Have you ever wanted to go behind the scenes of a successful business?
No doubt many entrepreneurial newcomers would clamor at the opportunity.
It is tough to learn how some other companies work because many times they choose to keep their secrets safe. And that mentality offers you’re the chance to open up for your audience and take them Behind the Scenes.
Here are 7 ways you can pull back the curtain on how you conduct business and build trust with your readers by being transparent with your methods.
In the world of marketing, an article is a piece of writing published in a newspaper, magazine, or online.
Publishing articles serve many purposes – from earning credibility to ascension in SEO rankings. But one of the reasons for you to write an article (that marketers don’t talk about much) is that you can bring your customers an exclusive look at your company with your writing.
If you are one of those who doesn’t like being on camera or hates the sound of their voice, you can write a piece describing the methods behind your company’s operations.
How-to pieces and time-saving tips are popular among those looking to learn more about the brands they support. Write a two-page piece on how your company solves a problem your audience might have an
Remember, you are the professional. They can learn the basics, but eventually, they will need you for more advanced problems.
Videos and podcasting have the become “the thing” in the 21st century.
According to FortuneLords.com, over one billion people use YouTube for research and entertainment. With over 300 million visitors and five hours of video uploaded on a daily basis, People watch over five billion videos on YouTube every day! But podcasting is not that far behind when it comes to consumption appeal.
There’s been a rise in podcast consumption over the past few years. In fact, Jay Baer reports on Convince and Convert that there was an 11% spike in podcast consumption from 2016 to 2017. Over 112 Americans (alone) are listening to podcasts now. With 62 million listening to podcasts on a monthly basis, while 42 million listens weekly. Include me in that last stat.
But why is that? Because audiovisual content is easy to digest.
You can learn a lot in a five-minute video. You can listen to podcasts and know what’s happening around you in less than an hour (the average running time of local news). And you can do both on your own time.
YouTube and iTunes (among other podcasting platforms) offer you a unique opportunity to connect with your audience. Take your customers behind the scenes by answering questions, discussing recent research within your industry, or offering your opinions on current community events.
If you have a vibrant personality, then you should give audiovisual content a try!
If you are more on the conservative side, it doesn’t mean you can’t share exclusive, interesting content with your audience.
Photos, templates, and GIFs are great ways to express yourself without hogging a camera. And they are just as consumable as any other visual format.
- 37% of marketers said visual marketing was the most important form of content for their business; and
- 74% of social media marketers use visual assets in their social media marketing.
Meanwhile, an article by brainrules.com says that when you pair a relevant image with that same information, people retained 65% of the information three days later.
Platforms like Instagram and Tumblr are perfect for you to tell your behind-the-scenes stories using images. And using your website isn’t that bad of an idea either.
Whether you want to inspire your audience with one of your favorite quotes or want to have fun with one of today’s current events, a simple image can take you a long way into telling your audience an exclusive story on how you work behind the curtain.
There is no better way to connect with an audience than face-to-face. And webinars, seminars, and workshops offer you the opportunity to do just that.
If you are into public speaking and want to spice up your presentations, taking your audience behind the scenes with examples and engaging emotion can increase the retention of your audience up to 75!
Use your introduction to connect with your audience by answering the most logical questions they could have about you and your business. Right away. This move should help in developing immediate trust with the audience, and getting them to pay closer attention to what you have to offer.
You can also present a case study as part of your presentation. Show the audience exactly how you solve the problems of a customer, to let them know you know what you are doing. And a video with testimonials can send a strong message that you care about your community, so you can throw that in there too.
If you can’t get a gig to speak at a live event, speak to your public via the Internet. Facebook Live, Google Hangouts, and Periscope offer you the opportunity to talk to your market about what you want, and on your terms.
If you love talking, do not waste the opportunity you get to take your customers behind the scenes of your business when you are speaking publicly.
Infographics are articles presented in an image format. And if someone told you they are useless now – they don’t know what they are talking about.
