Content Marketing
Creating content to market a business has become an increasingly important thing in our digital age. A majority of the information people know about each other is known because of the sharing and viewing of content via social media. The use of text, photos, and video have become a substitute for in person interactions. People are constantly searching for entertainment and solutions to their problems on the internet, if we want to connect with them we have to provide the content that potential clients are looking for. It is easy to think of investing ones time and money into content creation as something that needs to make a direct sale, however it can be much more effective to utilize content to create fans of your brand. Think of content creation as an act of generosity. When someone sees that you offer value to them with the information and entertainment that you provide, it helps them to get to know and trust you a little more. Everyone is bombarded with thousands of ads on a daily basis, which makes most viewers allergic to anything that is remotely ad-like. Creating content that generously offers solutions to peoples problems or simply entertains them, signals to a viewer that they can let their guard down. The more you get your face, voice, and words in front of those people, the more you are likely to attract a lifelong client.
don't try to sell, guide
One of the first steps to content marketing is figuring out who you should speak to. You may have heard to Avatars, and no I'm not talking about the movie with the Papyrus font logo, I'm talking about creating fictional characters of your potential clients. When we create client avatars one of the easiest places to start is to think of some of the best clients you've had in the past, and describe a few things about them in bullet points. Some character aspects you can describe in an avatar are age, sex, career, marital status, parental status, income, interests, hobbies, world views, and common problems they deal with, the latter being one of the most important to think about. We want to think about our avatar's problems, because that is often the reason why people seek outside help. To go even further, we might also think of the common solutions they may seek out to solve their problems. When we figure out the pain points our potential customers have, we can address those pains, analyze the weaknesses of the common solutions to these problems, and offer alternatives to them. By creating content that directly addresses the problems your avatars might have, you position yourself as a helpful guide. Being a guide for others, puts your self in a trustworthy position and allows the potential customer to get to see you as an ally, rather than a solicitor. When you consistently show up for our fans with valuable information that enriches their lives, they will feel good about giving back when you ask for a sale.
HOW CAN HOLISTIC HEALTH PRACTICES BENEFIT FROM CONTENT MARKETING?
For nearly a century, our culture has been dominated by the allopathic medical industry. Drug companies spend billions of dollars every year to convince people that their methods of healing are the only ones that work. We in the holistic health industry know that there are a plethora of healing modalities that have been around for thousands of years; these modalities are just as viable as modern medicine, yet have been marginalized by the media campaigns of the allopathic medical industry. It may seem like an uphill battle when encountering common misconceptions people have about health. Because of this, it is often necessary to educate potential clients about the benefits of holistic health practices, before they are ready to accept and participate in their own healing. Thanks to modern technology, there are so many ways to share information with people. Content marketing can allow practitioners to educate their audience, develop trust, and lead potential clients on a path to working with them. By regularly publishing written, audio and video content, an audience can form of people who see you as an authority, someone they want to go to for healing. This method is a more subtle form of promotion, that doesn’t come off as too salesy, but can be used to lead people towards a sale with a Call to Action(CTA). Content marketing is a great way to engage with your audience, and can create a sense of community around your brand and services. The best part of content marketing is that it continuously works to give credibility to your brand, and the more quality content you produce, the more people see that credibility as being evident. Much like building roads, the content you produce creates a smooth path to your business, welcoming potential clients in a friendly and non-salesy way.
Get Some Help
I know how difficult it can be when building a business, especially as a solo business owner. There are often so many questions, and not enough time to find the answers, let alone test and see if they work. When getting help with marketing, we save time and effort by drawing from the knowledge and skills of others, to save us the trouble of making the mistakes we may not be able to afford. I have over 15 years in the marketing industry, helping various small businesses reach their marketing goals. If you need help, don't hesitate to reach out for a free consultation. The healing arts are so needed in this day and age, and it is my mission to help bring awareness to the industry in whatever way I can.- Edwin Valentine