<p>Every single day, in only 24 hours, 7 million individual blog posts are published on the internet. As an online business, these posts become our competition. If we’re not ranking at number 1, someone else is. While most of those articles won’t ever see the light of day, the ones that do all have one thing in common &#8211; they are all high-quality content.</p>
<p>Quality content is what sets apart articles that rank at the top of Google and the ones that never make it to the first page. No matter what industry you’re in, content is king. Beyond that, quality content is the whole kingdom.</p>
<p>In this article, we’ll dive into the need for quality content, demonstrating exactly why it should be the crown jewel of your <a href="https://sonary.com/content/a-content-marketing-strategy-in-3-easy-steps/">content marketing strategy</a>.</p>
<p>Let&#8217;s jump right into it.</p>
<h2>What Does Quality Content Look Like?</h2>
<p><a href="https://sonary.com/content/how-to-create-content-that-drives-sales-for-your-startup/">Quality content</a> will vary depending on the niche that your business operates in. For one business, a well-structured report that includes a range of statistics is the pinnacle of high quality. In another, a clear and concise thought piece could be the winning ticket.</p>
<p>Despite content differences, there are a few markers of quality content that you should watch out for. Across all content styles and structures, quality content will show:</p>
<ul>
	<li><strong>Value &#8211; </strong>Quality content always allows users to take something away from it. That could be new information, a guide that helps them achieve something or just something to consider going forward. All engaging content provides value to the reader.</li>
	<li><strong>Relevance &#8211; </strong>When creating online content, the entirety of the post should be closely related to the central topic. Don’t go off on a tangent &#8211; stick to what’s important and deliver value to your audience.</li>
	<li><strong>Originality &#8211; </strong>One aspect of quality content that is continually overlooked is originality. Now, we’re not suggesting that you reinvent the wheel here. But, pulling together sources and putting them into conversation in a unique way can result in highly useful and authentic content.</li>
	<li><strong>Consistency &#8211; </strong>Quality content isn’t just a one-off article. It’s a consistent approach and devotion to cultivating an online space that affords your readers an unmatched online experience.</li>
</ul>
<p>While structure, presentation, and writing style will vary, the four characteristics above are always found in all quality content.</p>
<blockquote>
<p>Content marketing is a commitment, not a campaign &#8211; Jon Buscall, Head of Moondog Marketing. </p>
</blockquote>
<h2>Why is Content Marketing Important? &#8211; Why Quality Content Matters</h2>
<p>Quality content is the heart of an effective content marketing strategy. No matter how well you market your content, if the writing itself is thin or boring, you won’t get very far. Considering that <a href="https://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf" target="_blank" rel="noopener nofollow noreferrer">92% of B2B businesses use content marketing</a>, there’s clearly something to be said about this strategy.</p>
<p>Once you’ve forged a content marketing strategy plan, the next step is to start writing content. The better that content is, the better received it’ll be by your audience. Once you start winning over your target demographic with educational content, you’ll start to pull in leads at an accelerated rate.</p>
<p>Beyond just generating leads, there are many benefits of content marketing with quality content:</p>
<ul>
	<li>Build Organic Traffic</li>
	<li>Increase Brand Visibility</li>
	<li>Cultivate a Trusting Audience</li>
</ul>
<p>Let’s break these down further.</p>
<h3>Build Organic Traffic</h3>
<p>Content marketing allows you to increase the rate at which you produce digital content. Most of the time, that content will take the form of blog posts. However, you could also make podcasts, videos, <a href="https://sonary.com/content/a-good-infographic-has-these-5-essentials/">infographics</a>, you name it. The key is making sure that you produce high-quality content across all of your various formats.</p>
<p>As you start to consistently create content, you’ll naturally start to rank better on Google. Part of this is due to the content itself, with SEO elements being woven throughout. Another part is that consistent, high-quality posts will increase your brand’s relative Google EAT score.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19169" src="https://assets.sonary.com/wp-content/uploads/2022/12/19105734/What-is-Google-EAT_-Expertise-Authority-Trustworthiness.png" alt="What is Google EAT_ Expertise, Authority, Trustworthiness" width="807" height="422" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/19105734/What-is-Google-EAT_-Expertise-Authority-Trustworthiness.png 807w, https://assets.sonary.com/wp-content/uploads/2022/12/19105734/What-is-Google-EAT_-Expertise-Authority-Trustworthiness-300x157.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/19105734/What-is-Google-EAT_-Expertise-Authority-Trustworthiness-768x402.png 768w" sizes="auto, (max-width: 807px) 100vw, 807px" /></p>
<p>This acronym is an internal metric that determines the quality of your website as a whole. By continually posting high-quality content, you’re proving your expertise, authority, and trustworthiness all at the same time.</p>
<p>With the combined efforts of your search-engine-optimized content and your increasing online prevalence, you’ll start to rank higher in the SERPs. <a href="https://backlinko.com/google-ctr-stats" target="_blank" rel="noopener nofollow noreferrer">According to Bacnklinko</a>, only 0.78% of clicks go to content on the second page of Google.</p>
<p>The higher up we can push toward that #1 ranking spot, the more organic traffic we’ll start to generate. From there, our <a href="https://sonary.com/content/how-to-create-content-that-drives-sales-for-your-startup/">content will drive sales</a> with ease.</p>
<h3>Increase Brand Visibility</h3>
<p>Younger companies continually struggle with brand awareness and visibility. Without large social media followings or natural traffic from a blog, it can be hard to let the world know that you’re out there. Content marketing definitely isn’t an overnight solution. An article you upload today won’t be indexed for a few months and won’t rank for at six months+.</p>
<p>Especially if you’re in a competitive space like <a href="https://sonary.com/content/6-things-you-should-know-before-starting-an-ecommerce-business/">eCommerce</a>, people might not find your brand for quite some time. Content marketing allows you to slowly build up an audience. By creating quality posts and sharing them across all your social channels, you’ll be able to expose more people to your brand.</p>
<p>Over time, people will recognize you for your educational content. Due to this, your quality content serves as a gateway toward acquiring new leads and securing sales. We’re not saying it’ll be quick, but it’ll definitely be worth it.</p>
<p>If you’re looking for a platform that will help you plan out your content marketing campaigns, then <a href="https://sonary.com/b/clickup/clickup+project-management/">ClickUp</a> is the app for you. With free training, 100+ customizable features, and a very reasonable price tag, this platform will supercharge your project management strategy.</p>
<h3>Cultivate a Trusting Audience</h3>
<p>Trust is not an easy thing to come by in the world of online business. You could have the best <a href="https://sonary.com/content/how-to-craft-and-use-a-brand-storytelling-strategy/">brand story</a> in the world, a beautiful website, and great products, but that doesn’t mean people are going to trust you.</p>
<p>Like most things in marketing, trust is earnt over time. This isn’t something that you can pay a few PPC campaigns to solve for you. Trust in the world of marketing comes from giving your audience something they can use as often as possible. The quality content that you produce and publish on your blog is completely free for the public to browse and take information away from.</p>
<p>By continually providing free, high-quality, and educational content, you’re able to show your audience that you’re there to support them. Instead of just seeming like a money-hungry business, you show that you’re providing advice free of charge. Over time, this can help you to win public attention and, more importantly, the trust of your consumers.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19170" src="https://assets.sonary.com/wp-content/uploads/2022/12/19111524/Graphic-showing-that-95-of-B2B-consumers-say-content-helps-them-to-trust-a-business-more.png" alt="Graphic showing that 95% of B2B consumers say content helps them to trust a business more" width="865" height="458" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/19111524/Graphic-showing-that-95-of-B2B-consumers-say-content-helps-them-to-trust-a-business-more.png 865w, https://assets.sonary.com/wp-content/uploads/2022/12/19111524/Graphic-showing-that-95-of-B2B-consumers-say-content-helps-them-to-trust-a-business-more-300x159.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/19111524/Graphic-showing-that-95-of-B2B-consumers-say-content-helps-them-to-trust-a-business-more-768x407.png 768w" sizes="auto, (max-width: 865px) 100vw, 865px" /></p>
