If you want your business to thrive online – you need to be remembered.
So how do you make sure that it’s your company that springs to mind when it’s time to buy?
And that it’s your website that keeps getting clicked?
We suggest that you give your business a personality. One that suits your buyers.
I’d like to show you how to do just this by breaking the process down into a few easy steps.
Step 1 – Consider Your Audience
Before you start to develop your company’s personality you need to know what content and style your key audience would relate to.
But how do you figure this out?
Either review your past clients – or ask current clients to answer a few basic questions, such as:
Where do they live?
How old are they?
What are their interests?
Who do they work for?
What education did they have?
Where do they go to find information?
By asking these sorts of questions you’re building up the typical persona of your ideal buyer.
Only when you have done this valuable market research, can you start to plan your business personality.
Step 2 – Outline Your Business Personality
With your newly found knowledge from Step 1, you should have all the info you need to start developing your company’s personality.
But before rushing in to start development – let’s breakdown the research results a little.
From your research you should be able to determine 2 key factors:
> how your ideal buyer perceives you
> a basic understanding of your ideal buyers online habits
These 2 key points are vital.
Not only does this tell you how to present yourselves to your audience, it also tells you how best to place yourself in front of your audience.
> If you are an established fund management software developer – then your audience may perceive you to be wise, tech savvy and sophisticated, and you may find that your audience are keen LinkedIn users and blog readers
> If you develop lifestyle apps for smartphones and tablets, your audience may think you are a trendy, creative company, and you may find that this audience prefers Facebook, Pinterest and Twitter
By considering these points, you can start to figure out:
1. What design styles you should adopt
2. What writing style to use – for example is it a formal tone, or is it relatable and friendly.
3. What platforms you should develop content for – website, blog, Facebook, LinkedIn, etc
With this basic outline in place you’re ready for the next step.
Step 3 – Content Development
There are 2 broad locations to consider when planning your content development strategy:
> your website
> your blog and social media platforms
Of course you know that your website needs to appeal to the right visitor, but equally important is the chain of events whereby they arrive at your site.
When you do attract a visitor, they should already have an expectation of what to find on your site.
Your business personality needs to be consistent throughout the whole user experience.
This means that blog posts, social media posts, site pages, videos and emails should all pass on the same emotional and intellectual experience from one stage to the next.
This is easier than it sounds.
By simply using the same graphics, colours, fonts and writing tone – you can appeal to a specific user, familiarise them with your business personality and create a comfortable user experience that they want to be part of.
For more information on developing your business personality – download our free Ebook