The art of attraction also called the attract phase of the customer journey seems to be forgotten all the time.
They cannot buy it if they don’t know it exists. Simple right?
I deal with clients daily that think just because they built this cool widget that people will flock to it. And when I ask them all one question I always get the same answer.
Question: How do they know it exists?
Answer: Well I have a website and they can Google it, then buy it.
My mind always wants me to say something like, “Well why didn’t you marry your spouse before you two met?”. Actually, I think I will use that next time. It might help drive home how crazy it is to think that they will buy it just because you have a website and you know it will improve their life and make what they are trying to do easier.
With understanding in mind that they are just not going to show up and start throwing money at you. You need to learn how to attract customers and drive them down the customer journey to purchasing what you are offering. So how do you start to get customers looking at your product? You create content, it is that easy really. You need to be a content creator or hire a company to create content for you. Then you need to learn about three powerful traffic sources that help drive people to the content that has been created.
I’ll get to the traffic sources in a bit but first, we need to talk about content creation, what makes GREAT content and some things that you should use to make sure your content hits home.
Art of Attraction content types that matter
The main types of content to attract a new client are blogging, podcasts, video, and social media updates. Each one has advantages and can be used in more than one way. Let me break each one down for you so hopefully, have a better understanding of how to leverage each one.
This means more than just writing for your own website, you also need to be writing guest blogs for companies and people whose audience might be interested in what you have to say.
When it comes to blogging you need to be valuable information focused, how does this help the potential customer? You don’t need to sell at this point, your only focus should be educating your customer on who you are, what you do, and how it can make their life better. It is that simple. Leave the sales crap out of your blogs, it will turn people off and they will leave, ignore you and most likely never buy from you. And if you are guest blogging and all you do is try and sell, your blog post will not be put up on the blog and you will lose the chance to grow your audience because you were pushy with the sales.
The best way I have found to write blogs is write them to solve issues for people. Meaning teach them something, provide value and solve a problem they could be facing. This blog post, for instance, is helping people understand how to attract more potential customers while explaining the Attract phase of the customer journey.
Now you know it needs to be value-driven so let’s talk about what makes a blog post great in both the reader’s eyes and in Google eyes.
Remember: Content Is King!
Over the years the number of words that would make a successful blog post versus a mediocre one has gone up. As of the time I am writing this, best practices say a blog post should be at least 1,200 words, but I recommend 1,705 words. Why such an odd number? Well, I have read way to many statistics on this and it seems to be the best number when you start comparing and averaging the top blogs out there. When you figure the average person can write about 700 words per hour, it takes about 3 hours to write, edit and post a blog post on average. Now as you do it and if you are writing about a top that you know well, then this time will come down some.
Like most of us, you will be searching to boost your word count and will need a way to get more out of your blog posts. That is where writing about additional sub-topics in your blog post that relate to the main topic can save you. You always can answer questions that you know will come up, write about related topics, or just about any other content that will help your reader down the customer journey.
So don’t let the number of words stop you from writing something powerful that can help readers become customers. Take it as a challenge to write amazing content that provides high value and the rest will work its way out.
Now I don’t usually recommend someone starting a podcast unless they are in a coaching or consulting type of business. Not that you cannot do one for other businesses but they take a lot of time to produce properly and take a while to catch on unless you have a large social following.
Where I do love podcasts to help you attract more visitors is becoming a guest on an established podcast. Find a podcast in your niche or that is focused on your ideal customer and try and be a guest on the show. This way you can talk about the benefits of what you are offering and answer questions about it. Just make sure to let the host of the podcast lead the conversation and one thing to always remember is don’t plug your offering unless you are asked to. Most hosts will ask you how to get what you are offering and that is the right time to tell people your website and how to get your offer.
It uses to be there were only a few great podcasts to attract clients to you, but that isn’t the case anymore. With a few quick Google searches, you can find hundreds of podcasts that might be good for you. I personally love podcasts and listen to a number of them. If you are wondering what I listen to here are my current favorite top podcasts (in no particular order):
- The Marketing Secrets Show
- Overcome & Conquer Show
- Dear America with Graham Allan
- Digital Marketer Podcast
- Perpetual Traffic Podcast
- Your First Thousand Clients
In this industry, you have to always be learning, keeping up with the ever-changing landscape of digital marketing and sales funnels. And I have found the best way to do that is to listen to podcasts from some of the biggest names in the industry.
Most serious podcast hosts will send you a questionnaire or some document to get more information about you. And provide you with an outline so you know what to expect during the podcast.
One question that I get to ask often for both the host of the podcasts and the guests is how to find the other person. There is a great solution for this called PodcastGuest.com that helps pair podcast hosts with guests. You get an email every Monday and click a link to submit yourself for a podcast. Or if you want you can pay a small fee and set up a full account for more features. I just do the free account and check it every week.
I suggest everyone starts looking for podcasts to be guest speakers on. It will not hurt you if you are polite and courteous to the host. So start looking.
Videos are powerful when done right. I’m not saying done expensively by no means. You can use user cellphone to get the shakey hand video if you want. Just make sure the audio is good, that is the most important part.
By using video you can get people to hang out on your site longer which is important, as well as provide them with the information about what you are offering.
