280: How to get people to buy your products through content

You might be marketing to your customers wrong. 

That is because you haven’t thought about the stage of their journey they are on. 

Find out where your customer is at and marketing to them becomes a whole lot easier. 

I saw this great TikTok video explaining this, so I wanted to share it with you! 

If you LOVED this episode, make sure you share this on your Instagram stories and tag us @contentqueenmariah.

⁠⁠⁠LEARN THE DETAILS OF A CONTENT STRATEGY WITH MY FREE AUDIO GUIDE⁠⁠⁠

KEY EPISODE TAKEAWAYS 👇

✨ The 4 types of customers 

✨ How to market to these types of customers

✨ What types of content to use 

SHOW RESOURCES 👇

If you like this episode, don't forget to share it to your Instagram stories and tag me⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ @contentqueenmariah⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

Other than that, enjoy - chat next week 💕

PODCAST TRANSCRIPTION

This is episode 280, and I'm talking about how to get people to buy your products through. Your content. Welcome to the Content Queen podcast. I'm your host, Mariah, entrepreneur storyteller, digital nomad, creative content bootcamp, and founder of Content Queen. I'm here to teach you how to share your unique story, create content, and market your business with strategy through the channels that work for you.

Each week, I'll deliver a story, help you connect to a powerful strategy around. Marketing business and content creation. I'll also be joined by amazing souls and entrepreneurs who are here to share their own journey, along with actual steps to help you take your business to a whole new level through amazing storytelling, powerful and marketing and content strategy.

Let's do it. Hello, gang. How are you? Back to a solo episode, had one guest. Now we're back to solo. I feel like I've done a lot of solos and if you're watching this, we are in the bus. We are absolutely loving it. It's so funny how something so simple like our bus setup is nothing fancy and it just brings us so much joy, so much happiness, and we're on the beach right now.

The full moon is mooning and everything's great, so. Perfect time to talk about getting people to buy your products or services through your content. Now, obviously content has many different roles and it is a marketing strategy that. The most popular because why? Because you can, uh, do it for cheap. It allows you to reach multiple people.

So if we are looking at like all different marketing strategies, paid marketing, organic, which is content, if we are looking at um, SEO, we have traditional marketing, content marketing was one of those things that a spiked a lot from Well. The two thousands when social media became a place where we weren't just sharing our friends and family, but we were sharing our businesses.

So it is one of those platforms that yes, has a it, it does take time, but the ROI can be quite incredible. But content plays these different roles, right? It can help you build brand awareness, it can help you build trust, and of course you can sell your products and services. Now, a lot of the times we love to sell our products and services through our content.

Probably a little bit too much. But if you are thinking about, okay, well how is this, how is content going to help me sell my products and services? You need to understand that there are four types of buyers that you market to through your content marketing. Now, this is content that I saw on TikTok from.

Adam Benjamin, I'm going to link him in the, in the show notes because I wanna give him full credit. This was his content and I have just added my own little spin to it. I've curated content. If you listen to, so a past episode on the three types of content creators. We've got creator, we've got curator, and we've got influencer, not influencer.

10% off when you use my coupon is influence as in having influence. Now, right now, this is me curating. So I have found a really good piece of content. I shared it in my email newsletter a couple weeks ago and I wanted to do a podcast on it because I think it's very interesting, and this can help a lot of small business owners understand how to market their businesses.

So I'm gonna go through the four types of buyers and how we market to them. So the first person is the unaware person. So they're experiencing a symptom but don't know there's a problem. So for example, a business owner might be seeing a drop in revenue, but they don't know that there is. A problem.

They're just seeing that symptom, like, oh, March was down, or April was down. So this is where we need to start addressing that pain point. So we say, have you noticed your business is dropping in revenue? Or if it's like a health thing, you know, have you noticed your feelings sluggish? So we are starting to show them that we understand that there is a pain, right?

They know there's like. A symptom, but they don't know that there's a problem yet. So that's important to remember. So what do we do with our content strategy for these sorts of people? We,

we use platforms, discovery based platforms. So this is where social media comes into play. Your TikTok, your Instagram. Your reels, places where you can get in front of that person and share their pain point. So they start to go, oh, there is a problem. I have noticed a revenue drop. What does this mean? Then they start to realize that they might have an issue.

So you wouldn't use Google, you wouldn't use platforms where people search for things because. They're not searching 'cause they don't know that there is an issue yet. They just know they have a pain. They know that this is a pain point. Like do you notice you wake up tired or is your skin feeling a little bit tight?

Right? So you start to identify that there might be a problem. And then you have the second person, which is the problem aware. They know there's an issue, they just don't know how to fix it. So this business owner goes, oh yeah, I have. I know I've got a revenue drop. I know there's a problem in my sales funnel, or I know there's a problem in my marketing funnel.

I just don't know how to fix it. I know there's been a revenue drop because I'm not getting as much people to my website, but I don't know how to get more people to come to my website. Right? So they know that there's an issue. They know that. They need to do something, they just don't know. So this is where you have clear messaging in your content strategy, which is here is how you can fix your revenue drop.

