1 00:00:00,140 --> 00:00:02,630 To create content that generates leads and sales, you have to 2 00:00:02,630 --> 00:00:03,849 understand the buyer's journey. 3 00:00:03,920 --> 00:00:07,080 Most creators and solopreneurs publish one size fits all content, 4 00:00:07,280 --> 00:00:10,580 hoping that each piece will address new and existing audience, low 5 00:00:10,580 --> 00:00:12,119 and high ticket customers alike. 6 00:00:12,230 --> 00:00:15,059 But if you don't align each piece of content to specific segments 7 00:00:15,059 --> 00:00:17,610 of your audience and where they are in their buyer's journey, 8 00:00:17,670 --> 00:00:19,100 your content marketing will fail. 9 00:00:21,819 --> 00:00:24,479 Hi, I'm David Ziembicki, and you're about to learn how to grow from 10 00:00:24,479 --> 00:00:29,039 struggling solopreneur to successful virtual CEO of your own expert business. 11 00:00:29,899 --> 00:00:32,589 Your knowledge and skills can change lives and make the world a better place. 12 00:00:32,929 --> 00:00:35,459 Are you ready to hit the accelerator to scale your results and impact? 13 00:00:35,829 --> 00:00:37,550 Then it's time to build your expert business. 14 00:00:40,459 --> 00:00:43,609 This week I was preparing for a training I was going to deliver in my Facebook group, 15 00:00:43,939 --> 00:00:47,649 and the top challenge mentioned by people registering was not knowing what type of 16 00:00:47,649 --> 00:00:49,839 content helps generate leads and sales. 17 00:00:50,039 --> 00:00:53,269 Part of the answer is the classic marketing concept of the buyer's journey. 18 00:00:53,559 --> 00:00:54,869 These are the common stages. 19 00:00:54,939 --> 00:00:55,549 Unaware. 20 00:00:55,779 --> 00:00:57,329 Someone's unaware they have a problem. 21 00:00:57,419 --> 00:00:58,679 Then they become problem aware. 22 00:00:58,689 --> 00:01:00,669 They're aware that they have the given problem. 23 00:01:00,739 --> 00:01:02,199 Then they become solution aware. 24 00:01:02,329 --> 00:01:04,769 Aware that there are solutions to that problem. 25 00:01:04,879 --> 00:01:06,149 Then provider aware. 26 00:01:06,169 --> 00:01:09,029 Meaning aware of specific providers of solutions. 27 00:01:09,079 --> 00:01:12,374 And then finally, They become a customer of one of the providers. 28 00:01:12,434 --> 00:01:15,564 As you've seen in previous content of mine, I talk a lot about the stages 29 00:01:15,574 --> 00:01:17,454 of attract, convert, and ascend. 30 00:01:17,604 --> 00:01:21,414 Attracting a new audience, converting existing audience into leads or 31 00:01:21,484 --> 00:01:23,994 customers of your entry level products, and ascending customers 32 00:01:23,994 --> 00:01:25,374 into your flagship programs. 33 00:01:25,494 --> 00:01:28,079 They're basically different terms for the similar stages. 34 00:01:28,219 --> 00:01:31,799 But a key lesson of our content system is that specific types of content may 35 00:01:31,799 --> 00:01:35,529 work great for one stage, but they may be completely ineffective for the others. 36 00:01:35,719 --> 00:01:38,659 So you want each piece of content to target just one stage of the 37 00:01:38,659 --> 00:01:41,939 buyer's journey, and then you rotate through the stages over time, so 38 00:01:41,939 --> 00:01:43,769 you address all of your audience. 39 00:01:43,839 --> 00:01:44,519 And here's why. 40 00:01:44,599 --> 00:01:46,019 Imagine you're a business coach. 41 00:01:46,349 --> 00:01:49,529 A piece of content like 5 Reasons Why a Business Coach Can Help 42 00:01:49,529 --> 00:01:52,479 You Increase Profits would be a good fit for the problem aware 43 00:01:52,479 --> 00:01:55,719 audience, like a business owner who isn't hitting their profit goals. 44 00:01:55,769 --> 00:01:58,789 But that content will be a complete miss for someone that's provider aware. 45 00:01:58,849 --> 00:02:01,439 They already know they have the problem, that there are solutions, 46 00:02:01,489 --> 00:02:04,659 and they found other solution providers like other business coaches. 47 00:02:04,859 --> 00:02:08,299 For that provider aware audience segment, you need to make sure they know you can 48 00:02:08,299 --> 00:02:11,499 solve their specific problems and why you are the best choice of provider. 49 00:02:11,574 --> 00:02:14,934 Content like case studies, testimonials, and comparisons or behind the scenes 50 00:02:14,934 --> 00:02:17,674 with you are much more helpful since they're in the decision 51 00:02:17,674 --> 00:02:19,874 stage between multiple options. 