Your quiz results are in! You got 35% Brand Awareness Content, 45% Nurturing Content, 20% Conversion Content!
You’re a service-based business that is launching a new offering or looking to increase conversions for an existing offering. Your instinct may be to sell, sell, sell, or maybe selling gives you the ick. Either way, the good news is that by building trust with your audience you can sell in a way that feels authentic and natural. After all, people buy from PEOPLE. To do this, it is important to warm your audience before getting to the ask. That’s why the majority of your content should exist in the middle of the marketing funnel in order to build trust and a relationship with your audience so that they know you have their best interests at heart with your offerings. And just a heads up— the higher the price point your offering is, the longer it will take between someone becoming brand aware and making the decision to purchase. Take a look at our breakdown below to see how much of your content should be targeted at each part of the customer journey to achieve your goal of increasing conversions.
Brand awareness — This is how you will attract new people to your audience and help them become aware of your brand. Think about how you stand out in the online space.
Relatable video content that hits on universal pain points within your niche.
Memes that mention relatable experiences and pain points of your target customer.
CTAs asking people to follow for more or share the post.
Educational videos, carousels, and infographics that show your audience you know what you’re talking about.
Stories that show the BTS of your business or daily life. Get personal and vulnerable when you can and offer your best tidbits to your most engaged audience.
Tips and tricks your audience can apply today.
Social proof like testimonials, reviews, and case studies. Create a sense of FOMO by sharing who is signing up for your offering.
CTAs asking people to comment or save the post for later.
Nurture — This will be where you’ll spend most of your time posting content that is meant to nurture the relationship between you and your audience. What information are you the go-to brand for? How can you enrich the lives of your audience through your content?
Convert — Sales are what keep a business running right? Here’s how to call your audience to action in a way that feels true-to-you.
Focus on selling the transformation your offering provides rather than the service itself. Utilize storytelling in your content whenever you can.
Be sure to include CTAs in your feed content or caption to let your audience know where to purchase. How will they know to buy unless you ask?
Stories are a great place to put links and get more granular about what exactly is included in your service offering. Not only is your most-engaged, warm audience on stories, the link sticker also makes it easy to directly purchase.