If you’re putting content out into the world but no new leads are landing in your inbox, what’s missing? Here’s how to create content that meets your customers wherever they are in the buying journey.
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
Have you ever felt like you’ve been glued to your phone trying to make social media work for your equestrian business and yet you aren’t getting the traction you want—AKA the sales aren’t coming in?
You’re creating for likes, getting followers, and maybe even getting viral reels. But, none of it is resulting in new leads, inquiries, or sales.
If that’s you, then you are likely missing two key ingredients in your content creation strategy.
When you create content (on social media or otherwise), you should always have two things in mind.
Their buyer journey.
What’s the buyer’s journey? I’m glad you asked!
Your buyer’s journey has 3 key components (stages): Awareness, Consideration, Decision
Every time you create content, think about your audience and where they might be on the buyer’s journey.
Let’s look at each stage and I’ll give you specific ways you can create content to meet potential buyers in each one.
Your potential customer becomes aware that they have a problem.
Focus on the problem you solve for customers and the emotions they’re feeling around the problem. Where are they stuck? What’s keeping them from getting what they want
This is when your potential customer defines their problem and considers options to solve it.
What other solutions have they considered besides you? What do they need to know when they’re considering their options? Tell your story to build connection and trust.
In this final stage, your potential customer is evaluating all the options in order to make a decision on who is the right person, program, or product to provide the solution they need.
What sets you apart from the competition? What objections does the buyer have that you need to address? Tell stories to provide social proof that your solution works.
Whether you are creating email, social media, or sales pages, keep this process handy. When you keep each stage of the buyer’s journey in mind as you create then you’ll know you are meeting your potential customers right where they are and giving them everything they need to make a buying decision.
Of course, you'll want to listen to the full episode to dig into each of the insights I shared and discover how you can apply each one in your horse business!
Links Mentioned In This Episode
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