What is the best way to use your brand online in order to attract clients and customers?
These answers are provided by Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year and have created tens of thousands of jobs.
1. Show Your Face
“Clients need to see a brand as more than a logo. It is a great strategy to use social media to give insights into the lives of the people behind the logo. This creates a human link between the company and the customers. This helps create a more likable persona of the company, which is seen as an extension of the people that customers get to see. This makes you more approachable and relatable.”
Abeer Raza, TekRevol
2. Amplify the Voices of Others
“Your brand can’t effectively be an expert at everything and well-informed about every single topic. However, you can still take part in online discussions around trends and industries outside of your wheelhouse. Simply engage in conversation with people who are knowledgeable on these things and you can increase your brand’s online presence while also helping other people.”
Bryce Welker, Crush The CPA Exam
3. Ditch the Hard Sell
“The biggest mistake people make with their online presence is trying to pitch their products and services to the audience. It’s the easiest way to lose attention. Show yourself to be an expert in your field and educate them without the hard sell. Your prospects will come to you naturally because eventually they will trust you and look to you as the authority. It’s a much more natural process.”
Frank B. Mengert, ebenefit Marketplace (ebm)
4. Start Conversations and Build Relationships
“Create a conversational brand. Use online platforms to engage with customers through your brand vision and voice. Interact with them and use current customers stories and feedback as ammunition for building trust and support around your brand. The more you can use your brand to foster a community and relationship with potential customers, the stronger your business and brand will be.”
Jared Weitz, United Capital Source Inc.
5. Educate Your Clients
“Content marketing is a super scalable way of generating more leads and increasing brand awareness. I’m not talking about posting a few funny Instagram photos, witty tweets or product videos. Share educational content around your greater industry. If you’re a tailor for men, create content around your product and craft, but also talk about men’s style in general. It’s the new radio ad.”
Karl Kangur, MRR Media
6. Tell a Relatable Brand Story
“People buy from people. If a potential customer is deciding between you and a competitor, you can make yourself stand out by being personal and sharing your story with them. Regularly post your story on social media. Have a page on your site that tells your story. Talk about it on podcasts. Network and share your story. The more your brand story is out there, the more attraction you will create. “
Connor Gillivan, FreeeUp
7. Find Your Niche
“Knowing your niche can help find your lifelong customers. Find out where they hang out — online message boards such as Reddit or popular social media pages. Become part of the community to gain recognition and to also make sure you’re always up to date with what your customer base’s needs are. The information gained through the niche community will be invaluable.”
Andrew Saladino, Kitchen Cabinet Kings
8. Provide Tremendous Value
“You need to understand your customers better than any of your competitors. This means you know what their psychological needs are, their fears, how they think and their consumer journey in your industry. Only then can you provide tremendous value to them at each stage of their journey. This value will come in the form of content and experiences that meet those psychological needs.”
Kevin Getch, Webfor
9. Personalize Every Customer Experience
“Attracting new customers and clients requires an attention to detail that most companies fail at achieving. I’m talking about personalization. Make sure you’re making every experience with your potential customers personal with targeted content and products based on their behavior on your website. When a business nails personalization, both consumers and clients remember their experience.”
David Henzel, LTVPlus
10. Share Your Expertise Through Thought Leadership
“I think the best way that brands can attract clients or customers online is by building thought leadership. Showcase your expertise through writing bylines, guest blogging, booking podcasts and getting featured or quoted in the media.”
Kristin Kimberly Marquet, Fem Founder
11. Retarget Site Visitors
“It’s very rare that a user visits your website for the first time and makes a purchase. To get consumers to come back to your website as well as to keep your brand at the top of their minds, use retargeting. A retargeting pixel is placed on your site, when a user leaves without buying, it “follows” them around the web to display targeted ads, encouraging them to return and make a purchase.”
Stephanie Wells, Formidable Forms
12. Solve a Problem
“The No. 1 thing every single brand can do to attract clients and customers is to solve a problem that currently doesn’t have a solution. When you create something that improves the quality of life for a large number of people, potential clients and customers will take notice.”
Blair Williams, MemberPress
13. Stay True to Who You Are
“As a branding expert, I’ve seen so many times how people move too far away from their real, authentic brands when marketing online! Stay true to who you are, but take steps to reach out to targeted online clients, including leaning into aspects of your brand that certain targeted cohorts will appreciate.”
Beth Doane, Main & Rose
