Four Profitable Tips for Content Marketing

Below, you'll find four profitable tips for content marketing. These work when you're reaching out to new potential clients, and when you're creating new content for your audience. (This article is primarily written for service-based business owners.)

But first...

Have you ever had that one friend or family member who ONLY reaches out to you when he WANTS something? It’s lame, right?!

That kind of relates here.

Do NOT do the following in outbound marketing:

• Do not send conversation-starting (ie: prospecting) messages written out of desperation because you have two contracts ending in two weeks and your finances are going to take a hard hit and you're freaking out. The majority of the time, those messages fall flat and are ignored. Why? You did not cultivate the relationship at all over time, and now you're showing up out of the blue and (surprise!), you have "two openings for new clients starting next month". People know what's going on with those messages. Besides that, a prospecting message's job is to simply and authentically ASK if the person is interested in having a call with you (and that's done best in the context of a relationship where you have already interacted).
• Do not get super active on social media only when you have a new offer, enrollment opening, launch, and/or something similar... and then disappear again until you have your next enrollment or launch. The "show up, blow up and blow out" approach is like what people selling snake oil used to do.

Most people know when you're more interested in their money than you are actually serving them and providing a solution to a problem they have. (Have you been around people with that vibe? It feels gross. It makes me want to run to the nearest exit.)

Consider how you make your audience feel with everything you say, do, and post.?More important than them potentially being "leads", they are first and foremost human beings.

Whether you’re writing social media content, or crafting a message and sending it to a lead, every interaction counts.

Always put yourself into the shoes of the other person (whether it’s the reader, the viewer, the email recipient, etc).

When you’re reaching out to new potential clients and/or writing new content (outbound marketing), keep these four profitable tips in mind:

1. Relate what you write to their world, current experience, goals, and pain.

Here is the experience I want to create for you. I want you to think, "Wow! Eric really gets me!"

Any message that attracts also repels... and that's a good thing! If who I am and what I offer is not for you, then it's good for you to be able to identify that quickly and search for a different solution provider.

2. Write about what THEY care about.

It's not about what I care about (although, sure, it is to an extent. I mean, hopefully I do enjoy or even love how I serve others). Still, ultimately, it's about what your audience cares about. What worries them? What frustrates them? What are their "I'm so done with this!" moments? How can you make a difference?

3. Make sure what you are communicating matters to them.

I enjoy a wide variety of topics. That does not mean my audience needs to read, know, and see everything going on in my mind and heart. I could share about what it has been like living in Mexico for five years. I could share write about travel tips, relationship advice, and insights for writing a fiction book. However, my audience WANTS other topics. They want to see their businesses GROW. Those topics relate to what I am selling (monthly social media marketing services, digital courses on authentic lead generation, one-time LinkedIn optimization services, etc). While I will share a bit of a mix of posts, the heart of my social content relates to growing your service-based business.

4. Tell them what to do next if they want to start a conversation.

Last month, someone got me into a DM conversation. I really just wanted to see where they were going to take it. I got into talking about affiliate marketing, and asked if I mind if they shared the link. (Smart move to always ask.) I said for them to send it. On the webpage, I had NO idea what the affiliate marketing was about. Literally, no clue. I do not know what he is selling. It was a complete dead end.

This is why it is important that you are crystal clear. Make it simple, easy, and obvious for readers to know what the next step is. You might invite them to call, email or DM you. You might invite them to fill out a Contact Me form. The point is not how the communication takes place. The point is that it's simple, easy and obvious for them to take the next step in starting the conversation.

I encourage you to read those tips again and let them sink in. Then, examine your posts. Re-read your profile with fresh eyes. Confirm all of your links on LinkedIn are filled out and working. Then, consider "where you're coming from" in your interactions with your audience.

Taking actions on those four steps create a foundation that can turn leads into clients, and audience members into buyers.

And let’s face it. It just feels AMAZING when someone really GETS us, right?! When you're really getting your audience and relating to them, they'll know it and feel it.

That’s what it’s all about. So go do that, starting today.

Thoughts? Questions? Comment below or message me.

Warmly,

Eric Z. Johnson

LinkedIn Trainer for Service-Based Professionals, MBA, and Social Media Agency Owner.

Resources You Can Benefit From:

1. The Conversational Leads Video Vault is my free resource?for service-based and expert-based business owners). It has simple and actionable insights, strategies and tips on lead generation strategies (as well as LinkedIn how-to videos) that you can immediately take action on. It includes strategies not found in either of my digital courses. Build your skills, build your dreams.
2. LinkedIn Profile Optimization: If you're tired of your LinkedIn Profile and/or Company Page generating ZERO inquiries, leads, and clients, this 100% "done for you" offer is for YOU. Learn more here.
3. You can find all my links here .