74. How to Boost Your Lead Generation with Content Marketing

Limitless Podcast —Episode 74 – Lead Generation with Content Marketing

Many believe that content pillars are all that’s necessary to build community and leads, but in reality – that is your foundation. Marketing or promoting your business is all about encouraging emotion and meaningful moments for your potential followers. Today, Jamie Ratermann talks about how the way in which you post under your content pillars can either instill uninvested likes or a highly invested community of potential clients.

Episode Highlights: 

• Candy vs Meal content.

• How can we generate trust through social media 

• Introducing the SEO series. 

• Establish yourself as an expert in a specific arena

Resources: 

Are you looking to build a thriving business with a strong brand message, money-making offers, and a resilient, growth mindset? Join the Marketing Mastery waitlist: https://www.jamieratermann.com/marketing-mastery

Try Sunsama: https://try.sunsama.com/jamie-ratermann 

Launch with certainty and excitement with this new free training! This mini-course includes 15 minutes of coaching, my 7-point launch planning guide, and a workbook to start planning your next launch: https://jamieratermann.com/how-to-launch-a-new-offer-social-media

Leave a review and share it! If you enjoyed tuning in to the Limitless Podcast, we'd appreciate it if you wrote us a review. You can also share it to help other entrepreneurs expand their network and create faster business growth. A

Watch on YouTube: 

Read the Transcript: 

Jamie Ratermann  0:00  

So if you right now, are not getting leads from your content, if you right now are not getting the engagement that you want with your content, I want you to use these two tactics, one start to see your content as candy versus meal. How can you bring in more candy content? If you're not? If you're trying to get excitement and people in your community? How can you sell a little less, but know that by coupling the two of them together will absolutely build a larger community for you? And also to how can you bring in more leads using an SEO series? These things can be so supportive, especially when it comes to what am I going to post about having something that you know that you're going to keep nurturing. So you're going to keep building the SEO series over time or you're going to keep thinking about okay, I've been posting on a candy content I'm ready for this launch is going to allow the content creation process to get a lot easier. 

Being limitless is knowing your success and your growth are built on a radical belief in yourself. Limitless is honoring your purpose, your health and impact above all else. Limitless is never playing small because the more alive you feel in your life, the more growth and success you attract. Hi, my name is Jaime Ratterman. And I am a Holistic business coach. Meaning I am just as invested in growing your health as I am and growing your wealth. With 11 plus years and brand social media marketing, I help rebellious entrepreneurs master marketing and body leadership and say fuck it to the hustle. This show is here to encourage you to become more radically aware of your self imposed limits to break free of your shoulds into expand your brand into a movement led by you. 

