Why your content isn’t attracting clients (and what to do about it)
Visibility for female entrepreneurs - 5 ways to improve your content
I speak to women in business every day who are showing up and posting. Creating content for every platform, following the advice from the guru’s and famous coaches who tell them not to quit and just ‘keep posting’.
While I agree that you shouldn’t quit - and that you do need to keep creating, I hope this article will give you a little more of a strategic edge when you feel like your being ignored - when you know you have so much value to give in your content as well as in the services and transformation you provide with your business.
I was asked today how I get paid from my business. This was an EYE OPENING moment for me! It made me remember something very important - not everyone knows how to monetise the online space, attract clients for their services or sell using content.
This is a skill that I learned just before lockdown. I had a traditional network marketing business, sharing skincare and wellness services and products with in-person events. Network marketing can get a bad rep - but I had the most incredible mentor and was taught how to have genuine authentic sales conversations, how to lead with service and care and how to market a service or product. I took this into the online space to expand by business beyond a side hustle with a view to going fully self-employed. This is where I was introduced to coaching, and invested heavily in certifications and training.
What’s often missed in obtaining professional qualifications is the part that you ACTUALLY need if your going to market yourself and your business.
Sales seem simple - they are an exchange of energy. Money for services or products.
But how much money? How do we convey the value of what we teach (especially if it’s a coaching service you offer and the results are somewhat intangible?) How do we help people understand the value of what we can do for them?
In your industry there will already be some parameters for pricing and perceived value of your services and products.
I find this is where a lot of us slip up. We see people further ahead, and try to skip to the good part before we go through the motions of building trust and value in our own brand.
This is your first tip - stop following the gurus and create your own lane.
The more you try and replicate someone else’s success, the more time you will waste. You will never be them, and if your following their every step your missing the opportunity to create your own value perception from your audience. You look and sound the same as everyone else and will continue to go unnoticed.
Secondly - you need to bring proof of the value you bring, as well as learning how to speak about it.
This means testimonials and client feedback. It is invaluable to build the reputation of your business and help people understand what it is you do. It will also form the basis of content that is actually effective in your business. You will talk about what you do like an expert - and it’s way to complicated. Keep it simple, repeat your key messaging and marketing messages, talk about the problems you solve and how life gets to be on the other side of your product or service like it’s the best thing since sliced bread! (More on that in another article!)
Stop expecting people to see the value in your business - and start using your voice to share what you bring to the table. This is really where you need to develop the confidence and conviction in your delivery - and one of the best personal development skills in your life. Learn how to sell and never worry about money again.
Thirdly - use keywords like your life depends on it!
Searchability is key on every platform. Find out what people are looking for in your industry, answer their questions in content and do it with your own unique spin. SEO keywords can be researched - whether its for an instagram reel hook or blog/podcast title - get yourself found by the people who need you by taking the time to understand what your ideal client actually wants - and then build trust with them!
The online space may feel saturated - but there is a place for your business to grow if you take the time to understand what content actually does - and how to grab attention.
Forth - We grab attention by solving a specific problem over and over again in our own unique way. Get CREATIVE and stop overthinking the font and the stock images and show people the real authentic YOU.
No matter what platform you use - people should experience the same you as they do when they show up for their service. It’s not the first time I’ve heard someone say they showed up to a meeting and met a completely different person - because they bought a service with someone who uses a filter on all of their content. It’s an immediate betrayal - and people feel the lack of authenticity through the screen. If you want to develop a loyal customer base - don’t lie to them. Show up as yourself and allow the vulnerability and human side of you to shine through. In a world of growing AI - this will make your content unique and stand out of the crowd.
Fifth - have some bloody fun with it!
My clients all say their favourite result from working with me is the ease and fun that content brings them when they stop overthinking it - and reframe it as their favourite part of business. Yes - it serves the business. But it needs to serve you too. Otherwise - you will never make enough content to teach the algorithm who you are, what you do and who you want to connect with.
Talk to your camera, post unfiltered selfies and share the parts of your business that bring you joy. Share the behind the scenes, the wins, and everything in between. If your main source of income is to be your business, you need sales - and so it’s about time you let yourself enjoy the process.
If this article has helped you - drop me a DM at @solasvoice on instagram and connect with me over there - I share lots of content to help you with your visibility and activate your voice for growth in your business.