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We’re ALL in the business of earning trust.
Reclaim the Human Touch:
“Building Trust in an AI-Driven Era
to Win More Customers – No Agency Required!”
A short article by Mark Reynolds, a UK Digital Sales & Marketing Coach, about how to earn the trust of your target B2B/B2C buyer (like never before) to win more customers in 2024 and beyond.
The way we buy has changed.
Yet most businesses are still selling and marketing the traditional way.
B2B & B2C studies from Forrester and other well known research companies, tell us that 80% of the purchasing decision has already taken place before buyers/consumers reach out – before you have a conversation with a prospect.
It may be higher or lower in your industry, but 70% – 80% is the average across B2B and B2C.
In the early days of the Internet, 20 years ago, what percentage of the purchasing decision had already taken place before the buyer reached out?
Many business owners say 20-40%.
So if 20 years ago, it was 20-40%, and in recent years 70-80%, what will it look like in 5-10 years time? 90%? 100%?
I know a business owner who says over the last couple of years they’ve been making a small number of £100k sales, without speaking to the buyer…
…all of the sale happens online, without the sales person influencing the decision over the phone or Zoom/Teams.
Even a few years ago, this company would have never thought this possible.
We know a lot of the purchasing decision has already been made before the buyer reaches out, so who has the biggest influence over the buyer’s decision? Your sales efforts? Or your marketing efforts?
We’ve just agreed it’s your marketing, right?
How do we get your sales employees to influence the purchasing decision earlier?
We need sales and marketing to work closer together to attract and nurture prospects. But how?
What is our buyer thinking?
First we need to understand what’s at the core of the buyer’s decision making?
The reason people buy from you is the singular emotion that binds us all together as businesses.
It’s the same emotion that allows someone to give you their money in return for products or services…
What is that emotion called?
And is trust going to be fundamental to our business in 10 years? in 15 years?
Yes, of course it is.
Trust has been at the core of business transactions for as long as people have been on this planet.
It’s not going anywhere.
And today, with AI pumping out more fake news, content, video and audio than ever before, who we trust when making buying decisions is going to be more important than ever.
But, does trust matter to you?
- Does trust matter to you, as a brand, as a business, the way the world views you?
- Does trust matter to your sales people?
- Does trust matter for your marketing to be successful?
Trust is crucial to us, it is everything to us.
If we lean into trust to become that most trusted voice, our business will explode.
And that’s why this conversation is about trust.
Trust is critical to the success of our businesses.
Fortunately, there is a proven framework that will make it easier for your business, and business of all sizes and types, to earn trust (like never before) to get more customers, happier customers and happier employees.
This framework has a global track record. It has transformed both the revenue and culture of thousands of businesses, in both B2B and B2C sectors.
To transform your business like 1000s of others, you must do three things:
- You must be willing to talk about what others do not in your space.
- You must be willing to show what others do not in your space.
- You must be willing to sell in a way others do not in your space.
And, if you’re willing to do that, the They Ask, You Answer framework is here to give you that competitive edge.
They Ask, You Answer is a business, sales and marketing framework, where you influence the buyer’s purchasing decision by becoming obsessed with answering the questions, worries, needs, fears and issues that prospects have about what you’re selling – in a radically open and honest way.
That’s what today’s B2B and B2C buyers want to know and understand.
This approach is not groundbreaking, and yet most businesses don’t do it. Those who do it well, have transformational success.
I am one of a handful of UK Digital Sales and Marketing Coaches officially certified by author Marcus Sheridan and his team to help businesses implement They Ask, You Answer, to earn buyer trust (like never before) to win more customers.
I hold workshops and coach B2B & B2C businesses to implement and master the ‘They Ask, You Answer’ framework.
Whether you have fully fledged sales/marketing teams, 1 or 2 sales/marketing employees and anywhere in between, I’m here to help.
The simple most important fact to accept is that buyer’s behaviour is changing.
- If you ignore how buyers have changed, if you leave your head in the sand, you’re missing out on this opportunity to stand out.
- If you stay with the traditional ways of marketing and sales, you will miss out on a significant portion of your target market, with less website traffic, fewer leads, fewer sales.
Whether you have sales and marketing teams, or just one or a handful of sales/marketing employees, if you do it right, this could transform your business.
It’s all focused on business, marketing, sales and trust.
It’s a better approach, that’s proven.
