When we started our Private Tutoring business 10 years ago, social media didn’t play a significant role in helping the growth of our business. In fact, the market studies showed that 80% of the sales conversions happened after 7 brand impressions (your product or an ad is viewed by a customer). So you know what we did? Everything! We did print media, mass mailing, banners, magazine advertising and road signs.
One funny story, we purchased a couple of road signs and strategically placed them at stop signs where every car in the area would see them. Well, apparently, this didn’t comply with the city rules, so a city maintenance vehicle went around and picked them up each day to dispose of them. I just happened to know where the dumpster was, so, at night, so I would simply retrieve my signs back and set them back at the same location the next day. (Not recommended). The point was, I had to get my brand out there.
Well, today, social media has made it a little bit easier to create brand impressions through content marketing. Content marketing is a technique that creates content to attract a defined audience. This defined audience would eventually turn into raving fans (through building trust, relationship and loyalty), then your product or your services would be purchased by your raving fans at a very high percentage conversion rate. Boom! That’s all there is to it. So, now you are left with one question, how do we grow our defined audience of raving fans?
1. Create amazing content: You can offer something that no one else can; your thoughts, strategies, techniques and experience on how something worked, changed or impacted your life or your business. Stop selling and start educating your audience. For example, if I am a weight trainer, I might start blogging about “How To” workout secrets, or an amazing green smoothie recipes, or the latest diet myths, or the best workout app resource…list goes on and on. This will become more interesting and useful for the audience to read and it will also help build your defined audience.
2. Give it away for free: Offer your amazing content for free through your blog. Then, create a link to your blog through all the social media platforms and through your email blasts. Your goal here to have the whole world see it, to have the whole world visit your website, to have the whole world to sign up for more awesome content…and eventually, to have the whole world buy your product.
3. Get the name and email addresses of your defined audience: Easy to say but how do you do it? Give readers something in return for their email address (i.e. gifts, giveaways, promotional items, a chapter from your book, an ebook, a recipe or reports on topics of interests to them). If they commit to giving you their name and email, they’ve made a commitment on their end, saying they are interested in what you have to offer and it’s valuable enough for them to help in their business. This is the exact fan base you want.
Through content marketing, you are creating far beyond 7 brand impressions; we are now talking about hundreds of impressions that you are NOT forcing on them but that they are seeking out from YOU. This builds trust, this builds relationships and this builds loyalty. This will change casual readers/followers into raving fans, and those raving fans into your #1 customers.
Hanju is the owner of BOS Media Group, a marketing, consulting and creative agency in Orange County, CA. Hanju has a passion for working with entrepreneurs and small businesses to inspire, teach and resource their vision to help become a reality. He also loves anything outdoors, he prefers fancy restaurants with outdoor seating…like McDonalds.