Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You

-

A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing

What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.

It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:

• how consumer needs and expectations have changed and what this shift means for you

• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you

• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust

Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.

Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

TOP OF MIND:Use Content to Unleash Your Influence and Engage Those Who Matter to You

by John Hall. One of the best things to hear is “I was just thinking about you!” John’s purpose of the book is to teach us how to create these opportunities to be top of mind status to those that matter to us.

Part 1 is about the change in the consumer landscape and why it is so important to be ‘top of mind’ to our customers.

Part 2 is about how to build a brand that supports this. It has to be genuine and authentic or it doesn’t work and can be a hindrance.

Part 3 is about to create digital content that connects your brand and the world. Digital content helps you scale to reach an even larger audience.

Credibility is the key. You need to connect the people behind your brand to the people you are trying to reach.

We must know what the customers’ need is, what is important to them, etc.

Interesting flow of the potential customer to a brand promoter:

Attract – getting potential customers

Convert – convert potential customers by getting their information

Close – turn them in to customers

Delight – turn customers into promotors of your brand or product - I think this is the action we most often miss. Ask for help in promoting your brand.

Scary statistics showed that it takes between 7-13 ‘touches’ to convert and close.

Two important factors for a successful brand are likability and familiarity. They recommend “How to be Exceptionally Likable: 11 Things the Most Charming People Always Do” by Jeff Haden. John shares 11 tips from Jeff Haden from his book.

One key is to share information that is helpful to them. When you give them information you empower them.

Something we all know but is still hard for many of us is to remember someone’s name when you meet them. Their name is very important to them. Also try to remember something unique about them. Touch base with these people.

“People don’t buy what you do; people buy why you do it”

Critical to start with why.

John provides an excellent resource library at the end of the book.

A game-changing framework for staying top of mind with your audience--from the No. 1 company dominating content marketing What do many successful businesses and leaders have in common? They're the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out. It's the winning approach John Hall used to build Influence & Co. into one of "America's Most Promising Companies," according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals: how consumer needs and expectations have changed and what this shift means for you how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you proven methods for using digital content to enrich your target audience's lives in ways that build real, lasting trust Whether you're a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience's minds will increase the likelihood that the moment they need to make a choice, you'll be the first one they call. There's no better way to drive opportunities that result in increased revenue and growth. Business is never "just" business. It's always about relationships. It's always about a human connection. When you're viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

Comments

Post a Comment

Popular posts from this blog

The New Rules of Marketing and PR

-
The New Rules of Marketing & PR Key Idea #1: Revolutionize your brand with a robust online presence and say goodbye to old-fashioned marketing! The internet is a powerful tool for many things, from downloading movies to video chatting with loved ones. But it has also transformed the face of business, and not just through online shopping! Importantly, the internet has revolutionized marketing. Well-designed websites, powerful images, and engaging audio or video clips are the new tools marketers can use to encourage dialogue, gain publicity and raise awareness for a brand. The internet’s power stems not only from the fact that it’s global but also that it’s fast and free. There’s no question that with such credentials, the internet holds incredible potential for marketers. So how do today’s marketing geniuses use the power of the internet? One example is a rainforest eco-resort in Western Belize, the Lodge at Chaa Creek, which has a talented content team. This team provides...
Read more

Permission Marketing

-
5 Steps to Dating Your Customer  Offer the prospect an incentive to volunteer  Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service Reinforce the incentive to guarantee that the prospect maintains the permission  Offer additional incentives to get even more permission from the consumer  Over time, leverage the permission to change consumer behaviour toward profits  Permission Marketing Example: Summer Camp  Uses 2 inch square black and white advertisement. The only goal of the ad and the trade show is to get permission to send a video and a brochure. The ad sells the brochure, not the camp. The brochure is very well done, and the video is also the best in the market.  The only goal of the video is to sell a personal meeting, it doesn’t sell the camp.  Now, fully qualified, having seen the testimonials, the photographs, the facilities, the happy campers, the family is ready...
Read more

Blue Ocean Strategy

-
The Problem: Current markets are flooded with competition. More and more companies are competing for smaller and smaller profit margins. This cut-throat battle leaves the waters bloody. This is the Red Ocean.  The Solution: Swim away from the competition. Make the competition irrelevant. Find wide open space. Create a Blue Ocean.  The Blue Ocean Strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant.  New Market Space  Red Oceans represent all the industries in existence today. This is the known ‘market space’. Blue Oceans denote all the industries NOT in existence today. This is the unknown market space.  Red Oceans  In Red Oceans, the industry boundaries are known and accepted. The competitive rules of the game are known. Companies try to outperform their rivals to grab a greater share of existing demand. As the market gets crowded, prospects for profits ...
Read more