You’re on the content marketing bandwagon, RIGHT? Good for you if you are. You definitely made the right decision!
You’re probably trying to produce the best content possible as consistently as possible. However, you might not be getting the results you wish from your efforts.
Creating great content on a consistent basis isn’t easy, especially if you don’t have a dedicated team for it. You’re surely seeing that your traffic is increasing, but what traffic is good for if we can’t convert it into paying customers?
One of the major problems small business owners face today is the inability to convert traffic into customers or clients.
They might think that there is something wrong with their sales funnel, and that might be true in many cases. However, in many other cases, the problem isn’t in their funnel, it’s in the type of people they’re attracting.
So Whom Your Content Is Attracting?
While creating content consistently is guaranteed to get you traffic, that doesn’t mean that the traffic will flood your pocket with cash.
All the traffic in the world won’t make a difference in your business if it’s not targeted traffic. I’m sure you heard of websites that get thousands of web visitors every day, yet they produce very little income.
To explain this further, let’s go through my all-time favorite analogy of fishing!
Creating content blindly is like going to a lake full of different kinds of fish and expect to catch a specific fish without doing research about baits, lines, rods…etc.
Your bait might attract a different kind of fish that might be inedible (a customer who’s not a good fit for you). This means that you’ve wasted your time, effort and money to attract a visitor who’s not a good fit for your business or who will never buy anything from you.
You might think that once you have a good bait, you’re good to go, but what if you want to attract a bigger fish (a big client) and your rod or line couldn’t handle the weight? In this case, the mediums supporting your content (branding, social media, communication…etc) should be able to sustain those types of clients. If a client likes your content, but gets disappointed in your communication with them over email or phone, then they’ll leave despite how awesome your content is!
Long story short, you need to know your ideal customer like you know the back of your hand. The better you know them, the more focused your approach will be, the better and more customers you’ll get and the lesser resources you’re going to spend!
Do you want to throw your line and wait for it to attract your favorite fish?
I doubt that!
You Can’t Work With Everyone!
I perfectly get it when I hear people say that they want to target everyone. I also understand that it doesn’t come from a “Greed” standpoint as much as it comes from fear/lack of understanding. When I’m talking to small business owners about how narrow they should go, they freak out because they want to go broad and target everyone to make a nice income. What they don’t realize is that their branding/messaging/targeting will be all over the place, and they will end up with no clients or customers.
Sure big companies like Coca-Cola can get away with it because they have massive resources to do so, but what about your small business which is probably just breaking even.
A few centuries back, someone could master a given science easily. Now you’ll be lucky if you master a fraction of that science. Researchers spend their entire lives studying one insect or even one microorganism.
What Is The Solution?
I believe the best way to go about this is to use what I call “Purpose Oriented Targeting”!
What that means is that you should imagine who exactly you want to work with, and then use content that solves their problems.
Let’s say that you do consulting. The way to go is to figure out how much you want to charge for an hour of consulting.
Then you should target businesses that can afford your rate. You can figure out that by looking at the size of their team, their expansion rate, whether they’re raising funds, whether they’re doing any acquisitions, how much is their revenue…etc.
The previous example was about creating your target company profile. You should create the buyer personas you want to target. The great thing about “Purpose Oriented Targeting” is that you get to work only with people you like and that will save you tons of resources, not to mention your sanity.
What If I Don’t Know Whom I Should Be Working With
If you’re new at what you’re doing and you don’t know who you should be working with, then you just get something out and then filter who exactly you like to work with.
If you’re in the B2B space and found that working with Tech Start-ups is what makes you get up in the morning, then create specific content to help those start-ups acquire more customers…etc.
The Key Takeaway
The reason I’m bringing this to your attention is that I really know how life-consuming trying to work with everyone could be. One simple example is that you’ll be getting tons of emails and comments with questions you should answer, while no one of them will convert into a customer. A small-business’s time should be spent wisely, and spending it doing activities that won’t contribute to your business’s bottom-line isn’t going to get you anywhere beyond disappointment.
So, do you really know whom your content is attracting?