You have a unique business! That’s not just a platitude — it’s an advantage. You have your own style, marketing strategy, brand image, and unique business model. But are you underutilizing your most valuable resource? Your competition may have newer storefronts or bigger budgets, but there is one thing they will never have: you.
But how do you monetize being you? It might be easier than you think. We’ve spent over a decade helping unique business owners just like you accomplish that, and here’s what we suggest.
You Can’t Beat a Personal Connection.
People tend to place a higher value on things they have a personal connection to. You will probably use your grandma’s apple pie recipe instead of one you find on the internet, even if your grandma’s recipe is more time-consuming. You may buy from a private grocery store because you are friends with one of the cashiers, even if it’s more expensive. In those cases, you are prioritizing personal connection over expedience and price.
Your audience likely has similar priorities. In fact, consumers with a strong emotional connection to a unique business are twice as likely to speak positively about the business and are 52% more valuable than non-connected customers on average.
Imagine how much you could boost your unique business if your audience felt a connection to you and your business. That’s why sharing stories and creating personalized content is one of the best ways to set yourself up to thrive in a small-business environment.
People Buy Stories, Not Products.
You may have heard the old axiom, “People don’t buy what you’re doing, they buy why you’re doing it.” It’s true! In fact, consumers are 4–6 times more likely to champion purpose-driven companies. So, don’t be shy about sharing your story!
Did you go into dentistry because you wanted to help people in impoverished areas seek dental care? Do you wake up every morning and work hard to provide for your three children through your auto repair business? Whatever your story is, it’s worth sharing with your audience.
If you’re going to use personalized content in your marketing strategy, it has to be direct. That means you need to get your message to your audience without relying on algorithms or ad placements. Collect your clients’ and prospects’ information, and send your content straight to them through snail mail, email, or another direct channel. So, don’t forget to consistently collect relevant data from your consumers so you can reach out to them in the future.
Capture Their Attention.
If you want to draw readers in, you have to compete for their attention. One of the best ways to do this is through eye-catching designs and intriguing headlines. This will make your content more exciting at first glance and increase the probability your audience will engage with what you have to say.
Keep It Consistent.
How would you feel if you went on an awesome date, but then didn’t hear back from the person for 2–3 months? You’re not going to be as excited about them as you once were, that’s for sure.
It’s the same way with your audience.
If you want to set up a personalized content marketing strategy, you need to be consistent. We recommend engaging through direct mail at least once a month for ideal results and engaging through digital means at least once a week.
By setting up a content marketing strategy and utilizing your personal expertise, you can begin building strong relationships with your client base that will pay dividends for years to come. It’s all about telling stories, creating engaging content, and maintaining consistency.
Now, get out there and start sharing your story today!