Why do we even create content in the first place?
My brand Sustain Your Passions is all about honoring your multi-faceted and multi-interested humanness as an entrepreneur. I want to help you turn your unique education, experience and background into a thriving coaching business. When you build a brand that’s authentic to yourself you attract the right clients that you’re excited to work with and you don’t have to be fake for them.
If you’ve ever struggled with writer’s block while trying to come up with a post for your next business pitch then you probably know what I mean when I say how important it is to be authentic and honest in your content. Since creating content is the bridge between you and your ideal clients it’s critical to be yourself so you attract people you want to work with. The ultimate goal of creating content is to make more sales. Content gives you the ability to attract potential leads while creating a brand image that gives clear expectations.
In another blog I talked about the Strangers → Engagers → Buyers sales funnel. Content helps you turn strangers into engagers. The most important part of this step in the funnel is to reach the most people so you can filter out the ones who are most interested. Having engaging content that connects with your ideal clients will easily fill your funnel while providing high quality leads.
What kind of content should we make?
Since our content turns strangers into engagers then our content should be focused on generating engagement and converting our engagers into buyers. Your ideal client woke up this morning with a problem. They have run into some blocks that you can help them with but… To be ready to buy from you, your ideal client needs to know two important things…
You deeply understand the way they see their problem
You have a plan to help them reach their goal
Focusing on these two things will help you quickly filter out people who aren’t interested in buying from you while building engagement with ideal clients. Remember, the whole idea of a funnel is to start at the top with a huge audience and slowly filter them out until you have a few very qualified leads at the bottom.
Following the Bullseye Branding Method will help create engaging content. You need to get real specific about who you help, what you help them with, and how you help them. This makes it easier for your audience to understand what you do and decide if it’s for them or not. Social media algorithms watch how often the right person engages with your post so it’s important to filter through your audience quickly. If your ideal client is a broad range of people then you’re going to confuse the algorithms and struggle to get engagement. Keep your content as specific to your ideal client as you can grow engagement and attract clients.
Note: If you need clarity on what your brand is check out my Niche Development Guide.
How to target your ideal client
Once you have clarity on who your ideal client is and you can get very specific, it’s time to target your content to them. One of the most powerful tools for doing this is using hashtags #. Hashtags are how social media platforms can categorize content and deliver it based on people’s interests. For example, if you created a TikTok video and added the hashtag #outdoors, then people who TikTok thinks are interested in the outdoors will get served your video.
The easiest way to get ideas for hashtags to use is to search each piece of your ideal client avatar. Search the age of your ideal client to see what hashtags they’re using. Search their interests or hobbies or even career to figure out how your ideal client is engaging with the platform and how you can target them.
For TikTok it is important to use 6-8 of these hashtags with each of your posts to help you reach your ideal client. Building a database of hashtags can make this easier to do as you build more and more content.
How to leverage tiktok to connect with your ideal clients
When you have specific clarity on your ideal client, you’ve developed a brand that will clearly communicate your offers, and you create content that lets your clients know you can help them then you will connect with your ideal clients. Creating content using this strategy will attract people that you’re excited to work with!
If you want to talk more about creating content for your coaching business, book a free Coaching Business Strategy Call.