It’s time to invest in your team, not an agency.
If this sounds interesting, book a no-pressure initial conversation.
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Search Engine Optimisation
Google says your SEO must: "Focus on people-first"
A short article by Mark Reynolds, a UK Digital Sales & Marketing Coach, about how to get success in Google UK in 2024 and beyond.
It’s impressive how quickly things are changing in the world of search.
AI/ChatGPT has made a significant impact on the future of search, and it’s happened faster than anyone anticipated.
Surely Google knew this was coming? Yes, but the pace has taken them by surprise.
Google’s CEO touts AI as more ‘profound’ than electricity, but warns it comes with serious job implications.
With all this quick AI development happening, it’s important to stay abreast of changes. But for success, keep it relatively simple, and don’t move away from what our buyer wants and needs.
We must stay connected with the people that buy our products and services.
It’s about the people-first.
Yes, it’s important to consider how more people are jumping from Google to ChatGPT to answer their questions. ChatGPT simply seems better at delivering some of the answers, while, dare I say it, sending no traffic to websites.
But don’t lose sight that most of your buyers are still searching Google, and your potential piece of the pie is still substantial, and transformational to your business.
First, think of your website as your most powerful sales tool, working for you 24/7, even while you’re asleep.
Now, let’s think of the almost worst case scenario, where they is only one ideal buyer on your website.
Cut out all the rest of the noise.
Your website must be perfect to give that one buyer everything they need and to motivate them to buy.
Keep it simple.
If you get this right, then everything else will fall into place, more sales, leads and traffic.
Next, where is the traffic going to come from so your website can convert significantly more visitors into customers?
What’s in your control? Is it easier to get customers from Google? Or ChatGPT?
For now, the answer is Google. There’s no ChatGPT optimisation at the moment as such.
I’ve been listening to Google for 20 years.
Due to changing Google algorithms and more competition, making progress in the search results is harder than ever.
The basic SEO of many years ago is dead.
No longer can you simply chuck a series of keywords onto the page to get a nice flow of new customers.
But if you invest time and effort in the right way, getting more customers from Google is certainly within reach. So now is a time for forming the right strategy, executing SEO and Content Marketing in a way that many of your competitors probably aren’t.
In 2024 you have the opportunity to outperform the thousands of poor web pages in the Google search results, by being hyper-focused on providing the answers in a way your buyers will love.
But success in Google won’t happen overnight, and it certainly won’t happen without consistent execution of a sound SEO/Content Marketing strategy. But a quicker ROI is in reach when you focus on buyers and not on Google first.
In 2024, SEO and Content Marketing is about doing everything you can to please your target audience.
Every year Google has given us the same message that “SEO is not about search engines, it’s about people first”.
Now to get higher rankings and traffic 2024, it’s time to take People-First SEO and Content Marketing seriously.
Forget about Google, imagine the search engine doesn’t exist.
It’s all about your buyers.
People-First SEO is where your website is a beautiful haven for your ideal buyers.
Where they can go to immerse themselves in everything they need to get educated before buying.
Once the trust and engagement is earned, they’re more likely to get in touch with you, without looking to get that same information elsewhere, or at least, you’re their first port of call.
Also, unlike the old way of doing SEO, where you have to wait months and years for significant results from Google, with People-First SEO you will get a quicker ROI from those buyers who are already on your website. And if your content is good enough, Google is also more likely to reward you with more traffic and switched on buyers.
By not investing in trust-building content to meet your buyer’s needs in 2024, the outcome is more likely to be a poor ROI and a strategy that leaves you short of your competitors over the next five years.
If you’re selling products and services, there are people right now using Google to research them before buying. If you don’t change the way you’re doing things, then you’ll continue to lose the ability to claim your share of sales generated by Google.
Google can’t risk their ad revenue falling because the search results don’t meet the needs of Google’s users. So it’s no surprise that Google’s become tired of the flood of mediocre content.
In August 2022, Google came out stronger than ever before with the roll-out of Google’s “helpful content update”. In Google’s blog post they quietly exclaimed to businesses and SEO agencies/consultants: “Focus on people-first content”.
Google says: “The helpful content update aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.”
Google’s message is nothing new.
Whenever I’ve listened to Google over the last twenty years, their advice to website owners and SEO specialists has always been “create helpful content for people and not Google”.
There lies the opportunity for your company.
