I sat on the sidelines of my son’s football practice a few nights ago talking with another dad. He asked what my company did and I told him about Yip Yip.
Here is how the conversation went:
I said: “We accelerate and qualify the sales pipeline by personalizing content and social posts for every sales rep in your organization. We do it with 1-click of the button so it’s efficient which means very cost-effective for you.”
He said, “Is that something like Hubspot?”
I said, “Sort of. But, where Hubspot is focused on the company blog, our software does it for all your key team members like sales reps and account managers who need to build ongoing relationships.”
He thought for a little and said: “So, how in the world does anyone get through all the noise? I don’t know about you but my inbox is full, my newsfeed is full and I am just bombarded with posts about everyone’s company and their value proposition. How do you get anything to be seen anymore?”
I told him my story about my first job out of grad school: “I was a sales rep and my SVP of sales drilled it in my head that my primary job was to be liked, about 60-80% of the time. It was the company’s job to provide me with information that I could share with my prospects that would make me and the company trusted and credible. Finally, my job was to make sure that I was consistent with every prospect and client in my territory so both I and the company would be remembered.”
To illustrate how this translated to today. I asked my dad-friend on the football field sidelines a simple question: “Based on what I know about you…if I created information about parenting, leadership and preparing children for their future, would you see it and read it in your news feed?”
He said: “Yes, of course.” I said, “Why?”
He said: “Because that is what I am interested in and like to read.”
I said: “Great! If that type of information was published by an insurance agent, a local business banker, a restaurant, or any other company, would you still read it?”
After thinking a minute, he said: “Yes, I would!”
I said: “There you go. That is how you cut through the noise. Speak to the human being and not their title and you will capture their attention! Talk to them in content and social media just like you do when you meet them for a drink or at a networking event and they will Like, Trust and Remember you – even through all the noise.”
He looked at me and said: “If you look at my contacts on my phone, you would notice that for all my clients and prospects, I have extensive notes about their hobbies, kids, favorite sports teams, etc. I do this so that I can always be a friend first before I try to sell them anything.”
I said, “Exactly!”
Liked, Trusted & Remembered.
How does this apply to you?
I recently saw in Forbes: 62% of B2B content marketers are “much more” or somewhat more” successful with their content marketing than they were last year, while 63% of B2C say the same. While the fact that the numbers are rising is a good thing, this means that there will be even more content to compete against.
At Yip Yip, we want to help you stand out from the crowd with your content to create personal, lasting relationships. We want to help you create powerful and personal marketing and sales messages that will resonate with your customers. We know how important it is to show up in social media as a thought leader and stay top of mind with quality content.
That’s why we created a strategy to help you. It’s called LTR. This stands for Liked, Trusted, and Remembered.
What is “Liked” Content?
The first question I ask is does your content add value? Are you creating relationships with potential buyers in a way that makes you stand out as the obvious choice when it comes to making a buying decision?
How you can create “liked” content:
- Connecting – do you know who your audience is, and are you talking to them directly?
- Emotional – does your content make an emotional impact on your audience?
- Entertainment – is your content truly enjoyable and relatable, non-marketing messaging?
- Motivational – does your content entice your audience to act or change in a clear way?
- Engaging – does your content keep the reader’s attention?
Examples of liked content:
- Complimenting by sharing something that someone wrote or did in a celebratory way.
- An entertaining piece of content, that might not have anything to do with your industry, and everything to do with what your ideal buyer likes in their “off time”.
- A personal, relational post that’s just “you”. Yes, people LIKE YOU.
What is “Trusted” content?
Getting people to trust your content really breaks down to credibility. What are other people saying about you? What events have you attended, or been a keynote speaker at? What steps are you taking as a business to keep your consumers informed about the product you are selling? Sharing cute memes and 3rd party content will always be a part of your content marketing, but you also need facts and numbers to support your case. Bring thought leadership into your communication strategy as a way to help people know your expertise in a given area.
How can you create “trusted” content:
- Case Studies – how did your product help consumers?
- White Papers – explain different parts of your product and how they can help the consumer solve an issue.
- Webinars – host events online to discuss your product and how it can help a consumer right now.
- Facebook Live/You Tube- create videos that answer consumer questions/complaints, and show events that you are attending
- Events – encourage live video, live tweeting, promote a hashtag so that consumers who can’t attend feel like they are a part of the event
- Interviews – get your influencers involved with interviews for the company.
- Service – get involved in your community, and partner up with local activities/events.
Examples of trusted content:
- A relevant white paper explaining a subject area of expertise that truly educates.
- A case study describing how you helped another company achieve their goals.
- Promotion by association. Post, tag and praise other business successes. If you’re talking about successful people, then it is assumed that you are one too.
What is “Remembered” content?
Are you teaching your consumers to remember you? To call YOU when they need the service you’re providing? Think of remembered content like a mini mission statement. What is the goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.
How can you create “remembered” content:
- Slogan – a catchy 1 liner that speaks to your brand.
- Hashtag – a specific hashtag that refers to your brand consistently and is used consistently.
- Logo – does your logo grab the consumer’s attention?
- Memorable – is your slogan recognizable in under 3 seconds?
- Key Benefit – what does your product offer, or what pain point does it solve?
- Stands Out – how does your product stand out from the competitors?
Examples of remembered content
- Your most memorable quality. (What is the aftertaste and brand impression people are left with?)
- Consistent positive content such as user-generated content, breaking news about your company and successes.
- Services that you want people to know you for, business and non-business. It may not have anything to do with your industry but appeal to a potential buyer’s emotions. If your target audience loves to volunteer, introduce content that focuses on local volunteerism.
Speak to the human being, not at them. Build ongoing relationships, and cut through the noise. With Yip Yip, we want to increase ROI on your social selling efforts, create more referrals, opportunities and build brand awareness to increase revenues quickly with your content.