Well, I sometimes watch Jimmy Kimmel, plus it’s kinda hard to skip the latest E-Network News when you’re waiting for an episode of Chelsea Lately, and I see that sweet, innocent face at the grocery checkout every time I go.
What’s a boy to do?
I also know all about that redneck duck clan, that the Twinnies were eliminated from The Amazing Race All Stars, and that Erin Andrews is actually getting along with everyone on Dancing with the Stars.
God help me.
So enough of this silly verbal pabulum, Craig … I want to know what this has to do with me?
If you’re a small business trying to stake your claim in the online space, all I’m asking is that you stay with me for a few more minutes, K?
The “stars” above will have a few moments of glory then … poof!
You do remember Chumbawamba, right?
Pop fame is usually a flash in the pan.
The social web? If I mentioned Chris Brogan or Brian Clark to my wife she might think I had some imaginary friends. (We call that a bubble).
a.) Fleeting “15-minute” pop fame and … b.) the insular social media world.
Two planets one in the same.
So, here, my dear friends is where we get back to you …
… finding great customers online. Don’t try to be the next big thing. No, in fact it’s better to start small, stop focusing on popularity, and put every ounce of your energy into delivering to a select audience.
The media stars AND businesses that survive and thrive do this. No ego-stroking needed, just practicing your craft and delivering the goods.
Today, do this:
Visualize a business or individual needing specific instruction, help, inspiration; you telling them how to take that next step.
This is how you build something of value.
Teach, motivate, entertain, but forget about your ambition for a split second. Don’t worry about generating massive traffic.
Building a quality list of people you can actually help is better in every way.
It’s like, “no duh,” right? But how many get hung up on meaningless metrics and Likes that don’t matter?
So, what is a better 4-step model that will start bringing in customers, not just visitors?
To … Help you find great customers online?
1. Stop Trying to Please the Masses (Focus on Your Dream Client).
I like what S. Anthony Iannarino wrote about this in my eBook:
“You share your best ideas with a community of people who care deeply about those ideas. You give away your insights, you share your knowledge, and you share the perspective you’ve gained through your experiences.
You give all of this away and, by doing so, you give your dream client the opportunity to understand how you create value and to experience your work. By doing so, you develop the kind of relationship on which an opportunity to work with your dream client can be built.”
Effective content marketing in a nutshell, nuff said.
2. Don’t be a Lazy Marketer.
Think beyond basic online marketing and numbers that don’t mean much.
Stop thinking about popularity and start thinking about customers.
“Today’s social web users are freely sharing their Likes, preferences, buying signals and, more importantly, who impacts them to make the decisions that matter – so why are we not using this data more?”
This is from someone who knows how to effectively build a brand and market online, Danny Brown. In my eBook, he clearly outlines steps you can take today to effectively utilize data and, wait for it … GROW your online business!
3. Realize Fans are Not Good for Business.
Here are two of my favorite quotes contained in that little red book …
“It’s easy to fall into the trap of building fans if your whole marketing strategy is writing a blog. You end up with a community that makes you feel good, but never buys anything.”
” … write about stuff that your clients want to know, NOT your buddies in the blogosphere (or industry you’re in).”
Stop writing for fans (and people in your industry). Start writing for your ideal client.
4. Slow Down.
Work to build a long-lasting connection with your audience (read: potential customers).
So obvious, but many skip it for that first, hard kiss. Modern online marketing is about relationship-building. If you want your audience to like, know and trust you, you must court them over time and help them every step of the way.
They say patience is a virtue, right?
And you know this: True love doesn’t happen overnight. So, refocus and treat your online marketing approach as a long, drawn out love affair. This, dear friend will get you to third base and beyond. And best of all? It will be for all the right reasons.
“How do I become internet famous?”
Well, if you work like an over-caffeinated monkey and are blessed with a crap-ton of luck, it might just work for you.
But really, would you say the plan I outlined above is the better route to really make it in the online jungle? (I bet you would).
It rewards those who want what you have to offer and comes more naturally.
What could this approach do for your business?
Help it grow and grow and grow, by finding people that might love you for all the right reasons. Not fanboys, or passive readers, but people who buy from you, because they are so right for you and your business … Finding great customers online … time to get started.
If you want a detailed plan on how to build a brand that rises above the noise, connects with the right audience, and drives the action needed to help you advance your business, sign up for my email list where I’ll show you the 6 steps to bring your brand to life.
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- Episode 46: Andrew Davis Helps Me Change My Podcast (and Provides Some Great Breakout Branding Advice). - April 6, 2016