April 21, 2022
Have you ever heard of the phrase “Content is King”? Well, it’s true and in this post, you’re going to understand why content is responsible for 60% of conversion rates among service providers like freelancers or virtual assistants. You’re also going to learn 3 ways to create content that attracts dream clients!
First, what is content marketing?
According to the Content Marketing Institute, Content marketing is defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Basically, content does the selling for you! So how can you create content that attracts dream clients? Keep reading to find out 10 different ways you can create content today that will get you more clients tomorrow…or down the road!
1. Create Content that tells a Story through Case Studies
Did you know that you can use storytelling to gain a potential client’s trust. Storytelling is the oldest marketing strategy that uses a narrative to communicate a specific message. The goal of storytelling is to make the prospective client feel something to the point that it’ll inspire them to take action in hiring you. Storytelling in marketing also works to humanize your brand. This is the ultimate key in prospective clients wanting to take the leap of faith in hiring you to help them grow their business.
So how can you use storytelling within your content that attracts your dream clients? You can easily do this through creating case studies. Case studies are simply specific stories of how your business works, the work you’ve done for other business owners, the difficult problems you helped solve, and the success your work has generated for others.
Leverage case studies as a “conversation” between you and your prospective clients.
Meaning you want to write case studies in an informal way as if you were speaking to a friend. This is the ultimate factor of reeling in your dream clients when you take the advantage of already making them feel as if you’ve built a relationship with them.
Using case studies as stories about your previous successes as a virtual assistant (and losses, if you share what you’ve learned with them!) will help your dream clients;
- Get the answers to many of their questions
- Display how you can help them with actual proof of what you can do (or have done)
- Get to know you better as a virtual assistant and understanding your special skill set
Which all of these can reduce any initial resistance they might have to hire you because hiring someone we know and trust is much easier than hiring a complete stranger!
So, create a portfolio or a page on your website specifically for case studies that tell a story your dream clients want to hear. This can be through
- Writing blog posts
- Creating videos
- SlideShare presentation with project highlights
- Photos or screenshots
- Video testimonials (way better than written ones in my opinion!)
2. Creating video content to attract dream clients
If you have yet to create any form of video content within your content marketing strategy, you’re missing out. In my masterclass Content for Clients, I talk about the 5 Content cycles of content you should be creating for your client as a virtual assistant and better believe video is involved!
Here’s a few statistics to paint a clearer picture on how video marketing is changing the way potential clients find your services online.
- Studies show that 54% of consumers want to see more video content from a brand, business or content creator they support or are trying to learn more about (HubSpot, 2018)
- 72% of customers said they would rather learn about a product or service by way of video.
- 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Optinmonster).
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text (Insivia)
So, with these statistics laid out in front of you, why haven’t you started to create video content that attracts your dream clients? Now, I’m not particularly talking about social media video content like Reels or Tiktoks (which are also useful).
I’m talking about videos that can be watched on your website that can be the deciding factor on if a client chooses to work with you or not.
Here’s a few ways to incorporate long form video into your content.
One way to start incorporating video content into your content is to have an explainer video on your website. An explainer video can describe your process as a virtual assistant in a clear and concise way.
You can display exactly how someone can inquire to work with you.
Or create a video to show your onboarding process which can show potential dream clients how organized you are.
You can even show a video of how you do a certain task within your virtual assistant business.
Make sure you hook your potential client in within the first 15 seconds and end with a call to action. Your explainer video shouldn’t be more than 2 minutes. Other types of videos you can have to get your dream clients to hire you are
- Testimonial videos
- How to videos (how to apply, etc.)
- Brand personality
3. Turn your content into a consistent lead generation machine
What if a dream client finds your content but isn’t ready to hire you yet? What you don’t want is that client to leave your site without at least providing you with a way to reach back out to them! This is where email marketing infuses with your content to create a lead generation machine.
So what does this look like? You can create a landing page on your website or, some blog posts, that keeps some content “secret” or “gated”. This means that potential dream clients will have to provide an email address in order to access this exclusive material.
Clients who visit your website will more likely be willing to submit their information to access content that solves THEIR particular problem in detail. Offers can include
- how-to video guide
- Free training
- A blueprint for performing a specific task
Or any content they might otherwise pay for, such as industry data or an in-depth guide!
Once you have their attention (their email) and after you give them what they signed up for, use an email funnel that will teach them more about your virtual assistant services.
Mailchimp and Flodesk have good funnel systems you can use to set this up!
This will keep you at the forefront of their mind when they finally decide to hire a virtual assistant. They’ll remember what you offered for free and how you kept in contact with them. That is how you’re going to reel them back in to hire you!
Are you ready to create converting content that attracts dream clients?
Now that you have the necessary tools to create content that actually converts, what are you waiting for? If you’re a virtual assistant, let me know in the comments if you found this blog post helpful.
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