“Why don’t they understand what we do?”
All too often, the best find themselves overlooked while mediocre businesses flourish.
We’re used to this in the world of consumer products. When people buy cars and computers and shoes, hype and “brand loyalty” almost always trump performance and good value.
But in the business-to-business (B2B) world, we expect people to focus on their bottom line. Business leaders make rational decisions—right?
No. The problem is even worse in B2B:
Great companies are underutilized while under-performers with overpriced solutions dominate the marketplace.
What’s wrong? Why do people lock into long-term relationships with companies who charge too much, and give too little? Why do third-rate providers keep landing first-rate clients and customers?
The problem is simple: those third-rate providers are first-rate self-promoters. They’ve invested time and effort in telling a clear story about themselves.
But your ideal customers and clients—the people and organizations you can best serve—don’t understand you.
Make Yourself Understood
Once the world clearly understands your business, you won’t just start seeing more leads—you’ll start seeing better leads. You’ll spend more time talking to people who will pay for your services, and less time running in circles with clients only to discover you aren’t a good fit for each other.
Your ideal clients are out there, and they’re looking for you. Make yourself easy to find and recognize.
You’re good at what you do. The right people need to understand that you’re right for them.
A Thought Leadership Business Blogging Roadmap
But how do you show your ideal customers who you really are?
Through “thought leadership blogging.” This means using your company website as a platform to share your hard-earned expertise with the world. This sort of “business blogging” establishes your authority in your field, makes you more visible to search engines, and allows you to guide the conversation in your industry. It’s the number one way to increase traffic to your website and improve the quality of leads those visits generate.
Are you struggling to express yourself clearly?
Our latest free guide—Use Bold Words: Your 5-Step System for Authentic Thought Leadership Blogging —walks you through the proven writing process we use to help businesses and leaders establish authority in their field, and guide the conversation in the right direction.
The best person for the job should always be the one who wins that job. It’s only fair. You need to let people know who you are, so they can decide if you’re the best for them.