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When you think about the year ahead, which parts of your business are you most excited to grow?
Perhaps it’s a particular product or service you know has great value, but often goes quietly unseen by the very customers it could help.
Or maybe you’ve completed some brilliant projects in a particular sector, and you want to build that client base further.
There are only so many hours in the week, right? And while you might have lots of ideas about content you’d like to produce, there’s just not time to do it all.
So where do you focus your energy?
Planning out a customer journey with one particular aim in mind can help you focus your efforts, so all your content purposefully pulls in the same direction.
Here’s my simple 5-step content plan template you could adopt to highlight the offer you want to develop…
EXAMPLE: Flower arranging workshops
STEP 1 | Where will a customer first become aware of your offer?
Create weekly social media posts sharing flower arranging tips. Include a Call to Action at the bottom of each post encouraging readers to follow you. Make one of your posts each month a teaser for your blog.
STEP 2 | How will you give them more in-depth information to consider?
Write a monthly blog post published on your website that answers frequently asked questions about flower arranging. These could be from your own experience with customers, or from the ‘People also ask’ section in Google search. At the end of each blog post, encourage readers to sign up to your mailing list for regular tips and offers.
STEP 3 | What will keep potential customers engaged in what you’re offering if they’re not quite ready to buy yet?
Send out a short and sweet monthly email that will keep readers interested in flower arranging. Don’t try to sell in your emails. Instead offer valuable expertise with lots of ‘try-at-home’ advice and include an inspiring photo section of flower arrangements. Include a sign off to every email leading people who would like to learn more to your landing page.
STEP 4 | When will you share specific information about your offer?
Design a landing page on your website that focuses only on flower arranging workshops. A landing page is a stand-alone webpage that people reach with a direct link and doesn’t lead to other webpages - it keeps your reader focused on that one specific offer.
Your landing page should include:
a strong headline and subhead
clear benefits of your offer
key workshop details
brief intro to you and/or your business
well-chosen testimonials
Call to Action buttons taking readers to the point of purchase.
STEP 5 | How can customers finally make the purchase?
Make booking simple. Whether it's a discovery call, product page, or direct message, ensure the final step is easy to follow.
There are plenty of variations on this customer journey.
What content do you need to create to take potential customers from their first awareness of you, to booking your service or buying your product?