<p><a href="https://visme.co/blog/content-marketing-statistics/" target="_blank" rel="noopener nofollow noreferrer">Source</a></p>
<p>If you want a hand in writing and designing graphics for your quality content, then we recommend <a href="https://sonary.com/b/upwork-inc/upwork+graphic-design/">Upwork</a> as a platform for outsourcing. <a href="https://reverbico.com/blog/outsourcing-content-marketing/#:~:text=The%20process%20of%20assigning%20some,are%20more%20likely%20to%20outsource." target="_blank" rel="noopener nofollow noreferrer">49% of companies</a> use outsourcing for their content creation needs, with this platform being one of the best there is to find top talent.</p>
<blockquote>
<p>Content marketing provides 4x the ROI of our traditional marketing spend.</p>
</blockquote>
<p>&#8211; Julie Fleischer, VP of Marketing at Neustar</p>
<h2>How Does Google’s Helpful Content Update Impact the Need for Engaging Content?</h2>
<p>For decades, many of <a href="https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history" target="_blank" rel="noopener nofollow noreferrer">Google’s algorithm updates</a> have tried to move away from SEO above all else. While SEO will always come into ranking as a core factor, the most recent Helpful Content update has been one of the most revolutionary to date in changing this.</p>
<p>Instead of promoting articles that have the best distribution of keywords or the strongest on-page SEO, Google is now attempting to siphon out thin content. Any blog pages that are full of fluff content or touch on non-relevant content will lose their ranking. Due to this, content writers need to focus on creating quality content above all else.</p>
<div data-google-ads="article-ads"> </div>
<p>SEO isn’t going anywhere. However, our number one priority should always be writing content that is genuinely useful to our audience. In light of the Helpful Content Audience, quality is now the most important ranking factor.</p>
<p>Write for humans, not for search engines.</p>
<blockquote>
<p>What helps people, helps business.</p>
</blockquote>
<p>&#8211; Leo Burnett</p>
<h2>Final Thoughts on Writing Quality Content for Your Business</h2>
<p>Writing quality content has always been an important factor in producing high-impact content marketing campaigns. The utility, depth, and knowledge that your content communicates should be a priority.</p>
<p>Especially after Google’s most recent algorithm change, we’re going to be seeing a lot more importance placed on these factors. If you want to move to the top of the Google rankings, it’s time to take quality content seriously.</p>

Why Producing High-Quality Content Matters for Your Business

Every single day, in only 24 hours, 7 million individual blog posts are...

<p>A killer business proposal can be the difference between a brand that rakes in new clients and one that’s left twiddling its thumbs. A huge part of running a successful business is using your initiative, with a business proposal allowing you to go out and actively search for new clients.</p>
<p>We all know how powerful organic marketing, PPC, and building our brand visibility are for pulling in leads. But we also know that those things take time. If you want to generate leads for your business as quickly as possible, it’s time to find them yourself.</p>
<p>If you’re one of the<a href="https://www.smartinsights.com/lead-generation/lead-generation-strategy/why-your-lead-generation-strategies-are-failing/" target="_blank" rel="noopener noreferrer"> 60+% of marketers</a> struggling with generating leads, this guide is for you. We’ll dive into the craftsmanship behind writing a business proposal, documenting everything you need to know.</p>
<p>By the end of this article, you’ll be a business proposal expert.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19124" src="https://assets.sonary.com/wp-content/uploads/2022/11/18135742/Bar-graph-to-show-top-marketing-challenges-proving-a-need-for-a-business-proposal.png" alt="Bar graph to show top marketing challenges, proving a need for a business proposal" width="1142" height="527" srcset="https://assets.sonary.com/wp-content/uploads/2022/11/18135742/Bar-graph-to-show-top-marketing-challenges-proving-a-need-for-a-business-proposal.png 1142w, https://assets.sonary.com/wp-content/uploads/2022/11/18135742/Bar-graph-to-show-top-marketing-challenges-proving-a-need-for-a-business-proposal-300x138.png 300w, https://assets.sonary.com/wp-content/uploads/2022/11/18135742/Bar-graph-to-show-top-marketing-challenges-proving-a-need-for-a-business-proposal-1024x473.png 1024w, https://assets.sonary.com/wp-content/uploads/2022/11/18135742/Bar-graph-to-show-top-marketing-challenges-proving-a-need-for-a-business-proposal-768x354.png 768w" sizes="auto, (max-width: 1142px) 100vw, 1142px" /></p>
<p><a href="https://www.digitalmarketingcommunity.com/indicators/companies-top-marketing-challenges-2018/" target="_blank" rel="noopener noreferrer">Source</a></p>
<blockquote>
<p>61% of marketing teams quote lead generation as their top challenge to overcome</p>
</blockquote>
<h2>What is a Business Proposal?</h2>
<p>A business proposal is a document that clearly outlines how your products or services would benefit a specific user group. By researching what a user demographic needs, you can produce a business proposal covering their main pain points.</p>
<p>The final document will give potential customers an overview of your business, clearly documenting why your services could help them go forward.</p>
<p>Typically, there are two forms that you’ll find when creating these documents:</p>
<ul>
	<li><strong>Unsolicited &#8211;</strong> If you find customers or businesses that you think could benefit from your platform or services, you can send them a cold message proposal and hope for a response.</li>
	<li><strong>Solicited &#8211;</strong> If a customer reaches out to you directly for more information, you&#8217;d respond by sending over a business proposal.</li>
</ul>
<p>Although landing a new lead is almost always more probable when dealing with solicited business proposals, don’t overlook unsolicited ones altogether. Especially if your business is still young, it’s likely that you don’t have much brand visibility or a large online presence. Without this, it can be hard for new customers to find you.</p>
<p>Spreading the word via some well-placed unsolicited business proposals will help to get your services out there. While you’ll have a lower engagement and conversion rate, cold pitches can really work in your favor.</p>
<h2>What To Include in a Business Proposal Outline</h2>
<p>A strong business proposal is vital for generating new leads. If you want the best possible chance of capturing new customers&#8217; attention, you will have to have a proposal that they can&#8217;t say no to.</p>
<p>Captivating, exciting, and thorough are the qualities you should aim for. Structurally, it should be fairly short; very few people will sit down and read a 25-page document. That’s especially the case if your proposal is unsolicited.</p>
<p><a href="https://www.pandadoc.com/blog/how-to-write-a-proposal/" target="_blank" rel="noopener noreferrer">According to PandaDoc</a>, the average proposal comes in at around nine pages. With that in mind, your business proposal outline should have the following structure:</p>
<ul>
	<li>Title Page</li>
	<li>Table of Contents</li>
	<li>Executive Summary</li>
	<li>Pain Points</li>
	<li>Solutions</li>
	<li>Pricing and Billing</li>
</ul>
<p>Let’s break down each one of these sections.</p>
<h3>Title Page of a Business Proposal</h3>
<p>A business proposal will always start with a title page. This is a one-page spread that shows your company&#8217;s name and logo and contains light graphic design elements. You want to create an eye-catching document, helping to interest your audience right from the get-go.</p>
<p>To increase the sense of personalization, businesses will often include a ‘Presented by’ and ‘Presented to’ section on the title page. This is because <a href="https://www.slideshare.net/EpsilonMktg/the-power-of-me-the-impact-of-personalization-on-marketing-performance#1" target="_blank" rel="noopener noreferrer">80% of customers prefer a tailored customer experience</a>. Simply by amending these small details, you can create the sense that you’ve customized the entire proposal specifically for this person.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19126" src="https://assets.sonary.com/wp-content/uploads/2022/11/18140137/Graph-to-show-the-appeal-of-personalization-for-consumers-90-finding-it-very_somewhat-appealing.png" alt="Graph to show the appeal of personalization for consumers, 90 finding it very_somewhat appealing]" width="898" height="368" srcset="https://assets.sonary.com/wp-content/uploads/2022/11/18140137/Graph-to-show-the-appeal-of-personalization-for-consumers-90-finding-it-very_somewhat-appealing.png 898w, https://assets.sonary.com/wp-content/uploads/2022/11/18140137/Graph-to-show-the-appeal-of-personalization-for-consumers-90-finding-it-very_somewhat-appealing-300x123.png 300w, https://assets.sonary.com/wp-content/uploads/2022/11/18140137/Graph-to-show-the-appeal-of-personalization-for-consumers-90-finding-it-very_somewhat-appealing-768x315.png 768w" sizes="auto, (max-width: 898px) 100vw, 898px" /></p>
