Creating Content that your perfect customer will love

Your Dream Business

English - May 31, 2021 00:00 - 34 minutes - 31.4 MB - ★★★★★ - 34 ratings
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Previous Episode: How to be more inclusive and diverse on social media with Joyann Boyce

Next Episode: How to use story telling in live streaming with Christoph Trappe

In today’s episode of the podcast I talk all about how you can use the knowledge you have of your perfect customer to create content for social media they are going to love!

KEY TAKEAWAYS COVERED IN THE PODCAST

We have to think about our perfect customer when we are posting on social media.When we think about our perfect customer, we have to go deeper than just gender, occupation, location, etc. We need to know what their pain points are, what their aspirations are and what they do in their spare time.A pain point is a problem your customer has that your product or service fixes.Understanding who your perfect customer is really helps you to create content that really serves them.People love emotion – post content that gets their emotions.If you have your perfect customer at the heart of all your content, it will ultimately perform better as you are speaking directly to them.

THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…

Before you post ANYTHING on social media, think back to your perfect customer and make sure your content is interesting, valuable or entertaining for them.

HIGHLIGHTS YOU SIMPLY CAN’T MISS

Defining your perfect customer 07:12How to create content for your perfect customer 22:10

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

How to find your perfect customer – podcast episode Build My List Course Dollar Shave Club Martha Brook

Transcript Below

Hello and really warm welcome to this week's episode of the podcast. How's things. So I thought I would just have a quick check in and a quick hello. If you've not listened for very long, or if you're brand new to the podcast.

Welcome. I am really grateful that you've decided to listen to this and you know, see what I've got to say, which is lovely. You'll soon realize my style is very natural and you know, I like to call it authentic slash maybe a little bit unprofessional, which is hilarious. Cause I came from corporate worlds or has to be really professional.

But now it's like, I just want to be myself in my business. So, you know, so I just come as I am, as it were, you know what I mean? And, and do this episode just chatting as if you and I were sat having a coffee. I would be having uh, probably two shots of whatever. Cause I like strong coffee with some oat milk, but I particularly like the utterly barista edition.

I don't know if you can get it anywhere else of UK, in case you're wondering. So I'd be starting with that or we'd be at in the evening. And I would be having a drink gin and tonic, probably one of the most expensive super gins that got there because I seem to naturally have expensive tastes even without trying.

And or I'd be with lots of Prosecco or maybe a nice Chardonnay. I love the Chardonnay. The shopping went through really bad patch. Didn't it? When people thought it was like a cheap drink, but I, we've got friends in California, we go to California quite a lot when we're not in lockdown. And, uh, California Chardonnay is just the best.

Anyway, I didn't come on here to share with you my drinks, um, that I liked to drink, but yeah, I record it as if we're just chatting. I don't tend to, when I say I don't tend to edit...

In today’s episode of the podcast I talk all about how you can use the knowledge you have of your perfect customer to create content for social media they are going to love!

KEY TAKEAWAYS COVERED IN THE PODCAST

THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…

Before you post ANYTHING on social media, think back to your perfect customer and make sure your content is interesting, valuable or entertaining for them.

HIGHLIGHTS YOU SIMPLY CAN’T MISS

Defining your perfect customer 07:12How to create content for your perfect customer 22:10

LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE

How to find your perfect customer – podcast episode Build My List Course Dollar Shave Club Martha Brook

Transcript Below

Anyway, I didn't come on here to share with you my drinks, um, that I liked to drink, but yeah, I record it as if we're just chatting. I don't tend to, when I say I don't tend to edit it a whole lot, Phil, the editor he does. But you know, he doesn't take out my ramblings. So yeah. So I just come on here, I chat, I share all things, marketing and small business marketing with you guys.

And. I love hearing from you. I think it's so nice when you guys reach out, when you share on social, when you tell me you've listened, tell me what you've got from it. And I get it right. I totally understand, because I listened to a lot of audible. And I listened to podcasts. And often they'll be things I think, oh, I want to remember that. Or I'm going to search that or I'm going to do that. But the problem is you're listening to this while you're doing something else, inevitably. And so then actually physically go to your phone or computer and do a thing based off of podcasts. It's hard, it's hard. And anyway, welcome. Welcome to the podcast.

So today, uh, I'm a little bit tired. This is probably not a great first day to come to a podcast with me. I've been doing my bootcamp last week. Which means I was training every single day on screen. And also this week, I'm doing an event for someone else when I'm also on training every single day. And I was talking to someone earlier and I was like, it's pathetic.

I'm only on for an hour, hour and a half tops every day. No, because I still have other stuff that I'm doing around that. Like, I've got another talk tomorrow and then I've got coaching calls my 90 day members. And I was like, it just feels pathetic, but you're like, oh yeah, I have to go live for an hour today and talk about things I love.

And it doesn't actually, but there's something about that energy. It's a bit exhausting sometimes when you're doing it all the time. And I'm not very good at relaxing. I'm not very good at turning off. So, um, I've just got into gardening. If you've been listening for a while, you've probably heard me, which are about it.

