This Story’s Next Character
This blog is a story about small businesses and organizations learning how to use the internet for more effective marketing. As in any story, it is important to introduce the main “characters”. In prior posts, we met the Tri-Town Teachers Credit Union and the Wilton Chamber Leads Group. I have one more “character” to introduce. There are a couple of others in the wings, but it’s too early to bring them on.
Back Office Solutions is the business of Robin Roscillo. Robin is also the leader of our Chamber Leads Group, and in that role she has demonstrated an ability to keep the group focused on its purpose, and to organize meetings around the planned objective. I mention these qualities because they cast a favorable light on Robin’s ability to provide the services Back Office Solutions views as its mission.
From Robin’s website…
“Back Office Solutions works with small business owners to increase the overall productivity of their companies. Through evaluating and analyzing the overall enterprise, Robin streamlines operations, devises new systems and creates a cohesive team that works together to achieve the company’s goals.”
The reason Robin and her business, Back Office Solutions, plays a role in this story is that I approached Robin a while ago with the offer to help her reorganize her website around the idea of a combined web site that included a blog, as well as the usual information found in a site. I particularly thought Robin would benefit by focusing on the concept of Content Marketing.
Why Content Marketing
I believe strongly that businesses that rely heavily on their experience and knowledge in the pursuit of clients and revenue, are natural candidates for a Content Marketing strategy. As a service business, Back Office Solutions is a perfect example of a company that relies on its extensive knowledge and experience. So Robin and her business fit nicely into the experience that I am trying to carry out; namely helping small business take advantage of the internet, particularly Content Marketing, to market their goods, in this case services. I’m happy to say that Robin accepted the offer (I’m sure the reader already has guessed that).
What’s the Plan
I think the place to begin is with the identification and description of the audience that the Content Marketing strategy will be aimed at. Included in this process is the description of the problems for which potential clients are looking to find answers. The concept of Content Marketing is built on the idea that the marketer provides information that in one way or another is helpful to the intended audience, and, importantly, the audience realizes the information is helpful. Publishing information about solutions to problems that the audience doesn’t view as being important won’t do much.
Where Are We
Robin and I have met a few times on a regular schedule and I see that if I am to be successful in my role both with Robin and others, I need to sharpen my ability to lead a client in the process of identifying the problems of the target audience. It is too easy to describe the services that a company provides. That’s not a bad thing. Being able to describe your business accurately and succinctly is vital, but if you’re going to offer information that deals directly with perspective clients problems, you’d better have those problems identified and described in a language that resonates with that audience.
When I think about it, this isn’t too surprising. We’re constantly focused on how we should describe our business; for example the famous “elevator speech”. It’s a focus of our Leads Group; we go around the table frequently to start a meeting with short descriptions of our business. Another example, everyone would agree that it’s important that your LinkedIn profile accurately, and succinctly, describes your qualities and business, but what about the prospects’ perpective. At any networking meeting, we ask each other, “So, what does Acme Widget do?” We never say, “Well, what are your clients most significant problems?”
I’m confident that Robin and I will end up with a good description of the problems her audience has. It’s that I want to get this done and move on to discussing how we are going to address these problems.
My takeaway from this experience is that I need to convey this notion quicker and better than I did with Robin…
It’s Not About You, It’s About Them!
I am interested in any thoughts that somebody has about this. Comments are welcome.