Think Outside (Your) Box

By Chris Ilcin, Account Superintendent at Sonnhalter

Ask yourself and a few other people in your organization to name your top-selling product. If anyone answers with a product number, you’re doing it wrong. Don’t think like your catalog or even your current customers. Think like the customer you don’t have yet.

A potential customer doesn’t know you or your company and certainly hasn’t memorized your product numbers. They may not even know that they need your product yet.

All they know is that they have a problem, and they’re desperately looking for a solution.

Help them find it – and you.

Start by not thinking about what you make, but why you made it. What purpose does it serve? What niche it fills? Or, what issues it helps resolve?

Use the answers to those questions as the basis for white papers, success stories and as key words in press releases, websites and YouTube videos.

Put all that out there, and when a customer with an issue starts searching for an answer, your crumb trail of keywords will lead them to you. Make it so that where your marketing efforts don’t bring your product to a customer. Have their search bring them to you.

The best part about turning the tables like this is that it can be a refreshing change of perspective for your entire organization. It makes everyone get out of their silo and put themselves in a customer’s shoes. That can affect not only marketing and SEO, but also product development, customer service and morale.

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