How to create content that converts visitors into loyal customers
In business, quality content is queen, and creating content that converts in loyal customers is the key.
Why, you ask? Easy! Loyal customers give you consistent business and lots of loving support. Plus, it’s more fun to show up for your business day-in and day-out when you know there are loyal, happy, real-life people engaging with you on the other side of the screen!
Today I’m sharing the benefits of creating content for your business; letting you in on why creating content that converts is 100% worth the time and effort; and walking you through my process for creating consistent, targeted content your ideal audience will love.
Ready? Me too. Let’s do this!
Why Content is Queen 👸
When you have great content backing your business, you can leverage it in so. many. ways. It can help you:
Land new clients
Optimize your website
Get more traffic
Market your services
& so, so much more!
Plus, you can use it to build a library of high-quality information, and answer any FAQs your audience may have.
Oh, and just in case that isn’t enough to convince you that your business needs you to be creating content that converts, think about all the ways that creating and sharing content helps you build community!
Every time someone comments on an Instagram post, replies to your story, watches your Facebook Live, or reads your blog post, you get a chance to build connections. And those genuine engagements you have with your community in the DMs and comment sections? They’re pure gold! They lead to loyal followers who feel connected to you personally. Chances are that these are the people who will be your customers for life!
Creating Different Types of Content
There are endless ways to create and share your content online! This is great because it means you can pick and choose the types that A) play to your strengths, and B) make the most sense for your business.
Too shy to go live on Instagram once a week? Start a blog! Feel like your writing isn’t strong enough to blog every day? No worries — talk on a Podcast! When you set out to create content, you can choose whatever is going to work for you.
And, because you're much more likely to get found by your ideal client if you’re posting regular content in different places, be sure to mix-and-match the content types you create.
You can choose from:
Blog Posts
YouTube videos
Instagram Stories
Instagram Posts
IGTV
Facebook Posts
Facebook Lives
Live Streams
Podcasts
And probably more
How Content Gets You Clients
Creating your own content is key if you want to land clients. It helps boost your business’s credibility by:
Positioning you as an expert. Imagine how confident and competent you look when you’re answering FAQs and sharing super valuable insights with your audience! Your ideal client will be so impressed.
Creating a relationship between you and your reader. Think about a blog or an Insta account you follow pretty closely — isn’t there part of you that feels like you’re friends with the person behind it? Well, the same thing happens to your ideal client when they read regular content created by you!
Building trust with your audience. By sharing little tips, tricks and insights with your audience for free, you’re building up the trust they have in you. Plus, you’re keeping yourself front of mind, so if/when they need a service like yours, chances are they’ll remember to get in touch!
Creating Content that Converts
When it comes to creating content that converts, there are two things I want you to focus on:
Being consistent
Creating content that’s targeted to your ideal audience.
And—good news!—frequently creating targeted content is actually pretty easy. It just takes a little bit of thought and planning up front. Here’s how you can get started:
1: Identify your target audience (and create content for them)
Your target audience (aka ideal audience, dream client, ideal client, client avatar, Ica, etc.) is a crystal-clear description you have in writing of the person/people you help, serve, and/or sell to through your business.
Workshopping your ideal client is something that every new business owner should do. It takes some introspection and intentional thought, but let me tell you, it will pay itself off! Once you know your ideal client well (and I mean really well, like have-an-imaginary-hang-out-sesh-with-them well), you can easily create content that appeals to them. You’ll have your ideal client thinking you’re reading their mind, which is the secret sauce when you’re creating content that converts!
Let’s Go Through A Few Examples:
I sell Squarespace Template Kits, and my ideal audience are people who want to learn how to build their own websites and small businesses, so I create content around web design tips + tutorials and small business tips on my blog.
Jenna Kutcher sells online digital marketing courses to female business owners, so she creates content around email marketing, social media and website optimization on her blog and her podcast.
Your turn: I challenge you to workshop your ideal client, and come up with content ideas that will help you get in front of them!
2: Show up frequently & consistently
Seriously guys, I can’t stress this enough! Showing up frequently and consistently is THE way to grow your audience and get your name in front of the people who will eventually pay you for your work.
I know it’s tricky to create consistent content. Especially in the beginning, it’s hard to keep doing something that doesn’t have as direct a payout as an hour of paid client work. But my best advice is to keep at it, because overtime, it will pay you back in a big way!
Here are some of my best tips to get you started:
Use FAQs, comments, trending topics, and things you have personally been interested in learning about to put together a list of content ideas. This way, when it’s time to create content, you won’t be staring at the blinking cursor and scratching your head trying to come up with a topic!
Actually commit to creating content regularly. (Sorry guys, no way around this one — put it in the calendar!)
Batch-create your posts. Instead of writing one-off blog and social posts here and there, set aside a regular chunk of time to write and create. Then, get in the zone! Light a candle, make yourself a latte, wear comfy pants — whatever you need to do! Just don’t stop until you have the next 4 or 5 weeks of content ready to go.
Pre-schedule and automate your posts. Now that you have a few weeks’ worth of posts ready to go, take your work over the finish line and pre-schedule them. This way, your posts are ready to rock for the next month, and you don’t even have to think about it!
Want even more tips? Click here to read more about blogging frequently and consistently.
Okay, You’re Up!
Time to try your hand at creating content that converts into loyal customers. I know you can do this!
Don’t think too much about the work that lies ahead — just take it one piece of content at a time. Before you know it, you’ll have a backlog of content that’s tailor-made for your ideal client, and you’ll be blown away by what that does for business!
Want more small biz tips? Check out the posts below!
8 Tips for Social Media Marketing
Our go-to tools & techniques for scheduling content
How to add a chatbox to your Squarespace site (for free!)
How to Grow your Business and get Clients with Instagram in 2022
How to use Pinterest for your business in 2022: Profile set up and optimization
5 easy writing tricks for better DIY Copy
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