How to use content to gain customers

I know producing content for your business can be overwhelming. Sure we all have those days when we could write a whole heap of blog posts. But there are other days where the content creation runs dry right. So let’s take a good look at the job our content performs for our business, where we should be putting it and how best to use it.

Why is content important for our business?

Our content is essentially our sales person, up at the forefront of the business, chatting away to potential customers. So what would a sales person do to encourage a sale?

  1. They confirm the brand’s message. For example, if you are a business that is for vegans and you are passionate about being plastic free, this would form part of your brand message and your content would communicate this.
  2. They build rapport with potential customers. In the real world scenario that would be picking up on points that they have in common and sharing this common ground. For example, “you’re from England – me too! Where abouts?”, “Oh I’m from Manchester!”, “No way, small world, my granny is from there!” Now you have mutual ground. Rapport. A relationship begins to form. (We’re not talking boyfriend girlfriend, just a little trust!)
  3. They explain the details, features and benefits of the product
  4. They objection handle. When the person says it’s too expensive, the sales person would discuss this with them. Is it too expensive right now? Would a payment plan help? There’s buy now pay nothing for 6 months… you get the idea. They navigate around the “no” and turn it into a “yes”

This is all well and good, but seen as though we’re online businesses and we’re not there in person to go through these steps, that’s where our content steps up. The words we write must cover all 4 points above to help convert people into customers.

So where should we put our lovely converting content?

Well pretty much everywhere you can!! That’s the honest answer. But if I was to provide a checklist it would be as follows;

  • Instagram feed
  • Instagram stories (remember to use your highlights!)
  • Facebook page
  • Facebook groups (your own or other peoples)
  • Facebook profile (for some businesses)
  • Twitter
  • Pinterest
  • Your blog
  • Guest Blog
  • Video – YouTube and IGTv

You need to also remember that each page on your website needs to contain content that considers the sale and the customer.

The other thing to remember is that your customer isn’t on each of these, so don’t stress yourself about being on all of them. Just be where you need to be!

Do you want to find out the best social media platform for your business? Each one caters to different businesses , different customers – take my quiz to find out the best one for you here.

If you’re struggling to know when to post on social media, I always advise checking your own analytics, but if you need a quick guide – here’s one for you.

Main things to remember about different social media platforms

In terms of the big three – Instagram, Facebook and Twitter there’s a few things to consider;

  1. FREQUENCY – Twitter is fast paced, typically you’ll need to be tweeting 5-10 Tweets per day. Bear in mind these are short punchy one liners. And you can retweet thank goodness! Facebook is a little less intensive at 2-3 times a day. Instagram fairs even better around once a day for best engagement.
  2. CONSISTENCY – You want to be posting as a business at least 4 days of the week ideally. Remember you can use schedulers. Facebook has it’s own inbuilt. Twitter has one as well, but you have to be crafty to access it. It’s done through the ad account, but don’t worry it is free! Check out this tutorial for how to use it. I’m borderline obsessed with Unsocialise for Instagram. It does way more than schedule posts.
  3. POST TYPES – experiment with post types, text (shorter and longer), picture and video. If you can chuck in a live, your engagement will thank you for it!

What the best content?

If you can master creating content that speaks to your ideal customer then your business will thank you for it. The best content is content that isn’t spammy, speaks directly and clearly to your ideal customer, and doesn’t appear to be selling a thing. Give value, value and more value to your customers. Focus on the value and the sales will follow.

I hope this helps you in some way to create content that converts followers to customers and to spread your brand message! I’d love to hear your thoughts – drop me a comment below!

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