A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing
What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.
It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:
• how consumer needs and expectations have changed and what this shift means for you
• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you
• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust
Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.
Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.
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Summary
TOP OF MIND:Use Content to Unleash Your Influence and Engage Those Who Matter To You
by John Hall. One of the best things to hear is “I was just thinking about you!” John’s purpose of the book is to teach us how to create these opportunities to be top of mind status to those that matter to us.
Part 1 is about the change in the consumer landscape and why it is so important to be ‘top of mind’ to our customers.
Part 2 is about how to build a brand that supports this. It has to be genuine and authentic or it doesn’t work and can be a hindrance.
Part 3 is about to create digital content that connects your brand and the world. Digital content helps you scale to reach an even larger audience.
Credibility is the key. You need to connect the people behind your brand to the people you are trying to reach.
We must know what the customers’ need is, what is important to them, etc.
Interesting flow of the potential customer to a brand promoter:
Attract – getting potential customers
Convert – convert potential customers by getting their information
Close – turn them in to customers
Delight – turn customers into promotors of your brand or product - I think this is the action we most often miss. Ask for help in promoting your brand.
Scary statistics showed that it takes between 7-13 ‘touches’ to convert and close.
Two important factors for a successful brand are likability and familiarity. They recommend “How to be Exceptionally Likable: 11 Things the Most Charming People Always Do” by Jeff Haden. John shares 11 tips from Jeff Haden from his book.
One key is to share information that is helpful to them. When you give them information you empower them.
Something we all know but is still hard for many of us is to remember someone’s name when you meet them. Their name is very important to them. Also try to remember something unique about them. Touch base with these people.
“People don’t buy what you do; people buy why you do it”
Critical to start with why.
John provides an excellent resource library at the end of the book.