Your Guide to a More Human Content Marketing Strategy

I know in content marketing is such a big term that some people think it’s just social media, or they’re not really sure what it entails. To me, it’s like all that good experience and the knowledge that you have in your head and it’s how you get it out to other people to serve them and help them and give them resources and tips. Whether that’s videos, or blogs, and of course podcasts, social media, live Facebook’s, even opt in’s because there are eBooks, and so forth. Email marketing, they’re all the different mediums that kind of makeup content marketing. It is a broad term, so can kind of feel a little bit confusing. We help people in every way; sales funnels, podcast production. It’s just sharing your knowledge and your expertise with people so that you can attract your ideal client, you can build relationships and then of course, the name of the game is conversion.

First, and one of my coaches said to me years ago was think about your top three or five favorite clients that you have. What brought them to you, what was their pain point, what did they need help with, and then what makes them your ideal client? Is it how you serve them, is it their personality, you know, do they pay on time? That’s always a thing. But just that relationship and what you’re doing to help them and what you’re doing to solve their problem. What is that sweet spot? Really dive deep, write down all your points and really, you know, decipher what they’re about and where they’re at in their business or their life, depending on your business, and again their personalization, their goals, what makes them tick, where are they hanging out, that is huge. Don’t invest your money in LinkedIn if they’re all hanging out on Instagram. You really need to kind of do a little bit of RND and kind of you know, be a stalker for a day, and check them out and see what they’re posting, what they’re asking, where they’re spending most of their time. I’ll never forget Snapchat was all popular and everyone was jumping on that bandwagon and I said to one of my clients, I’m like, “But your client, they don’t even know what Snapchat is, let alone using it. Why create that platform?” You don’t want to spend your time and money in places that are not going to give you that ROI. Those things are really key and that will help you not only know what social media platforms to put your time in, you don’t need to be everywhere, you just need to be where your peeps are hanging out. Same with content; we did this really great survey once when another client and we found out that the bulk of their time on the resources that they wanted to read, view, whatever was YouTube. Therefore, it made sense to do more videos rather than writing blogs. Yes, you still want to have some blogs at your feed for your site and stuff for organic traffic but really, they were just all into the videos. Put your time into that, and again, with podcasting, if your ideal client are, 60 let’s say and they barely know what a podcasts is, don’t startup a podcast because your ideal client is not listening to them, that is your crucial starting point. You know, even look at your competition. The leaders in your industry, what are they doing? Like, do a little RND there, right? Where are they hanging out? They may have a gazillion followers on Facebook and have hardly anything in LinkedIn. Just kind of paying attention to those nuances, the topics that they’re talking about, even look at their YouTube videos, you can see which YouTube videos have like, you know, a thousand views and which ones only have a few views. You can really kind of start to garner a lot of information that is useful to you to know how to step forward on where to be, what kind of content to put on, and even the topics to cover, it’s amazing how much information you can get.

I always say that content marketing is as easy as ABC. A is attracting your client, B is building relationships and C is converting. I mean, I could do a podcast episode on each one individually, it’s a lot of information but now that you’re, putting out content to attract your ideal client, you of course want to convert them, it’s great that they’re interacting with you on social and they’re on Facebook and they’re loving your videos but you want to get them on to your email list so that you can nurture them and make more offers to convert them. You want to go for the ask. Ask them, DM them and just say, “Hey, I noticed you’ve been commenting on a lot of my stuff, maybe you’ve got some more questions, let’s hop on the phone, let’s have a phone call.” That’s a conversion, you’re bringing them closer into your circle, you’re growing that relationship, and you’re having a chance to have the conversation and then potentially, convert them into a sale or whatever you want to call it. Again, if you have lead magnets or an opt in, put in your name and your email to get a checklist or a video series, or whatever it may be, that is a conversion. If all your peeps are like hanging out and loving you on Facebook, you want to put that call to action out to “Hey, I’ve got this awesome resource, check it out, you know, go here.” Then you’re going to convert them to get on to your email list. This kind of moves them into your sales funnel, it moves them into that kind of – that B part where it’s building relationships and you're just going to serve them, give them some great tips, give them some statistics of what’s going on in the world. Especially with you know, real estate, I mean, there’s so many statistics, there’s so many legalities and changes and like I just found out the percentages of how many people have gone into debt and foreclosure and you know, bankruptcy rates and like all that information is useful, especially when you are in the real estate sphere. Share that stuff with them, that’s going to be useful. That is going to help build that like and trust and they’re going to feel like you’re in their corner. You’re not just asking for a sale or whatever it may be, asking them to do it fast, I mean, this is cliché but you can’t ask them to marry you before you’ve like, you’ve dated and you’ve gone out a few times, they like you, you feel like you’ve got some mojo together, you connect and you know each other a little bit better. You can’t just jump and close them. Especially as you know with real estate investing, that like and trust factor is everything.

Listen to full episode: https://lifebridgecapital.com/2019/10/ws359-your-guide-to-a-more-human-content-marketing-strategy-with-lyndsay-phillips/