The reality: In today’s world where most buyer’s journey’s start with a search on a search engine, or a question posed on a social media website, your brand is no longer what you say it is.
Your brand now is the collective wisdom, or collective opinion, of what people find out about you. The good, the bad, and the ugly.
That’s the bad news. But there is some very good news: Your company can dramatically influence the way that the world views your business by changing your positioning, so that your company is seen as industry experts, subject matter advisors, educators, and thought leaders.
Think about every question that you’ve ever been asked in person, on the phone, over email, or via social media. How many of those questions and answers are addressed on your website?
Wouldn’t it make sense, that if your company wants to be seen as thought leaders, that its advice and insight appear when prospects and clients ask questions on Google, Bing or Yahoo! Or on Facebook, Twitter, or LinkedIn? Or via Siri, Alexa, or Cortana?
The challenge for most companies is that they’re living in the past -- and very slow to change. Unfortunately, in most cases their marketplaces are zooming by at 70 miles per hour, while their team is stuck in the slow lane, limping by at 20 miles per hour.
But it doesn’t have to be that way if your company is serious about changing how it’s perceived by prospects and clients, and competing aggressively -- not as vendors, but as thought leaders.
If you’re tired of getting dragged into price wars that destroy your profit margins and employee morale, or you’re ready to get realistic about what it take to compete, here’s what we recommend:
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