All too often, in a short-term bid to grow sales, score votes or generate donations, we neglect the very things that underpin the achievement of the commercial goals we so desperately seek.
👉 Increased brand recognition and top-of-mind awareness
👉 Enhanced personal or organisational reputation
👉 Growing influence and authority in the marketplace
👉 Heightened advocacy and loyalty among core buyers and influencers
👉 Reinforcement of a credible thought, knowledge or industry leadership positioning in the marketplace or community where you operate.
A solid combination of these factors often will act as a solid forerunner to commercial outcomes.
Of course, these will differ from entity to entity.
A business wants more leads and sales, a politician is after votes and positive media coverage, an NGO seeks donations and increased advocacy in the community, an industry association needs to attract and retain fee-paying members, while an employed business professional wants access to better career opportunities in the marketplace.
Credibility before conversion
Put simply, we’re talking about credibility before conversion.
Brand versus demand.
Paving the way for greater growth in leads and sales (or whatever commercial transaction you’re aiming for).
In other words, it’s important to build credibility in the marketplace: recognition for what it is you do and stand for, and a reputation that carries weight today and into the future.
This requires effort all year round, not just in campaign bursts. THINK: a strategic content-led communications program, one driven by humanity and respect for your audience.
However, the pay-off will be worth it, as your marketing and lead generation activities will work harder as a result.
Let’s face it: if your business is well known and liked, if it’s trusted, front of mind with people, and talked about in a positive way in the marketplace, it’s going to be easier to get people to transact with you (not to mention attracting and retaining talent etc).
Which ‘forerunners to commercial success’ exist in your business or organisation, and are you focusing on them?