The Fierce Business Babe Podcast Ep 104: Creating Content That Converts

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In today’s episode we will be discussing all things content! I will dive deep into the meaning of content and why it is essential in your business. Also, i’ll be giving you tips on how to make your content more unique and stand out and so much more!

Creating Content that Converts

By: Melissa Lin

Today, we're going to dive into how to start creating content that converts more of your audience and converts people that have been in your audience for a while. We will talk about converting everybody into what you're most likely looking for ,and that's more clients, so we're going to be diving into all things content.

Today is all about content because content is one of those big pieces of your business that is truly very important. I would say it's one of the most important, probably top five in your business. You're probably asking "Why is it so important, Melissa?" Content is the body of your work.

Why Content Is Important

It sells for you every single day even when you aren't actively promoting or selling anything to anybody. Somebody brand new can come to your Instagram page today and see all of your past content, or even your Facebook business page or your podcast, and go through some of your content and start to create that trust factor with you and they could convert right there on their own. They can see that you have a program because they went through some of your content and saw some of your call to actions and go and purchase without you ever even speaking to them. Because you created such incredible content, that's selling for you even when you aren't actively promoting or selling anything to anyone. It’s how you get people ready to buy when you do eventually ask for them to buy, by being out there promoting and selling your offers.

Not everyone is going to buy simply because you ask the first time that you ever put a post out there. Why would they? They don't know you yet. They don't like you. They don't trust you yet. And as you continue to put that content out there, they'll start to like, know and trust you a little bit more.

One of the big examples that I'd like to share with my clients is think about when you go to a car dealership. They start telling you, you know, you need this car. They have it, you've got to buy it ,But this car salesperson hasn't gained your trust. They haven't shown you why it's needed or why it's worth it to buy. You literally have no reference on if they're even an expert in their field. And so that is why your content is important.

What Is Content

So what does that even mean when I say content? Social media. We're in 2020 and it has been a wild year and content can look very different than it used to in the past. Social media is constantly changing. New platforms are coming on. Things are always shifting in the industry. So what actually counts as content? What does that actually mean?

So content is anything, and I mean anything, that you create either in video, written, or vocals, and what it does is it spreads your messaging to your ideal client, such as a Facebook post, an Instagram caption, or an Instagram story, going live on Facebook, podcast episodes, blog post, Youtube videos, those are just a few examples. That content helps move your ideal client closer towards taking the action you want them to take. It helps move them through your customer journey that you have for your audience, whether it's subscribing to your podcast first, then going to join your Facebook group and downloading your freebie, and eventually purchasing your program. Whatever that is, your content helps you do that.

Content That Converts

Now, I want to start to dive into “ I'm starting to put content out there, Melissa, but what do I do to actually get it to convert? How do I adjust my messaging in a way that people start to like, know, and trust me a little bit more each day. And then actually buy from me at some point?” Because for you to continue to create that transformation and serve more people, they do need to buy from you. And so we get to start to convert and use your content to do that.

So now what I want to go into is how do you actually convert and actually stand out in the crowd? And one of the big patterns that I see in business owners, especially newer business owners in the online space, is that belief that the markets are too saturated. There's not enough space for me. I'm not going to stand out. They won't see my content and what I want to share with you is this is a story that you've created. Are there a lot of people out there? Yes, there are and there are even more people who need your help every single day that are also joining these online platforms. And so you can shift that story by knowing that your ideal clients that are out there want to work with you because of you. Not everyone out there who has the problem you can solve is going to want to work with you, and that's OK.

You are the brand, your personality, your values, the way you treat your clients, your authenticity, your integrity. And one of the biggest things that will help you stand out in today's world is you. And you get to share more and more about you. People start to like, know, and trust you as you share more about you. And what's even more helpful is that they start to like, know, and trust you as a person as well. Your interests, the things that you do, the things that you like. Because people do need to trust you as a person before they're even going to trust you enough or see you as an authority figure and actually take all of those tips that you're putting out there every week and your training and your educational pieces. Before they're going to take that and implement it and get a quick win they need to trust you as a person and see you for you.

