into your home and trusting them with everything and one you love. As online business owners we need to keep that in mind too. That is why it is so important to take the time to allow customers the chance to get to know you prior to selling them anything. Are you more likely to buy from someone you know or someone who tries to get to know you after you rejected their sales pitch?
Provide More Opportunities
If you are looking to increase your online engagement telling your story is a great way to do just that. When you offer up bits of information about your story that are relevant to your audience you open the floor for them to offer information about themselves. No matter how I offer up these bits of information (video, blogs, social media posts, etc.) I always ask a question at the end. I cannot tell you how many people I have worked with that just post positive or motivational quotes. Motivational quotes are great, but you are not really giving your audience a chance to interact with you by just posting a quote. If you are going to post a quote make sure to explain what it means to you and ask your audience what it means to them. Give them a chance to interact with you.
Are You Ready To Be An Influencer?
There are tons of ways to increase your exposure online and on the air. Don’t believe me? Be sure to subscribe to my next article that will break down even more ways to extend your reach. If you are a health and wellness expert looking for help to become the next major influencer in your field, I would love to hear from you. I offer an online course that can help you do just that. For more information, book a one-on-one consultation call with me. If you are the best at what you do and no one knows you exist, how many people can you help?