I was in a client meeting when they said, “We want to show our customers that our products aren’t what they think they are… They just don’t know it yet…”.
At that moment, I just couldn’t wait for them to finish, and interrupted them with,“This is going to be a waste of your time. Your customers don’t want to hear what you have to say about your product. At least, not in this manner.”
They were convinced they had to re-educate their audience about what they were selling. But in this particular industry, it was simply the wrong thing to focus on.
They stared at me like a child who’s candy had just been taken away from them. And I asked, “What do your customers really care about?”
The harsh truth about you and your business
Empathetically, I told my clients that my audience doesn’t care about me and my services either. Unless I give them something to care about. Because I’ve learned that the biggest pitfall most businesses fall into is that they don’t identify with their target audience’s view of the world.
Let me explain.
I often see companies focusing too much on the benefits, technical aspects, and other features of their products and services when marketing online. They think that by explaining what the product can do, they can persuade people to have a better understanding of it and eventually realise why the product matters in their lives.
The problem is, this strategy is often ineffective in content marketing.
Now, think about how and why you, personally, buy certain services or products. Let me guess — it’s because they solve a problem or deliver some sort of value.
For example, let’s imagine you began to feel tired towards the end of each week and you consider booking in a regular massage or join a spa.
The next day, you see some videos on social media, posted by a spa club, showing their unique facilities, massage rooms, and interior design. They also mention how their facilities are different from other spas in the city and what makes them better.
Later, you see a video by another spa club, about how people of your age and the same occupation sometimes feel lack of energy and what causes it.
They explain how their spa experiences are specifically designed to elevate your energy levels and make you feel productive again. When you visit their Instagram profile, you see a number of posts containing valuable tips to help you to take proper care of your health and vitality.
Now, which SPA are you more likely to go to and why?
I’m sure you get the point.
It starts in your customer’s mind
Because they care about themselves first and foremost — not about you. They will only start to care about you when you give them a reason to. And to do that, you have to first talk to them about their problems.
You see, as humans, we’re primed to feel when someone genuinely cares about us. There’s something different about how they say: “How are you?”. Their tone of voice, body language, empathy…
These signs tell you can open up and trust them.
Now, let’s think about how you can apply this to your social media content.
Create a list of the following data points of your customers:
- Hopes and dreams
It’s important to have a good grasp of this data as you’ll be adjusting your list, according to the feedback you receive on your content and ads.
The first thing you could do is research what your competitors do. Find 5-10 competitors’ social media accounts, across all the platforms your audience hangs out the most, and analyse what works well for them.
Second, choose the types of content you will be creating; videos, photos, GIFs, articles, infographics, case studies, Q&As, predictions, etc.
Finally, you need to wrap it all up into a continuous story.
You don’t need a Disney-level production studio in your office for this, but you do have to find a way to align your company’s vision and values with your content. In other words, you should have an overall theme running throughout all of your content.
And don’t worry about getting it right at the beginning. It takes time and testing to find your audience and build a relationship with them.
So what’s next?
If you see the value in these tips and would like to find out more about driving revenue using the principles I’ve described in this article, let’s talk!
If you decide not to move forward after our chat, that’s fine too. Worst case scenario, you would have received some free advice from my team which will help you generate more traffic and sales.
Ultimately, this is for people who take action and know a good opportunity when they see one. If this is you, today is the day you step up and take your business to the next level.