And then they go, Ooh. Right. Then you start to position yourself as someone that they trust, a trusted expert. So you start to say that I'm the person that's gonna guide you and help you, so you can share more relatable client stories, howtos frameworks, methodologies, whatever that looks like. This is where you'll start using things like emails, blogs, lead magnets, things to get people to that next step.

To make that next commitment to going, oh, right, I had a symptom. I now have a problem. I don't know how to fix it. Here's some things that are gonna support me to fix it. Then the third person is the solution aware. So they are actively researching options. They know there's a problem and they know a solution exists.

So. I need a marketing agency because my website traffic has dropped, which is impacting my sales. So I need someone that's going to help me increase that website traffic. I know I need an agency, I know I need a marketing specialist. So this is when you have to start to differentiate it to diff differentiate.

This is where you need to start to differentiate yourself. So. Show what makes unique show case studies, testimonials, comparison content, be specific about your values, your results, your methods, how you get results for them. This is a great time to, yeah, be personalized with your offer. So you actually might go, oh, well, right now, maybe the person is in the very beginning and you lead them through that funnel, and then you get to the end and you start again.

Right? But we'll get into that. This is where someone is actively searching the problem. You might then, yeah, of course, have more focus on blogs and Google and people are Googling this stuff or people are searching ai. People are actively searching social media, so you need to be the person that shows up, so you have to create the content to be.

There for when people are looking and then we've got the brand aware person. So they know about you, but they also know your competitors. So they're compare. Now it's a difference between comparing brands. So, oh, I've heard of content Queen, but I'm also looking at. This other agency. So this is where you want to start showing more of that connection, show showcasing why they would choose you.

So that's when results obviously come in, but also you want to show personality of your brand. Show why your brand may be better than another brand. Showing your unique edge in a way that gives more of that emotional connection with that potential customer. So. This is where you wanna think about, yeah, your social proof retargeting.

And this is where we can go down, I guess, more of that paid marketing, but in our social media, we can start showing what makes us unique, our personality, and why we are the person to choose over our competitors. So whilst you might argue and say, well, oh, I'm not really sure where my audience is, are they problem aware?

Are they solution aware? Are they. Brand aware. You know, you need to start to work out where are they? And you might go, well, let's just start from the start and work our way through. But this is also where we have different elements. So if our social media. Acts as more of that, you know, unaware and problem aware than our things like our email marketing and our website and our blog.

So if we think about that funnel, we are funneling people down so we can start thinking about the channels that we need to show up on based on where people are at in their journey. And we filter people through that. So there might be a certain time in your business where you go, I've spent a lot of time on social media.

Creating this awareness around the problem and a bit of a solution. But I don't have anything else after that. So you might go, well, I've done a lot of that on social media. I just need to bring someone somewhere. And actually I've had this with clients, uh, with being on social media. I've gone, oh, we now have a group of people that are really problem aware and they know that.

We're the solution, but we don't have that gap between all those offers to be able to go, oh, well you can come down this journey. This is where you go. And this is where customer journeys and customer experience can come into play, and if our offers align with where people are at. But have a think about where you think your customer sits right now.

Do you need to go back to the start and make people aware of. Their problem because they're currently not. And then do you have the infrastructure in your content strategy to funnel people through? That's why we have diverse content strategies. That's why I teach that content marketing is more than just social media.

'cause we need to have these lead magnets. We need to have our webinars, we need to have our website all up and showcasing what we do because there's people at different stages and you need to try and capture those. But if you're like, oh. Okay. I don't know where to begin. Start with the unaware move through and create as you go.

Once you get people to, oh, well, they are solution aware. Um, so I need to give them a space to go to webpages, lead magnets. Um, I need to share showcase case studies. And then if they're brand aware and they're choosing between you and someone else, then that's when you need to. Elevate your website and showcase what makes you different and create that emotional connection.

So I'd love to know where you are at or where you think your audience is at. It's really important to just reflect that and go, okay, well these are the things I need to bring people through that journey so that they will buy from me. But be a content queen or king. And remember that developing your strategy and your story, 'cause your story is what's gonna make you different and stand out as well.

So that's what you need to have in your brand aware. Type of content that develops your business. Right. Thank you so much for joining me today, and please don't forget to share this with all your business and entrepreneurial friends. You can do this by adding it to your Insta Stories and tagging me at Content Queen Mariah, or just tell 'em about it.

If you do rate and review on whatever platform you're listening to this on, uh, please do. I would love for you to do that. We will get more amazing guests. I had a guest, uh. Pitch come in my inbox today and I know it's because we're in the charts. So if you want amazing guests, come on. This woman is sounds phenomenal.

Very incredible story. So I'm very excited to bring her on. But yeah, follow me on Instagram. Let me know if you have any questions. Full credit to the video I watched on this on TikTok. I'll put it in the show notes if you wanna watch it as well get a bit more of an insight. But, uh, let me know if there's any topics in the future you want me to talk about and I'll hear from you soon.

Bye.

PodcastMariah MacInnesmarketing, marketing advice, how to be authentic online, business ownerComment