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Creating Content That Converts

Today, I want to talk about creating content that converts to prospects. When students of mine say, “I’m struggling getting prospects,” or “I can’t find any leads,” I always go back to their social media channels and look at their content. Are they asking interactive questions? Are they giving a glimpse of their day-to-day life so people can understand them more? Are they repurposing their businesses sales pitches or creating their own content? These are all questions you should have in mind when analyzing your profiles. 

If you are not properly setting the stage with your content, then of course you’re not going to be of interest to any potential leads. A strategy I learned a while back is to create 80% value-driven content to use and 20% business-oriented content to use. I want you to do an audit on the current state of your main Facebook page and determine whether or not you are using the 80-20 rule. What percentage of your content is too spammy or pitchy? What percentage of your content would offer a way to connect, offer entertainment, or provide education? If you find yourself leaning toward the business-oriented content too much, then re-evaluate your content creation process and include more value-driven content in there. 

Step one to creating content that converts: It’s crucial that you know who you are trying to connect with. If you don’t know your avatar, then you are basically just posting content that you think would work, but actually doesn’t. Get to know who you’re serving and you will start to get a clearer view of what type of content you should be creating. Stop posting and praying that it will work! That’s not going to get you clear results because people are way more interested in value than they are in your product initially. 

Step two in creating content that converts: Put an action in your post description. Encourage your audience to engage with you in a slew of different ways. You could encourage them to interact with you by asking for some advice on something small, you could include a call-to-action asking them to visit your website. There’s so many ways that you can inspire your audience to engage with you, so get them figured out. Engagement is truly everything, so, when you are posting consistently and still not seeing results, go back through your content and see what the text is saying. Try to rearrange it so it’s easier to read. Include more questions in there for your audience to see. Make sure you’re standing out for the right reasons. Be a student and study others’ accounts who may be in the same industry as you. 

Step three in creating content that converts: Take the conversation to messenger. When people engage with your content, reach out to them privately. If they leave a quick comment on your Facebook live, go into messenger and ask them a question: what did you like about my Facebook live? What are your interests and how do ours align? Every time someone engages with your content, that is an opportunity to message them privately and start learning their pain points. Moving conversations into messenger is what helps you make your money. Learn how to offer value by asking them why they were interested in your content? They might need exactly what you’re selling! If you’re just messaging people with a link, you are not getting permission and you are not identifying if they’re a real prospect. 
Remember this acronym: CEM. Content. Engagement. Messenger. Be patient with the process, but stay consistent. If you’re patient and consistent and you’re putting out great content, the magic will come!

Watch my latest #getLIT training to see how you can implement this process in your business!

Want to learn more about personal branding and value-driven content?! Check out my 3 Pillars of Personal Branding workshop for more info!

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