Welcome to the third in this series of business basics posts.

Hello and welcome to my business basics series of posts about starting a business and my A – Z of what I consider to be the basics that you need to be working on. This is the third post in the series so obviously – C

You can catch up with A and B here.

Over a period of 26 weeks I will be sharing my alphabet of good practices so that you are well prepared for your journey to success. So, let’s get started…

C is for Content and Conversions

As a business owner, you will know that marketing your business is all about the content. The content can be an image of your amazing product, a big flashy 50% off sign, a coupon, a glossy brochure or a pin on Pinterest.

To be honest, there is no end to the type of content that you can create to promote your business. Here are just a few ideas off the top of my head (apart from the ones just mentioned).

  • Newspaper or magazine advert
  • Article in a magazine
  • Video
  • Podcast
  • TV or Radio appearance
  • Local business magazines
  • Sales page on your website
  • Social media posts
  • Blog

These are all types of content that you can create to showcase your business and it’s products or services. The content is a way of letting people know what you can do for them. Notice I said DO FOR THEM?

Your customers don’t really care about your product or service, what they care about is how it can solve their problem or get rid of their headache. They want to know that if they buy your offer they will no longer have a problem. Remember, no one buys a hammer because they feel like buying a hammer, they buy a hammer to hang a picture or knock in a nail.

Your job as a small business owner is to figure out what your customer’s biggest problem is right now and offer them a solution. Okay, I know you are probably groaning right now and saying “that’s what everyone says but how do I know what their problem is?”

Well here are some ways you can go and find out exactly what problems your ideal customers are facing right now…

Visit some forums.

There is a forum for pretty much every industry and business known to man so I’m pretty sure you will be able to find one that your customers are taking part in.

You don’t usually need to register just to listen in, but if you want to join in the conversation (and I suggest you do) you will need to register although it is usually free to do so.

First just visit a few and have a look at the questions being asked. Do you see a common problem? Is one thing being asked over and over again in a few of the forums? This is your sales ticket. If you can provide a solution to this problem then you have got it made.

Once you have found the best forums go and register and start answering their questions and showing that you can provide a solution and direct them to your website. This is another form of content – forum answers. See, it doesn’t have to be difficult does it?

Ask your existing customers

If you already have customers you could try asking them or sending them a questionnaire to get a feel for what they are struggling with.

Be careful though as you might get the wrong end of the stick….

For example; someone might say that they are struggling to get sales but this is only one part of a bigger problem. Ask another question to find out why they think that is and they will tell you that they don’t know how to use social media or their website isn’t being found easily. These are the real problems that need to be addressed.

Join some Facebook groups

These are similar to forums in that people are asking how to solve particular problems that are specific to that group. For example I am a member of a lot of blogging groups and these questions tend to all be around how to make money from their blog, how to speed up their loading times, how to get more traffic to their blog and how to use the latest gadgets and plugins.

This is different to the business groups I belong to because in these groups they are asking questions like how to survive a no deal brexit, how to increase sales revenue, how to hire someone for the first time and how to get more leads and sales.

Okay, now you know some of the biggest issues your customers are experiencing it is time to offer them a solution. You need to provide content that is:

  • Informational
  • Educational
  • Inspirational
  • Entertaining
  • Promotional

Just hitting your potential customers with an onslaught of offers and sales is not going to win them over, in fact you will probably just turn them off your business altogether as they will see you as spammy ans sleazy. Here’s what to do instead…

Tease them. Give them a little taste of what you can do for them. Show them that you know what you are talking about by educating and informing them about the solution you have found to their problem. Here’s a real life example that I used…

Way back in the day when I started out online marketing I ended up on a forum for Amazon affiliates (people who sell other people’s products for a commission from Amazon).

They all seemed to be moaning about the fact that they had to run multiple websites for their numerous products that they were marketing on behalf of Amazon. I thought this was odd and, naively asked why they didn’t just have one website with multiple sale pages? Seemed like a no-brainer to me.

That naive answer caused a stir. It seemed that no one had thought of that, or that they didn’t realise that it could be done. After all, they weren’t website builders like me, they were Amazon affiliates. I had just solved a massive problem for a lot of people – and that is how my business really took off. I was asked if I could create these websites of many pages and make life easier for these people.

I suppose it was then that I truly realised the power in providing a specific solution to a specific problem for a specific group of people. Up until that point I had always kind of assumed that if I wasn’t appealing to the masses I was going to miss out on sales. This could not be further from the truth.

Content = Conversions

If you make sure that the content you are providing answers the question or hints at the chance that you can solve their major problem you are more likely to convert that person into a customer.

This is how it works…

Person has a problem. They go on Google and search for an answer or solution to that problem using keywords ie “How do I add an image to my website”

You provide content that says “How To Quickly And Easily Add Images T Your Website”.

Person spots your content and takes a closer look.

You have given them a quick example of how to add an image by way of an infographic, blog post or other offline option.

Person is happy as they now know how to add an image to their website. But they also want to find out how to edit the image in their media file. Who do you think they will trust to help with that problem? Congratulations, you now have your first customer.

If you need help or inspiration check out this post that I created called How To Create Amazing Content for Online Marketing

Aren’t those tools just amazing? You have everything you need now to go off and create some amazing content that is going to wow your customers and get them to convert like crazy.

How conversions can help your business growth

Being able to convert more of your leads means you can make more sales from less people. Imagine this…

You collect 1 lead per day for a month so you have 30 leads by the end of the month. You convert at a respectable 20% so you have 6 customers (well done), but what if you could increase your conversion rate to 30%? You would then have 9 customers instead of 6 but would have had to do NO EXTRA WORK to get them.

Now I don’t know about you, but this to me is heaven. Having more sales and more income for no more outlay in time, money or effort is totally awesome.

The higher your conversion rate, the more customers you will get for the same amount of effort and work. But how do you increase your conversion rate?

This is a tricky question to answer as there is no real answer. Your conversion rates will depend largely on your industry, the amount of competition you have, whether your leads come from online or offline content and how established you already are as a business. But…

There are things that you can do to significantly increase your conversion rates but it will take me too long to go into it in this post and you will just get bored and switch off so…

I have created a free guide to explain EXACTLY how to get more leads to your business and what things you can do to increase your conversion rate. It will literally take you through the whole process with step-by-step instructions. It’s FREE so go and get your copy right now by completing the form below.

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So, there you have it. Create some amazing content that answers a question or provides a solution to a problem. Get it out there for people to find it. Use your social media platforms, your website and your Facebook groups and forums. You can also turn online content into flyers, banners, posters or handouts to use in the real world.

I hope you have enjoyed this post. I will be back next week with the next letter in my A – Z of Business Basics so be sure to look out for me or why not subscribe to my blog and I’ll drop you a quick email when I’ve published it.

See you soon and happy content creating.


Image with text overlay A _ Z of Business Basics