52 00:02:19,934 --> 00:02:22,554 That example alone shows that it's not going to be possible for a 53 00:02:22,554 --> 00:02:25,344 given piece of content to address every segment of your audience. 54 00:02:25,544 --> 00:02:26,214 So what do we do? 55 00:02:26,254 --> 00:02:28,094 Well, we need a new model for content planning. 56 00:02:28,449 --> 00:02:31,249 I've taught and written about aspects of this before, but this week a new 57 00:02:31,269 --> 00:02:33,899 concept clicked that I don't think I've seen discussed anywhere else. 58 00:02:33,949 --> 00:02:37,379 At first, I thought my three stages, attract, convert, and ascend, were 59 00:02:37,379 --> 00:02:39,619 just a different version of the buyer's journey, and that I should 60 00:02:39,619 --> 00:02:40,989 just pick one or the other system. 61 00:02:41,159 --> 00:02:43,879 But then I re looked at the terms and realized a significant difference. 62 00:02:44,069 --> 00:02:45,499 Stages versus goals. 63 00:02:45,559 --> 00:02:47,818 The buyer's journey are stages like problem aware. 64 00:02:47,818 --> 00:02:51,139 My framework is actions like attracting, converting, or ascending. 65 00:02:51,339 --> 00:02:54,149 And right then a vision popped into my head of a simple matrix with 66 00:02:54,149 --> 00:02:58,059 the buyer's journey as the columns and my framework tiers as the rows. 67 00:02:58,209 --> 00:02:59,509 But are the two models redundant? 68 00:02:59,729 --> 00:03:02,619 At first I still thought these were redundant, but then another insight hit. 69 00:03:02,939 --> 00:03:05,569 Different people come into our audience at all of the different 70 00:03:05,569 --> 00:03:07,619 stages and tiers of the buyer matrix. 71 00:03:07,699 --> 00:03:09,329 Each person's path isn't linear. 72 00:03:09,549 --> 00:03:13,159 It basically flows from left to right, then carriage returns like a typewriter. 73 00:03:13,609 --> 00:03:16,929 If they're starting in a tract or unaware, we need to help them progress 74 00:03:16,929 --> 00:03:20,519 left to right so they become aware we have a solution to their first problem. 75 00:03:21,014 --> 00:03:24,704 At that point, they jump down to convert by opting into a lead magnet or, you 76 00:03:24,704 --> 00:03:25,934 know, buying an entry level product. 77 00:03:26,094 --> 00:03:28,704 But at that point, the buyer's journey resets as they may have been 78 00:03:28,724 --> 00:03:32,214 unaware they have a bigger problem that our flagship program addresses. 79 00:03:32,384 --> 00:03:35,624 So they progress through the buyer's journey again, but at the next tier. 80 00:03:35,914 --> 00:03:37,674 This is a much better match for real life. 81 00:03:37,939 --> 00:03:41,399 It explains why there isn't a simple linear path, and why it takes many 82 00:03:41,399 --> 00:03:44,669 different touchpoints with each person before they move to the next stage of 83 00:03:44,669 --> 00:03:48,279 awareness within a tier, and when they take action to move between tiers. 84 00:03:48,429 --> 00:03:49,259 What's the takeaway? 85 00:03:49,599 --> 00:03:53,519 For each piece of content, we should laser target it on one tier of our audience. 86 00:03:53,634 --> 00:03:57,104 Like convert or attract and moving them from one stage of 87 00:03:57,104 --> 00:03:58,474 the buyer's journey to the next. 88 00:03:58,634 --> 00:03:59,684 Here's what this looks like. 89 00:03:59,874 --> 00:04:02,614 Notice that in my content for the last six weeks, I've been talking all 90 00:04:02,614 --> 00:04:06,234 about how and why to create content at scale to generate leads and sales. 91 00:04:06,594 --> 00:04:08,604 I've been targeting my problem aware audience. 92 00:04:08,844 --> 00:04:11,394 Those of you who know you want to create more content to generate 93 00:04:11,444 --> 00:04:12,944 leads and sales, but don't know how. 94 00:04:13,024 --> 00:04:16,024 For the folks in the attract tier of my audience, my content and 95 00:04:16,024 --> 00:04:19,734 social posts were designed to get new people into my audience to opt 96 00:04:19,734 --> 00:04:21,334 in and move into the convert stage. 97 00:04:21,754 --> 00:04:25,244 So they move left to right in a tract by seeing they had a problem, seeing 98 00:04:25,244 --> 00:04:28,814 my content in masterclass might be a solution, and then choosing me as a 99 00:04:28,814 --> 00:04:33,034 provider of a possible answer by opting into my newsletter or masterclass. 