I like to ask my email subscribers how things are going in their world so I can learn why they are coming to my blog for help. Lately, I’ve been hearing a lot of “I’m not attracting the right customer.”
It’s simple, really. You hop online. Start up all your brand’s social presences and start sharing industry information. The people who are looking for that very information may be customers, but more likely they are competition, possible partners, maybe even media. None of which are at all interested in being a potential customer of yours, but are very interested in the expertise you have to share.
So now you’ve reached your hard spot between being helpful to potential customers and sharing too much to your competitors. What do you do now and how can you do more for one side than the other? Here are some pointers to take into consideration:
- Always keep a face in mind – When you get into a groove of the type of information you share on social media whether through blogging or just article sharing on Twitter, you might dig in a bit deeper than you need to. I find myself doing that all the time, sharing marketing blog posts that might not be suited for someone that would be a potential customer of mine because their level of understanding hasn’t reached that point. Whenever you’re going through the daily tasks of how you market your business, it may feel like going through the motions but you can’t forget to keep the face of your customer in mind. Act as though you’re talking them through what you’re sharing and why they need to know. If it’s a little too high level, then you’re likely only helping those who want to know more about how you do your job so they can do it too.
- Check and re-check your editorial calendar – Your editorial calendar stems from creating a list of topics. Before and after you place those topics on an editorial calendar for plans to publish, go over the subject matter and tell yourself why your ideal customer would want to know that information. It’s exciting to come up with a slew of ideas to talk about, but not if they aren’t leading to the trigger of a purchase decision.
- Don’t underestimate the important of the small stuff – You’ve done it. I’ve done it. You think of a content idea and decide it’s too small or easy to search for than worth writing about. Believe it or not, your audience is counting on you for those things. (Trust me, I know because of how often I get questions from my audience that they could easily Google.) They want to hear it from you because you’re the source they’ve decided they trust. So even if a topic is small and may not seem like the ground breaking content piece you wish you could roll out more often, put it out there. Then watch how much traffic (both direct and search) you get from explaining something that might seem very simple to you and is a tremendous discovery for your customer.
The key is to remember that no one can learn how to do your job as well as you can simply by reading your blog or watching what tweets your share. So feel comfortable sharing what you know, especially when you tailor it to only benefit those who could be your potential customer and not those looking or a shortcut.