Hello lovelies, welcome to another episode of the limitless podcast. I can't wait to dive in today. But I wanted to share something about what I love. And it's part of staying hydrated this summer, is that I was starting to record in my pocket senator was like, Are you drinking a martini and I'm like, I'm not. This is straight up water. That for anyone who's watching the video on YouTube, I'm sharing it here. But their idea like I can never get to my water goals. And sometimes it's just easier to drink it from a pretty glass. So starting this episode, where the tip put put your water and pretty glasses that it helps you actually drink them. Anyway, let's talk about love. This episode is going to be all about content creation. So if you have listened to the episode talking about content pillars, ideal clients, building your content or, or building your brand story. This episode is taking it up a notch where we are bringing the weave, we set a basic foundation for you. We want to think about how we get to build into those content pillars. So that this is one thing that happens is many people believe that content pillars are all that's necessary to build a community and leads. But in reality, that is what I just said that foundation, that's this is where we begin. So once you know what you're about who you're trying to serve, what kind of categories you want to be known for. This is where you go, okay, how can I build content within them, that's going to bring me in leads, it's going to grow my community. So not all content is built the same, I'm gonna say it again, not all content is built the same. There is this pervasive thought out there that if you post you get clients, and it's not exactly true. Now if you do post you are getting visible, you are going to be remembered in general, the more that you can post, the better it's going to be it's beautiful in that way. But that that is serving one piece you're getting visible, people will know you your face your brand, that's a good place to start creating a habit of getting to know you. The second piece is being able to know that there is a difference between someone who has a lot of followers, but very little clients. And a brand who has lots of clients, no matter where their follower account or account is on their account. So this means the ones that are bringing in clients through their content, they have a content strategy that works. So if this is this is where we put the measurement, that guide post, and right now you are posting all the time and nothing is coming from those posts like as in no one's DMing you you're not getting link clicks. You're in general, people do not know about your business or you're not having those interactions. It's a good point to take a look at is my content serving what I wanted to do one piece of content is going to be something that gets a whole bunch of comments and a lot of engagement. Another one might be something where people were going to go click into your posts, marketing or promoting your business in general is about encouraging emotion and meaningful moments for your potential clients. Now this might be that they feel activated and educated by something that you've shared. They feel that they can relate to you or entertained in some way within that within that process. Or they're inspired by where they want to go next if you aren't hitting these key areas You're wanting to think about what type of reaction you'd like your content to give. So creating a posting schedule around inspiration, education, and being relatable or entertaining, is going to be a long term Community Strategy, which is fantastic. But one post, like I said, can get a really high engagement with a group of followers. And another post may get lower engagement, but more clicks to your products for sales. So I like to call this my candy, first candy versus meal content. So being able to know that whatever you are creating content, there is going to be one post that that is going to draw in a lot of reach for you. But it may not draw in a lot of leads versus another post is going to be something that you are getting a whole bunch of sales on, but it has pretty low reach. So playing into this, we're going to, we're going to be able to consider what these two things are. So let's go with this analogy. Let's continue here. We all love candy, don't we I am a Twix girl, I love I love me some twigs. I like a good gummy bear from time to time. But in general, if you're thinking about what how candy content looks in your feed, that might be like a funny meme that you get to relate to a photo dump. From a recent trip that you can't wait to celebrate someone getting out and enjoying themselves or even an easy activating educational reel with a trending audio, these are all going to get high reach easy to higher engagement, just because they are candy, they are easy. There's like in general you that you want to just engage with something that is easy to relate to. So we all want some candy in our feed, we wanted there to be easy ways to engage with each other. But if you're so if you're looking to build a bigger audience, this is the type of content you want to spend most of your time with, you want to make sure that people see you know you and in general, you are creating content that they don't have to be heavily invested in to understand. So in general, you want to give some crowd pleasers often to generate community engagement in your posts. But these do not normally turn into sales. They're that they're those quick jolts of sugar was quick jolt of excitement and double tapping in your feed. But don't all don't exactly sustain long term trust or trust with their money. So being able to know that if we bring in some candy content, we also want to bring in some meals meals are sales driven posts, or longer storytelling posts. So not everyone is going to watch that three minute video or go through your 10 Slide carousel. They're not, but the audience who's been loving your candy content will absolutely some of them are going to come in and want to get a full picture of you. So this is something that comes up a lot with science where someone will say no one watches my live replays.

