What a week! From the freeze we had here in Florida that interrupted my internet access for several hours two days in a row, the “cheesy” but fun Valentine’s Day dinner with my hubby (we hung out at a local bar-b-que joint – here we are in the early days….), to the sinus infection that had me down for the count yesterday! Good news is that despite the interruptions to my usual work week, my online business kept right on producing! Whoo hoo!!!! I even managed to launch my newly redesigned Jump Starter™ Blueprint Coaching Program.
This weeks’ feature article “How Content Turns Visitors Into Prospects or Customers” talks about one of the most important components of your online business.
Location, location, location! It’s what every bricks and mortar business owner will tell you makes all the difference to their success. Well, for the online business owner, it’s content, content, content!
Think about it. Because your website can be accessed globally and at any hour of the day, no one really cares about the location of your online business. Instead, when someone visits your site, they are looking for the right content and if they find it they will engage further.
So, just like the bricks and mortar business owner painstakingly takes time to plan his physical presentation, so must the online business owner take time to plan and prepare her online presentation, including and especially the content.
In their book Managing Content Marketing—The Real-World Guide for Creating Passionate Subscribers to Your Brand, Joe Pulizzi and Robert Rose sum it up this way: “Content is what converts customers.”
To develop your content, ask yourself: What’s my story? If you own a clothing store, for example, your story is not “selling and altering clothes”. Instead, your story should be “providing affordable, comfortable and flattering suits and separates for the professional woman.”
Or, if you are a wellness coach, your story is not “selling wellness”. Instead, your story should be “providing easy to follow and implement recipes to help you lose 30 pounds in 90 days”. Once that story has been grasped, the content ideas will begin to flow.
As you brainstorm your own content ideas, consider these questions:
- What is your current landscape?Who is your target? Are they happy or frustrated? What kind of content will make them happy?
- What’s that big goal that you have for your online business? Is it to introduce a new coaching program? What kind of experience will your new program provide to prospects?
- What happens if you launch this new program and it does not produce projected results? How will you redefine your story?
- What about any setbacks and frustrations you overcame while developing the new program? Work that into your story and get the audience on your side.
- How will the story progress after the program is launched? Make sure stories will continue to provide a path to new content.
To your online success!