Once you've figured out why you're using online marketing, who you're talking to and what you want them to know, you have to convince people to pay attention. One thing business owners overlook when they ask people to sign up for their email newsletter, like them on Facebook or follow them on Instagram is sharing what's in it for them.
What are you giving your audience?
You need to figure out what your audience values and what you can give them.
There is too much content online for people to spend time reading things they don't care about. That means you need to really understand what your audience is looking for and give them that.
It's about them - not you. The happier you make them, the more likely they are to spend money with you down the line. You're building a relationship with your audience where they value you, your expertise and your content.
How do you know what they want?
You need to figure out the perfect blend between what you want people to know about you, what you're trying to achieve and what they want. It can be tricky to navigate this, so here are a few examples:
For me, I share content. I sell my knowledge, but I also give it away. Why give it away? People who follow me online are looking for knowledge and by giving them some for free they a) believe I know what I'm talking about, b) get a taste for what they could get by paying to work with me, and c) start to appreciate what they got for free and think of me as their go-to person.
Another example would be someone who sells cooking tools. Their audience wants to cook. What can they share with them? Tips on how to cook efficiently, recipes they can make, tips on cooking for a family or cooking for a party. They are giving them information that their audience wants while reinforcing that they sell great cooking tools that can make cooking even easier/better.
A third example would be a personal trainer. They need to convince people that they know what they're doing, share tips on things they can do now on their own, and demonstrate that they understand the demographic they want to work with. If they love to work with new moms, they need to share photos and articles about being a new mom, fitness for a new mom, understanding the difficulties of fitting fitness in as a new mom. That messaging, the articles shared and the things new moms would want to work on are very different than that of say a 45-year old man looking to get in shape.
Putting the pieces together to provide value for your audience, while not forgetting what you're trying to achieve can feel overwhelming, but it doesn't have to be. By breaking down each piece and then pulling them together, your marketing message will become clear.
If you need any help brainstorming, book one of my 45-minute coaching calls and I'll help you work through it all!