— May 14, 2018
It all comes back to your goals.
When I ask you, what are your goals for your content marketing, your answers are going to determine my suggestions and strategy for you.
If your goal is to build up your list in order to sell something in a few weeks, my suggestions are going to be different than if you want to build up your list to sell something in a few months.
If you want to get people on a sales call with you, my suggestions are going to be different than if you want to get people on a webinar.
If you’re selling high end consulting services or a $ 50,000 mastermind, my suggestions for you are going to be different than for the person selling a $ 59 email course.
The goal dictates the strategy.
Say it again for the people in the back: The Goal Dictates The Strategy.
But I’m going to go out on a limb here and suggest that you may not know what your goal for your content actually is.
A woman got on a consult call with me recently to talk about what my agency can do for her, and I asked her about her current goals with her content. She said that right now, her practice is full, and she’s really just blogging every week to keep up her online presence — so that when someone comes to her website, it looks current and relevant.
That’s a legitimate goal (though you hardly need to post every week to achieve that), yet when we dug a little deeper, she mentioned that she’s planning to put together an online course next year to help her scale her 1:1 practice.
Suddenly, blogging every week just to make it look like the lights are on and somebody’s home is no longer a good strategy. We want to be actively collecting email addresses and leads, nurturing those people so that they love her and get them to the point that they will happily fling money at her as soon as she announces her course.
She knew that she wanted to sell a course in the future. She knew that her content wasn’t attracting a lot of leads, and that the emails she does have aren’t necessarily her ideal customer (for various reasons).
Yet she didn’t see that her content could be solving those problems now (until waiting until six weeks before her launch).
We get so in the weeds with our own business that sometimes we can’t see the logical next steps. We see what we’re doing, what we’ve always done, and we’re biased to believe that’s the only way.
Sometimes you need someone from the outside to look in and see what you can’t see.
I rely on mastermind groups, mentors, paid programs, and coaches to help me peel back the layers of my bias in my own business, and it’s what I do every week for clients.
Is your marketing working as well as it could be?
There’s really only one way to find out.