One of the most commonly overlooked methods of increasing visibility (and getting more clients) online is creating consistent content. This content could come in the form of blog posts on a website, videos, podcast episodes, and many other ways. While the actual method you use isn’t important, the act of creating the new content is.
Why? Consider the following reasons consistent content increase sales and online visibility.
#1: Consistent Content Creation Proves Your Expertise
Because when you develop content consistently, you show that you are the expert in your industry.
Let’s say that you are a Divorce Financial Advisor. Sally is going through a divorce. She’s looking for information about how to manage her money now that her husband is no longer in the picture. When she shows up on your website or social media platform, she wants to know that you are the person she should work with. When you offer a blog post or video training explaining how to set up that first budget post-divorce, she knows that you are the expert she wants working for her. Suddenly, she’s on the phone with your office, engaging your services.
On the other hand, if you don’t have that content available for her to consume, she’ll likely find herself working with another Divorce Financial Advisor (one that’s not as good as you) and you’ll miss out on the opportunity to serve her needs.
#2: Consistent Content Creation Encourages Action
When done well, your blog post, videos, podcast episodes or social media content will encourage action on the part of your ideal clients. This happens because each and every time you produce a piece of content, you give your audience the exact step they need to take to be successful going forward. This might be small – like consuming another piece of your free content. OR, you might encourage them to sign up for your email list or get on the waitlist for your upcoming course.
Not only do they appreciate the direction and knowing that you are there to help them get the result they want, but these action items keep them engaged with you over and again, meaning that they will be more likely to purchase your product or engage your services in the long-term. And – if they don’t choose to do so themselves, they may just refer a friend or family member to you during their time of need.
Let’s say that you teach educators how to run their online programs. You produce a weekly video to show your followers how to navigate an educational website. The step-by-step details you provide bring teachers from all over the globe to your YouTube channel. At the end of every video you ask those viewers to subscribe to your channel. (That’s the first call to action.) When they do, they are notified of your next video training and keep coming back for more. Occassionally, you offer a free resource and they sign up for your email list. (That’s the second call to action.) Then, when your first paid training program is available for sale, they jump on the chance to pay for additional time and training from you. (That’s another call to action.)
Of course, the call to action may be different for your business, but having a clear call to action in every piece of content you create results in greater visibility online AND more paying clients.
#3: Consistent Content Creation Increases Traffic
You didn’t build a business to keep it quiet. You want traffic to your website, social media platforms, and even your YouTube channel. But…if your ideal client shows up to outdated material or can tell that you haven’t updated it in years, then he or she is unlikely to stay.
The same rings true for traffic from search engines – they reward sites that are consistenly updating and creating content. That means that the more new content you create (and optimize), the more likely you are to get free traffic from Google, Yahoo, and other search engines.
FREE traffic. Who doesn’t want that?
Ideally, you should add new content to your website at least two times per month. My preference is once per week, but no matter what you choose – pick the timeframe that allows you to do it consistently.
Case and point: I had a client discontinue her content creation services in March. She saw that her numbers were consistently increasing and had enough clients to keep her busy for awhile.
The problem? Without adding new content to her site, she saw that momentum we’d built drop off within two months. Suddenly, no one was visiting her website and her client leads were non-existent.
She panicked and called us to resume services, which we gladly did, but it takes time to create that momentum. In her case, it took three months to regain the momentum she’d had in March.
Consistency is key. Pick a schedule and stick to it and you’ll see consistent momentum that will bring you increased visibility online resulting in client leads and sales.
How Will You Remain Consistent?
If you are struggling to remain consistent in your content creation, our Business Marketing Plans were created with you in mind. You’ll receive a complete audit of all of your marketing endeavors as well as a complete 1, 2, or 3-month plan detail exactly what content you should create and why. Take the guesswork out of your marketing efforts and schedule yours today.