Why your content isn’t converting and what to do about it

Content that converts means making sales, which is the backbone of our business. If we’re not generating revenue, then we’re not really in business! Now, I’m not going to make you read this entire blog before I give you the answer to why your content isn’t converting. Straight up – it’s because you’re not taking the entire client journey into account.

If we’re constantly focused on just the conversion side of things, then:

That’s bringing an energy of desperation to our content
We’re forgetting about the concept of relationship building
We’re not using our entire ecosystem of content to our advantage

So, I want you to take a good look at each phase of the client journey below and see where your ideal client is getting stuck, or where you may need to focus in order to use your content to move them through the client journey with you. Remember, not everyone is ready to buy from you right now.

Connect

Your ideal client has just become aware of you. This is the getting-to-know-you phase where you have the opportunity to start meaningful conversations. The aim is to help them self-identify with you as a person and as an authority that can help them solve a problem.

Questions to ask yourself:

Is my audience and community (social media following or Facebook Group size) growing?
What can I do to let people know more about me as a person?
Are my calls to action being followed?
Am I having meaningful DM/PM conversations?

Your ideal client resonates with your lead magnet and signs up to receive it. This is your opportunity to provide your ideal client with a deeper connection and begin to show how you can solve their challenges.

Questions to ask yourself:

Is my email list growing or do I lose as many subscribers as I gain?
How often do I promote my lead magnet?
Is my lead magnet the right lead magnet?
Do I need to revisit my email automations/welcome series?

Nurture

Your ideal client is on your email list and ready to learn more about you and your services. You aim to wow with value, offers and solutions.

Questions to ask yourself:

What is my email open rate and click through rate?
Am I fostering the relationships I’m making through added value?
Do I stay in touch with people ‘just because?
How much value do I willingly give away for free? Is this too much or not enough?

Convert

Your ideal client is making the decision to buy from you. Your job is to help them make a confident and informed decision to purchase

Questions to ask yourself:

Am I asking for the sale enough? Or maybe too much?
How well do my sales pages convert?
How often do I share testimonials or client stories?

Onboard

Most people forget about this stage – especially if you’re using a traditional sales funnel approach that values the sale and not the relationship. Help your ideal client to feel good about their decision to purchase from you. Make their experience one that they want to tell the world about!

Questions to ask yourself:

What exclusive content can I provide to make them raving fans?
How can I make this experience memorable?
Do I ask for referrals?

As you can see, there’s no magic formula for converting content! It’s all about how you put the pieces together and use that client journey to your advantage. Remember that it’s a relationship building process and the more that you use your content powerfully to move them through the journey, the quicker you’ll be able to turn them into raving fans!

If you’d like to know more about using the client journey to your advantage, then my membership The Content Effect will help. It’s a place to inspire you to create stand out content that gets you noticed and remembered and feel like you’re in control of your content (and business) again. Click here to see whether doors are currently open. If not, pop your name on the waitlist so you can have first access to exclusive bonuses and content.

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