People buy solutions. More than that, they respect organizations willing to provide actionable guidance or tools regularly, purchase made or not.
The content that receives the most engagement for my clients continues to be the pieces that help people. It’s not inspirational quotes (though, in my personal circle, that’s where I get high engagement). It’s certainly not the ads. It’s generally not even talking about our team members – the faces we hope our audience comes to know and love.
Our audiences, same as all people, are going through their busy lives wishing to make some parts easier. When someone offers them a gadget or advice that makes their lives easier or happier, they will jump on it.
Tiny Case Study
Client’s community had to implement a government mandated program. An error made by the government entity affected the program rollout for millions of people, and they started looking for answers.
My client agreed we need to keep our community as up to date as possible so they can provide those answers. We published updates, FAQs, and next steps on our news outlets and social media. Folks are thanking my client for their help during times like these.
Our audiences remember our acts of kindness towards them.
This opens us up to creating a lot of different kinds of content. What does your audience ask you? Answer frequently asked questions in a blog and on social media. Does your audience share a few hobbies or lifestyle? Send tips and tricks straight to their inbox. Share ideas they might like to implement in their lives. The key is to make it actionable. Information alone is okay, but information they can take action on and improve their life will land much better.
As I always say, businesses are built to provide a solution. Someone saw a need in the marketplace and said, “I’m going to take that into my own hands.” Keep being that person. Keep helping people.
Amber Heiden's Marketing Services 