Brittney Borowicz

Brittney Borowicz is an integrated marketing professional with a strong communications background specializing in journalism, public relations and social media. Originally from the northwest suburbs of Chicago, Brittney has spent the past few years working with entrepreneurs and small start-ups in the Chicagoland area to enhance their marketing and social media efforts.

Prior to her current role as the marketing manager for a computer networking company, Brittney realized her affinity for all things media and marketing while working in radio and television and as a professional presenter. Later, she began working at a couple of small marketing agencies in Chicago as a Public Relations and Sales Director and Account Manager, which required her to be well-versed in coordinating specialized public and media relations strategies, creative marketing initiatives and cohesive sales process implementations.

As a strong believer in intimate consumer/brand involvement, Brittney helps her clients create content that engages and educates brand audiences while establishing each individual or company as a thought leader in their industry.

Filtering by Tag: sales

How to Boost Your Business with Good (and Bad!) Online Reviews (Featured on SheOwnsIt.com)

Why do content and reviews matter? To make it simple: People want to do business with people and companies that they like and trust.

With the internet taking out the person-to-person aspect of a sale, you must find other ways to build that trust and likability factor.

Reliably publishing valuable and fun content helps build credibility and thought-leadership for your company among your potential and current customers. However, when a potential buyer is not going to read your content — either out of laziness or because they are unaware of it — the least they are going to do is read your reviews. Not every business highlights their reviews and testimonials though, which is not ideal for a buyer looking to potentially do business with your company.

Read more at She Owns It or download the PDF now.

With the Internet, the Buyer is in Control

With the influx of information available on the internet, businesses and consumers are spending more time researching the products and services of different companies before they buy. The buyer wants to know they are getting the best prices, the best products and the best services they can and with the internet, they have a choice of many different companies. Because of this abundance of information, the buyer is in truly in control of the buying process.

So when the buyer is in control, how do you make sure they choose you?

The best two sales and marketing techniques I have found to make sure a buyer chooses your company for their end product and service needs are...

  1. Reliably publish valuable and informational content about the product and/or service you are trying to sell and
  2. Utilize your customer reviews and testimonials.

Why Content and Reviews Matter

To make it simple: People want to do business with people and companies that they like and trust.

With the internet taking out the person-to-person aspect of a sale, you must find other ways to build that trust and likability factor.

With the Internet, The Buyer is in Control - Brittney Borowicz

Content

Reliably publishing content does several things for the relationship between your company and potential consumer.

  • Content should be valuable and informational with little to no sales pitch behind it. While consumers are researching your products and services, provide them with insight to your type of product or service that they might not be able to get anywhere else. Being true and authentic with your information will help gain trust from your consumer because they know you can help them solve their problem(s).
  • Publishing content helps build credibility and thought-leadership. Consumers want to know that they are purchasing their products and services from someone who knows what they are doing and talking about. This content should clearly demonstrate your knowledge of the subject, whether it be a specific product or service or even just the industry that you are in. This, again, builds trust with a consumer.
  • Don't be afraid to have fun with your content! Buyers want to do business with people they like and will often consider purchasing a product or service from a company with a higher price because they simply like that company better than another. Appeal to your audience with your valuable information, but also make sure to engage them with questions, personal stories or even just a funny picture so that they remember you.

Reviews and Testimonials

If a buyer is not going to read your content, the least they are going to do is read your reviews. Not every business highlights their reviews and testimonials though which is not ideal for a buyer looking to potentially do business with your company.

  • Word-of-mouth is still a huge thing, even with the internet. Consumers are more likely to believe another buyer of your products and services about your business than they are to trust the marketing person who publishes your content. This makes reviews and testimonials extremely powerful when it comes to building trust with a potential buyer.
  • Bad reviews aren't so bad! Businesses are constantly afraid of a bad review and rightfully so, but they won't ruin your business. No company, product, or service is perfect. Although all perfect reviews on your website may seem... well... perfect... nobody is going to believe it. So what do you do when you get a bad review? Address it and fix the problem! When a potential consumer sees that you were responsive to a problem and took the steps you needed to make another consumer happy, they are going to trust that your loyalty and interest remains with a buyer, even after the sale has happened. This ups your company's likability factor as well.

There are many things that can be done to further make sure a buyer chooses your products or services but these two sales and marketing initiatives are a start. Give the buyer reasons to trust you, like you and ultimately choose YOU.

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What are some other ideas to help build trust and likability in an online setting?
How does your company make sure a potential consumer chooses you?

Comment below!

Why is LinkedIn So Important? + A LinkedIn Share Guide

Although it is typically underrated among other social media platforms, LinkedIn is the most popular and largest professional networking site available today. With over 240 million active users and 3 million businesses having a company page, it's the perfect platform for getting hired, connecting with other business professionals and business-to-business (B2B) networking and sales.

So why is LinkedIn so important? There are many reasons, but here are a few that were mentioned above...

