Today’s post is all about something that’s even more valuable to your business than overnight success!
In an age where people expect instant results, the value and importance of developing a long term relationship with your marketplace is often overlooked.
The thing is, business is all about people and people place enormous value in those who consistently demonstrate their expertise over a prolonged period of time. I was prompted to pull the post I had originally planned for today and write this one for you, after a comment that was left here yesterday by Sue Davis. Sue is a long time reader and as you will see, there is real value in developing this kind of long-term relationship with your marketplace.
Here’s the comment in full, republished with Sue’s permission. I have highlighted the areas I shall be focusing on:
I have just had proof of your expertise! I wanted to find something on social media sharing for a course I am writing and almost by default came to your site because I knew you would be doing it right.
Before I got to the bit I wanted I was reading one of your posts, followed a text link and found myself buying your Audio program. The copy was so well written I jumped into your sales conversion funnel and popped out with something I wasn’t even looking for.
I rarely buy programs of any sort. I did because over the past few years you have sent a lot of sense into my email box so I trust you. It’s one of the few blogs I like to read instead of skim. This has built trust and is proof positive that everything you have been saying is true. Of course you knew that already!
Turning up with value, regularly, over time
If you take a look at Sue’s comment, it demonstrates one of the cornerstones of successful content marketing: To show your prospective clients your expertise, by regularly reaching them with valuable content, over a prolonged period of time.
The trust that Sue mentioned is an essential element in any great relationship and in this instance, I earned Sue’s trust by becoming a regular, valued part of her working week. Equally, I regularly receive emails about my services, from people who tell me they feel like they already know me, because of the relationship I have formed with them via the ongoing content I share here.
The bottom line: Overnight success may grab the headlines, but the most valuable business relationships are those you form with your marketplace, by earning their trust, over time.
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