As we start to see the light at the end of the tunnel with phase one of reopening beginning to happen, it’s important to understand that what you do today can and will dramatically affect your profits several months down the road. So how do you boost sales during quarantine when we’re barely starting to reopen and many businesses are still required to keep their doors closed? With strategic content creation.
In the past, pay-per-click and paid ads were the go-to method for online brands and businesses to make their sales. But in today’s digital world, according to PageFair’s 2017 Adblock Report, 615 million devices now use Adblock. Without paid ads, brands and businesses either find a new way to bring awareness to their business or suffer the consequences and close their doors for good. This is where content creation comes in.
CONTENT CREATION ISN’T JUST BLOGS AND ARTICLES ANYMOREContent isn’t just about writing copy for articles. When you think of content creation, it’s about creating a true connection with your audience, engaging them, and creating a stronger relationship with your customers through a variety of channels, including posts, videos, newsletters, and social media, like IG stories and Facebook lives, for example. The main thing to remember is paid advertising is focusing on selling something to the customer in order to get something from them (obviously their money), but content creation is designed to give your customer something of value which customers are much more open to receiving (versus ads) and ultimately creates trust between your brand and your audience. More trust = more sales.
BUT DOES CONTENT CREATION ACTUALLY WORK?It can seem like the idea of “content creation” has been the new trend, but how can you argue with the fact that 70% of customers would rather learn about a company through an article over any kind of advertisement.
- 60% of people are more inspired to purchase a product after reading content about it.
- 82% of customers have a more positive perception of a brand or product after reading content about it.
- 68% of consumers spend time reading about brands they’re interested in.
- Content creation costs 68% LESS than traditional marketing efforts (like paid advertising).
- Content creation generates 3x as many leads than traditional marketing does.
WHAT KIND OF CONTENT SHOULD YOU CREATE?With customers still stuck at home while we transition into reopening, it may seem like bringing your brand experience to them might seem nearly impossible. But guess what? It’s not impossible at all. In fact, the fact that your customers have so much more time to scour the internet while at home, means you have that many more opportunities to wow them and create loyal fans out of your customers. Right now is your opportunity to shift your focus on what your customer needs and wants most and how your brand is just what they need.
7 IDEAS FOR CONTENT CREATION YOU CAN START TODAY DURING LOCKDOWNRegardless of what industry you’re in, whether you’re a product based brand or service, there are plenty of ways to create content that brings your brand experience into the homes of your customers. 1. TELL YOUR STORY: What makes your brand different from the rest? What do you sell and why is it great? What made you even start your brand? This can be in video format with you yourself sharing your story, or it could be on social media with a caption of your story and a photo that really represents who you are in your business. Whatever channel you choose, this is your chance to show your personality. Are you super goofy? Show it. Are you an introvert? Show it. Are you super stylish or outspoken? Share your story and show it. When you share a story that matters, a story that inspires your reader in some way that they directly relate to on a strong and personal level, they’ll feel as if they now know you personally. And wouldn’t you rather buy from a friend than a stranger?
2. EDUCATE YOUR AUDIENCE ON YOUR CRAFTSMANSHIP: This one is one of my favorites to do. It shows you in action, showing what you do best, and what makes your product so fantastic. When you show the behind the scenes process of how it’s made, (especially when it’s not made in a factory in china) they know they’re getting something special. Show them how you choose your materials, why you choose them, and what makes the final product a piece of art.
3. SHARE TIPS RELATED TO YOUR BUSINESS: Think about what you do and things you could share fun tips on with your audience. Are you in the home cleaning business? Share tips on how to disinfect their home until your next visit. A beauty brand? Tips on how to take care of your skin or how to make homemade masks can bring a lot of brand awareness (and sales) to your business.
4. TEACH A VIRTUAL CLASS OR TUTORIAL: If your customer can’t come to you, go to them. Virtually that is. Do you own a gym and sell memberships? Take your workouts online and teach the same classes there. You’d be surprised how many would rather workout at home than in front of others and you may even sell more memberships because of it. Do you sell your own brand of craft beer? Teach a class on how to brew their first homemade beer. If you sell any kind of product, there’s a way you can teach it. And that adds a second source of income without having to learn a new skill.
5. DIY PROJECTS: This may sound similar to teaching a class but it’s more tailored to creating a specific project. This is a time where everyone has time for projects. Everyone is evaluating their living spaces, going back to hobbies they didn’t have time for, and finding ways to entertain themselves to make life as enjoyable as possible. For example, are you in home decor? Show how to create a more creative and elegant way to add storage to a kitchen. In landscape design? Create a DIY project on building a home garden and what to grow.
6. HOW-TO’S: This one is great for any kind of business. The Ritz Paris has been doing it the best during this lockdown. They’ve been sharing recipes from their inhouse chefs and sharing how to make the most delicious and beautiful desserts and pastries right in your own home, keeping their followers coming back for more, keeping their brand top of mind, and bringing that Ritz lifestyle right into the consumer’s homes. Guess where their followers will want to stay first when we’re allowed to travel again? Own a bar? Share recipes for this summers most refreshing cocktails. In health and fitness? Share how to make weighted bags to use for home workouts.
7. CREATE A VIRTUAL CLUB: Bringing people together when they’ve been separated from the world is going to not only create a connection with your brand but a community with others who joined as well that they won’t want to leave. If Harley Davidson could create a cult following by creating a real life riding club across the country, then you can do the same online. If you own a bookstore, start a book club. A cafe? Start a coffee brewing club. An art store or gallery? Definitely start a club. Painting with wine. Discussing various kinds of art. The possibilities are endless.
Here’s a quick recap for you:
- TELL YOUR STORY
- EDUCATE YOUR AUDIENCE ON YOUR CRAFTSMANSHIP
- SHARE TIPS RELATED TO YOUR BUSINESS
- TEACH A VIRTUAL CLASS OR TUTORIAL
- DIY PROJECTS
- CREATE A VIRTUAL CLUB
Want a little more help with creating custom branded content to boost your sales? Right now I’ve created a special deal just for you to help during these not so normal times. Choose one of the packages below and let’s get you some sales!