This type of content is designed to build trust with your prospects and customers. Here are different ways to use relationship-building content:
- Send useful how-to articles, tips and other content to your mailing list subscribers. For best results, create a series of emails around each topic, and then pitch a related product at the end. E.G., “The Five Secrets of Landing a $100,000 Job Without a College Degree.”
- Post useful content on your blog. In order to create a “sticky” blog, post tips and information not found anywhere else. Focus in and specialize on one specific topic, and become the “go to” source for information on that topic in your niche.
- Share case studies with your prospects and customers. Even better is if you do “live” case studies that you post on your blog and social media pages, as this will keep people coming back on a regular basis to see the next installment.
- Upload an onboarding sequence to your autoresponder for new customers. This sequence should remind customers of the benefits of the product they just purchased, and it should encourage them to use the product. Once your customers use the product, their satisfaction will increase, which in turn leads to them becoming repeat customers.
- Share useful content on social media, and then encourage questions, comments and other interaction.
A good way to get interaction is to post a call to action. E.G., “Post your favorite tips below!”
Another good way to encourage interaction is to ask questions. E.G., “What do you think?”
- Do group coaching on live webinars or via private Facebook groups. You can collect questions and then answer the top questions once per week or so.
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TIP: Be sure to hang onto these question and answer sessions, as you can compile them to create a lead magnet.
- Share high-quality freemium information products with your visitors. You can share reports, ebooks and tools to both your prospects and customers. These freemium offers might be “lite” versions of a paid product, or even excerpts. For example, if you have a video series, you might share one module for free. This naturally leads to your prospects purchasing the entire series.
- Post an explainer video on your site to introduce yourself and your business to visitors. This video should only be two or three minutes long, and it should focus on what your business can do for your prospects. Focus on the benefits in order to hold your viewers’ attention.
- Create extensive support documentation for your help desk. This not only creates a good experience for your prospects and customers, but it also cuts down on the customer service inquiries flowing into your help desk.
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