If you follow me on Instagram, you seem a garden and everything, but the weather has not been very good. So I haven't even been able to go and switch off and go outside and do stuff. So anyway, it's been a bit of a task in week and today my brain like metaphorically hits a wall about four times. So I was in the middle of teaching something and my brain didn't.

Uh, just have a quick reboot and then I came back. So I'm hoping it's really pretty terrible day to do a podcast episode. Uh, but my lovely team are waiting for this. Um, so let's, let's see how we go. It could be brilliant. Could be awful. I'm joking. I would never put it out if it was awful, might not be the best they got done, but it's not gonna be awful.

And there's certainly gonna be some good stuff. I'm actually, I am really excited about today's subjects because I don't think I've talked about this specifically on the podcast. No, I've talked on the podcast about how to find your perfect customer. And I'm going to link up to that in the show notes, but I want to talk a bit about that, but also about how you can use your knowledge of your customer to create content that they're going to love for social media.

And how does that work? Because I think there's still a lot of people hate the hat. Who aren't thinking about their customer and when they're posting. And I had something the other day where I was doing some training, I was doing a live and we did the whole process of what's your perfect customer. And I am going to go back through it for those of you who don't know it, but probably not as detailed as I did in the first episode or the upset I did when I did it already.

So yeah, this person was saying I was talking like their pain points. I can explain what that is. I was saying, what are their pain points? And this person basically took the product and went backwards to work out what the pain point was now, I guess in theory, that should totally work because there's going to be someone that's going to need to be the customer, that product, but, but really have to start with them.

You have to start with. Who is your customer and what are they all about? And we're going to talk about the types of content that we can do. We're going to talk about how to have content that is engaging for them, because again, so often I see that people just post content that they want to see. They might not realize they're doing it, but they're not thinking about their audience.

And also they're not thinking about just thinking a bit outside the box with that content. I don't mean doing crazy things. Like reels and things. I've tried. I've tried a few reels. I do, you know, I totally get it obviously as a marketeer. I totally get it personally. I do not want to stand there pointing to things or lip sinking or dancing.

It's just not, the funny thing is I don't mind being a bit silly and making a fool of myself. Within the academy to my members. That's absolutely fine. Um, but I just wear it. Yeah. Yeah. I don't think it's for me anyway. Like I said, I can totally get it and if you're doing it and you love it then. Awesome.

And I wish I was a little bit kind of more relaxed about it, but no, not for me. Okay. So I don't necessarily mean thinking that the box like that. I mean, thinking at the box from a, you know, Different types of content and why people don't do it so enough rambling stories. So let's get on with it. Okay. We're going to start off. I'm just getting comfortable. Don't mind me.

Defining your perfect customer

We're going to start off with talking about your perfect customer and how we know who they are and what I'm really going to focus on specifically are things around their pain points. So let me explain what I mean, basically. You've got when people come up with a perfect customer, they think about things like what age they, what sex might they be?

What location are they living in? Marriage status? Do they have children? Do they have a particular job? Those sorts of things. And normally when I say to people who are your customers, that's what they reel off. That's what they know, big tech. Brilliant. But what I want to know is a bit more than that. I want to go a bit deeper because let me give you an example.

Right. Imagine you're an estate agent. If you will, for a moment I'd love actually looking around people's houses. No, just saying that. I just thought what if you have to get to horrible houses? Okay. High-end estate agent. When he gets to go around and look at people's houses, they must see some things.

Anyway, I digress. If you're an estate agent and I come to you and I say, I want to work at your perfect customer. Can you tell me what age is your perfect customer? And they're going to go. Well, it depends like if they're retiring and want to downsize there. Yeah. In their sixties, maybe if they are just starting a, they might be renting a property in an ADA team, or they might be buying their first house age 25-30.

I'm making this up, but you know what I mean? And it's okay. Fine. Uh, what, what sex are they? Well, Any at all. Okay. What location they granted? We've got the location thing. If they're a local agent, it's the local area that makes sense. Marriage status, or some are married. Some are divorced. Some are getting married, some, a single children, some have children, some don't have children, some have step-children. Children, some never want children. What job have they got? Well, here we go. Like every job you can possibly imagine. So you CA that just doesn't work. So, Hey, how is that? That's a state agent going to connect with the customer. Cause that's what it's all about. Okay. When we're on social media, when we're posting content, when we're doing various things to try and get ourselves in front of our perfect customer, we're trying to connect with them.

We're trying to get them to look at something and go, yeah. I hear you that's me or yes. I've experienced that or yes, I agree with that. Or, yes, that makes me angry or yes, that's the same sense of humor I've got. And I think, like I said, sometimes we're looking at like the basic stuff and thinking that's enough and it isn't because I sort of just showed an estate agent.

Has so many varying options around these things. So one of the ways in which an estate agent can and every other business, we're not just talking the state agents, you're all that. Or if you're just going to help us with the state agents, that's not us. I know it's not you, but I just wanted to give you an example.

