Today I’m talking about the one key element of your marketing: value.
Your business success is directly related to the value you provide to your audience, so think about these questions: What value do your customers get as they consume your content? What will make them trust you? And then want to work with you? And then want to refer you? And then want to keep coming back for more?
There’s a general consensus for how value works: The more value you provide, the more people you touch, the more money you make.
I’m going to provide info on 3 types of value you can try right now – lead magnets, content offerings with upsells, and brand awareness campaigns.
The first type of value I want to share is a lead magnet (also called an opt-in). A lead magnet is a valuable, relevant freebie that you offer your website visitors in exchange for their contact information. I’m sure you’ve seen these before, and I’m guessing that you subscribed to a lot of lists because of this type of opportunity.
The offer you provide can be a free PDF, an introductory call, a brief trial of your service, an audio lesson, a guided meditation, an educational webinar, or perhaps a video tutorial.
It is essentially anything that you think will be valuable and relevant to your ideal customer. It’s a piece of important content that can be exchanged for contact information.
Here are some ideas: if you’re an acupuncturist, maybe you can share a neat infographic with 4-5 at-home acupressure techniques to relieve stress or specific pain points. If you have a blog, you’re most likely sought out for lifestyle advice so maybe you can create a resource guide for specific local products and services. If you bake cakes and other sweets, maybe you can share a top-secret recipe that is strictly for subscribers. If you’re in real estate, perhaps you can make a checklist of proven methods to selling your home in 30 days.
Is there a way you can integrate a lead magnet right now?
Content Offerings with Upsell
The second type of value I want to share is a free content offering with the opportunity to upsell. This means that you provide a free offering, and either during the offering or at the end of the offering, there is a call to action for the prospect to work with you in some way. If your income has been impacted by this pandemic, then this can be a great way of supplementing it.
So what does this look like? A webinar is an easy way to implement this. You can also create a series of free videos, or use IGTV or Facebook Live to share information and make an offer. If you’re a hairstylist, perhaps you could share a few messy bun tutorials for our “stay-at-home” sassy ladies who want to add a little oomph to their sweats style. If you’re selling beauty products, perhaps in the shopping cart experience, you can offer up-sells as people check out. If you’re a fitness professional and have a digital program, maybe you can offer a mini version of it (or maybe even a sneak peak at a module) so that people can see the value of working with you AND feel inspired to purchase the full version.
Is there a way you can create an offering with an up-sell attached to it?
Brand Awareness Campaigns
The third type of value I want to share is a brand awareness campaign, particularly for the purposes of audience growth. This is essentially a campaign that lasts a day or a few days, or even 10 days or a month. During the campaign, your prospects are receiving regular content from you, and the content isn’t just blog content or image content, it’s a specific campaign with a specific timeline and overall goal.
So what would this look like for you? If you’re a tai chi instructor, maybe you do “14 Days of Tai Chi” and share a quick movement every day. Or, maybe you’re a health and wellness coach, so you could create a “10 Days of Healthy Living Eating Plan” and each day you share a recipe that utilizes unique ingredients based on whatever your prospect needs. Or maybe you’re a bodyworker or healer, and for a series of days you share stretch sequences, or relaxation methods, or guided meditations.
Do you see how you can be super creative with this? Perhaps you have some time now to focus on this type of campaign? Is there a way you can create a campaign to grow your community and with you leading the way?
Here’s what you need to remember though: we are in strange times. We have all been impacted by this pandemic, and unfortunately, there’s a bit of a collective mindset of lack right now.
How can you alter your messaging right now?
Here’s the thing – you can sell right now, but you have to do it in a way that is relevant to what’s happening in the world. How can you alter your messaging to reflect more compassion and support, and how can that messaging truly make your customers feel like your product or program or service is incredibly valuable right now, even in a pandemic, perhaps especially in a pandemic.
So, think of the opportunities you can put out into the world right now. It’s a perfect time to really unleash your creativity. What do your people need right now? How can you be seen as a leader right now?
At the end of the day, think about this: If your prospect never buys from you, how can you provide such tremendous value that they’ll learn something new, or feel inspired to be a better person, or be empowered to become who they really want to become?
Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/