<p><a href="https://www.slideshare.net/EpsilonMktg/the-power-of-me-the-impact-of-personalization-on-marketing-performance/1" target="_blank" rel="noopener noreferrer">Source</a></p>
<p>If you’re looking for a phenomenal platform to design your title page in, we can’t recommend <a href="https://sonary.com/b/canva/canva+graphic-design/">Canva</a> enough. With a range of intuitive tools, you’ll create a powerful first page in no time.</p>
<h3>Table of Contents</h3>
<p>Accessibility is key when delivering a great business proposal. You want to reduce friction wherever you can and create a seamless <a href="https://sonary.com/content/how-to-use-big-data-to-improve-customer-experience/">customer experience</a>. A table of contents page is an effective way of doing this, helping clients to skip to the parts that they find most interesting.</p>
<p>As we suggested before, there’s only a small chance that your customers will read through the entire document. A well-structured TOC page allows your customers to navigate as easily as possible.</p>
<h3>Executive Summary in a Business Proposal</h3>
<p>Your executive summary should describe what your business does, what products and services you sell, and why you’re the very best candidate for the job at hand. Although that might seem like a difficult task, the key is to not overcomplicate things.</p>
<p>Summarize the ‘why’ behind your business. What problems did you notice in the world that your business now solves? After moving through this section, the reader should have a good understanding of who you are, what you stand for, and how you’re going to make their lives easier.</p>
<p>Many people believe that the executive summary is the most important part of a business proposal. While it’s definitely up there, we’re not so sure. In our <a href="https://www.ranieriandco.com/post/changing-attention-span-and-what-it-means-for-content-in-2021" target="_blank" rel="noopener noreferrer">era of low-attention spans</a>, most readers just skip to the part that impacts them most, the solutions. Even so, it’s always good to nail this section.</p>
<div data-google-ads="article-ads"> </div>
<h3>Pain Points</h3>
<p>The pain points section, also known as the problem areas, is where you explore the main issues that a client typically faces. Here, you’re showing that you understand the consumer and demonstrate that you clearly recognize their problems and know how to help.</p>
<p>This section is the one that will vary most across different business proposals. As you’re pitching to different user segments, you’ll change this part to reflect the specific pain points of that group. Understanding your audience is vital here. Without a thorough knowledge of what your customers need, you won’t be able to suggest the right solutions.</p>
<p>Pain points require the most research out of all the proposal segments. While the following section, solutions, will be equally as long, you’re already an expert in your own products and services, so you won’t need to spend time gathering information.</p>
<blockquote>
<p>The lead generation process starts by finding out where your target market ‘lives’ on the web</p>
</blockquote>
<p>&#8211; Wayne Davis</p>
<h3>Solutions</h3>
<p>Solutions are most people’s favorite part of a business proposal. First of all, you get to provide a creative solution to your customer’s problems. Beyond that, you can also show off your product and demonstrate exactly why people should partner with you.</p>
<p>Responding to the pain points you’ve already described, break them down one by one. For each problem, provide a concise product or service that you can offer. Remember to get to the point here &#8211; you don’t want to waste people’s time.</p>
<p>You can structure this section in one of two ways:</p>
<ul>
	<li><strong>Problem by Problem &#8211;</strong> Move through each problem you’ve outlined, documenting exactly how your company will help a business overcome them.</li>
	<li><strong>Solution by Solution &#8211;</strong> Describe your solution and then explain the scenarios where the customer would benefit.</li>
</ul>
<p>No matter how you decide to structure the solutions section of your business proposal, make clarity a priority.</p>
<p>As a bonus, using a graph or a table to bring your solutions to life can really hit home. Humans process images in only <a href="https://www.scienceabc.com/humans/how-fast-can-the-human-brain-process-images.html" target="_blank" rel="noopener noreferrer">13 milliseconds</a>, around 60,000 x faster than reading text.</p>
<p>If you can use imagery to bring your solutions to life, this is the section to do it in. Most business owners will skip directly to this section, so it needs to be your very best section.</p>
<blockquote>
<p>If we are going to be part of the solution, we have to engage the problems</p>
</blockquote>
<p> &#8211; Majora Carter</p>
<h3>Pricing and Billing</h3>
<p>At this point in your business proposal, you’ll have addressed the what, the why, and the how. Your clients should feel fairly convinced and confident in your business. The final hurdle is to list your pricing offers for them to select from. It’s time to make the sale.</p>
<p>Depending on the structure of your business, you might have anywhere from 1-10+ price packages. We recommend that you distill your products and services down into a few core options for them to choose from. Every business will have a different budget available. You might price some people out of a sale if you only have one package.</p>
<p>Having around three options allows people to select a package that works for them. You can then offer a range of add-on features for clients that want a more executive experience. A study done by <a href="https://hbswk.hbs.edu/item/better-by-the-bundle" target="_blank" rel="noopener noreferrer">Harvard Business School</a> revealed that this strategy of price bundling can increase revenues by upwards of 20%.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19135" src="https://assets.sonary.com/wp-content/uploads/2022/11/18151153/Example-of-product-bundling-and-offering-a-tiered-system-for-driving-sales-in-a-business-proposal-1-1.png" alt="Example of product bundling and offering a tiered system for driving sales in a business proposal-1" width="1323" height="610" srcset="https://assets.sonary.com/wp-content/uploads/2022/11/18151153/Example-of-product-bundling-and-offering-a-tiered-system-for-driving-sales-in-a-business-proposal-1-1.png 1323w, https://assets.sonary.com/wp-content/uploads/2022/11/18151153/Example-of-product-bundling-and-offering-a-tiered-system-for-driving-sales-in-a-business-proposal-1-1-300x138.png 300w, https://assets.sonary.com/wp-content/uploads/2022/11/18151153/Example-of-product-bundling-and-offering-a-tiered-system-for-driving-sales-in-a-business-proposal-1-1-1024x472.png 1024w, https://assets.sonary.com/wp-content/uploads/2022/11/18151153/Example-of-product-bundling-and-offering-a-tiered-system-for-driving-sales-in-a-business-proposal-1-1-768x354.png 768w" sizes="auto, (max-width: 1323px) 100vw, 1323px" /></p>
<p><a href="https://www.canva.com/pricing/" target="_blank" rel="noopener noreferrer">Source</a></p>
<h2>What’s the Difference Between a Business Proposal and a Business Plan?</h2>
<p>Business plan and business proposal are two terms that people commonly mistake for one enough. While they both involve your business and how it operates, they focus on different areas.</p>
<p>A business plan details the behind-the-scenes operations that go on at your business. In this document, you would include an overview of your revenue, how you make money, and the internal structures you follow. Most of the time, you’ll present a business plan when trying to secure funding or early investors.</p>
<p>On the other hand, a business proposal is a document that focuses on your services or products. This document will help you sell to clients by demonstrating how useful your offerings can be. It’s a sales document, intended to generate new leads and recurring clients.</p>
<h2>Final Thoughts</h2>
<p>You&#8217;ll need the best business proposal possible if you want to actively hunt for new leads. This guide gives you all the tools and structures you need to make a phenomenal final document.</p>
<p>Be sure to include everything we’ve detailed here, and you’ll routinely make perfect business proposals every single time. Best of luck with your pitching!</p>

How to Write a Killer Business Proposal

A killer business proposal can be the difference between a brand that rakes...