  1. Personal branding - LinkedIn is one of the few and free ways to promote yourself as a professional and/or thought-leader in your industry. Not only do you have an online resume on display, but its home feed allows you to share your work, other industry-related news, articles and so on with the rest of your network. In addition, joining groups and commenting on other peoples' posts allows you to share your knowledge with people outside of your network. This personal branding can help land you a job or even advance the career you already have.
  2. Connecting with other professionals - LinkedIn is a great place to make strong connections with other people in your industry or professionals with similar interests. As mentioned above, LinkedIn allows professionals to share their knowledge with each other. In addition, don't be afraid to seek advice from other professionals or even connect to do business with that individual in the future.
  3. B2B networking and sales - With over three million businesses on LinkedIn, it's the perfect place to find sales leads for B2B companies. LinkedIn has a powerful search function that allows a person to search within specific industries or even for people with a certain job title to do business with. Company pages are also a great way to keep track of competitors, partners and other interesting companies.

Now that you know a few reasons why this business networking platform is so important... Are you on LinkedIn but don't know where to start? Or maybe you have a profile but need some easy ways to help make your presence known.

I have included, what I like to call, a "LinkedIn Share Guide" below. I like to share this guide with people who are new to LinkedIn or want to make more of an impact on their network without doing too much work.

Download the LinkedIn Share Guide PDF here.

LinkedIn Share Guide

General Maintenance:

  • Have an updated, professional photo
  • Keep your profile updated with job descriptions, job titles, projects, etc.
  • Make sure your company description, job description and posts are consistent with Grid Connect messaging
  • Customize your profile URL

Activity:

Every day (when applicable)

  • Like, comment on, and/or share new posts from your company page
  • Like, comment on, and/or share new posts from your colleagues that are relevant to your company or industry
  • Respond to comments on your posts
  • Accept pending connections (if connections are appropriate for your business or networking purposes)
  • Check who has viewed your profile

Every week

  • Share an interesting link to an article or video related to your industry
  • Search for 5-10 people you can connect with and send them an invitation (if connections are appropriate for your business or networking purposes)
  • Send thank you messages to those who have connected with you throughout the week
  • Post to a group that is relevant to your industry

Every month

  • Share one piece of original content (e.g. blog post, case study, answering a question you frequently get, etc.)
  • Catch up with one of your connections that may foster new business opportunities
  • Follow a new thought-leader in your industry
  • Post about any events you will be attending during the month (especially if you are speaking at them or sponsoring them)
  • Leave groups that are not active and look for new ones that may be beneficial to you and your company or brand

Download the LinkedIn Share Guide PDF here.

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Want to connect with me on LinkedIn? Click here!

97% of Your Ideal Clients are NOT Looking for You

Did you know that 97% of your ideal clients are NOT looking for you?

Crazy, right?

The problem that many marketers face is that they waste their time chasing prospects who are not interested, not aware, or not ready to buy.

Callan Rush, Marketing and Motivation Maven, breaks down a company’s market buying segments as follows:

  • 3% of your market is actively shopping for your product or service. These people have a need for your product or service and want to make a purchase decision within 90 days.
    • Example: You are a car dealership and someone in your market has their car break down beyond repair. This person needs a car to travel to work and to bring their kids to school. This person needs a new car as soon as possible. This person is actively shopping for your product.
  • 7% of your market is open to your product or service. These people are passive buyers who have not yet been proactive in their buying efforts but are interested in in purchasing your product or service in the future.
    • Example: You are a car dealership and someone in your market has a car. This car is getting older and this person has a growing family. This person identifies that in the future, they will need to buy a new car to fit their growing family’s needs but has not gone out shopping for options. This person is open to your product or service but is not ready to buy.
  • 30% of your market is aware of your product or service for the future. These people do not have a need for your product or service at this time but know that it is available to them.
    • Example: You are a car dealership and someone in your market drives by your lot everyday on the way to work. This person’s car is still in decent shape and they have other priorities to take care of before ever thinking about buying a new car. Because they have seen it in the past though, they know your car dealership is nearby for when they need to make a purchase in the future.
  • 30% of your market is unconscious of your product or service. These people may or may not need your product or service but either way, they are not buying. These people may not have a need or do not know your product or service exists even though it may help a need that they do have.
    • Example: You have a car dealership and someone in your market is content with their car. Maybe they just bought a new car or maybe they are happy with the car they have and therefore are not looking to make a purchase anytime soon. Marketing to these people will not yield any favorable results.
  • 30% of your market will just say “NO.” These people are not interested in your product or service and never will be. These are the people that marketers must learn to say “goodbye” to.

Once we get rid of that last 30% of people, how should marketers reach the other 67% who are not yet actively shopping?

Education-based marketing.

educationbasedmarketing

Education-based marketing provides value to a consumer before they make a purchase. Consumers like to do business with people and brands they trust. You may have the lowest prices or the best product, but if you're not perceived to be trustworthy, it's going to difficult to attract and then keep your customers.

Before you put together an education-based marketing strategy, consider these things:

  1. Who is my specific audience?
  2. What is my audience's specific problem?

From here, offer expert information and helpful tips to enhance your consumers' lives while avoiding your sales pitch. This information can be presented in a variety of ways including free white papers, blogs and videos.

The 80/20 Rule

A good value-to-sales ratio is the called the "80/20 Rule." Offer your customers valuable, education-based marketing 80% of the time while promoting your brand only 20%. This provides your customers the information they need to build trust and then reminds them that you have a product or service to help alleviate the problem they have.