Intro
As a digital marketer, your number one job is to drive traffic. Well, really your number one job is to create conversions, but you need traffic to do that. Your goal is to get more more conversions to your offer. You can do that by getting more traffic and/or by increasing your conversion percentage. There are various ways to do this. Typically, you start by creating a campaign that brings traffic to your offer in a very strategic way using a funnel. A big part of your marketing campaign is creating digital marketing content around your offer. When your are creating this content, you should focus on the ‘What’ and the ‘Why’, not so much the ‘How’. Let me tell you why…
Why
In school you probably had to memorize the questioning phrases starting with how, when, where, why, or to what extent. Of these types of questions, ‘why’ is the most important. That is why children ask it so much and parents get annoyed by it. ‘Why’ speaks to purpose and motivation. When your why is important enough, you can do anything. If your ‘why’ isn’t well defined, you will avoid even the most important tasks, like flossing your teeth, for example.
When you are speaking or writing to your audience about your offer, you should start with ‘why’. Why speaks to the benefits of the offer. Why does someone buy a drill? Is it because they want a drill? Maybe, but they probably need a hole. Does your customer want your product or do they want the benefit that your product can produce. Do they really want some more pills or do they want to lose weight? When you speak to the benefits of your product and what it offers your customers, you can help them understand ‘why’ they might need or want it.
What
What can be a very general category of your digital marketing content. It is a weight loss product, online course, the latest gadget, etc. Your customers will want to know what they are buying and your content should share that. When you are describing what your product is, it’s important to focus on the benefits, not the features. You might be very proud of the features that your product offers, but your customer cares more about the benefits. Focus on the benefits of the features. If your recommendation is for a drill with more power, you want your customer to understand that it has more power so that they can drill holes faster and easier so that they can save time and effort. Focus on how the feature benefits your customer.
How
How is often the least important topic, but it’s where we tend to focus first. You might want to lose weight or make more money and your first thought is, ‘how am I going to do it?’ For any result or goal, there are multiple ‘how’s. Your product or offer might be one of many options that your customer is considering. In your content, you want to focus on ‘what’ benefits your product offers and ‘why’ your customer needs your product. The ‘how’ is answered by the product or the offer. When your customer buys your product the question of ‘how’ will be answered in detail. You don’t need to give them that answer upfront. If they ask how it works, tell them it works really well and share testimonials. You should answer their question, but you don’t need to read them the manual.
But wait, there’s more…
If you would like to learn more about digital marketing content sign up for our email list. Digital marketing is one of the most valuable skills that you can learn. You can use it to market your own products or other people’s products. The best way to get started is to find a coach or mentor or sign up for some online training. The best course that I have found is the Entre Blueprint. You will learn about the various types of online business models, which ones are the best to pursue and what option might be the best for you. You can apply for the training at the link below.
