In the sea of social media, it’s easy for your potential clients to miss your business. Advertisements are constant, and many people’s eyes are primed to simply scroll past the ads and focus on the content they find most valuable. If you’re focused and committed, you can actually make this gloss-over-advertisements mentality work for you.
If you want your potential clients to engage with your ads and learn more about your business, it’s key that your ads give them something they can use. Social media marketing experts refer to this as “freemium” content. As a business owner who wants to bring people on board, this can feel nerve wrecking. You may wonder why anyone would sign up to work with you if you give away your content for free.
Giving away freemium content, however, does not turn people off from signing up to pay for your services. Instead, it does quite the opposite. When potential customers see what you’re willing to give away for free, they’ll know that they are going to get content with even more value when they decide to work with you. Watching potential customers interact with your content also gives you some great advertising insights. You can see who is inclined to interact with your content via comments and likes, helping you understand whether you’re reaching your target audience. Through comments, you can see what potentials are pulling from your content, and you can see whether or not they’re finding it valuable.
When you offer freemium content, you’re providing your clients with great information, but you need to take it a step further in order to build trust. This is where interaction becomes key. When you see people liking your content, shoot them a friend request or an invitation to like your business page. This lets them see that you’re a real person- something that can’t be taken for granted in this age of digital marketing. When people comment on your content, respond promptly, every single time. When people see that you don’t waste any time with interaction, they’ll know that they will be able to depend on you when they pay for your services.
Keep It Familiar
In order to get those eyes on your freemium content, it’s important to offer your information in a format that is familiar to your potential customer. Look at the websites most commonly frequented by those in your target market. If you’re trying to appeal to the millennial crowd, check out Buzzfeed. Want to grab the attention of urban professionals? Look at the format of The New York Times. Use the format of these sites to inform yourself about the lists, articles, opinion pieces, viewpoints, and editorials that grab the attention of your ideal customer.
Advertising today is a numbers game. All advertising platforms online will report on every action that users are taking on your ads, giving you real feedback on what’s working and what isn’t. It’s likely that it will take some time for you to figure out exactly what appeals to your target audience. Don’t get discouraged and give up! Change is a natural part of any long term advertising campaign. It can be a struggle to stay on top of content marketing on your own, and outsourcing can help. It’s key that you work with a company that understands your business goals and will put out content that’s consistent with your values as a business owner.
We have a limited number of spots left, but we are still taking on a few more digital consultations before the end of the year. Let’s chat about how we can take your business to the next level in 2019. Click here to book a consultation– we look forward to helping you grow.