Marketing can seem way more complicated than it has to be when you are trying to understand what all the terms like ROI, SEO, funnel, and so on actually mean. Layer that with figuring out current marketing trends and algorithms and you may just want to throw in the towel altogether.
The truth is, none of this matters if you don’t have a strong message. Content is the foundation of all marketing. What you say about who you are and the problem you solve determines how well all of your marketing strategies work. If you aren’t getting the sales you want, your content is the best place to revamp your marketing strategy.
Marketing is how you make it easy for people to buy from you. This is why the kind of content you share makes all the difference when it comes to getting conversions. The best way to update your content marketing strategy is to ask yourself, “How can I make it easy for people to want to work with me?” What do your people need to know or understand to make a decision about working with you?
The following are some general categories of content to get you started but make each one relevant to your unique business and expertise.
What you do. This one seems simple but if you scroll on Instagram you will find it’s not often easy to see exactly what problem people solve. Make sure you are talking about what you do with the kind of clarity that people use when they Google a solution for the thing that is keeping them up at night. Think web designer for 6-figure coaches, instead of heart-centered web designer for entrepreneurs.
Your process, expertise, and experience. Don’t confuse this with explaining every detail of your program. Save that for your sales page! This category is an opportunity to tell potential clients how you are different from other people in your industry by sharing your unique process and experiences that show you understand your client’s problem better than anyone else.
How you think. Education has always been an important category of content for sharing online. But, I want to challenge you to think about it differently. Instead of just 3 ways to (insert topic here), think of it as thought leadership. Talk about those clickbait topics in a way that tells people how you think about the topic and your unique way to approach a problem. This elevates you as a leader in your industry rather than sharing a tip that the reader will soon forget. If your business is education, add this category to stand out online. If your business is done for you services use this category to attract the right clients.
Sales. Sales posts tell the reader exactly what your services are and how they can take the next step in working with you. This is the most forgotten category because people don’t want to be “salesy”, but you have to ask people to work with you if you want more clients. Avoiding the ask means you are avoiding getting more sales. Remember that selling is how you tell people what you can do to solve their problem. Selling is helping!
Client results. If you hate to brag about the amazing results you get your clients then you are making it hard for people to buy from you. We all want that extra assurance that our investment will pay off. Sharing client feedback is crucial to getting more sales.
Now that you have fresh content ideas, it’s time to think about your strategy – how you will share your content. This is where most people think about what they have to do. They start with what seems to be trending and what others they admire are doing. STOP right there! Just as many people who do talking head videos have mega followers as people who entertain with the latest dance. People who show up in sweatpants with dirty hair and people who glow on a beach all have followers. The best strategy for you is what actually works for you. If something works for you it means: you can commit to being consistent, you get conversions, and you don’t hate it.
Think about what is the best way for you to connect with your audience first, then consider how different platforms and trends can support that.
Getting back to the foundations of marketing, your content will increase your conversions making it easy for people to feel good about investing with you. When it comes to sharing your content, focusing on what works for you will help you stay consistent and grounded in your marketing (which produces more results) throughout 2023.
Now that we’ve covered how to rethink the content you share to attract clients let’s talk about finding the right way to share your content. Grab your totally free Human Design Strategy Call where you will discover your Human Design type and the best strategy for your unique blueprint.
In this masterclass you will learn how to get consistent clients without burning out so you can truly create a business that supports you by using your Human Design type.
© 2020 Shana Dewitt