Earlier this week I sat down with an accountant who told me that in their field one of the key unique selling points was your ability to manage relationships more effectively than your competitor. The challenge was, in their opinion, conveying that effectively in your marketing. They felt this was unachievable.
I imagine in the world of professional services that ability to manage relationships effectively is vital. Conveying that in your marketing however is pretty straight forward.
What is a strong relationship?
When I think of a strong relationship there are certain keywords that come to mind; trusted advisor, strategic understanding, sound advice, emotional intelligence, honesty, integrity.
Rather than preventing risks digital marketing and particularly the use of LinkedIn should allow you to highlight these capabilities and set you apart. This means that social media marketing is no longer the responsibility of a distinctive department but incumbent on everyone to understand how to capture this information.
To position yourself as a trusted advisor your ability to collect social proof is vital. Feedback on your LinkedIn profile in the form of recommendations where clients use such terms to describe you is critical.
Providing regular commentary and content in the form of blogs or vlogs can help to demonstrate your strategic knowledge to a wider audience. Remember, if you want to be seen as an authority you have to be an author.
Alongside the company’s marketing department work hard to ensure that good testimonials or your customers successes are captured highlighting the challenge they faced and the way in which your advice supported them.
There’s plenty of opportunity to enter conversation on LinkedIn. Always resist the temptation to be over zealous in your own opinions but when opportunities come to help share and develop updates from your community it will help to show that your endeavours aren’t just about you.
Honesty and Integrity
These are vital aspects for me. How do I convey honesty and integrity? I personally use video to provide opinion and thoughts. By being visible I think you are showing you have nothing to hide. Using words like ‘Honesty’ and ‘Integrity’ in your marketing help too when it comes to underlining these values.
Make sure everyone in your organisation understands their responsibility on social media and how they can positively use it to benefit the company. If you want to know how a LinkedIn Training plan can help just get in touch.