You’ve been working hard to grow your social media following. You’ve watched all the webinars: how to take and edit captivating, attention-grabbing photos; how to properly use hashtags and how to research the best ones for your business; and how to engage and grow a community. You’re posting every day and people are responding.
Great! Now what?
It’s time to turn that social audience into leads.
PERFECT. Because leads equals dollars. But how? By upping your content game.
Every stage of the sales funnel (awareness – education – decision – care) requires a specific type of content that will help new customers (AKA current strangers) find your brand, and then move through each of the stages and finally become a lifelong returning customer.
Just like the same blog post won’t attract first-timers and experts, the same content won’t both attract people to your company and then also convince them buy your product or service. So what’s the difference?
To attract people to your company, you want to post high-level content that educates them about your services and addresses some pain points they might have. But to get them from ‘new follower’ to ‘lead’, you have to up the value you’re providing – at least enough to make them willing to give you their email address for the information.
Known as gated or premium content; once someone fills out a form and provides their email address to access the premium information you can direct them to your website and begin communicating with them on a more personalized level. Newsletters and email campaigns are powerful tools to help guide leads through your funnel towards making a purchase. And it all starts with that premium content.
So what does that look like? Try offering a freebie (for example, a helpful workbook, template, or seminar); exclusive content (through a newsletter or email campaign); or host an in-person event attendees need to sign-up for.
Of course, the trick to all of this is to understand your audience and what they want to see, and what they are willing to give their email address to get. Once you understand that, creating and delivering the gated content is easy.
Need help figuring out your target audience or creating premium content for them? Let’s chat. We’re always happy to help you grow your business.