Attracting New Clients Using Social Media Content Is Effective When…

Attracting new clients using social media content is effective when you understand and the buyer’s journey and create content that compliments this decision-making process.

If your content is only targeted at the NOW BUYERS, then you are missing out on any future sales and statistics show that only around 5% of potential clients that see your content are ready to buy now.

Not everyone searching the Internet is an impulse buyer and a large percentage of online searches are related to helping that person make a buying decision. To make that buying decision, they have some important questions that need answering such as:

•  Future Buyers - The benefits of ownership – Why should I buy?
• Soon-To-Buy Buyers - Objections to ownership – Why shouldn’t I buy?
• Now Buyers - Vendor selection – Whom should I buy from?

If your content only comes in the last question, then you are in the price war where the buyer is looking for the biggest bang for their buck. This means they may not necessarily get the right product but, the price was the deciding factor.

If your content is presented to them at the beginning of the buyer's journey, then you can help them determine the benefits and objections to ownership and when they are ready to buy, you are the vendor they select as by now, they have built trust with you as you provided them with valuable content.

Content marketing is at its best when it captures potential customers at the awareness stage of their buyer's journey, then provides them with value by answering the common questions that build trust with you, your brand, your products, or your services and you don’t come across as pushy.

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Carlos Batista

Business Transformation & Growth Specialist

BusinessCoachingHub.co.za