Creating consistent content

The number one headache I hear from business owners. How do I consistently push out content to multiple platforms that convert strangers into paying customers? I feel you, I run 2 businesses and the pain is real. Larger businesses pay whole departments to do this and there's just you! Even if you are lucky enough to have the help of a VA, copywriter or marketing professional the message needs to be driven by you, in your voice!Just you to create the strategy, design the visuals, craft the messaging and schedule out across platforms in a way that captivates your customer. All the advice seems to ask you to post every day on every platform in writer, video, audio and picture forms, not to mention engaging with every comment and other peoples posts and groups!!! It is a full time job for 3 people and drains your creativity.

Not to mention the dreaded and elusive algorithm, that never seems to be happy no matter what you do, all those hours spent and do we know how much revenue we generated? Can you guess or do you have a clue? There is a reason why so many people start businesses in Digital media management and then find another niche, it burns peoples creativity out. You have to be a specific type of person to enjoy it.

Ok, deep breath….

The only things that matter here are you, your strengths and abilities and your customer, everything else can get in the bin.

So let's start with you. Realistically what platforms do you enjoy, how much time do you have to dedicate to digital marketing, and is there a budget to outsource any of it?

What are you selling and who to?

If you sell several packages, product categories or services make a quick matrix and give each one a score out of 10 for profitability, enjoyment, lifestyle match (ease) total up. The one with the highest overall score should probably be the one you are marketing. It brings good profit, good enjoyment and fits into the lifestyle you want with ease. You should consider dropping the lowest-scoring one.

Look at your past customers, which ones do you wish you could shove into a replicator and make copies of? What's attractive about them, why are they a good fit for you? Do this for a the top 5 customers you worked with over the last year. Now lets get that info formalised onto a client persona form….link….

What platforms should I prioritise?

Ok so now we know what we are promoting and who we are talking to. So where are they hanging out? Is that a platform you enjoy (or dislike the least) if so YAY that's now your hangout. If not, time for a deep think, can you learn to love it, outsource it or put in the extra work to convert where fewer of your clients are hanging out? You can have a presence on multiple social media platforms but should really focus on no more than 2.

Quick caveat here, there are 2 platforms that should always be a priority for all business owners, your website and your mailing list. I know! I don't love it either but if you want to be in business for years not months then I promise it's worth it. One day that mailing list will deliver so much value for so little effort. One day your website SEO will be deep and rich and will deliver clients without and social media at all! Ohh that and those of us who have been around for a long time know that social media platforms come and go, so do selling platforms. We also all know someone who has had their account hacked or deleted for no reason. The only land you own is your mailing list and your website. Everything else can be taken from you with no warning.

So whats the plan?

Now we know what we are promoting, who we are promoting to and on which platforms. Great! Now I like to take a look at the calendar, what are the important dates and deadlines. So payday, the start of a new programme, a anniversary, the school holidays could all be important to build your content around.

So your standard funnel looks like this, for a more comprehensive funnel training take a look here……

Problem unaware

V

Problem aware

V

Solution aware

V

Brand aware

V

Product and price-aware

V

Money in your bank account

So imagine you are writing 10 to 15 posts directly to your customer to get them down this funnel in the style that works on your chosen platform. Then we throw in some elements to get people to know like and trust us, because people buy from people. So another 5 to 10 posts on who you are, why you do this work, what your values are and what your life looks like. I have 10 pillars I like to build my content around to give a good mix that engages and converts.

Value posts: give away value. This could be lead magnets, updates in your industry, how to pieces, anything that people could pay you for but here you are just giving it away for fee.

Repelling content: Content that makes difficult customers who are not right for you switch off and look the other way. I literally have a blog post all about who is not a good fit for Mint.

Enticing content: This content teases how good it would feel to work with you. It could be a client success story, how you fixed a tricky problem for someone, how you love the work that they hate, how you can do it faster, how it fixes their problems and makes their life easier.

Objection killers: These are the reasons people don't buy from you and we are gonna put the spotlight on them, I have worked with a copywriter before and it made no difference, well here is why it will be different this time. I don't have time to work out - oh so you are happy with deteriorating physically?

Sales content: We have to remind people we have a product or service and tell them how to buy it. Sometimes people just need the prompt and the easy click!

Pricing content: explain your pricing, why are you cheaper or more expensive than the competition. I have had clients who used to not work with me because they perceived that they could not afford me. Some clients will be scared to ask your price as that are worried about being shamed or pressured. Reassure them.

Guiding content: Guide your top of funnel folks into what to do next, read your blog, sign up to the newsletter. People are busy and sometimes need the simple path.

Process Content: What happens when they start to work with you? How can they use your product?

Culture and opinion content: This is where your ethics, values, lifestyle and drivers all live. Feel strongly about something, probably your customer does too.