The best way to attract targeted audiences is to offer them something of value, not a promotional brochure. Small businesses are conditioned and prone to be some of the worse self-promoters, but just about every business is guilty of it. But if we do not promote, how will they come?
I suggest that there are 3 easy ways to produce content that will attract the right kinds of customers to your business:
WRITTEN: this is by far the easiest to create because all you need is a document-creating software like Word or InDesign [as a Mac user, this is what I use]. And once I have written and designed the content, I turn it into a PDF (Word and InDesign both have capabilities of saving the document in a PDF format). You can also write articles online on your own blog or as a guest blogger.
AUDIO: one of the best ways to showcase customers testimonials is to have recorded conversations with them. Like many of us, being on video is nerve-wracking and candidly, some people are awkward on video (I have struggled with this myself). The solution is to capture audio only. You can Skype with them or do a Google Hangout and record the audio. I like to use Audio Acrobat and FreeConferenceCallHD.com as each telephone call is recorded into an Mp3 file. You could also use most smartphones to capture audio as well. I would recommend a quality external microphone if you can.
VISUAL: when possible, capture some customers on video. You do not have to have the fanciest equipment to do this – I think nowadays, it is perfectly acceptable to use your iPhone to record video (turn it horizontal and not vertical). You could enhance the sound capture if you use a device like we bought that allows you to have wireless microphone capabilities that connect to your iPhone or iPad. Hosting webinars is also a great way to utilize visual content that allows you to share your information with your audience (recording the webinars gives you video content that you can use over and over).
Write content that is not based on your products or service offerings, but rather on what is important to them! Provocative/edgy headlines grab their attention, but the essence of the content attracts people because these are the needs/problems/pains/frustrations/fears they are wrestling with. It’s the concerns or worries we talk with our friends or family about. Find ways to help customers provide solution in those areas and you begin to earn their trust.
Once you attract them, you begin leading them on a journey of showcasing how your values match their values. You demonstrate your solution through informational content and content that builds trust (testimonials).
Your sales approach starts with earning their attention and ultimately their trust.