So. What I like to do is I like to go a bit deeper. So in the other episodes, you hear me talking about behaviors, motivations, and aspirations. You hear me talking about pain points and then have you meet their needs. So on the behaviors, aspirations and motivations it's things like. So when I take my academy and obviously this is the easiest one, because I have done this on my own.

Academy it's things like they have a business they love and they know they can make a difference to serve people. Like that's kind of their motivations. They work hard, but not just in the business. A lot of my members have various other commitments. They have families, they have partners, they have children, they have parents, they have.

Other things that are going on in their life businesses. Okay. But could be better. They might lack confidence. Um, they want that business to grow and be successful, but they want to grow at a pace which is realistic and not at the expense of everything else. That's important in their life. So, you know, when I look at the behaviors, aspirations, and motivations of my customers, my customers are not the hustle customers.

My customers are not there. Get rich, quick online product, just do it customers. They're not them. And that's great because that's not me either. So like I said, I'm not going to go into too much. I just wants to cover that bit. So then we go on to the pain points and with the pain points, this is where, what is the problem that they have got to your product or service fixes.

Okay. So pain points for my members will be things like they've worried that business will fail and they'll have to get a job. They're not making enough money and they want more income and they want the income to be important. You know, some of my members, like I can't wait until I pay the mortgage or I earn more than my partner or, you know, we can retire my partner type thing.

Uh, they're not sure they're using social media. Right. They get overwhelmed. They want to be taken seriously because some people, and I know you're going to be nodding at this bit. Thank you. I'm just playing. Imagine me doing like the quote things at my fingers. Um, at it like the, the, the conversations I've had to, some of my members alike.

They'll say like one friend turned around and went, oh, oh, you actually get paid for doing that. Oh, I didn't realize like, honestly it's exhausting, isn't it? Um, and they want to become more confident. Okay. So actually that's a perfect one to end on because that's the one I'm going to take and use an example.

So I have, my product is a marketing academy. It's a 90 day program. It's the build your list horse. Right? And in fact, I'm going to take the build my list course, because this is a good example. So the build minus course essentially is just about building your email list, which is crazy important. And you should all have one.

And if you don't, then please do checkout. When I next to him, I built my list course, but it's about that. It's about them having an email list. It's about giving them a comics of it. I give them all the swipe files. I give them the camper templates. I. You know, do as much as I can for them so that they don't have to do it, but you know, one of the reasons they won't end up building that list is if they're not confident, right.

And you could argue that that's not where my focus needs to be. My focus is I teach people marketing. However, because I understand my customer. I can't just go in and go. Here we go. Do step two, step three, step four, step five, step six. You've done all the steps nighttime to, uh, put your lead magnet out there and get me wrong less.

Great. Thanks. Bye. Done. It's not going to work because I've got to understand who my customer is and that my customers. Can be a little bit nervous of some stuff and they can be scared of putting themselves out there. They're worried about what people will say and think they've just put together this lovely lead magnet that is advising or, you know, showing people they know what they're talking about.

And they're probably having major, major fear that what if someone downloads and what this is rubbish or I don't agree, or who do you think you are? So, so I can't ignore the fact that confidence comes into it the same way as when you create your perfect customer, you can't ignore the other things that come into it.

So when it comes to creating any content, it comes to creating lead magnets, writing your copy for your sales page, whatever it might be, you need to understand. Them in entirety, not just the thing that you're fixing. Okay. So let me give you another example. So, oh, hang on. I wrote some pain points for our state agent.

I'm just going to go to it two seconds. Okay, so that pain points, right? So, so when you think of pain points, you find things that all of these people have in common. So it doesn't matter whether they are a first time buyer renting a property, selling from one house to another, to get a bigger home. It doesn't matter what level they are.

They are likely to share some of these pain points. So I wrote things like they're worried that the property isn't desirable, of course you are, because then it won't sound. So I remember when I put my property on the market, the state agent happened to be a client at the time because they were the clients of the agency that I ran.

And when he came in, I was like, right, what do I need to do to make this look as good as possible? So they worry about stuff like that. They don't want to be ripped off by having a bad service. So they're worried that they've seen all these online agents and high street agents, and he didn't know what was better than something really expensive and sensitive, cheap.

They're worried their proxy won't sell. Of course, they're all going to worry that property is not going to sell because the whole aim of getting an estate agent is that you have a property that you want to sell. They need to get as much for that property as they can't buy the next property. And again, like, okay, they might not be buying the next property, but everyone is going to want to get the most out of that property as possible, or they want a quick sale.

They want to get it done as soon as possible. Maybe they don't understand the process. Maybe this is more applicable to the first time buyers that, that are uncertain the process. And maybe they don't have to show a property. So can you say, Hey, when I look at those things, When I look at pain points, I can create my customer the same way as.

Niching. So, um, I'm feeling good all over the place here, but I think this is all helpful. I think that's helpful. You probably turned off 10 minutes come and talk to himself. Okay. So I don't have a niche.