Strategy

  • Strategy

    How to Create Content That Converts

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    It is a truth universally acknowledged that people need to hear something more than once for your content to convert into customers willing to pay for your services. In fact, science tells us that it takes seven times for someone to see a service, product or other offering before they’re willing to push the purchase button.

    But accomplishing this can seem overwhelming when you’re just starting to market your business. In fact, when I’m helping clients to set up their content strategy people ALWAYS ask me what the secret is to creating content that converts the best and how they should personalize their strategy for their business’s unique needs.

    Here are my favorite types of content that converts (and how you can start using them today):

    Video

    Yes, I know you hate being in front of the camera. I’m well aware that going live on Facebook or Instagram terrifies most people at first. But I also know that when people can see (and hear) you, they feel like they know you.

    People buy from people. They don’t buy because you have the prettiest online course or because you have a certain coaching certification. They’ll purchase from you because they feel like they know who you are and can trust that you’re sincere. Video is the absolute fastest way to make this happen.

    If you’re just dipping your toes into video, grab your cell phone and do what feels most comfortable. For my clients who are really uncomfortable, I actually recommend they start with Instagram Stories because they can record as many takes as they need before uploading. They’re also shorter videos (2-3 minutes maximum) which can make it easier to create content.

    Blogging

    Some people will tell you that blogging is dead and that no one will ever read what you write. And this is totally true if you write a blog post, upload it to your website, and only promote it once.

    (In case you’re wondering, this is what NOT to do.)

    Your blog posts are the perfect place to show off your expertise. They don’t have to be 750 words of boring explanations either. You could repurpose a Facebook Live you did or start with what you discussed on a recent podcast interview. Don’t think you have to be pumping out tons of content either. How often you post is entirely dependent on your content strategy…and could be as little as once a month.

    I’m pro-blogging because it’s amazing for SEO both on Google and on Pinterest. Create pinnable images, start filling your Pinterest boards, and literally watch the leads come in. It’s also a way that you can anchor your sales strategy. For example, if I know a client is trying to fill an online course on how to create a podcast, you can bet that the blog posts in the weeks leading up to the launch will be about the tools of the trade or the best reasons to create a podcast.

    Social Media

    Social media is so brilliant when it comes to creating content that converts into sales. If you know where your audience is, what they want, and how you’ll solve their problems, it is pretty easy to have your audience see your message seven times.

    But I know that there’s a reason people hire a social media manager. Figuring out all of these aspects of your marketing campaign can have a steep learning curve. A social media manager knows where you audience is hanging out and what type of content they like. I can tell from a short conversation if you should be focusing on LinkedIn or going all in on Instagram. Basically, we can do in 20 minutes what it might take a first-time entrepreneur 20 hours. 

    But the best piece of advice I have is…

    Be consistent and give your strategy time to work! The single biggest mistake a see when businesses are just beginning is that they try to do all the things for a few weeks…and then they wonder why none of it is working. Realize that you have to stick to just one strategy for three whole months before we can truly tell what’s working.

    (And if you struggle with implementation, hire a Virtual Assistant! It’s literally our job to do this for you.)

  • Scalability, Skillset, Strategy

    Done-For-You Service Providers 101

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    What do done-for-you service providers do for clients? I'm giving you a quick guide to virtual assistants, online business managers and other freelancers.

    Let me tell you a story about one of my clients: 

    Kate is a brilliant coach was working on writing her first book and launching a membership site to compliment it. When we hopped on our discovery call, she was spinning her wheels. After all, she was trying to work with her clients, get her book to the editor, set up a membership site, figure out what to post on social media, and to create a new opt-in to build her mailing list.

    But Kate was doing none of this well because she knew enough to be dangerous but not enough to get results.

    (Sound familiar?)

    There’s a big difference between planning to do something and actually doing it. I’m not telling you anything you don’t already know, right? But you would be amazed at how many business owners get stuck at the planning stage and never get to the implementation.

    It’s not for lack of trying either. Kate watched the webinars and started (but not finished) a few online courses on starting an online business.

    But the second Kate realized she needed help, she saw titles like “virtual assistant” and “online business manager” and “social media manager”. She found marketing agencies and freelance graphic designers. And she was left trying to figure out the terminology so she could decide what done-for-you service provider would best fit her business’s needs.

    When I hopped on that call with Kate, she asked me, “What is the difference between a virtual assistant, online business manager, and social media manager? I’m just really confused.”

    Since I get asked this a lot, here’s your quick introduction to the world of done-for-you service providers:

    Virtual Assistants:

    Virtual Assistants (often called VAs) are the backbone of many online businesses. It’s their role to support entrepreneurs in the day-to-day tasks that keep their businesses running. Virtual assistants often specialize in certain tasks but generally can handle inbox and calendar management, social media posting, customer support…and so much more. While there are some VAs that will write blog posts or handle graphic design, this is a specialized skill set.

    Online Business Managers:

    These professionals are the strategic heart of an online business. It’s their job to streamline established businesses and to manage the day-to-day tasks so the business owner can focus on higher level tasks. Often, this includes creating launch plans, marketing campaigns, and implementing new systems or processes in a business. Online Business Managers take on a high level of responsibility in a business and often oversee a team of virtual assistants and other done-for-you service providers who are in charge of implementing the plans.

    Social Media Managers:

    If you need someone to manage your Facebook page or Instagram account, a social media manager is going to help you strategize and streamline your social media posting. Many social media managers can also help you with Facebook group moderation, Instagram account growth or social media graphics. Make sure that your social media strategy includes some performance metrics around how engaged your followers are so you can monitor your progress.

    Other freelancers:

    Graphic designers, copywriters, and Facebook ads specialists are great additions to your team. While some virtual assistants can handle these task for you, it’s also great to pull in a specialist for certain projects. (HINT: If you have an online business manager, they can oversee these freelancers so you’re not juggling as much.) Often, if you’re already working with done-for-you service providers they can also refer you to amazing professionals they’ve worked with before.

    —

    In case you’re wondering, Kate just launched her book and membership site. As her Online Business Manager, I oversee a team of done-for-you service providers who manage her customer service needs, social media content, and are helping her produce her new podcast. She’s officially free to do what she does best–helping her clients live a life of their own design!