September 30, 2015

Re-­thinking your content strategy: Make your client the expert!

Most professionals today focus their marketing efforts around promoting themselves as an expert. It makes sense, right? You’re trying to show the world what you have to offer and establish yourself as an authority. However, we think it’s worthwhile to re­-think this approach. Studies show that most people find self ­promotion annoying. This shouldn’t surprise you. We’ve all met a person in our lives that is “me, me, me”! And it can be pretty irritating. But, as business professionals, we still have to promote ourselves. It’s a necessary evil if we want to be successful. So, the question is, how do you still promote yourself without your content screaming of self­ promotion? That’s the focus of this week’s blog!

We’ve all met a person in our lives that is “me, me, me”! And it can be pretty irritating….So, the question is, how do you still promote yourself without your content screaming of self­ promotion? That’s the focus of this week’s blog!

Challenge yourself to shift your perspective. Instead of developing your content plan around self promotion, try thinking about it from an entirely different perspective. What if you took the focus off of you and re-­directed that focus to your customers. What are their challenges when making a buying decision? What do they wish they knew? What things may be overwhelming or confusing to them? What if you focussed your efforts entirely on educating clients so that they can make empowered and informed decisions? Sounds simple, right? It’s a concept that is so simple at it’s foundation but surprisingly few people actually operate with this goal in mind.

This especially applies to REALTORS®. There are no shortage of REALTORS® trying to promote themselves and establish why they are unique and special. But if you’re not careful, you can come off as “too salesy” which is a big turn­ off. The key is to focus less on you appearing as the expert and build your content plan around making the average homeowner the expert. This includes offering insider tips and insight instead of the general run-of-the-mill content. Attempt to make Suzie Smith a guru. Use videos, blogs, infographics, printed materials and any other marketing materials to teach her what you know… and do it genuinely. It’s easy to sense if someone is being sincere, or if they have ulterior motives. If you are truly trying to help your clients, people can sense this authenticity and they will love you for it!

Remember, your business doesn’t have to be cold, distant and overly professional. People want to deal with real people that they can connect with. So be yourself, that’s what sells! If you have any questions about developing a content strategy, contact us for help!

Stephanie Miles,
Digital Marketing Manager: Iconica Communications