<p>Everyone is familiar with what a leader is. Yet, it’s still difficult to pin down the exact leadership qualities that the very best candidates show. Why do some leaders frustrate their staff, while others naturally excel in this position? Especially considering that <a href="https://www2.deloitte.com/content/dam/Deloitte/ro/Documents/HC_Trends_2019_C_TT-FFF-06291_ro_2019_General_Document_en.pdf" target="_blank" rel="noopener noreferrer">80% of businesses currently believe that leadership is now more important than ever</a>, your company needs to know how to get this right.</p>
<p>In this article, we’ll break down the best leadership qualities, using a handy acrostic to demonstrate exactly which skills all the best leaders have. If you’re one of the <a href="https://www.trvst.world/work-skills/leadership-facts-statistics/#cmfSimpleFootnoteLink%201" target="_blank" rel="noopener noreferrer">83% of businesses</a> that believe leadership skills must be increased across all levels, this is the article for you.</p>
<p>Let’s jump right in.</p>
<blockquote>
<p>Leadership is lifting a person’s vision to high sights, the raising of a person’s performance to a higher standard, the building of a personality beyond its normal limitations.</p>
</blockquote>
<p>&#8211; Peter Drucker </p>
<h2>Why Does Good Leadership Matter?</h2>
<p>Leadership is one quality that you can expect to find in almost any business. On some level, the act of even having one employee forces a business to begin to turn toward leadership. From structuring the company to setting work, a leader needs to guide their people toward success.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19222" src="https://assets.sonary.com/wp-content/uploads/2022/12/19145355/Three-in-four-employees-want-their-leaders-to-have-effective-transparency-communication.png" alt="Three in four employees want their leaders to have effective, transparency communication" width="830" height="417" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/19145355/Three-in-four-employees-want-their-leaders-to-have-effective-transparency-communication.png 830w, https://assets.sonary.com/wp-content/uploads/2022/12/19145355/Three-in-four-employees-want-their-leaders-to-have-effective-transparency-communication-300x151.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/19145355/Three-in-four-employees-want-their-leaders-to-have-effective-transparency-communication-768x386.png 768w" sizes="auto, (max-width: 830px) 100vw, 830px" /></p>
<p><a href="https://financesonline.com/leadership-statistics/" target="_blank" rel="noopener noreferrer">Source</a></p>
<p>Across a range of aspects of the workplace, <a href="https://www2.deloitte.com/content/dam/Deloitte/ro/Documents/HC_Trends_2019_C_TT-FFF-06291_ro_2019_General_Document_en.pdf" target="_blank" rel="noopener noreferrer">leadership was selected by 29% of companies</a> as one of their principal concerns and points of interest. Without leaders, a business cannot create forward movement, often leading to stalling before a company has even really begun.</p>
<p>As a company improves how its leaders operate, they’re set to obtain a range of benefits:</p>
<ul>
	<li><strong>Motivate the Workforce &#8211;</strong> As we’ll discuss shortly, workplace apathy is at an all-time high. <a href="https://www.linkedin.com/pulse/five-phases-workplace-apathy-dr-milton-mattox/" target="_blank" rel="noopener noreferrer">According to Dr. Milton Mattox</a>, apathy in the workplace can often present as burnout or a genuine disinterest in a project. Leaders help to change this, finding areas where they can excite their teams, motivate and inspire them. A good leader can fight back against apathy, becoming the driving force toward an active and effective workforce.</li>
</ul>
<p>&nbsp;</p>
<ul>
	<li><strong>Improve Performance &#8211; </strong>Leaders that govern by example are hard workers. Their continual efforts have a trickle-down effect, helping to boost the performance of everyone they work with. Following on from increased motivation, leaders can instill a genuine passion for the job, helping everyone to improve their performance without burning out.</li>
</ul>
<p>&nbsp;</p>
<ul>
	<li><strong>Decision-Making &#8211; </strong>When faced with a range of seemingly equally viable options, businesses need someone to step forward and break the tie. That’s where leaders come in. By weighing up all of the options possible, leaders can make tough decisions and keep business running smoothly.</li>
</ul>
<p>While leadership is important &#8211; good leadership is even more vital. Being able to lead in a way that doesn’t step on anyone’s toes is crucial if your executive staff is going to be successful leaders.</p>
<h2>What are the Best Leadership Qualities?</h2>
<p>After a challenging few years in the workplace, with the pandemic and the full movement to <a href="https://www.zippia.com/advice/remote-work-statistics/#:~:text=26%25%20of%20U.S.%20employees%20now,than%20one%20that%20doesn't." target="_blank" rel="noopener noreferrer">remote work for 26% of the US workforce</a>, leaders need to step up and guide their organizations toward success.</p>
<p><a href="https://www2.deloitte.com/content/dam/Deloitte/ro/Documents/HC_Trends_2019_C_TT-FFF-06291_ro_2019_General_Document_en.pdf" target="_blank" rel="noopener noreferrer">According to a study by Deloitte</a>, businesses believe that what makes a good leader is changing. Currently, the most important quality directly reflects our more turbulent circumstances, with 81% of respondents seeking leaders that can push through complexity and ambiguity.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19225" src="https://assets.sonary.com/wp-content/uploads/2022/12/19145927/Leadership-qualities-that-matter-according-to-the-Leadership-institute.-Communication-Authenticity-and-Courage-are-the-top-three.png" alt="Leadership qualities that matter according to the Leadership institute. Communication, Authenticity, and Courage are the top three" width="1024" height="732" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/19145927/Leadership-qualities-that-matter-according-to-the-Leadership-institute.-Communication-Authenticity-and-Courage-are-the-top-three.png 1024w, https://assets.sonary.com/wp-content/uploads/2022/12/19145927/Leadership-qualities-that-matter-according-to-the-Leadership-institute.-Communication-Authenticity-and-Courage-are-the-top-three-300x214.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/19145927/Leadership-qualities-that-matter-according-to-the-Leadership-institute.-Communication-Authenticity-and-Courage-are-the-top-three-768x549.png 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></p>
<p><a href="https://www.theleadershipinstitute.com.au/2019/11/the-leadership-qualities-that-matter/" target="_blank" rel="noopener noreferrer">Source</a></p>
<p>To paint you a full picture of what makes a leader, let’s break down all the best leadership qualities by using LEADERSHIP as an acrostic.</p>
<h3>L = Loyalty</h3>
<p>From the Great Resignation to <a href="https://sonary.com/content/the-3-reasons-why-your-employees-are-quiet-quitting-and-what-you-can-do-about-it/">Quiet Qutting</a>, 2022 has been the year of employees leaving their jobs. Whether they’re seeking flexibility, looking for a pay raise, or even just dislike their boss, loyalty is hard to gain and easy to lose.</p>
<p>Almost <a href="https://www.forbes.com/sites/hecparis/2017/09/19/how-to-keep-employees-loyal-to-your-company/?sh=a74bcf9605a3" target="_blank" rel="noopener noreferrer">15% of all employees</a> have directly left a job because of their boss. Being able to show loyalty to your employees will cultivate loyalty in return. Our first leadership quality is one of the most important. With employee quitting rates at an all-time high, we need to do everything we can to retain top talent.</p>
<p>Employee loyalty starts with effective leadership.</p>
<div data-google-ads="article-ads"> </div>
<h3>E = Engaging</h3>
<p>In 2022, employee engagement is at an all-time low. Currently, only around <a href="https://news.gallup.com/poll/241649/employee-engagement-rise.aspx" target="_blank" rel="noopener noreferrer">34% of employees are engaged</a> with their work, leading to lower rates of productivity, higher employee turnovers, and more burnout at work.</p>
