Comment créer du contenu pour chaque étape du parcours client en personal branding ?

En LinkedIn, tener un perfil como creador de contenidos y mantener constancia y coherencia a la hora de publicar resulta clave para tu marca personal se de a conocer. Si además conectas con aquellos contactos que hacen match con la audiencia potencial con la que buscas posicionarte tendrás más posibilidades de ser descubierto por las personas correctas. Luego, en la medida que apliques técnicas como publicar en el primer horario de la mañana de tu país de forma diaria, irás acostumbrando a tu comunidad a tus contenidos. Aporta valor, compartir un saber y conocimiento que te muestren como una autoridad en el tema. También puedes motivar apelando a contenidos más emotivos o entretenidos, también sobre un aspecto donde quieras destacarte.

For me, content must always match where the buyer is on their timeline. Instead of creating an awareness campaign that sprays and prays, create an awareness campaign that speaks to the exact situation or problem the avatar is experiencing on their timeline. This means you have unlimited content to write that speaks directly to what is keeping the avatar up at night. I love to paint a vision of what the other side looks like vs. where they are right now.

At the initial stage of a customer's journey, the goal is to help them educate and identify who they are, their goals, and objectives. Such as: ➔ Help them with educational and informative content to kickstart their self-awareness ➔ Integrating storytelling techniques ➔ Analyzing current industry trends ➔ Awareness of their current position

Content Type: Brand Introduction Objective: Introduce yourself to a broader audience. Content Ideas: Personal Story: Share your journey and experiences that led you to your current position. Expertise Showcase: Highlight your skills, knowledge, and what sets you apart. Values and Mission: Communicate your values and the mission behind your personal brand.

By creating relevant and engaging content at the awareness stage, you can effectively attract and educate potential customers, setting the stage for further engagement and conversion in the customer journey. Engaging in guest appearances on relevant podcasts or hosting webinars can also help showcase your expertise and attract a wider audience. Consider creating videos on social media or platforms like YouTube to grab attention and introduce your personal brand to a larger audience. Providing free e-books or guides can also be an effective way to educate potential customers Creating content in personal branding should focus on providing valuable information and engaging potential customers to generate interest in your brand.

One thing that I have been able to master over 23 years is a buying cycle matrix and every person who wants to amplify their brand should have as part of their business infrastructure. What this does is unpack every stage the buyer is on and then create content that speaks to exactly where they are on their buying cycle including inner questions they may have, confusion, Q&A's and so on.

Once they know who you are, they'll consider: - Following you - Engaging with you - Potentially buying from you (Typically in that order) Your goal isn't to get them to buy from you straight away. It's to: - Build on that trust you've made - Nurture that relationship - Continually show them you can help them All without pushing a sales pitch on them to push them away. That's how you become front of mind.

Content Type: Educational and Informative Objective: Provide valuable information to establish credibility. Content Ideas: Blog Posts: Write in-depth articles or blog posts related to your industry or niche. Webinars/Workshops: Host online sessions sharing insights and expertise. Infographics: Present data or concepts visually to make complex information more digestible.

As potential followers move into the Consideration stage, provide more in-depth content that demonstrates your skills and knowledge. This could involve creating tutorials, sharing insights, or participating in industry conversations. Webinars, whitepapers, and detailed blog posts can further establish your authority and offer valuable information, positioning you as a trusted source.

Now after they get some sort of awareness, the point is to attract them towards your brand. This can be done by: √ Incorporating interactive content √ Personalized engagement with them. √By showing them you're providing value to them √ Not being salesy. This would pave the way to a meaningful relationship which will foster trust and credibility and not getting them cold.

One avatar will go through multiple buying stages which means the needs, wants and desires will be very different. This can only be done when you have a feedback loop in place that allows you to refine each phase of the buyer and then create content specific to that stage.

Content Type: Case Studies and Testimonials Objective: Convince your audience that you are the right choice. Content Ideas: Case Studies: Showcase successful projects or collaborations you've been a part of. Testimonials: Feature recommendations from clients, colleagues, or industry influencers. Comparison Guides: Highlight what makes your approach or services unique.

Transitioning to the Decision stage, emphasize social proof and credibility. Showcase testimonials, case studies, and client success stories to build trust. Highlighting specific achievements and demonstrating the real-world impact of your work helps in convincing your audience that you're the right choice.

There's a lot more than just deciding to invest. It could be: - Deciding to follow your journey - Deciding to reach out - Deciding if they want to see your content more Every step of the decision should be a simple 'yes' to get them closer to that ultimate decision of 'will I invest in these services?'

At this stage, once you achieve a certain level of sound credibility and trust, try to make your brand an obvious choice for them to invest in you. Certain factors like the following could be kept in mind: √ Being transparent in your communication addressing to their concerns and prefrences √ A clear and compelling value proposition √ Explaining how your services could be of any value and benefit to them Apart from jus this, vision for long term strategy that would be mutually helpful for both parties. It will be helpful as they will not just invest in you for once but you will retain them for longer but for sure by providing value. So it depends on your strategy more than how they come to you!

Once they're a part of your community/client list, it's THE most important time to support them. Do this by: - Going above and beyond - Showing them you really care - Giving them your 100% support - Helping them with little extras - Following up with them All things to help them move the needle and make them feel special. That's when long-term results happen.

In the loyalty stage your goal should be how to support them and eventually gain their support as well. You can forge loyal relations by: √ Deliverimg Consistent Value √ Providing Personalized Experiences √ Maintaining Open Communication √ Seeking Feedback and Adapting to their Needs √ Building Trust for Lasting Connections This will help you go a long wayy!

We have all heard of the good old marketing approach of know, like trust. I think we are way beyond that. Customers now want to know you, love you and then buy from you if you get the know and love right. To do this effectively, you need a well thought out content plan that can speak to each avatar, at the different stages of the buying cycle and can paint a vision of what they can have. Loyalty starts with understanding and empathy.

Content Type: Ongoing Engagement Objective: Foster loyalty and encourage repeat engagement. Content Ideas: Updates and Announcements: Share achievements, milestones, or new projects. Behind-the-Scenes: Give a glimpse into your daily life or the making of your work. User-generated Content: Share content created by your audience, if applicable.

Focus on building a community around your personal brand. Engage with your audience through comments, direct messages, and collaborations. Encourage user-generated content, such as testimonials, shutouts, or shared experiences. This not only solidifies your relationship with existing followers but also attracts new ones through the authenticity of community engagement.

Trying to apply a customer journey to personal branding is like trying to fit a square peg into a round hole—it's awkward, unnecessary and might make you question your life choices.

In such a case, document your journey. The ups and downs of your clients faced and how you resolve them. Make content accordingly. As you've passed those stages by yourself, so you better know it how to provide solutions at every stage to grab your audience attention.

Interactive Content: Engage your audience with quizzes, polls, and interactive stories to make the experience more dynamic and participatory. Storytelling Continuity: Maintain a consistent narrative throughout all stages of the customer journey. Your brand story should evolve but retain core elements.

Maintain a cohesive brand message and visual identity. By strategically tailoring your content to each stage of the customer journey, you'll effectively guide your audience from discovery to loyal advocacy. Remember, consistency across all stages is key.