Venngage’s Content Marketing Stats for 2017 report indicates that “when asked which types of visuals had the highest engagement, 42% of marketers reported that infographics and other original graphics were the most engaging. This was higher than any other form of visual content.”
Most of us are visual learners. 65% of our global population is if you choose to believe Pearson-Prentice Hall. Therefore, offering your information in the
Taking an article and turning it into an infographic is the most common way to use this tactic. But you can also create checklists in the form of an infographic. As well as stats and trends compilations, beginner’s guides, experiment results, and “ask the experts” sessions.
If articles are not connecting with your audience, take your customers behind the scenes using infographics instead. Depending on who your audience is, it might be the best tactic you could use.
A press release is an official statement made by your company on a particular issue and published by several public mediums.
If you have read David Meerman Scott’s books on marketing and public relations, then you are familiar with his philosophy (which I happen to share too):
You can buy attention (advertising). Beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.
David Meerman Scott
Back in the day, if you wanted attention, you had to communicate through mainstream media. And to get the attention of mainstream media, you have to offer them interesting stories that would make their mediums interesting as well.
In today’s marketing and PR environment, you don’t need to get the attention of the mainstream media at all. Because they are now looking for you.
You do, however, need still to present stories that are interesting. Even if you are publishing yourself.
Don’t just offer news on a product or service by simply talking about features and benefits. Hook the audience by explaining to them where the offer comes from, why it has its structure, and why it is the people’s choice.
Whether you want to offer them for free, or at a price, eBooks are a cost-effective way to connect and communicate effectively with your target market. Just think about this – over 220 million ebooks were sold in 2015 alone. So you can imagine the demand that there is for this content format.
Perhaps the main reason for the popularity of ebooks is their portability. You can pretty much read an ebook anywhere. As long as you have an electronic device that reads PDF or Kindle formats, of course. But there are other features that make ebooks more appealing to target markets than their print counterparts.
Ebooks cover more niche topics than print books. This means you will get more information about a specific topic from the niche-oriented eBook than a print that looks to attract a broader audience. And it is for that reason that your average eBook costs somewhere between $19 and $49. While your average print costs between $15 and $20.
But just because they go deeper on the topics they cover, it doesn’t mean eBooks are longer reads than prints.
Your average print book is about 200 pages long with an 80,000-word length. Meanwhile, your average eBook is about 15,000 words long, averaging about 50 pages.
So, eBooks are shorter and cost more to produce and distribute than print editions. Yet, people are willing to spend more money on them.
Why? Because eBooks are a practical investment than print books.
When you write a piece that you will publish in print, you have to attract as many people as possible to buy the books and cover the publishing and distribution expenses. Thus, you need to cover a wider variety of topics. And, while at it, you need to entertain more than educate to make it worthwhile for those not truly interested in your topic.
With eBooks, since you are spending little-to-no money on publishing and distribution, you can focus on offering practical, how-to information to those looking to solve the problems you have expertise in. And charge more in the process.
Offer Your Customers an Exclusive Look!
Here are some quick tips for you to take your customers behind the scenes of your business.
- Write articles highlighting products, or services, or tools that help you create a better offer. If people are not reading the articles, turn them into infographics and share them on Pinterest or any other social media platform.
- Share on your website official statements from your company on how you help a client in solving a particular problem. Tell the story behind the problem, and the steps the company took to solve it.
- Show personality by commenting on current industry or company events using GIFs, stock photos, or pictures of current events and projects.
- Discuss on-camera your new company or industry initiatives on Facebook Live, YouTube, or a podcast. And open the door for audience participation.
- Take the public speaking stage to educate the audience on who you are, as well as what you do and why it is important.
- Create eBooks that focus on helping people solve every day basic problems.
Now, let’s hear from you – what ways do you know work to take customers behind the scenes of your business. Leave a reply with your suggestions, comments, and questions. And let the conversation begin!