<p>One leadership quality that is almost always overlooked is the ability to be engaging. People don’t want to rally behind a leader that is boring to listen to and doesn’t motivate employees. A great leader will always attempt to inspire and energize their employees.</p>
<p>If you have an engaging leader, you’ll be able to push your employee engagement rates back up, helping to supercharge your business and drive onward toward success.</p>
<h3>A = Authenticity</h3>
<p>Authenticity and full transparency at work will help to increase people’s interest in their jobs. If a boss seems to be hiding things or being deceitful, there’s a greater chance that employees will start to feel disheartened.</p>
<p>An easy place to start with full authenticity is salary transparency. When <a href="https://buffer.com/salaries" target="_blank" rel="noopener noreferrer">Buffer</a> started to publish all of its salaries online, they were flooded with new applicants. People want to work for companies when true authenticity is the norm.</p>
<p>Start with leadership authenticity, and go from there. You’ll be surprised how fantastic this can be for morale.</p>
<p>If you’re looking for an easy way to manage employee salaries, we strongly recommend <a href="https://sonary.com/b/gusto/gusto+payroll-services/">Gusto</a>. As a cloud-based software, you can easily track, trace, pay, and create payment histories with just the click of a button. Over 100,000 businesses are already using Gusto to automate their payroll services.</p>
<h3>D = Dedication</h3>
<p>A leader should never expect employees to do more work than they would typically do in a day. If a leader starts to show signs of not pulling their weight, employees will quickly notice and start to feel like they’re being unfairly treated at work.</p>
<p>Leaders should be able to delegate when needed. However, a true leader will always show more dedication to the job than other employees. While it doesn’t have to be quite as literal as first in the door in the morning, last out at night, this certainly could go a long way.</p>
<blockquote>
<p>A leader is one who knows the way, goes the way, and shows the way. </p>
</blockquote>
<p>&#8211; John C. Maxwell</p>
<h3>E = Empathy</h3>
<p>Work can be a stressful place for employees. With deadlines, long hours, and time crunches, adding a boss that’s not empathetic to the mix can be a recipe for disaster. At present, nearly <a href="https://www2.deloitte.com/us/en/pages/about-deloitte/articles/burnout-survey.html" target="_blank" rel="noopener noreferrer">84% of millennial workers</a> have experienced burnout. <a href="https://sonary.com/content/12-surprising-facts-about-millennial-and-gen-z-workers/">73% of millennials work more than 40 hours a week</a>, which accelerates the road to burning out. A great leader is able to identify candidates that need a little extra support, being empathetic to them whenever they need it.</p>
<p>Empathy is one of the most important leadership qualities. Without the ability to take a step back and look at the bigger picture, you may be pushing your employees too hard. Taking a second to check in with them and ensure that everything is going well will go a long way.</p>
<h3>R = Respect</h3>
<p>Respect is a two-way street. If a leader wants to be respected, they must first respect the people that they’re working with.</p>
<p>A leader that’s too self-involved to realize that business is a team sport will never fully find their footing in this world. All leaders must be respectful and work well with their employees.</p>
<h3>S = Servanthood</h3>
<p>Servanthood, or the willingness to do something for others, is another important leadership quality. A leader shouldn’t give out tasks that they’re unwilling to do themselves.</p>
<p>Being able to take tasks off your employees’ plates and make their day easier will result in a lot of appreciation. A good leader helps where they’re needed, driving progress on every level of the business.</p>
<p>If you’re looking for a way to better serve your workforce, be sure you’ve got the best HR tools on hand. We recommend <a href="https://sonary.com/b/trinet/trinet+hr/">TriNet</a>, which offers a full-service HR solution for SMBs.</p>
<h3>H = Humanity</h3>
<p>Leading through fear or cruelty is an outdated practice that is heavily frowned upon in the world of business. While a leader might have more relative power in a company when compared to those directly under them, that doesn’t mean they should usurp this power in any way.</p>
<p>The past few years have been difficult for us all. The leadership quality of humanity is now more important than ever. Take time to listen to your employees, chat with them about their days, and ensure that they’re happy in their current roles.</p>
<p>If you see someone struggling at work, don’t take it badly. Try to understand the additional pressures on your employees and find a way to help if you can.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19226" src="https://assets.sonary.com/wp-content/uploads/2022/12/19151000/job-Statistics-that-demonstrate-the-importance-of-good-leadership.png" alt="76% of employees describe their bosses as toxic, and 75% say their boss is the most stressful part of the job. Statistics that demonstrate the importance of good leadership qualities in the workplace" width="830" height="417" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/19151000/job-Statistics-that-demonstrate-the-importance-of-good-leadership.png 830w, https://assets.sonary.com/wp-content/uploads/2022/12/19151000/job-Statistics-that-demonstrate-the-importance-of-good-leadership-300x151.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/19151000/job-Statistics-that-demonstrate-the-importance-of-good-leadership-768x386.png 768w" sizes="auto, (max-width: 830px) 100vw, 830px" /></p>
<h3>I = Integrity</h3>
<p>Leaders should be trustworthy and honorable people. While often overlooked out of the leadership qualities we’ve selected, integrity is one that cuts right to the core of who someone is. A leader should have strong moral principles and always attempt to do the right thing.</p>
<p>Especially in the world of business, the morally correct route isn’t always going to be the decision that a company would like to opt for. Leaders need to have the integrity to know when enough is enough. As a voice of reason, they need to be able to stand up for what’s right and set a clear example for all of their employees.</p>
<p>Showing clear morals can also help keep your employees in your business for longer. <a href="https://www.forbes.com/sites/hecparis/2017/09/19/how-to-keep-employees-loyal-to-your-company/?sh=a74bcf9605a3" target="_blank" rel="noopener noreferrer">77% of employees</a> that know and relate to what a leader stands for will stay at the company for at least one full year.</p>
<h3>P = Perseverance</h3>
<p>As a leader, you’re often exposed to more bad news than anyone else at a company. Not only do you have your own goals to account for, but you’re also in the line of fire if anything goes wrong on your team. Due to this, it can be a mentally draining role to take on.</p>
<p>Instead of giving up when things get tough, a great leadership quality to turn to is perseverance. Being able to weather the storm and keep pushing &#8211; both for yourself and for all of your team members &#8211; is vital for success in this role.</p>
<p>If you have leaders that can persevere, you’re much more likely to have a company that strives for success.</p>
<blockquote>
<p>Leadership is unlocking people’s potential to become better.</p>
</blockquote>
<p>&#8211; BIll Bradley</p>
<h2>Final Thoughts on the Best Leadership Qualities</h2>
<p>Operating as a leader in the 21st century means adapting to modern contexts and providing comprehensive solutions. There is no one way to be a leader, but there are several qualities that all the best leaders have.</p>
<p>We’ve moved through the ten aspects of what makes a leader, demonstrating exactly how your business can create leaders of the future. Focus on training and placing emphasis on these leadership qualities, and your organization will be ready to step into a new era of excellent top-down management.</p>

What Are the Best Leadership Qualities?

Everyone is familiar with what a leader is. Yet, it’s still difficult...

