When I ask Business Owners what their BIGgest Pain Point is when it comes to Posting on Facebook, they say “I don’t know what to post!”
Now if you can get your 8 Fundamentals of Facebook correct (see FREEBIES tab) and if you have set up your profile correctly, the content is the EASY part. If you are working in your business every single day, if you’re passionate about what you do, then what you are doing, is all content. You do however have to know what you’re doing when creating an effective strategy for your content, and that is the part many people have trouble with… The Strategy! The Intention behind each Post! and How to compel people enough to get them off facebook and into a paying client.
This is the Structure for Creating Content that Converts:
What is Compelling? People are compelled to know more, they are curious, they want to look further into what you do and they want to engage with you. When we talk about converting, it’s about getting people off Facebook and giving you their money. You have to make sure you are building trust and you’re consistent. A big question people ask me is “how many times a day you should post on Facebook” Now there are lots of opinions out there, but my suggestion is to do what is consistent and right for you. Your audience will get used to your rhythm. Everyone’s rhythm is different. I really believe that one of the biggest things, or the biggest value, or trust-building tool, is by showing them what it is that you do. So if you make candles, and you are out and about sourcing your objects and busy making your candles, let your clients know what you’re doing. People love it! It’s just like reality TV. Its the day to day stuff that people love to see. It talks to them. It’s relatable.
YOU are the Unique Selling Point for your business.
What YOU do may NOT be that different. Let’s be honest. There’s a thousand of you out there right now, hundreds of YOU! The only reason someone is going to work with you is because of you! It is because of what you can do that’s different to everyone else. You might not be perfect for everybody, but that’s ok because you only want the right people for your business anyway, and this is why your key messaging is so important.
4 Important POST features:
- Heading – You want your headline to call out to your ideal client. It should grab their attention and make them want to stop scrolling. A question can often work a treat eg. “Are you stressed and overwhelmed with this new era of using facebook for business?” This Headline question ‘calls’ my ideal client. It relates to them and makes them stop to read further.
- Pain – The second sentence/part should ‘rub salt in their wounds’. What are your ideal client’s pain points? What can you write to make them identify with you and how can we make them say YES when they read on. Do you really know your ideal client? Do you feel their pain? If so, they will stop and look because you have their curiosity.
- Solutions – Now you offer them a solution. You bring to the forefront your unique selling point, point of difference and you show them how you’re going to solve their problem.
- Call to action – This is SUPER IMPORTANT! Don’t just leave it there! Give them a call to action! Believe it or not, people like to be ‘told’ what to do. ‘click here’, ‘call me’, ‘message me’, ‘book a call’ , ‘read my reviews’, download my ebook’, are all examples of call to actions which will encourage people to take action. Including FOMO (fear of missing out) or including a time constraint, will compel people to take action immediately, rather than ‘get back to it later’ (which never happens). Always show people exactly where you’d like them to go.
What is the Intention of each Post?
Is your intention brand awareness? Is it adding value? Showing your expertise? Is it building trust? Sometimes it can be a combination of more than one. If you decide on what your intentions are for your posts, it will make posting content, that much more strategic. Foster your online relationships. Too many people do too much fluffing around when posting, or they do too many ‘salesy’ posts and they forget about creating content that compels.
Does your Content give your Clients Social Proof and Credibility?
Do you share your testimonials? Are you posting your case studies, client stories or showing your expertise? Do you show your potential clients what other people are saying about you? Are you showing statistics of results that you’ve had? This is a vital part of helping people follow through on the call to actions.
How about your content images? Always use a good image and always keep your branding consistent. Everything has to match and feel safe. This is where the compelling comes in, and that’s when your content will start converting. Otherwise, you’re just throwing ‘stuff’ out there for nothing. It becomes a time-waster which doesn’t generate leads or convert into actual paying clients.
Sometimes it takes working with a coach to get your strategy right.