First let me give you a hint. It?s not the number of friends, followers or fans they have, the number of circles they are in or even how fancy the website is. The most successful online businesses are those that are run by business people and entrepreneurs that are clear on their reasons for starting the business in the first place and have a clear vision of where the business will be five years down the line.
Pushing all that aside there are 3 essential skills that the most successful online businesses practice and they are:
Relationship Building
Back when Internet marketing started, it was such a novelty that it didn?t take much to get a customer?s attention. There were so few business online, that just having a presence was enough to be found.
There was no need to cultivate relationships, after all, you never spoke to or met these internet customers, so what was the point. Hit them fast and hard with some compelling sales copy and before they had time to realize what was going on, they had already doled out the $99 and that was it, job done!
Today?s customers are much more discerning and savvy. The average customer will conduct thorough research before they commit to purchasing anything and as a result will interact with your business multiple times before they take the relationship to the next level.
Marketing, both offline and online are very much back to basics ? it?s all about building online communities and fostering great relationships, earning the trust and respect of your peers and potential customers alike by sharing valuable information.
Content Marketing
Content marketing is a process of sharing valuable information with your community that helps them to solve many of their own problems. It?s not intended to replace the services or products that you offer, but to illuminate your capabilities.
The most common concern is giving away so much that your prospects don?t need to take the relationship to the next level and invest in you. That is indeed possible, but it?s a challenge you have to overcome in order to expand your circle of influence in your niche.
The true intent of content marketing is to qualify your prospects, ease the sales campaign and in effect make them better buyers of your products and services. Content marketing is not selling ? it is using creative marketing strategies to position yourself as a key person of influence with those you can best serve. This is why the best form of content marketing is honest and authentic.
If you provide compelling content that educates, entertains and informs, it will you humanize your business, and enhance you trust.
Direct Marketing
The next tactic that the most successful online businesses practice is direct marketing. Direct marketing is copywriting that serves to elicit an action, such as picking up the phone to call your office, purchasing your product online, or visiting a landing page on your website.
At this stage of the relationship this is where the real benefit of the relationship and the content marketing really take hold. The customer should now see you as a trusted advisor in your field, they should be comfortable reviewing your content and as such see value in your recommendations or offers.
Throughout this process the most successful online businesses consistently move their community to act in some way, because every time they get their community to take action, it conditions them to doing it again.
The most successful online businesses have mastered these essential skills to create long term profitable business relationships, not the one hit wonders of the past. The question is do you practice these important tactics? And If not, why not?
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