<p>With thousands of businesses acting as direct competitors to your brand, how do you stand out? Beyond crafting a unique <a href="https://sonary.com/content/how-to-craft-and-use-a-brand-storytelling-strategy/">brand story</a> and finding your selling point, you need to be able to market yourself effectively to the masses. That’s where demand generation comes in, allowing you to capture the public’s attention and boost your brand visibility.</p>
<p>Demand generation is the marketing and sales strategy that you initiate in order to increase the online awareness of your brand. All the tactics under this umbrella help to fortify your marketing funnel, showing the world why they should want your product or services.</p>
<p>Across all of your social channels, the content you produce with demand generation in mind will supercharge your lead generation. From propelling you into the public eye to increasing your website traffic, demand generation is about putting you on the map.</p>
<p>In this article, we’ll break down absolutely everything you need to know about demand generation, helping you get started with this set of invaluable marketing strategies.</p>
<blockquote>
<p>Your brand is the single most important investment you can make in your business</p>
</blockquote>
<p>&#8211; Steve Forbes</p>
<h2>How Does Demand Generation Marketing Help My Brand?</h2>
<p>Customer relationships are the center point of any brand. While securing a sale is always beneficial, if you’re unable to continually engage your customers, they’ll churn from your business. Demand generation helps to strengthen relationships, making customers realize why your brand should be their go-to choice.</p>
<p>Instead of one-off efforts, demand generation is about creating an extended strategy that draws in your customers now and long into the future. By using a series of ongoing demand generation techniques, your business will be able to:</p>
<ul>
	<li>Increase Brand Visibility</li>
	<li>Distinguish from Competitors</li>
	<li>Generate More Leads</li>
	<li>Increase Revenue</li>
</ul>
<p>Let’s break these down further.</p>
<h3>Increase Brand Visibility</h3>
<p>Brand visibility is the overall public perception of a brand. Brands with very low visibility will be unknown to their audience, while you’d find household names at the opposite end of the spectrum.</p>
<p>There is a direct connection between brand visibility and the overall success of a business. As more customers find out about your offerings, more people will come to your site, leading to a higher number of conversions.</p>
<p>Demand generation marketing allows your business to position itself across all of your channels in a way that draws customer’s attention to you. While the press makes up <a href="https://www.bynder.com/en/state-of-branding/2020/" target="_blank" rel="noopener noreferrer">11.1% of public perception</a>, the other nearly 90% is related directly to the efforts you make across your owned channels.</p>
<p>From your activity on social media (<a href="https://www.bynder.com/en/state-of-branding/2020/" target="_blank" rel="noopener noreferrer">39.4%</a>) and brand-owned content (<a href="https://www.bynder.com/en/state-of-branding/2020/" target="_blank" rel="noopener noreferrer">14.9%</a>), you’re able to craft your own reputation and facilitate high-impact demand generation. With this in place, you’ll start to increase your brand visibility and bring in new customers.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19248" src="https://assets.sonary.com/wp-content/uploads/2022/12/20091634/During-demand-generation-what-is-a-brand’s-biggest-concern-42.9-believe-that-growing-brand-awareness-is-the-leading-concern.png" alt="During demand generation, what is a brand’s biggest concern? 42.9% believe that growing brand awareness is the leading concern" width="1000" height="841" /></p>
<p><a href="https://www.bynder.com/en/state-of-branding/2020/" target="_blank" rel="noopener noreferrer">Source</a></p>
<h3>Distinguish from Competitors</h3>
<p>In our digital era, it’s easier than ever to create and run a business. In fact, the US Census Data demonstrates that in one financial quarter alone,<a href="https://www.census.gov/econ/bfs/index.html?" target="_blank" rel="noopener noreferrer"> 1.25 million new business applications are submitted in the USA</a>. With thousands of new businesses joining the game every day, you’ve got a lot of competition.</p>
<p>Even if you offer a fairly similar service to your competitors, demand generation will help you stand out from the crowd. By providing a unique user experience, as well as a well-crafted online identity, you’ll be able to win customers over from your competitors.</p>
<p>Producing content that viewers find useful will help you build up a rapport with your audience. Equally, thanks to <a href="https://www.copypress.com/blog/helpful-content-latest-google-update/" target="_blank" rel="noopener noreferrer">Google’s Helpful Content Update</a>, you’ll be able to use demand generation tactics to move up the SERP rankings and beat out your competitors for that top spot.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19249" src="https://assets.sonary.com/wp-content/uploads/2022/12/20092033/What-is-the-leading-brand-differentiator-for-customers-28.6-believe-it-is-a-distinct-user-experience.png" alt="What is the leading brand differentiator for customers? 28.6% believe it is a distinct user experience" width="1000" height="841" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/20092033/What-is-the-leading-brand-differentiator-for-customers-28.6-believe-it-is-a-distinct-user-experience.png 1000w, https://assets.sonary.com/wp-content/uploads/2022/12/20092033/What-is-the-leading-brand-differentiator-for-customers-28.6-believe-it-is-a-distinct-user-experience-300x252.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/20092033/What-is-the-leading-brand-differentiator-for-customers-28.6-believe-it-is-a-distinct-user-experience-768x646.png 768w" sizes="auto, (max-width: 1000px) 100vw, 1000px" /></p>
<p><a href="https://www.bynder.com/en/state-of-branding/2020/" target="_blank" rel="noopener noreferrer">Source</a></p>
<h3>Generate More Leads</h3>
<p>Demand generation marketing helps new clicks to flood your website. Whether they encounter you on social media, through natural search traffic, or through one of your lead magnets, you’re able to pull in unique visitors.</p>
<p>Cultivating different social channels where users can find you helps to capture a larger audience. Over time, this larger quantity of traffic will help you obtain more new leads. Even if your click-to-lead percentage remains the same, the increase in traffic will help you to generate more leads for your brand.</p>
<h3>Increase Revenue</h3>
<p>Following swiftly on from more leads comes an increase in revenue. Effective demand generation positions your company as a commodity that consumers should seek out. With increased demand and more leads, you’ll begin to pull in more revenue.</p>
<p><a href="https://www.klipfolio.com/metrics/marketing/lead-conversion-rate" target="_blank" rel="noopener noreferrer">According to MetricHQ</a>, the average lead conversion rate is around 4%. If you have 100 visitors on your site, you can expect around 4 conversions. Through demand generation, you’ll increase the overall flow of visitors to your site. While that 4% may not change, if you have 10,000 visitors on your site, you’ll be expecting around 400 unique customers.</p>
<p>That’s not to mention the fact that demand generation tactics also help to improve the customer experience. If you’re continually impressing and satisfying your new customers, you’ll be able to convert them into returning customers, increasing your company’s average lifetime value (LTV).</p>
<h2>What Are the Best Demand Generation Strategies My Company Can Use?</h2>
<p>Demand generation is a surefire way to capture and convert high-quality leads for your business. By crafting a reliable marketing pipeline, you can carry new users through your sales funnel and convert them into customers.</p>
<p>When engaging in demand generation, here are the top three strategies that you should turn to:</p>
<ul>
	<li>TOFU Content</li>
	<li>Email Marketing</li>
	<li>Account-Based Marketing</li>
</ul>
<p>Let’s explore each of these further.</p>
<h3>TOFU Content</h3>
<p>TOFU (Top-of-the-Funnel) content is personalized digital content that you create in order to engage as many people as possible. In these articles, you’ll be creating in-depth guides to important topics within your business niche. Each post will be highly educational, providing quality content to your audience for free.</p>
<p>TOFU content ranks incredibly well online, with information content being the <a href="https://searchengineland.com/the-informational-content-advantage-156186" target="_blank" rel="noopener noreferrer">most effective online content format</a>. Beyond this, you’ll be delivering infographics, social media updates, blog posts, videos, and podcasts to your audience. Over time, these regular posts will convert you into a leader within the industry, with customers coming to you due to your quality insight.</p>
