Crafting meaningful content to attract clients

How many of you stare at your computer- late at night – trying to brainstorm and create content? Really juicy information that your favorite clients will want to read and share with their peers? The content you use for your business’ blog, social media, newsletter, etc.

How can you come up with engaging, real information your clients will want to read and make them want to hire you?

You’ve come to the right place. Read more on how to take a few extra steps to gather the right info. You will learn how to craft your content to speak to the right audience!

1) Ask your audience what they want!

Yes, it’s ok to send out surveys, questionnaires, polls, etc. People will give you answers as long as it’s short and quick. Amy Porterfield did a great job of covering how to execute on a survey to find your target market. She recommended this process:

Step 1. Design Your Questions

Don’t ask too many questions and bog your folks down with details. You are looking for bigger picture and focused questions. You aren’t wanting to see if your audience is in their 20s or lives in Vermont. Here’s some examples of the type of questions to ask:

1. What specific problem or frustration do they have that you can help with?

2. How is that problem or frustration affecting their life, business, health, etc?

3. What do they wish things were like?

4. What’s stopping them from having that wish?

5. What have they already tried that hasn’t worked?

Step 2. Get People Engaged

Be sure to give the survey your personal touch. Make the whole process friendly and easy to accomplish. Your customers will definitely take your survey if you give them an incentive such as a gift card or free service.

Remember that when you are creating the questions, what action do you want to take as a result. For example, you ask your audience to vote on online class title, are you planning to take the top 3 voted class titles and create classes based on them? Make sure that everything you ask has a purpose.

Step 3. Getting your Survey Out there

Don’t be shy, get your message out there! Here’s some places to post:

  • Promote online. I like using Survey Monkey, it’s easy to share in social media
  • Email to your list. Studies have found the highest survey open and click-through rates occurred on Monday, Friday and Sunday respectively.
  • Embed your survey in a blog post
  • Link to your survey on social media. Some survey programs have a code that lets you embed the survey
  • Post your survey on LinkedIn
  • Bonus: Post a short video on YouTube or Facebook live explaining why you created the survey and encouraging your audience to take a few minutes to complete it.

 Worried about the result?

Maybe you only had a small pool of people to share the survey with and you are worried that you won’t get enough results. Remember, you don’t need THAT many people to respond. Sometimes, just 10 people can be enough to help you gather the right data.

2. Spend time listening to your audience

Hang out where your audience is, join some Facebook groups or Linkedin Groups. Spend time and really listen to what they are talking about and what is causing them stress in their business.

Search the group for key words that describe your area of expertise. There is a little “Search this group” box at the bottom right of the Facebook group cover image. For example, pretend you are a running coach and want to see if people are looking for help with marathons. You would type in “marathons” in the search box and look through the search results and see what people are saying on that subject.

Level up and create your own Facebook group! It’s a wonderful chance to listen in on what people are looking for, their challenges, their problems, etc. Read my friend Gwen’s great blog post about creating your own Facebook group.

One important aspect of hanging out in group is learning “in their own words” how people describe their own problems. People don’t post a question in a Facebook group carelessly. They post a question when they are desperate and want answers. They also feel safe and can be vulnerable. That is the source of where you can learn so much about your customers!

3. Gather your discoveries

Let’s pretend you are a running coach again as an example. You’ve created the survey and 13 people filled it out. You also joined a Facebook group for women wanting to run a 5K and looking for support.

Here’s are your discoveries after reviewing the survey answers and what is being said in the FB group:

  1. Women are struggling start a running program and don’t like running by themselves
  2. Each day they don’t run, they feel bad and it’s a downward spiral
  3. They wish they could run a 5K and get over the hump of running
  4. They don’t know how to find the time or energy to run
  5. They’ve tried using apps and programs but it never worked for them

4. Create and write the desired content

Here’s the exciting part, those 5 discoveries can give you a lot to work with. Based on these finding, you could create the following:

Blog posts: 10 Tips for Finding a Running Group, 3 Benefits from going a Running Group, 5 Inspirational Ways to Run with a Friend

A free guide: The 30-Day Guide to Running a 5K

A webinar: 3 Secrets to Feeling More Energized – How to Embrace Running

Take small pieces of content from each of these and create social media posts around them. Use 1 tip for the blog post and turn it into a Facebook/Twitter post. Extract some of suggestions from the 30 Day Guide, find photo for inspiration (use real photos if possible) and create a series for an Instagram challenge.

Be creative! You can take the content above and reuse it in different types of content:

  •  video
  • podcast
  •  infographic
  •  5-30 day challenge

Ta-Da, you have lots of content for a few months. If you use Buffer, you can schedule out your social media and have it planned out for the next 2 months.

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