And I go, um so that so the idea here is that the kidney Condit is creating a really great community that people get to hang out when they feel welcome. They're a part of it, where the meal content Yeah, not everyone's going to watch your 30 Minute live, but there's going to be a few people that watch 15 minutes of it, there's going to be people who are really interested in what you do, that are going to spend longer time with it. So what you're essentially doing is warming somebody up with some candy content, so that they can come in and and you know that a percentage of them are going to stick around for that meal, they're gonna want the full meal of you. So being able to push a direct sale on your posts or tell a deeper story, it's likely you're going to get a little less engagement and reach on those just because they're not as easy to digest, as you know, a gummy bear. But by asking somebody to take a little more time with it, you're going to notice the people who do engage or the people who do spend time with you are highly loyal, light in general likely to be clients for you in the future. And in you're going to be able to sell to so one of the best examples I think of this is that during my corporate days, we would do this stuff all the time, where I would ask our traveled, what I work for specifically when I was working for a travel brand, I would talk to them about their content they're creating, and they wanted to always do these like one day in Morocco, what to do. And the idea of this is that Morocco just really wasn't a crowd pleaser for the fact that it wasn't a highly desired destination. Some people really wanted to go but if we wanted to get traffic or and we wanted to get people to see the hotels that were in Morocco for that day. In general, we needed to create a list of wanderlust crowd pleasing imagery and recommendations. So, so we would couple a car A piece of content around the top five locations you you need to check out this summer. That type of that type of content would get a lot of eyes, people would see the photos, they'd want to know what what was popular when what was trending. And then of course, if it made sense in that, in that kind of content, we would put Morocco in there, right? This is just a course give me giving an example. So within that, we would create content that related to that five, five places you must be that we people could see Morocco, hotels, people could see the one the one day itinerary of when you were there, for the fact that I knew that if I posted just just the kind of content that was the one day in Morocco, I'm not going to get a ton of reach, I'm going to still post it. But because it followed a candy piece, a crowd pleasing type of posts, they were going to give him more reach that way. So this is exactly how you want to play this into your own business as a brand as a creator, how can you think of what's going to be a crowd pleaser? And how that's going to get your get everyone excited. So that whenever you do come in with a more niched, more specific type of piece of content or even sales or a longer post this, then it's going to be we're going to actually stick around and spend some time. Okay, so playing into this candy content can be your 15 second videos, and then your your meal content be that can be that one minute, 15 minute live, being able to play with a little bit about candy content can be a meme, or just a funny, funny voiceover, where we'll content can be a longer story, a longer caption type of post. So again, playing with how these can be coupled together, this is where you begin of understanding, okay, I know my pillars. So under this pillar, I can do these three types of candy content, and then I'll bring in, I'll follow this with my meal content. Depending on your goals, you're going to decide what how how much candy content you do a week, and how much meal content candy content, like I said, will build followers will build trust. But as far as investment ready, ready to buy from you, that's going to be those sales driven posts, those storytelling posts, so you get to decide where those land. So this is just one example. And we get so deep into this in marketing mastery that I wanted to share with you. But this is just that beginning piece. Okay, how can I start to look at my content a little bit differently. Ultimately, the way in which you post under your content pillars, is going to either instill like an uninvested likes uninvested comments, or a highly invested community of potential clients. So considering that this is what you want to this is what you want to do with your content, you can ask yourself a very easy question here. What do I hope the reaction to this content is? So if you're posting something, and you go, okay, the goal of this post is going to be comments, likes, I want to see who's who's excited in my community. The goal of this post is to get someone warmed up for an upcoming launch. The goal of this post is to sell to sell directly about this upcoming product. So having that like last question of like, what is my ultimate goal of making this post today is going to make a difference for you. Please note, though, that you don't want to only do candy content, you don't want to only do meal content, they are something that needs to work together. We all want to have we all would love to have a entire diet of candy, but we're going to feel a little sick for a while. So being able to think about okay, how can candy be This appetizer for what's coming next? Keeping this in mind, how can we generate this trust a growing community and a proven lead generating content strategy on platform so today, I'm going to share with you one one of the tactics I give to my marketing mastery clients, just to understand how you can make sure you are instilling new faces new leads into your business. So I'm going to introduce you to the SEO series. So SEO series is something especially now that is really supportive for anyone who's building their businesses online to play to the algorithms play to what's going on. So the SEO series is a multi part piece of content, meaning you're posting, posting across a number of days, number of months on a specific topic that is specific to what your ideal client is searching for. So you are you are choosing the words you say the title of the series, the type of things you're sharing by what someone is going to likely drop in and type into their search bars. That is that is the antithesis, antithesis of that. So you want to make sure you're focusing there. So this can be a series where you call out from the beginning. Hey, it's gonna be a five part series, there's going to also be a way we're like, oh, I'm going to continue sharing more about this on my next post. So the idea being that you that you want to instill that you are an account or you are in a brand that if someone is interested in self love, someone's interested in personal brand-building recipes for summer, in general, that you are the kind of account that someone wants to stick around with series do a number of a number of things. But most importantly, they establish your brand as an expert in a very specific arena that they are looking for support in. But by also having it be a series you are bringing in anticipation. So people are anticipating that there's more content coming. So if they liked that post, they are going to be more likely to follow you so that they can make sure they see the other posts. So playing into those two strengths. One you're building trust one, it's going to, it's going to allow someone to decide they want to follow along with you. This is where lead-generating content can begin. So understanding that Tiktok YouTube and Instagram algorithms, they all take a big account into how SEO helps them on and off the platform. If for any reason you didn't know this, your social posts are now going to be seen on as Google results. That's a big advancement in the past two years. Thank

