Since the beginning of the pandemic we are less trusting online.
Some Harvard researchers have found a positive correlations between ethical companies and trust, and between trust and employee engagement.
If you're not investing big in your online presence in 2023, you're missing out on valuable sales opportunities to show off your ethical and equitable side that is foundational in building the new form of trust where in today's digital age, customers expect companies to have an active and engaging online presence.
As a former salesperson, nothing is worse than when a prospect takes a dig at your company website, social channels or lack of activity. Don't think for one minute that it doesn't happen because it does and I challenge you to ask anyone on your sales team if they think your company could benefit from video marketing.
If prospects and clients can't find videos about you online, they'll take their attention elsewhere. Don't get it twisted, attention is the key, because taking their business elsewhere temporarily is less valuable than securing their ongoing attention indefinitely.
Recent University of Melbourne studies have shown that companies with an active relational principles playbook are more likely to build trust with their target audience and close more sales in the long run than their invisible peers. A relational principles playbook is just a fancy way of stating "engagement model", but the evidence is clear, investing in your online strategy and online channels build a must have footprint that is a win-win for both internal and external stakeholders.
The study also found that customers are more likely to do business with companies they consider to align their values with. By providing just a little more access to your clients through your website and social media channels, you're helping every departmental team land more opportunities.
So what are some things you can do to improve your online presence?
First, consider creating a video campaign. Video with humor, education, news or highlights can be the most powerful tool in connecting with your audience on a personal level. Customers want to do business with companies they feel they know and trust, and video is the perfect medium for building that relationship. Video campaigns can be used to introduce your teams individual talents, showcase new people initiatives, or simply tell your company's story.
Another great way to improve your online presence is to create informative video blog or vlog posts that show off your company's mindfulness of the ongoing changes in the world. Vlogs are a great way to attract new visitors to your website or social channels and give them a reason to come back again and again.
Remember this, all it takes is one genuine connection for a message to be effective.By investing in your online presence, you're only helping your sales, recruiting, operations and marketing teams close more deals while also building trust and credibility with your target audience.
Now is a good time to reflect how we engage our B2B and B2C targets online and reevaluate if your company principles are being relayed in a transparent and relatable way in the current complex socio-cultural and political terrains.
Dispatch Tree is a B2B Video Marketing company focused on providing a unique build to suit engagement solutions for sales, marketing and operations.
Book a sales demo to learn how we create account based engagement models for companies like yours.