For the entrepreneurial peacebuilder marketing their process and services, the “Holy Grail” of content development is the process of converting an invisible online audience into visible, paying client.
This conversion process is the “Holy Grail” for every online marketer, social media marketer and SEO/SEM expert working in digital spaces to create compelling content. This is because any customer, client or audience member can get, what was previously the most monetized piece of the traditional sales process—information—free online.
For the savvy peacebuilder, the way to convert a customer, client or audience member from reading a blog post, engaging in a social media interaction or from an email interaction, is not easy. The steps of how to get people to convert from a digital interaction to a real life interaction is a practical process. There are three pieces for converting people from a digital interaction to a real life exchange of cash for service:
Explore the value proposition of product, service, process, etc. being offered through your content.
This is not as easy as it sounds, because establishing the value of what a peacebuilder offers, comes through not only in how a blog post is written, or a video is shot, but also the level of education and past experiences. A peacebuilder’s interactions with people online and offline also determine the nature of the value proposition. The value of processes, services, etc., also comes through in how much content (videos, images, posts, etc.) a peacebuilder is able to “give away” for “free” in order to build credibility, trust and influence with a potential customer or client.
Develop a content funnel, focused around the attention of a customer on a website, heat maps, mobile optimization, and offering "free snack able content" with as little friction to the client as possible.
This comes by understanding who is visiting your website and why, who is interacting with you via social media and why, and who is opening your emails and why. This should focus around buyers’ attention, leapfrogging over the competition and cutting through noise. The content funnel for the peacebuilder begins on the website, continues through well-developed social media channels and ends with personalized interactions via email, direct messaging or a phone call. The content funnel also includes understanding that clickable tabs on your Facebook page, LinkedIn ads and even using promoted Tweets, can optimize the client path to conversion.
Develop, maintain and nurture relationships developed through facilitating in person events, workshops and trainings.
This maintenance and development reinforces the original value proposition of a peacebuilder’s content.
In the case of converting presentations to sales, offering another workshop, coaching services or facilitation services is a good way to convert. Also, productizing consulting and training offerings, such as e-books, white papers or even case studies, and make them available for download, is a great way to convert the “snackable content” offered through a 30 minute presentation to an email address for a personal follow-up later.
The funnel, from start to finish, should focus first on engagement, then education, then influence, then action, and lastly conversion. Throughout every step of the way, potential prospects should continue to be nurtured with constant access to information, about your products and services.
Questions or feedback about this? Write to me at firstname.lastname@example.org or connect with me via Twitter @Sorrells79 or check out my Facebook Business page and leave a comment there, or message me on LinkedIn.
By Jesan Sorrell