you Google. So knowing that the if you decide to do an SEO series, it's not just about what, how people engage with it today, it's about how people are going to search and find it over the lifespan of whatever is popular on that topic. So knowing that, yes, you will get the immediate reach the immediate feed post, like what's going to happen with the algorithm as you post it, but also too, if someone tries to find it later, you're going to be recommended on Instagram search bar on Tiktok search bar, you also can be recommended under Google. So this is why this can be such an important especially now. And a strategy for you. Three things to keep in mind, if you decide to jump in and do an SEO series is that you want to keep it simple. Keep it as simple as possible. The beauty of a series is that each video or each carousel post or whatever method you decide to do, is that you want to have one specific takeaway. So if you go complex, you're going to lose people, they're not going to want to keep watching, I usually like to recommend that my clients try to keep these videos in a 45 second range if they're doing a video or to allow allow the carousels to feel easy to get through. So it's not like this, this really dense graphic of a ton of type. So playing with a little bit of both of these, how can you make it as simple as possible, I give a whole storytelling and specific breakdown and Marketing Mastery but starting there, keep it as simple as possible. Link each post together. So being able to know that you can use a comment on your first tic toc and then create a video linking it to the next one. Until you get until you have enough followers to get the the playlist that can be one part of it you want to acknowledge whether in the video script or in in the graphic or and or on the captain that this is part one, this is part two, so people know that there are numerous parts to it, so that you can get that anticipatory reaction like okay, I saw part one, let me find part two, or when's the next ones the next one coming out like that can be its own way that people can engage with you. But you want to acknowledge it in some way. So one thing to know is that because these have become a little bit popular, they were pretty popular over on tick tock, you don't always have to do this, like this is part one of this big series, you'd be like, you could literally just put it as something on in video text on your on your video, it can be the first part of your caption so you don't always have to feel like you have to stick that in the middle of your of your video content or your video scripts specifically. The last piece is that by definition at this SEO series, the goal the reaction we're hoping to get as new followers new leads. So encourage engagement more than you the more than you push a sale. Especially like knowing knowing that if we are wanting to see if we can generate more new faces in our community, you want to prompt them with questions you want to ask them to engage, save share, instead of pushing a sale right from the get go. So playing to this have that CTA be about building audience and building some commentary. So getting started here let me give you some examples. So let's say you are a chef you can do a summer salad series where you make a new type of salad each week with the the summer's best fruits and vegetables you can start there. Good. Also do a building a personal brand series so you can talk about how to choose your brand colors what type of content comes with the money instead of a creator for a personal brand, so playing with that it's going to be it's something that you can build into a series. Knowing that that might be, that's going to be something somebody searches for. So again, bringing back to that core, how like, are these topics that people are going to search for your ideal client, specifically, another one could be how to upgrade your video quality is where you where you show one small piece of how to upgrade your quality using an iPhone. And knowing that you probably have seven things you can share. But doing one piece at a time, one tip, knowing that someone's going to digest that a piece at a time and actually get to use it. Let's say you are somebody who's traveling a lot, you can talk about things to do in the summer in LA, where you share one event that you've gone to and each step of the way. All of this is how you start to build an SEO series now, something that people decide to do is that they'll say, oh, I want to do a 10 part series, I'm gonna do it every single day. until it's done. You do not have to do that. That's a high pressure situation. It's just understand that like, that's a choice. If you decide to do it straight 10 Straight days, you can also do it once a week or twice a week and have it be a long standing series. So you could decide how you drop this, but know that the core of this is SEO? How can people search and find you? I'll drop in the show notes. My SEO masterclass. So if you've never looked into the keywords or how you want people to remember you, or how you want people to find you, I will go ahead and drop my masterclass into the show notes so that you can jump in and understand how to do this includes a workbook it's a pretty damn great masterclass one of my favorites that I've done. But this is where we where we come here. So if you right now, are not getting leads from your content. If you right now are not getting the engagement that you want with your content. I want you to use these two tactics, one start to see your content as candy versus meal. How can you bring in more candy content? If you're not? If you're trying to get excitement and people in your community? How can you sell a little less, but know that by coupling the two of them together will absolutely build a larger community for you? And also to how can you bring in more leads using an SEO series? These things can be so supportive, especially when it comes to what am I going to post about having something that you know that you're going to keep nurturing. So you're going to keep building the SEO series over time or you're going to keep thinking about okay, I've been posting on a candy content I'm ready for this launch is going to allow the content creation process to get a lot easier. If you appreciated this type of podcast today. Let me know if you want more of them. I would love to hear what you what you love about limitless. So feel free to leave me a review on Apple podcasts. I would tell me what you love most about it even tell me what you would love more of that would be so supportive to me. The more that you leave reviews on Apple on Spotify, the more people get to hear what I'm sharing and it would be an absolute gift if you could give that to me. So let me know if you've left a review. I will absolutely be acknowledging them in these episodes in my social because I love to see the people I'm supporting. Until next time, live a little more limitless.