Using Free Content as a Strategy to Reach Your Goals
Free Content is one of the most important tools in your marketing arsenal. It allows you to connect with your ideal audience and build relationships. It builds authority, trust, and credibility. It positions you as an expert in your field.
The more (good) free content you put out for your audience, the more you will see your list and your business grow. Free content comes in many forms – email, blogging, youtube, podcast, social media, summits, speaking engagements – whichever way you get your content into the world.
In this post, I will share the types of FREE content you should absolutely have in your business and how to create them to add incredible value to your audience, making them come back for more.
The THREE critical pieces of free content I believe you need for a successful business are…
Email
Lead Magnet (Checklist, Guide, Ebook, Template, Etc.)
Blog, Podcast, or YouTube Channel (This allows your content to live somewhere other than the black hole of social media)
Email Marketing
I won’t go into great detail about email marketing because I’ve been sharing the importance of email marketing in these past few blog posts. Check them out here...
6 Email Sequences that Will Automate and Scale Your Business
Why Your Business NEEDS a Welcome Sequence and What to Include
Email marketing lets you connect with your audience exactly when you want to. Unlike social media, you control how and when your audience sees your content (If you can get them to open it!)
Email marketing often has the highest ROI of any marketing — IF you utilize it correctly and stay consistent. I’ve said it before, and I will say it again. Consistency is KEY to all spaces of your business — especially in how you show up. So whether once a week or once a month, choose something you know you can commit to and do it.
Email is also a great way to connect with your audience AFTER they have done business with you, seen you at a speaking engagement, opted-in to a free offer, etc. So, take advantage of them wanting to hear from you, and don’t forget the FOLLOW-UP.
Suppose you’re hosting a free webinar, workshop, or training series and making a pitch — how are you connecting with them after? I suggest having a series of emails ready to go out over the next 4-10 days, sharing your offer….multiple times.
Because we are bombarded with so many sales messages, the more you can be in front of your audience, the better. In those follow-up emails, you’ll want to be personable, include FAQs to overcome objections, give social proof and testimonials, and share stories that make you relatable AND revered.
Every email you send out, whether it’s your weekly newsletter or an email sequence, should have a call to action. I don’t mean you should always be selling, but rather inviting them to engage with you. This can lead them to read your blog, listen to a podcast, reply and answer a specific question, schedule a call, sign up, and so on.
The goal is to get them to engage and take action.
Lead Magnet or Opt-In
A lead magnet or opt-in is how you will build your email list! No matter what type of business you’re in, you want to have an email list. A lead magnet is a valuable resource that your ideal audience can download for FREE. This can be a checklist, template, guide, ebook, tutorial, training —- anything that is going to provide massive value for them!
If you’re unsure who your ideal client is, check out this blog post where I dive into “how to find out who your ideal client is.”
Before you go any further and spend more time than you need creating a bunch of freebies that your audience “might” download, I encourage you to ASK them what they want to see from you.
Do you have current clients you can ask? Can you post in a specific group on social media? Or if you’re just starting out, you can research your ideal client and ask what they want to see offered in your industry. This is a great way to know if what your investing your time and energy in will work to build your list.
Then once you’ve done the digging, you can create your freebie! Don’t worry about making it look pretty and having all the bells and whistles —- as long as the content is good and will provide value to your customer, that’s what they’re looking for.
After you create it, you’ll want to post it everywhere! Post it on your website, social media, blog, podcast, and all the places you and your ideal client hang out! Also, ask your current email list to share with someone that might find it helpful. The more people that see your lead magnet, the more people will join your list, which will eventually mean more sales!
Blog, Podcast, or YouTube Channel
Everyone consumes content in different ways. I suggest that businesses have either a blog, podcast, or youtube channel because it allows them to store their content (that they’ve spent time and money on creating) somewhere that people can easily find it!
Unlike social media ,you don’t own or control the platform, so you can’t control who sees your content. With a blog, podcast, or youtube channel, something you created two years ago might come in handy for someone TODAY!
It will increase organic traffic to your website and build your credibility, network, and expertise! You will continue to build the “know, like, trust” factor that is so important in today’s economy.
Now, I’m not saying you should have ALL these things — but it’s the same as the email — do something you know you can be consistent at. If you’re a writer, have a blog. If video comes naturally to you, create a YouTube channel. If you love educating and interviewing others and talking comes easy, host a podcast! Do what feels natural and easy because you’re more likely to be consistent AND successful!
This all may feel overwhelming, but it doesn’t have to. Don’t feel like you have to be posting something different on each platform. REPURPOSE your content. Use your email to pitch to your blog or your podcast, and use your blog or podcast to send people to your email list or your free download and vice versa! They can all work together in beautiful collaboration!
So as always, start with an easy win. Then, what is one step you can take today that will help you get one step closer to reaching your goals?
Let me know in the comments!
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