Different personality types can affect the way a business owner views the purpose an operation of their business. Other than morals, ethics, and the IRS, there really is no right or wrong way to run your business. It’s all about personal preference and the level of success in mind to achieve.
Business Owner “the mechanic”
Let’s call this first business owner “the mechanic.” They know the product of their business inside and out –they’re the expert in their field and no one questions their knowledge. However, the business end of the business is off their grid. As long as they can do something with their hands, can pay their bills, have a good meal here and there, and their bookkeeper keeps the IRS happy, they’re happy. Their clients come in mainly from word-of-mouth referrals and they see no reason to change their ways, grow their business, increase their services, or expand their impact on the market. That old dog wants nothing to do with new tricks.
Business Owner: “the visionary”
Then, we have the new dog, the visionary. They’ve had ten ideas and started ten businesses just last week. They thrive in the chaos of a start-up, but as soon as things calm down and become more systemized and process driven, they’re on to the next big thing. They’re great at giving orders – terrible at follow through. They have a ton of passion and knowledge about the business end of business, but never stick with anything long enough to become a master of it, or an expert in their field – and the LOVE it! Their clients stream in from flash sales, pay-per-click ads, and cold-market media.
These business owners don’t really have much in common except one thing – they both need clients and customers to survive.
Market research shows that regardless of HOW a potential client hears about you, *61% of them will research you, your business, and the products and services you offer ONLINE before ever making a purchase.
Of those 61%, how many actually filter through your doors? Whether you’re the mechanic, the visionary, or somewhere in between, you not only need an online presence, but you need to engage, connect, offer items of value, and prove your worth before a potential client ever meets you face-to-face.
How? Content – video, white papers, special reports, product reviews, free online assessments, webinars, giveaways, and… if all that is too much to take on right now, there is one simple thing you can do. Yep, you probably guessed it – you need to have at bare minimum, a regularly produced blog (small online article) that highlights your area of expertise and why you outshine everyone else in your field.
Business Owners Need to Blog
Why is having a regularly updated blog so important? No one likes to be sold to anymore. Everything has now shifted to online relationship marketing and customer service (warm market media), not ad campaigns and direct mail. It takes a lot longer these days to cultivate and engage a new client. Do you really want them to see the same stagnant, outdated information they saw last time they visited your site? That’s not a way stay memorable or keep them coming back.
We’ll have a follow-up post that will give some highlights from a recent speaker we had at PBN, who gave us a step-by-step guide on how business owners – the old dog, the new dog, and everyone else in between – can stay relevant and connected to clients in today’s marketplace.
Written By: Jennifer Jodziewicz – JJ Hummingbird Co. – where words take flight