Sometimes content, likes, comments and overall engagement doesn’t move your business sales.
Content marketing and branding has been all the rave, but how do you convert the likes into sales? Start with understanding the Rhodes Porter quote to “Swim with the Sharks and Fish in the Pond”
As an entrepreneur you must have a clear business product or service and a focused content marketing plan. It is not enough for you to create content and engage with an online community. You must create content knowing the likelihood of that community buying what you are selling.
It is important for you to create content centered around those who fit the profile of your target community of customers. When you are deciding on creating your marketing content you should have the customer in mind.
When people engage content it is usually an emotional act. Something about what they saw motivated a response based on a current, past or future personal experience.
It is your job to trigger a systematic activity to purchase your solution to a personal problem. For example, if you are selling shirts, it is your job to create in your marketing content an emotional connection to reach a customer who would need the type of shirt you are selling. In 2019 the Black Lives Matter movement started. So, if you have a shirt business and had an abundance of shirts in inventory that needed to be sold, creating content with people wearing the shirt at a “BLM” march could spark the attention to target that particular market. It would motivate that targeted customer’s need to buy the shirts you are selling.
It is difficult to create a specific and targeted content marketing plan when you don’t have a specific business. What is your business? Many entrepreneurs start businesses doing one thing then create what they consider to be a “one stop shop” but what they are actually doing is chasing customers.
Their marketing may have been triggering emotions for a different target of customer problems and needs. This creates the need start to change their business to offer those specific products and service solutions because those are the customers engaging with their content. This begins to change the concept of the business.
When you start your business with the targeted customer in mind, your marketing content is much easier to tailor to that specific customer and trigger engagement for selling products and services they actually need. There will be no need to change your business concept because you should have enough people in your initial market to sell your product and services.
So when your content and engagement is not selling your product or services, start by creating a clear business concept and targeted customer content marketing plan.