The Big Mistake that's Keeping Your Content from Converting

Hey, heart-centered lady. Are you ready for the one mistake so many entrepreneurs make with their content? The one that really keeps it from turning those listening into paying customers?It's engagement.

When you're creating content in your business, it’s important to not only create content in a compelling way, but to foster discussion and engage people around the content created.

The Importance of Engagement

Why is this important? Because this is not a one-way conversation. We don't want to wait until the sell to get our potential customers used to interacting with us. We want to establish a relationship before the sale. How awful would it be with your partner or your best friend if the relationship was always you talking all the time? It wouldn't go very well. Same thing with our potential clients; we want to make it a dialogue from early on. Many people use written content and video content as avenues to build that relationship. Get your potential clients comfortable with two-way dialogue through our engagement from the start.Another reason why this is important is because we want to be sure what we are offering is really meeting a need, and if it's not, we want to know, so that along the way, we can tweak it.

Seeking engagement from your tribe helps to ensure that what you're creating in your business is resonating with your potential clients.

If you aren’t looking to get engagement, you aren’t going to notice when people aren’t engaging. You won’t know when something needs to be tweaked. Let's say you're used to getting engagement in your business, and all of a sudden, around a certain topic, you hear crickets. You can take note of that, and say, "Oh, maybe they're not interested in that" or "Maybe they're not interested in the way I'm phrasing that." This is extremely helpful in staying relevant to our clients.[embed]https://youtu.be/mz87iM8zOPk[/embed]

Foster Engagement Within Our Tribe

How do we do this practically? One obvious way is creating ultra clear ‘calls to action’.

As we're creating, we want to make sure at the end of the content, we're giving people clear direction for how you want them to engage.

We want to instruct them. Otherwise, there's an uneasiness, leaving them with feelings, like, “What if I say the wrong thing?” or “What if I'm doing the wrong thing?” We want to give the clear call to action. You can say, “comment below with...” or “has this ever happened to you?” or “what would you do in this scenario?” Maybe it's as simple as, “if you want to purchase this product...” if it's toward the end of your sales funnel. Let people know what you want them to do.

Take Courage and Ask!

If we're not asking for engagement, then we're not going to get it.

I've heard a lot of my clients say, "Anna, I'm nervous to ask for engagement, because what if I ask and they still don't respond?" There is that risk.

Maybe not asking makes you feel a little bit better because you're protecting yourself from failure. While it may feel better in some ways because you're not failing, you have also robbed yourself of the potential to succeed.

As an entrepreneur, we have to continually put ourselves out on a limb. We have to be willing to put ourselves out there. We have to ask for it, even if it potentially means risking crickets, because at least we can adjust! We can assess and ask ourselves, "Why is this happening?" And we can rest knowing that it’s not because we didn't try. It's not because we didn't put ourselves out there in a really clear way.

Create Engagement With Your Audience in Mind

The last reminder I want to give you is to make sure you’re talking about or teaching things that your clients really care about. Even if it's something about you that you're sharing, you want to be sure that you're tying it back to your client.

You want to tether your content to what they're interested in and passionate about, especially in the early stages of the relationship.

Making what you share ultra-approachable is a great starting point. For example, if you think about the way you would approach a stranger for the first time in a coffee shop, you would simply ask them a non-threatening question to get to know them: where are they from, what do they like to do. In the same way, make sure that when you're creating engagement, you're doing it with your audience in mind, starting with small wins, small introductions, and building from there. Also, remember to give the client content that's relevant to them, paving the way for them to respond to something they truly care about.

Boost Your Engagement By Repurposing

If you’re ready to increase your engagement purely by the number of people you’re reaching; I suggest repurposing the content you create. I created a freebie for you on how I create one piece of content and actually multiply it into ten pieces! By doing this, I'm not exhausted in my business because my time is multiplied. Go to ContentMiracle.com to download the freebie, and how I create one engaging piece of content and multiply it into ten pieces! I would love to hear from you in the comments below what your biggest hurdles are around engagement, or some of your wins in this area. How do you create content that really engages and fosters a two-way conversation way before the sales conversation happens?