The Credible Brand

When attempting to sell a product or service, one of the main hurdles every business faces is overcoming customer objections. Whether it’s a debate over price, value, or the need for the item itself, these barriers can determine the success of a sale.

This article is based on an episode of The Credible Brand Podcast. Listen below.

The Importance of Proactive Marketing Content

Recently, I found myself in the middle of a dilemma that shed new light on the subject. My husband and I were deciding whether to sell our house through a real estate agent or just go it alone with a real estate lawyer. It sparked a thought: if this discussion is taking place, then it signals a failure within the real estate industry to articulate the value of having an agent.

The Real Estate Marketing Conundrum

For example, real estate agents often operate independently, focusing their efforts on expanding their networks; despite knowing that the size of their network doesn’t necessarily equate to actual sales. Similarly, various businesses tend to fixate on the tangible metrics of lead generation, sometimes disregarding the impact of their content marketing strategies that could ease the path to a sale.

[Related Reading: Lead Magnet Examples for Real Estate Agents]

Beyond Lead Nurturing

Lead nurturing, often understood as guiding a potential lead through an email sequence until they make a purchase, is crucial. But more important is creating content that addresses objections even before they become obvious to the prospect – essentially, nurturing the awareness of the prospect.

The Myth of Vanity Metrics

Terms like ‘vanity metrics’ can be misleading when they sideline these preventative strategies as inconsequential. Even local businesses, which might not require massive followings, should consider their engagement rates, tracking interactions such as likes, comments, shares, and saves against the number of followers. These statistics are insightful when evaluating how effectively the marketing team educates and reaches the target audience.

Planting the Seed Early On

By posting content that grabs the attention of those who aren’t currently contemplating your product or service, you plant an influential seed. For instance, if real estate agents share stories that illustrate the benefits of working with them, they impart value and confront potential objections head-on.

Telling Real Stories

Sharing concrete examples of how you helped a client overcome a challenge is more effective than generic testimonials. Sharing detailed stories of negotiation victories, for example, paints a clearer picture of the agent’s value.

Knowing Industry Regulations

Yes, regulations may exist that impose certain storytelling limitations, but complacency shouldn’t be driven by intimidation from these rules. Every industry has its regulations, and it’s crucial to innovate within those bounds.

Directly Addressing Objections

Identify common objections specific to your industry. Maybe it’s the cost of your service or your experience. Own your proposition and turn potential drawbacks into strengths by demonstrating your superiority. For example, explain that your higher prices are justified by better quality, expertise, or results.

The Bottom Line for Small Business Owners

If you’re a small business owner, think about the resistance your customer is likely to offer. Use your marketing content to proactively confront these apprehensions. Build your narrative around mitigating those objections, so by the time your prospect is ready to make a decision, you’ve already laid the groundwork for a sale without direct confrontation.

Remember, the key to successful content marketing is not merely answering objections as they arise but preempting those objections through thoughtful, engaging, and informative content. Your goal should be to make the selling process as smooth as possible by resolving any doubts beforehand.

By shifting from reactive to proactive in your content strategy, you not only highlight the value of your offerings but also set the stage for a trusting and lasting relationship with your customers, long before they ask for a quote.

When you’re ready for a marketing strategist to transform your organization, book a call with Lindsey.

Want a social media strategy that will stand the test of time? In a world of changing platforms and trends, there’s one timeless approach that guarantees success across all channels: showcasing people. This drives engagement, fosters connections, and boosts sales, and is the cornerstone of The Approachable Brand, our social media method that attracts customers and nurtures lasting client relationships.

Here are some compelling content ideas that service businesses can implement to create a strong social media presence.

Ideas for Authentic Social Media Content

Behind-the-Scenes Insights

People love stories, especially those that reveal the human effort behind a service. Share the daily grind, the collaborative meetings, the late nights, and even the occasional celebration. Photos and videos of your team in action not only humanize your brand but also build trust by showing expertise and dedication.

Client Testimonials and Case Studies

Nothing speaks louder than a satisfied customer. Use your platforms to feature testimonials, in-video interviews, or written case studies with clients who have benefited from your services. This not only serves as a reassurance to potential clients but also as a token of appreciation for those who support your business.

Tips and Educational Content

Position your brand as an industry thought leader by sharing valuable advice. Do this through quick tips, in-depth blog posts linked in your bio, or even short educational videos. Topics might cover industry trends, how-to guides, or answers to frequently asked questions. This showcases your knowledge and benefits your audience, making your social media platforms a go-to resource.

Interactive Q&A Sessions

Engagement is crucial on social media, and what better way to interact than through live Q&A sessions. Utilize Instagram Live, Facebook Live, or webinars to connect in real-time with your followers. Answer their questions, address common service misunderstandings, and get direct feedback.

Celebrate Client Milestones

Show that you care about your clients’ successes, not just your own. When a client reaches a milestone, with your help or independently, celebrate it on your social media. It demonstrates your ongoing support for their endeavors beyond the initial service.

User-Generated Content

Encourage your clients to share stories of their experiences with your service. Reposting this content not only provides authenticity but also fosters a sense of community among your clientele. It’s a visual word-of-mouth promotion and gives new clients a real-world glimpse into your service impact.

Service Demos and Tutorials

Seeing is believing—give your audience a preview. While you can’t package a service into a box, you can still showcase it through demonstrations or tutorials. Create content that illustrates what goes into delivering the service or share step-by-step visuals of your process.

Team Highlights

Everyone’s path is unique, so share the journeys of those who make your service possible. Highlighting team members not only shows appreciation but allows clients to see the breadth of expertise and care that goes into your services.

Conclusion

By focusing on these authentic content strategies, service-based small business owners can effectively use social media to deepen relationships with current clients and attract new ones. Always aim to provide value, insight, and a personal touch to your posts, and your authenticity will shine through, attracting an engaged following.

Remember, there’s a story behind every service. Use your social media platform to tell yours.

Book a consultation with Lindsey.