Something I love doing is, I share lots of my personal life and I share some of my favorite things that I love. I'm one of the biggest Bachelor Nation fans. I have an incredible cat. I love my cat so much. There are certain parts. There's a lot about me that people love and they see and I share this because I want people to see that I'm just like you.

I'm a normal person. I want to create that like, know, trust factor as a person first and then as that authority. Because I definitely do know what I'm doing. I've helped hundreds of women start and build their business. I have helped hundreds of women scale their business and leave their nine to five. I myself have built two six figure businesses scaled into multiple six figures, moving into seven figures. And so you definitely get to have both.

It's you that's going to stand out. Your personality, the things that you love to do, your quirkiness. You are so unique. You may feel that you're boring; However, you are so unique. Every single one of us is so unique and we get to share that with the world. So those things are going to help you stand out and those are the things that are going to help your content stand out.

Be Uniquely You

Number One: you, you, you, you, you, you, Start putting your authentic self into your content. You can do this by starting to unfilter yourself a little bit more. And as you do this, what's going to happen is you're going to stand out more and more every single day. And people are so afraid of judgment on social media. I know I was, especially in the beginning. We all are, because people can be so mean out there and what happens is people start kind of doing the same things as other people and saying the same things, and they're just not very polarizing. And they kind of blend in with the crowd because they're not being very authentic with themselves. So as you unfilter and start to be more authentic in your content and the things that you do, people are going to see you more and more. So start and unfilter your content. I know I had some content once. This was actually really fun to do. I created a ton of content one month because one of the newer seasons of The Bachelor was coming out. I was so excited, I wanted to put that in my content. So I created some educational pieces about business and content and I taught it through The Bachelor.

I took examples from The Bachelor and how ABC nurtures their audience and preps their audience and their customers for when the show is about to air. We all know that in the very first episode, twenty five to thirty men or women are going to come in and there's always going to be the first impression rose. And then some people will be leaving by the end of the night. So there's always patterns and they're doing different things. And I taught different pieces of business through that lens and it was so fun. I love doing this. And it also showed a big part of me: that I love The Bachelor so much.

So it helped me connect with all of the other bachelor fans out there that also wanted to start a business, and another big thing that you can start to do is speak how you would normally speak and how you would normally act.

The goal is if you're with your clients or if you are speaking of social media, you wanted to be very similar to how you would be in person. Right? It's not very authentic to show up one way on social media and then when you meet maybe some of your clients or some of your community in person, you're a completely different person. That's not very authentic. You get to be yourself, but speak how you would normally speak and don't be afraid. You know, not everyone's going to like you. That's OK. People are always going to judge. But that judgment does not affect the success of your business or who you are as a person or say anything about your worthiness, so speak how you normally speak.

You want it to actually sound like you and be like you. And so the more authentic that you are, the more that people are going to trust you. The more people will trust you, like you, and know you. And when they trust you, they buy from you. And once they buy once, they usually buy again.

Always Give Value

So make every post that you do of value to your ideal client. Any time I'm putting content out, I'm always asking myself, "OK, does this help them or is this something that will be impactful to my ideal client? Will they care about this? Will this help them shift their perspective a little bit? Will this help give them inspiration? Will this help us connect some more?" This is always about them. And if you're about to put something out there and it scares you a little bit, ask yourself, will this help them? This is not about us. Who cares if someone's going to judge you for something that you post? Does it help your ideal client at the end of the day? That's what it's all about. That's what happens and that's what gets to happen when you want to help create an impact. Not everyone's going to be happy with it. You cannot please everybody. And that's OK. As you start to get out there and be your authentic self and share the things that you truly want to share, say, and teach, you're not going to rub everyone the right way. That's 1000 percent OK.

