Attracting Clients With Content
If there’s one thing you absolutely must have to run a successful business, it’s clients. So, how can you attract the ideal ones and make sure they stick around? There’s a lot of advice out there about online marketing, and trying to wade through all of it can be completely overwhelming. Not to mention that a large portion of it is outdated and essentially useless.
That’s because most advice about online marketing focuses on data and tactics instead of structure, process and psychology.
To put it another way, to really increase your visibility and create insatiable content, you have to look at the whole picture and create an actionable plan designed to help you achieve your goals.
You can read ebooks, blog posts and a nearly infinite number of articles about SEO, A/B testing, buyer personas, launch strategies and endless other marketing tactics, but without first understanding the end goal and creating a results-focused plan, those tactics will fall flat.
Tactics can be exciting, and sometimes they can feel like magic, but in reality they are tools that help you implement a solid plan. Trying to learn about them first is like putting the cart before the horse - you’ll go nowhere.
So, instead of getting down and dirty with advanced techniques, I’m going to share with you the first things you should know about increasing your visibility.
When you’re done reading, you’ll have a solid foundation to build from, not just a pile of fancy decorations with nowhere to put them.
Content is Everything
If you want anyone to find you, you’ve got to put yourself out there. The more variations of content you have, the easier you’ll be found.
Don’t take that to mean that you just need to pump out tons of content and hope for the best. Content should be strategic, focused and highly valuable. The variety comes in the format.
Blog posts are of course one type of content, but so are social media posts, videos, podcasts, audio, ebooks and books, and traditional media like newspapers articles and television interviews.
When you think about creating content, don’t limit yourself to just one format; get creative about where your content is posted and you’ll gain a farther reach.
Now that we’ve got that out of the way, let’s get real - your content needs to be really good. It needs to stand out amongst all the clutter and mediocrity.
Here’s how to create insatiable content:
- Know Yourself As a business owner, your brand relies on your identity. You are the authority, the person your clients trust for guidance and advice.But you can’t be that person if you don’t know who you are, including what your values and goals are.Your content needs a voice - your voice, but if that voice is insecure or wavering, the quality will suffer. To create stellar content, it needs to come from a place of confidence, authority and certainty. Whatever the format and whatever the message, when you know yourself, your content will be clear.
- Know Your Audience
As much as you know yourself, you also need to know your audience. The type of clients and potential clients you desire to purchase your products and services.When you know your ideal client, you can create content specifically designed for them.* Think about their problems and how you can solve them.* Imagine their fears, insecurities and doubts, and how you can help them to overcome.* Picture their dreams and goals and how you know the steps they can take to achieve them.
Understanding your ideal client will give you endless content ideas. And that content will be so valuable to them because it will be perfectly fitted.
- Give it Away For FreeMany coaches, course creators or business owners are afraid of selling because they fear becoming pushy and asking for sales.That’s totally understandable, but selling doesn’t have to mean pushing and asking. It can mean giving.It seems counterintuitive that giving something away for free could inspire a sale, but it’s the most effective way to turn a potential customer into a client.When you produce free content that demonstrates your expertise and desire to help, you build trust and authority. That trust and authority is invaluable, because it will build a following of devoted, ideal clients who want to learn everything you have to offer.
There is strategy around what content to offer for free and what content to sell, but that comes later.
What is important to know right now is your mindset about selling should shift from pushing to giving. When it does, you’ll discover that the content you create is highly valuable, creates a devoted following and makes selling so painless that it becomes exciting and fun.
The Key to Online Visibility
Now that you understand the foundation to creating spectacular content, it’s time to look at the best way to get that content out into the world.
Before you start writing posts, filming videos or even creating courses and programs, you need a structure and plan.
Without this, you’ll be spending your time hoping the right piece of information gets to the right person at the right time.
Instead of hoping - take control.
The key to visibility online is knowing exactly the journey your clients will take to get to your sale. It’s a structured plan that you strategically create. I know… it sounds tech-heavy and complicated, but it’s not.
It's the Evergreen Model, and it’s designed to automate the journey your clients take from curious onlooker to devoted follower (and buyer of everything you produce).
If you want to gain visibility online, attract an ideal audience and consistent sales, there’s no other system out there that will lead you step by step through the process of creating content, promoting products and services, and building your authority as a leader in your industry.
If you want to learn the best way to draw in paying clients over and over again, check out my free training on the Evergreen Model