<p>TOFU content helps convert your website into a site of interest, building customer familiarity and helping you excel in the SERP rankings. Bring on the natural traffic!</p>
<h3>Email Marketing for Demand Generation</h3>
<p>When thinking of demand generation, organic social content is often what first comes to mind. After all, <a href="https://www.hipb2b.com/wp-content/uploads/2022/02/HIPB2B-Omnichannel_Demand_Gen_Report.pdf" target="_blank" rel="noopener noreferrer">39% of brands use content creation and organic traffic</a> as their leading forms of demand generation. However, generating demand through email marketing is actually the leading strategy.</p>
<p><a href="https://sonary.com/email-marketing/">Email marketing works so well</a> because users have already demonstrated their interest in your brand by signing up to your mailing list. From there, you have the unique opportunity of creating content that goes directly to their inbox. This level of direct connection helps you to facilitate further interaction.</p>
<p>Consistency is vital in demand generation. If you repeatedly show your mail list subscribers why your brand is perfect for them, you can reduce the size of their personal sales funnel. Instead of having to go through TOFU, MOFU, and BOFU marketing, email demand generation cuts out a few steps, helping to propel you toward success.</p>
<p>If you haven’t yet gotten started with email marketing, our platform recommendation is <a href="https://sonary.com/b/constant-contact/constant-contact+email-marketing/">Constant Contact</a>. With flawless automation and a range of business templates, they’ll help you get this aspect of demand generation up and running in no time.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-19250" src="https://assets.sonary.com/wp-content/uploads/2022/12/20092739/The-11-most-utilized-channels-for-demand-generation-graph.-Top-three-are-email-at-68-organic-social-at-39-and-paid-social-at-36..png" alt="The 11 most utilized channels for demand generation graph. Top three are email at 68%, organic social at 39%, and paid social at 36%." width="1323" height="686" srcset="https://assets.sonary.com/wp-content/uploads/2022/12/20092739/The-11-most-utilized-channels-for-demand-generation-graph.-Top-three-are-email-at-68-organic-social-at-39-and-paid-social-at-36..png 1323w, https://assets.sonary.com/wp-content/uploads/2022/12/20092739/The-11-most-utilized-channels-for-demand-generation-graph.-Top-three-are-email-at-68-organic-social-at-39-and-paid-social-at-36.-300x156.png 300w, https://assets.sonary.com/wp-content/uploads/2022/12/20092739/The-11-most-utilized-channels-for-demand-generation-graph.-Top-three-are-email-at-68-organic-social-at-39-and-paid-social-at-36.-1024x531.png 1024w, https://assets.sonary.com/wp-content/uploads/2022/12/20092739/The-11-most-utilized-channels-for-demand-generation-graph.-Top-three-are-email-at-68-organic-social-at-39-and-paid-social-at-36.-768x398.png 768w" sizes="auto, (max-width: 1323px) 100vw, 1323px" /></p>
<p><a href="https://www.hipb2b.com/wp-content/uploads/2022/02/HIPB2B-Omnichannel_Demand_Gen_Report.pdf" target="_blank" rel="noopener noreferrer">Source</a></p>
<h3>Account-Based Marketing for Demand Generation</h3>
<p>It’s important to remember that not everyone is going to be a fan of your product, despite how hard you try. Due to this, you should turn to the crown jewel of demand generation: account-based marketing. Currently, ABM outperforms <a href="https://meshagency.com/account-based-marketing-statistics-for-2022/" target="_blank" rel="noopener noreferrer">87% of all B2B demand generation</a> tactics, rightfully claiming its place as a strategy you cannot afford to overlook.</p>
<p>ABM is where you concentrate your resources on user segments that have the highest chance of a conversion. By using a composite of customer and company data, you can chart which demographics you have the highest rate of success with. You’ll be starting off strong with high-value candidates.</p>
<blockquote>
<p>The way you position yourself at the beginning of a business relationship has a profound impact on where you end up</p>
</blockquote>
<p>&#8211; Ron Karr</p>
<p>From there, you can reverse engineer content that your chosen group has an affinity for. This form of demand generation targets ideal candidates, rapidly boosting your engagement, interaction, and conversion rates.</p>
<p>Don’t forget about the power of data for your business. A smart demand generation strategy will revolve around data-driven insights. If you don’t already have a CRM to collect and manage customer data, then we recommend <a href="https://sonary.com/b/monday-com/monday+crm/">Monday</a>. It’s extremely easy to use, comes with a range of robust integrations, and can provide an unmatched CRM experience for your teams.</p>
<p>Once armed with the power of data, you can set off toward world-class ABM. Targeting high-value customers will rapidly increase the efficiency of your demand generation, helping to push your business further into public awareness.</p>
<h2>Final Thoughts on Demand Generation</h2>
<p>Demand generation is one of the leading sets of marketing strategies that you can use to boost the online presence of your brand. While many companies will engage with digital marketing, very few actively use generation tactics.</p>
<p>Capitalizing on demand generation will allow you to fortify your online presence, increase brand visibility, and push past your competitors to become a world-leading brand. After engaging with the strategies and tactics that we’ve outlined in this article, you’ll be well on your way to success.</p>

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<p>We&#8217;re captivated by stories. It&#8217;s like being transported into another world. This creates an incredibly powerful opportunity for companies looking to build deeper customer relationships.</p>
<p>At their core, stories exist to help drive connection. With that in mind, it’s no surprise that brand storytelling is one of the most effective marketing techniques that allow us to stand out from the crowd.</p>
<p>We can humanize our brand by relating personal experiences and sharing our perspectives. In this article, we’ll turn to brand storytelling, explaining what it is, how it works, and how your brand can get started with this wonderful technique.</p>
<blockquote>
<p>We, as a species, are addicted to story</p>
</blockquote>
<p>&#8211; Johnathan Gottschall [Author of <em>The Storytelling Animal]</em> </p>
<h2>What is Brand Storytelling?</h2>
<p>Brand storytelling, also known as storytelling in marketing, is the action of using narrative techniques to connect with customers. Instead of just selling them a product, we’re leading them along a pathway, helping them to understand the company itself and what it stands for.</p>
<p>If branding is discovering who your company is and what you stand for, then brand storytelling is making sure the world knows your history, mission, goals, and driving factors. Through narrative techniques and by placing emphasis on the human side of your company, you’re able to employ one of the most effective tactics in marketing.</p>
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<h2>Why is Brand Storytelling So Important?</h2>
<p>In 2022, we’re never pressed for choice when it comes to selecting a brand we want to work with. Looking for a productivity tool? There are 1,000,000 apps to choose from. What about a news platform? Once again, we’re spoiled for choice. Brand storytelling is how we stand out from the crowd, connecting with our audience, and leading them to choose us over our competitors.</p>
<p>Simply put, brand storytelling is all about making you become a memorable company. A business can have a great logo, brand voice, and <a href="https://sonary.com/content/the-8-best-ways-to-boost-your-online-presence-in-2023/">online presence</a>, but if they don’t make a positive impression, people simply won’t remember them.</p>
<p>As you begin to nail your brand storytelling strategy, you’ll be able to create customer loyalty and better relationships with your audience. Beyond that, there is a range of benefits to great storytelling in marketing:</p>
<ul>
	<li>Humanize your brand</li>
	<li>Stand out from the crowd</li>
	<li>Build Relationships Faster</li>
</ul>
<p>Let’s break these down further.</p>
<h3>Humanize Your Brand</h3>
<p>Trust isn’t an easy thing to come by in the world of running an online business. If someone isn’t familiar with your brand, there’s not much chance that they’ll decide to do business with you.</p>
<p>Beyond just selling more products, storytelling can be a great way of bringing a level of authenticity to your brand. Once you’ve developed a brand persona and have created an online presence, you’re in a much better position to interact with the world. Instead of a shrouded corporation, you can talk, communicate, and connect with customers you come across.</p>