It’s time for “People-first SEO” to run through your business’s veins.
SEO agencies are charging loads of money to businesses like you, to create blog post after blog post. Telling you ‘content is king’, and that all this content will help you achieve and maintain high rankings.
But often, the content is created in the wrong way.
We know that to get higher rankings and more customers from Google in 2024, you need content that engages and builds trust.
But still more content falls short.
Your content must be authentic, open and unbiased.
And yet if you’re honest, the SEO agencies writing these blog posts don’t know much about your company and your buyers.
The content on your website probably isn’t the true authentic voice of your business. And if you read the content, it’s likely to be pretty uninspiring stuff that doesn’t adequately address the true questions your buyers have.
Don’t worry, I can help review your website and current approach, just let me know.
Or, it might be that you’re already writing your own content in house. But still, even if the content is written well, most small and even medium sized businesses are falling short in how they’re communicating with their target buyer.
Again, let me know if you’d like me to help you improve the way you communicate with your target audience with written and video content, to get more customers from Google.
I’m an impartial UK SEO Consultant specialist, serving the UK and beyond. Whether you’re B2C or B2B, a product or service company, I have a wide range of SEO consulting services, training and coaching to help you market and sell to give you a competitive advantage and grow your business.
I can review your current SEO from a technical perspective to make sure your website is doing the main things right in Google’s eyes.
Or maybe my WordPress SEO Consultant services could help if you’d like a SEO review or audit.
I’m well located to help businesses in London, Birmingham and Bristol and anywhere in the UK. I’m located in Leamington Spa near Coventry, Warwickshire (West Midlands) and also with offices in Yate, Bristol. I’d be happy to have an initial talk to see how we could work together.
Affordable UK SEO Consultant
Don't just take our word for it
Mark's understanding of the digital environment for SEO and Google Analytics with his clearly proven track record at a B2B and B2C environment is excellent.
"After ProfitReach's work we’ve had a 425% increase in the number of website and landing page visitors who go on to request a quote from us."
“The conversion rate on my home page has been up by 30.4% since ProfitReach introduced the new design.”
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What is an SEO consultant?
So what is a SEO consultant? They specialise in improving a website’s search engine optimisation.
In other words, an SEO consultant would help make sure that a website, or any content you want in Google search, appears as high as possible in the search results.
Consultants will conduct various testing on Google and your website that isolates and pinpoints areas of opportunity.
The top SEO consultants will move away from checklists and use their knowledge and experience to help you get results at every stage of the Google’s searcher’s journey.
They’ll look to help you improve performance when your target audience first searches on Google, to when they consume the content on your website. Some consultants will even help you use that same optimised content to make it easier to sell your products/services.
Once the consultant has made their recommendations, many will try to sell you costly monthly SEO plans to execute the new SEO strategy.
This is not a good situation for you to be in as it brings conflict of interest and values.
But if you can find a truly independent consultant, you can be more confident of the SEO advice as it’s more likely to be open and transparent.
Consultants should be truly independent, without the vested interest of selling you their SEO monthly plans. Then their unbiased assessments and recommendations may or may not include SEO as an option, and if they do, maybe SEO and content creation is better delivered inhouse than outsourced, or not.
While some businesses choose to handle their own SEO, others prefer to outsource the task to an expert. There are many benefits to working with an SEO consultant, including:
- Save time: Developing and implementing an effective SEO strategy can be time-consuming. By working with a consultant, you can free up your team to focus on other tasks.
- Get results: A good consultant will have extensive experience and knowledge in the field of SEO. They'll know what works and what doesn't, and they'll be able to help you achieve the results you're looking for.
- Stay up-to-date: The world of SEO is always changing. A consultant can help you keep up with the latest trends and ensure that your website is always optimised for maximum visibility.
If you’re thinking about hiring an SEO consultant, take some time to do your research and find someone who has a proven track record of success. Once you’ve found the right person for the job, you can be much more confident in their recommendations, and in your future path.
My name’s Mark Reynolds, a People-First SEO specialist helping you get more website traffic from Google and getting your Youtube videos ranked well in Google search.
If you’re need an SEO consultant in London, Birmingham, Bristol or across the UK, then get in touch. I’m 100% independent and impartial because I don’t offer recurring monthly SEO services. I’d be happy to have an initial talk to see how we could work together. I help businesses and increasing traffic to your Youtube videos in Google Search.