In a world where people don’t want to take the time to read, video is a great solution most of the time. When used in the right locations on your website, it will increase your conversions, keep the viewer interested, and can be used as a powerful marketing tool.
One great way to use video is to record an evergreen webinar and use a landing page to gather minimum information and then have them watch a video about what you are offering. Show them all the benefits, social proof, how it works, what they will get, and why if they don’t get it right now they are losing out. I personally have watched over an hour and a half evergreen webinar just to get the deal at the end on a product I knew I wanted. And if I am honest I bought the upsell also, and am glad I did. I use the product every day on a number of websites and it makes my life much easier.
Here are a few important secrets I tell my clients when they are going to record video.
- Be yourself – don’t try and be something you’re not.
- Be comfortable – in both how you are dressed and how you communicate
- Be clear – your message needs to be clear and easy to understand
- Be entertaining – if you are monotone all the time, video isn’t for you
- Be honest – don’t exaggerate your offer, just tell it as it is
- Be commanding – tell them what you want them to do next
By following these simple rules your video will do what you want it to do, capture the viewer and keep them watching.
I personally don’t deal much with video but my company, Tier One Marketing Solutions, does and my business partner is a pro at shooting and editing video. If you are looking for someone to help guide you through creating a professional-looking video for any reason Eric is the guy you need to talk to.
Social Media Updates
Ok the only way you don’t know what social media is, is if you live under a rock on Mars. Everyone knows about social media but few know how to actually leverage it to help you grow. Now depending on your niche will depend on which social media platforms will work best for you, not all social media will generate a result for you.
So how do you know which social media platform to use?
I’ll break it down for you so you understand how each one can benefit you and which is best for you.
First off let me tell you, I despise Facebook and I think as a company they are horrible, they shouldn’t be trusted with any personal data and the only use in the world for Facebook is to promote your business. And you can only promote your business if they let you based on your niche.
Now that you understand where I stand with Facebook, let me tell you that if you are in a niche that Facebook will allow you to run Ads. First off consider yourself lucky, most of my clients cannot use Facebook. Secondly, retargeting is your friend and needs to be part of your digital strategy.
Facebook is a great way to get your name out to more people. One of the best strategies is to run contests on your website and give people more entries for sharing your contest on Facebook. This helps you get more entries into your contest while growing your email list, so it really is a solid strategy, one I use constantly for my clients.
Don’t expect Facebook or any social media platform for that matter to be a silver bullet to success. But if used properly they can help you grow important other items like your email subscriber list.
Facebook is the right social platform for you if you are offering a product or service that isn’t focused on B2B. If you are trying to get to the consumer then Facebook can help you if you take the time to learn how to use it properly.
Now Instagram, even though it is owned by Facebook, is one of my favorite social media platforms for a number of reasons. But the biggest one is that it is so visual. It was built to be an extremely visual platform so if you have physical products it is a great place for you to show them off.
Instagram has been tightening down lately on what they will and will not allow but none the less if you are careful you can still do lots of stuff Facebook will not allow. And that is huge being that most of my clients are in niches that Facebook doesn’t like. Plus with Instagram, you can unleash the power of the hashtag and get your message further faster.
Then you have Instagram Influencers, people that make a living promoting products and services. Now I personally don’t love this concept but I understand it and know the power of it. If you can get one of these folks to help you for a reasonable rate, then you can blow up fast. The good news is that every niche has some amazing influencers and if they like you lots of times they will help you just to help. Don’t expect it to be free but I know of a few influencers who have helped many veteran-owned companies for nothing more than the standard affiliate sales.
Instagram is the best platform if you want to show your products off visually. And even if you are a service-based industry you can figure out how to grow on Instagram. I truly believe every company needs to be using Instagram to attract new clients that are either B2B or B2C. I even know a few companies that used Instagram to find employees.
By far one of the most underutilized social media platforms on the internet. Linkedin is by far the best solution when it comes to marketing to B2B and high-level executives. Most people seem to write of Linkedin because you have to do more to make it work for you. Let me tell you something, working for a result is a good thing. You don’t get results for sitting around and doing nothing. Linkedin can provide you with some powerful results.
When it comes to using Linkedin effectively you need to always provide the highest quality content, written well, with the end goal in mind. You need to be providing value when it comes to Linkedin and making sure your content is solid. The goal here is to get your content shared around and get you in front of more people.
To me, it seems harder to grow a solid Linkedin network than it does for any other social media platform, but it is worth it in the end because you will have access to more decision-makers.
If you decide to use Linkedin take the time to fully set up an account, write all the copy you can, and add everything they ask for. It makes a huge difference. When writing your content for your Linkedin profile you need to do keyword research just like you would for a blog post to make sure people can find you easily.
Other Social Media Platforms
Most of the other social media platforms will not help your business grow and you to get conversions so I will not discuss them individually.
The only other platform that is worthwhile and only if your audience is women 28 to 50 is Pinterest. If you run a craft or baking blog and offer up ideas and recipes then this is the platform for you. If not then it will not be worth your time.
I hope this helps you understand Social media updates more and at least guides you in the right direction. Let’s get to the good stuff and discuss traffic and how to get you the right traffic.