5 Reasons Why giving Value Content & Building Community make sense for your consultant/services business especially in Year 2024

I got this a lot and I'm sure you can relate....

"Why do I need to give so much value and free information? I'm running a business, not a charitable not-for-profit business. "

Most consulting/ service-based businesses like real estate, financial advisory, dental, beauty/aesthetics businesses struggle with this.. especially when we have reached a time where creating content and presence online is no longer a choice but a necessity for growth.

To start of, I'd like to ask a question for us to reflect on... "Is my business a taker or a giver?"

"When do we last felt turned off by someone who's a taker?"

"When do we last felt so grateful for someone/business who gave such a good help/service that our heart really felt warm & glad that such person/business exist?"

I'm writing this in a cafe..that keeps on increasing their pricing but cutting down on the quality of their services (they charge higher than starbucks but no longer offer wifi (in this digital era?) and also having observed how some agents who kept on giving bad services. The agents who gave bad services, I observed, have to keep switching agency to avoid their bad reputations being known to their current stakeholders while the cafe- predictably, having less and less customers who frequent their place.

And I'm using these experiences to reflect on how I do not want to end up the same.

TLDR:

These are the top 5 reasons why focusing on giving values to your target audience/market is so important for 2024, from observing multiple top businesses who managed to grow their customer base and market share year-on-year..(also providing 3 EXAMPLES of Businesses that continue to thrive because of adopting these value-first, community-building strategies)

1. Your Business gets more Engagement with Higher Quality LeadsAn informative and engaging online presence that offers value through content marketing can help potential clients or patients feel more informed and confident in their decision to choose your services.
2. Helps Your Business to convert leads to customers faster and easierSharing success stories, testimonials, and case studies of past clients or patients can greatly influence potential customers. Seeing real-life examples of the value provided by your services can build trust and credibility, encouraging leads to take the next step.
3. Build meaningful Long-term customer/potential customer relationship online Prioritizing relationships over transactions by maintaining regular follow-ups, personalized communication, and excellent customer service can turn leads into loyal clients. Providing value should not end with the initial sale but continue to ensure client satisfaction and foster long-term relationships.
4. Educate your target market/audience about the values that your solution can provide this helps to build Thought Leadership in your niche and position yourself or your business as the preferred go-to solution provider vs others that do not even bother to put out valuable content or guides.
5. More and more of us are getting sick and tired of sales-centric ads Having value content + ads helps to speed up trust-building and makes the sales even easier, with less resistance. You would want to warm up your target audience as much as possible before selling to them - because no one likes to be sold, do you? The Digital Realm is shifting more and more towards value-giving and authority-building..People nowadays (especially higher quality leads) would want to know- does this business/consultant/agent care about me and my problems? (or more about their commission that they can make off me?)Why? Market is growing more sophisticated, smarter because information is freely distributed.. yet empathy is still rare and this can be a defining winner that helps your Business stands out.So, How are you and your business adopting to this massive rapid shift?It's especially obvious when you see Cost Per Acquisition getting higher / more expensive while conversion rates drop. This is a clear sign that you & your business need to adopt to building trust, authority in your niche and industry. Failing to do so will cause your services being commoditized by tons of others seemingly similar players in the industry.And creating and pushing more value-adding authority-building content can help to reduce such phenomenal to happen, increase sales and conversion while reducing your marketing costs. Question: How are you and your business adopting to this change? Is your business a giver or taker?

Examples of Businesses who really show care & concern & managed to grow their customer base and revenues:

1. Zenyum differentiates itself by understanding the desire for affordable, convenient, and less invasive dental treatments. It utilizes technology for initial online consultations and partners with local dentists for follow-ups, making the process more accessible and customer-friendly.

By focusing on an underserved segment of the market seeking cosmetic dental solutions at a lower cost, Zenyum has rapidly expanded its customer base across multiple Southeast Asian countries. Their model not only meets the specific needs of their customers but also builds trust and credibility through partnerships with local dental clinics, contributing to a significant increase in revenue.

2. Grain is a Singapore-based food company that operates a delivery-only restaurant model. It aims to provide healthy, high-quality meals at affordable prices, delivered to customers' doorsteps.

Grain stands out by focusing on the quality of ingredients, innovative menus, and an exceptional online ordering experience. Understanding the busy lifestyles of Southeast Asian urban dwellers, Grain invests in data analytics to tailor its menu offerings and optimize delivery routes for faster service.

This focus on health, convenience, and customer experience has allowed Grain to carve out a niche in the competitive food delivery market. By continuously adapting its menu based on customer feedback and maintaining a high standard of service, Grain has built a loyal customer base and multiplied its revenues, showcasing the potential for growth in the F&B sector through customer-centric innovations.

3. Gojek, as a leading technology platform offering a wide range of services in Southeast Asia, has demonstrated a profound understanding of the needs of its vendors, which include drivers, food merchants, and other service providers. The company's approach to understanding and addressing these needs is multifaceted and involves several key strategies.

1 of them is through providing extensive onboarding and training programs for its vendors, ensuring they are well-prepared to use the platform effectively and deliver quality services to customers. This training covers the technical aspects of using the Gojek app, customer service best practices, and compliance with safety standards. By equipping vendors with the necessary skills and knowledge, Gojek helps them to succeed and grow their businesses on the platform.

Gojek also actively engages with its vendor community through forums, social media, and regular meetings to gather feedback and understand their evolving needs. This engagement allows Gojek to stay attuned to the challenges and opportunities vendors face and to continuously refine its services and support offerings accordingly. By fostering a sense of community and open dialogue, Gojek builds strong relationships with its vendors, encouraging loyalty and long-term collaboration.

Through these strategies, Gojek demonstrates a deep understanding of its vendors' needs and a commitment to providing the support and resources they need to thrive. This approach not only benefits the vendors but also contributes to the overall quality and reliability of Gojek's platform, reinforcing its position as a leader in the Southeast Asian tech ecosystem.

Is your business or are you ready for this paradigm shift for more consistent and massive growth? Let's have a chat if you are!