During challenging times, it's even more important that your business stands out from the crowd. Customers have a wider choice than ever before in terms of providers, materials, substrates and costs but need to know that they are spending their money on the right product or service for them.
In this blog we will give you some tips on highlighting how and why customers should choose you as their favoured supplier – now and in the future. Your strengths lie in your own unique expertise and experience, rather than how you compare with others. Discover how to tell your story.
1 - Your previous work
Every business has a wide range of stories to tell, and yours is no different. Potential customers love to see the work you have produced for other clients, especially if you've solved a problem or come up with something really creative. Take some time to research your company history and the exciting projects you've completed. Bring those stories to life in your marketing and on your website. You can call these 'case studies', 'success stories' or 'examples of our work' – but make sure they are easy to find.
A good case study should include the initial goals for each customer, how you approached the job and the results. Including images of the output is essential to making them engaging, along with quotes or testimonials from the customer.
There are lots of articles about creating the perfect case study. Spend some time researching what to include and how to structure yours.
2 - Your history
People trust companies with history and tradition behind them. Even better would be to show them that you share the same business ethics, the same goals and the same working methods as they have.
But don’t just talk about yourself and your achievements. Spend some time researching your audience or the industry into which you want to expand, then mould your experience into a story that your potential customers can relate to. Remember, each industry and each sector have their own language – taking for granted that readers will understand your proposal could make it fall flat.
Here are some great tips on telling your company story.
3 - Your team
People love people. No matter how big or small your business may be, it is important to make your team – the main contacts for new customers – visible on your website. Customers will be more comfortable knowing who they are dealing with.
Create profiles of every member of your team. You could include how long they have been with the company and their expertise, but make sure you add some personality too – don't just repeat their résumé. The reader will get value from reading about the people in your business and how they reflect your company and its values.
4 - Your technology and products
Be proud of the technology you use. Tell your customers what machines or devices you use. Explain the advantages of the devices and why you chose them over others: this will help customers feel confident that you are an expert in your field, and will prove to them that you care about quality and attention to detail. If you use well-established brands with a good reputation, mention them in your communication.
Remember, technological aspects should be explained plainly, or you could confuse your audience and put them off. Here are some really useful insights into how to explain complex ideas more effectively.
Employing these tactics in your marketing activity will allow customers to make a more informed decision about you and your business. And it will hopefully give them the confidence that yours is the right company to fulfil their needs.