Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to create content that converts leads into customers.
You know those advertisements that are hilarious and you describe them to your friends over and over… but you can’t remember what they were supposed to be selling? Sometimes content marketing can be like that, especially when it comes to social media. People focus more on creating content that’s entertaining than content that will get them customers.
I’ve written before on this blog about the perils of putting too much stock in the engagement your posts get and not enough in considering the ultimate goal of those posts. Do you want people to like you or do you want them to work with you? Of course, there’s no reason you can’t have both, just as long as you don’t lose sight of which one is your priority.
So this week’s post is going to teach you all about what you need to create content that converts leads into customers. I’m going to teach you about a formula I learned about a while back over at the Write Blog, called the PASOP formula, and it goes like this:
Your first focus needs to be on the problem you are solving for your customers. What are their pain points? How do your products/services alleviate that pain? When you’re doing social media marketing, this needs to be something snappy that gets to the point right away and encourages them to follow the link to your site for more information.
Example: My clients tend to be small business owners and solopreneurs who struggle to find their audience and get noticed online. They know they need to be blogging, but they also know they don’t have the time or the expertise to create engaging, SEO-friendly content that gets their audience to take the next steps in the sales funnel.
Once we’ve introduced the problem, it’s time to make it worse. What happens if they fail to solve the problem? Again, encourage them to reach out to you to prevent that from happening.
Example: Content marketing is a long game, and the longer you wait before getting started, the harder it will be to catch up to all the people who are out there doing their research, creating valuable content, and making connections. If your business has a high overhead, you could be wasting money on a business that’s not going anywhere because no one knows who you are, what you do, or why they should work with you.
Finally, we get to explain to them how we make their lives better by solving those problems.
Example: The solution I offer my clients is taking care of all their content marketing needs for them. I can research their audience, where they spend their time online, and which keywords they’re searching in order to create content they can relate to.
Finally, we get to paint an idyllic picture of what their life can be like while working with us. This can be a description of the benefits your clients have received from working with you or (better yet) testimonials. Once you have your first satisfied client, ask them for a testimonial you can share on your site, in your newsletter, and on your social media. Few things are as effective at converting leads into clients as testimonials. People want to hear from the people who have already worked with you about the results they got and if the outcome is worth the price.
Example: When done right, content marketing should grow a small business owner’s audience and client base at a fraction of the cost of traditional advertising.
Rinse and repeat. You don’t just solve one problem for your clients, you solve multiple problems, so don’t be shy in talking about all of them. Ending your blog post with another problem is a great way to get your audience hooked and begging for more. Take advantage of that to create a blog series, and if you want to know more about how and why to create a blog series, come back next week because that’s what I’ll be covering on Marketing Monday. If you’re not sure you’ll remember, sign up for my newsletter at the top of this page and automatically get an email update.