<p><a href="https://www.accenture.com/_acnmedia/Thought-Leadership-Assets/PDF/Accenture-CompetitiveAgility-GCPR-POV.pdf#zoom=50" target="_blank" rel="noopener noreferrer">According to studies by Accenture</a>, 62% of consumers are more willing to buy from a brand if they exhibit awareness of social causes and stand by its ethical values. Without brand storytelling, a customer doesn’t know where your company stands. Storytelling in marketing is the single best way to break away from other businesses and represent what’s at the core of your business.</p>
<p>From sharing your business values to showing a real-world picture of the hardworking team that makes your brand work, storytelling humanizes your company.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-18463" src="https://assets.sonary.com/wp-content/uploads/2022/11/17104404/What-attracts-consumers-to-buy-from-certain-brands-66-company-culture-66-company-transparency-65-employee-happiness.png" alt="What attracts consumers to buy from certain brands; 66 company culture, 66 company transparency, 65 employee happiness" width="668" height="671" srcset="https://assets.sonary.com/wp-content/uploads/2022/11/17104404/What-attracts-consumers-to-buy-from-certain-brands-66-company-culture-66-company-transparency-65-employee-happiness.png 668w, https://assets.sonary.com/wp-content/uploads/2022/11/17104404/What-attracts-consumers-to-buy-from-certain-brands-66-company-culture-66-company-transparency-65-employee-happiness-300x300.png 300w, https://assets.sonary.com/wp-content/uploads/2022/11/17104404/What-attracts-consumers-to-buy-from-certain-brands-66-company-culture-66-company-transparency-65-employee-happiness-150x150.png 150w" sizes="auto, (max-width: 668px) 100vw, 668px" /></p>
<p><a href="https://www.accenture.com/_acnmedia/Thought-Leadership-Assets/PDF/Accenture-CompetitiveAgility-GCPR-POV.pdf#zoom=50" target="_blank" rel="noopener noreferrer">Source</a>.</p>
<h3>Stand Out from the Crowd</h3>
<p>In your industry, you most likely already know which brands are your direct competitors. Whether they offer a similar service or do exactly the same thing you do, you’ll have an idea who you’re competing with. Especially considering competitor research is a core element of SEO, we imagine you’ve already got a list of competitors at hand.</p>
<p>When running a business, you know exactly what makes you special. From the team behind the screen to the central values that you hold strong, it’s clear what sets you apart. Unfortunately, that doesn’t always translate well to the customer. If an individual compares your brand to your competitors and can’t find many differences, it will be incredibly difficult to attract business consistently.</p>
<p>That’s where brand storytelling comes in. With the ability to share compelling narratives, you can personalize your creative branding even more. Your brand can grow, developing a unique voice, online presence, and way of connecting with your audience. When executed correctly, customers will recognize your brand because of how you make them feel.</p>
<p>When faced with choosing two similar businesses, a customer will always pick the one they’ve developed an emotional connection to. There’s a reason <a href="https://websitebuilder.org/blog/branding-statistics/" target="_blank" rel="noopener noreferrer">73% of consumers only buy from brands with a friendly customer service team</a> &#8211; people connect with people. If you can humanize your brand through storytelling, you’ll be able to establish exactly why you’re unique.</p>
<h3>Build Relationships Faster</h3>
<p>Before you start to execute brand storytelling, your brand first needs to clearly define who they are and what they stand for. Without these core pieces of the puzzle, it’s impossible to create authentic content. Luckily for us, part of this process of defining yourself takes the form of personalization.</p>
<p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-18464" src="https://assets.sonary.com/wp-content/uploads/2022/11/17104706/Across-the-board-studies-show-that-increasing-personalization-in-marketing-help-businesses-increase-revenue-in-93-of-cases.png" alt="Across the board, studies show that increasing personalization in marketing help businesses increase revenue in 93 of cases" width="668" height="627" srcset="https://assets.sonary.com/wp-content/uploads/2022/11/17104706/Across-the-board-studies-show-that-increasing-personalization-in-marketing-help-businesses-increase-revenue-in-93-of-cases.png 668w, https://assets.sonary.com/wp-content/uploads/2022/11/17104706/Across-the-board-studies-show-that-increasing-personalization-in-marketing-help-businesses-increase-revenue-in-93-of-cases-300x282.png 300w" sizes="auto, (max-width: 668px) 100vw, 668px" /></p>
<p><a href="https://komarketing.com/industry-news/report-marketers-seeing-an-improvement-in-revenue-thanks-to-personalization-4056/" target="_blank" rel="noopener noreferrer">Source</a>.</p>
<p>Instead of generic <a href="https://sonary.com/content/a-content-marketing-strategy-in-3-easy-steps/">content marketing</a>, everything you produce will be tinged with an element of what makes you, you. Across the voice you use for copy, your word selection, and even the font and colors you use, everything stems from that moment of self-identification. Once you’re sure where you stand, everything you produce will contain an element of your brand storytelling.</p>
<p>With this level of personalization comes a propensity for a consumer to connect with your brand. A <a href="https://www.businesswire.com/news/home/20170215005197/en/New-Monetate-Study-Links-Personalization-Efforts-to-Increased-Profitability#:~:text=A%20documented%20strategy%3A%2079%20percent,those%20that%20missed%20revenue%20goals." target="_blank" rel="noopener noreferrer">study by Monetate revealed</a> that 79% of brands that personalize their marketing exceed their revenue expectations. By connecting with your company, consumers will be much more likely to buy from you or put themselves in a position where they can learn more.</p>
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<h3>How Do I Build My Brand Story?</h3>
<p>When creating and publishing your brand story, there are a few core stages you need to move through.</p>
<p>Here are our four steps to getting started with brand storytelling:</p>
<ol>
	<li><strong>Know Who You Are &#8211;</strong> What do you stand for, why does your brand exist, and what are your values?</li>
	<li><strong>Find Your Personality &#8211;</strong> Are you energetic, professional, creative, or refined? Whatever it may be, find your personality and incorporate it into everything you do.</li>
	<li><strong>Turn to Customers &#8211;</strong> Highlight real-world examples of your brand impacting people by pulling on <a href="https://sonary.com/content/the-impact-of-online-reviews-and-the-statistics-to-prove-it/">online reviews</a>. Feature their photos, show how you helped, and tell their stories.</li>
	<li><strong>Share a Story, Not a Product &#8211;</strong> In your marketing, focus on why and how you help the world rather than just focusing on your features. What can your brand do for people; what has it already done for the world? Story marketing captures audience&#8217;s attention.</li>
</ol>
<p>Across these core steps, you’re able to craft and hone your storytelling marketing, helping to connect with your audience as effectively as possible. Remember to push your brand story wherever you can. Customers should be able to find a cohesive voice across all of your social platforms, your company website, and even in the packaging you send out to buyers.</p>
<blockquote>
<p>Marketing is no longer about the stuff that you make, but about the stories you tell.</p>
</blockquote>
<p>&#8211; Seth Godin</p>
<h2>Final Thoughts</h2>
<p>Storytelling marketing, or brand storytelling, is a leading tool in distinguishing your company from the masses. By creating a connection with your audience, this strategy will help drive sales while fostering brand loyalty.</p>
<p>Consumers don’t want to do business with corporations they don’t know and don’t understand. To set yourself apart, brand storytelling helps you craft a personalized message, sharing with the world what makes you special. As you develop a sense of self as a business, your consumers will easily recognize your copy and brand.</p>
<p>Over time, brand storytelling will revolutionize how you create content, connect with your audience, and exist in our digital world.</p>

How to Craft and Use a Brand Storytelling Strategy

We're captivated by stories. It's like being transported into another world....

Jack Limebear is a freelance content writer from London, England. Alongside being published in Forbes, Harvard Business Review, and Business Insider, he’s written extensively as a ghostwriter, having published 10+ non-fiction books on behalf of industry leaders. Having escaped rainy England, he now resides in Medellín, Colombia, with his partner and two extremely needy cats.