Your Content Matters

So a big story or a big limiting belief that I hear from business owners is, "well, you know, I don't have many followers yet. So putting content out there really isn't a big priority for me right now. It's not very important." And that is something where I strongly disagree with that belief. If you have this belief and if you're newer in your business. Maybe you have one hundred followers, thousand followers, whatever that number is, I want you to know your content matters. Your content always matters. Whether you have 10 followers or 10000 followers, it's about converting those followers with your incredible content. You're following numbers. How many followers you have does not mean you're going to make more income. I've had some clients when they first came to me who have 50000 followers, 100000 followers, and they're not making money in their business. I have some clients that when they're finished working with me, they have less than a thousand followers and they're making consistent 10K months in their business. So the number of followers says nothing, right? It's about how polarizing your content is, how authentic your content is, how much your ideal client trusts you as the authority. And of course, how well you can sell in your content, on your sales calls, on your sales pages. You can do this with 500 followers, 500 people in your Facebook group, or one hundred people in your Facebook group. So don't get stuck on that number. This is about your content, your body of work, and you getting out there and creating that impact with your content.

Showcase Your Life

So if you were feeling stuck with a few things, here are a few tips that I know are going to help. The first one is I want you to start to showcase some aspects of your lifestyle that represent where your ideal client wants to go or what they want to have. So not always, because businesses are not cookie cutter; However, most of us typically are the future version of our ideal client. We're usually helping others get to a place where we have been before or where we were very recently. So we know what they're going through. We are now living at where they want to be eventually. And so she can showcase some of those parts of your lifestyle. It represents where they want to go. You're helping them see what's possible for them. You're creating the inspiration for them. They need to see that you have what they want. And you need a story to show them how they can get there, too, and that it's possible for them. You create the evidence for them and that this outcome is possible. So that's the first thing.

Get To Know Your Ideal Clients

The second thing, start asking yourself, "what are they thinking about right now in this moment?" Whatever time it is right now, whatever day it is, stop right now. Pause for just a second. What is your ideal client thinking about? How can you make them feel a little better about it? Is it maybe three p.m. on a Monday afternoon and they are kind of in the Monday blues and they just kind of want to leave their nine to five and they don't want to be there any more.

How can you make them feel a little better? How can you help show them that they can overcome whatever problem they're in right now? Whether it's health and wellness, their life, their business, whatever that is; how can you help show them that they can overcome? Start thinking about them and get to know them. You want to know your ideal client for whatever program that you've got right now.

We all have many ideal clients. Our ideal client is very different depending on what program you're putting out there. My ideal client for my academy is very different from my ideal client. They're at very different levels in their life and in their business. So start to think about these things. What are they doing right now? What do they usually do on the weekends? What do they do on a Friday night when they're driving home from work? What is stressing them out? What's keeping them up at night? Start to ask yourself some of these questions.

Taking Action

I want to leave you with an action item today. It's actually a few action items, so get your pen and paper out if you don't have it yet. I want to ask you to think about this question, journal about it, and then go and actually take action on it. So the journal Prompt is a journal prompt that I actually recently shared with my clients in my main program, the fierce business academy. It's a two part general prompt. The first part is "If people in social media look too closely, I'm afraid they will see blank." And I want you to journal for a minute or two on this one. What are you afraid that people might see on social media if they look too closely? And then the second thing I want you to journal about is "The things I'm afraid they will see, are they really true?" So these things that you feel are that you're afraid people might think about you and see about you, are they actually true?

I want you to do this two part journal prompt. And after you journal on this, I want you to go and draft a caption or a piece of content that scares you a little bit. Maybe it's a little more polarizing than you typically put out there. I want you to put something out there where if you weren't afraid of what anyone thought, this is what you would want to talk about. And I want to see this. So let me know. Once you've posted it, send me a message. I would love to see a tag me in it if you want. I would love to see it and send you some love in your post as well. So do this. Let me know over on Instagram at Melissa Lynn. I promise I don't bite. I cannot wait to send you some love and support you even more. I can't wait to hear all about it.

Topics we cover include:

What Content Is
Why Content Is So Important
Ways To Improve Your Content
Ensuring Your Content Is Adding Value

And so much more!

Times to check out:

(5:36) Why is content important?

(8:27) What is content?

(10:22) How to convert your content to something unique

(14:12) Unfilter yourself on social media

(15:40) Be yourself

(17:32) Ask yourself, “Will this help them?”

(19:30) Your content always matters

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