100 00:04:33,174 --> 00:04:35,834 At that point they converted are entering the next tier. 101 00:04:36,044 --> 00:04:37,364 Now the cycle starts again. 102 00:04:37,424 --> 00:04:40,384 In the masterclass the audience is problem aware and I need to move 103 00:04:40,384 --> 00:04:42,184 them to being solution aware, i. 104 00:04:42,184 --> 00:04:42,444 e. 105 00:04:42,454 --> 00:04:46,404 that their strategy, systems, tools, and team to help them create content at scale. 106 00:04:46,424 --> 00:04:48,124 Then I need to get them provider aware. 107 00:04:48,304 --> 00:04:51,634 Knowing that my agency provides those done for you services to 108 00:04:51,634 --> 00:04:52,844 do most of the work for them. 109 00:04:52,864 --> 00:04:55,874 A masterclass or webinar is a much longer form piece of content, so 110 00:04:55,874 --> 00:04:58,594 you can move people through the entire journey for that tier. 111 00:04:58,714 --> 00:05:00,314 But is the journey the same for everyone? 112 00:05:00,364 --> 00:05:04,694 This sounds linear, but realize people may come into your world at any stage or tier, 113 00:05:04,824 --> 00:05:06,874 and people can pause at any stage or tier. 114 00:05:07,054 --> 00:05:09,494 There are people in my audience who haven't seen any of the above 115 00:05:09,514 --> 00:05:11,979 content yet, but they because they were busy or missed it. 116 00:05:12,299 --> 00:05:14,489 There are others that have opted in to my newsletter or lead 117 00:05:14,489 --> 00:05:16,019 magnets but not the masterclass. 118 00:05:16,109 --> 00:05:18,979 Then there are folks who watched part of it but didn't see my offer at the end. 119 00:05:19,249 --> 00:05:20,349 And so on and so forth. 120 00:05:20,699 --> 00:05:23,539 My audience matrix has people in every stage and tier. 121 00:05:23,679 --> 00:05:26,889 Over time, I need to continuously create content that moves people left 122 00:05:26,899 --> 00:05:28,204 to right within their tier and beyond. 123 00:05:28,334 --> 00:05:30,164 Then top to bottom between the tiers. 124 00:05:30,324 --> 00:05:32,134 So what stage and tier should you focus on? 125 00:05:32,324 --> 00:05:34,024 The answer depends on your stage of business. 126 00:05:34,344 --> 00:05:37,134 If you're just starting out and need revenue and cash flow now, then you 127 00:05:37,134 --> 00:05:40,244 want to focus on the tier and stages closest to your flagship program. 128 00:05:40,544 --> 00:05:41,784 This is your warmest audience. 129 00:05:41,794 --> 00:05:44,784 Anyone who is provider aware of your flagship program. 130 00:05:44,824 --> 00:05:46,744 At the other end of the spectrum, if you've been in business for a 131 00:05:46,744 --> 00:05:49,604 couple years, maybe you have launched many times to your audience and 132 00:05:49,604 --> 00:05:50,774 already converted most of them. 133 00:05:51,044 --> 00:05:53,704 In that scenario, you'd want to focus more on the attract tier 134 00:05:53,894 --> 00:05:55,114 and expanding your audience. 135 00:05:55,224 --> 00:05:57,374 And here's why a high volume of content helps. 136 00:05:57,759 --> 00:06:01,149 If you do put in place a content engine like I talk about, where you 137 00:06:01,149 --> 00:06:04,379 can be publishing hundreds of pieces of content a month, then you can sort 138 00:06:04,379 --> 00:06:05,579 of have your cake and eat it too. 139 00:06:05,809 --> 00:06:09,599 Meaning you can create multiple pieces of core content every month, where each is 140 00:06:09,599 --> 00:06:11,769 designed for a different tier and stage. 141 00:06:11,809 --> 00:06:14,549 Your audience will self select the content most relevant to them. 142 00:06:14,839 --> 00:06:16,889 This way you can steadily attract new audience. 143 00:06:17,219 --> 00:06:20,759 Convert them to customers and ascend customers into your flagship programs. 144 00:06:20,849 --> 00:06:24,669 It's basically because you're putting out enough volume that you can have targeted 145 00:06:24,669 --> 00:06:27,279 content, but covering multiple targets. 146 00:06:27,389 --> 00:06:28,419 So here's how to take action. 147 00:06:28,729 --> 00:06:32,269 These concepts are hot off the presses and this past week's masterclass was the first 148 00:06:32,279 --> 00:06:33,789 time I've taught them in this format. 149 00:06:34,079 --> 00:06:36,799 So if it's still available, you should definitely check out the replay. 150 00:06:37,259 --> 00:06:41,099 Then second, learn how you can get one on one coaching for me and my team working 151 00:06:41,099 --> 00:06:42,769 for you to start your content engine.