Are you writing blog posts? Do you send emails to your members or prospects? Do you have social media accounts for your space?
If so, what’s your strategy?
What’s the ultimate outcome you want to achieve from your efforts? And how does each article, email, or social post help make that happen?
The outcomes you want to achieve could be:
- Driving awareness: The more content you create, the more likely it is that people will run into you.
- Building trust: You need to reach your audience 20 times to build trust. The more people see you, the more likely they are to consider your space.
- Differentiating your space: Your content shows the world what makes you unique and why people should choose your space over the competition.
- Increasing new memberships: More visibility + free value = organic relationships and trust. Trust + time + need = new member sign-ups.
- Boosting referrals and word-of-mouth: If your content is incredible, people will share it. And this means you wind up in front of an even bigger audience.
But if you don’t have a strategy in place, you just have a list of things you wish would happen.
As Richard Rumelt says:
A strategy is like a lever that magnifies force. Yes, you might be able to drag a giant block of rock across the ground with muscles, ropes, and motivation. But it’s wiser to build levers and wheels, and then move the rock.
Don’t do anything at random. Instead, decide on your goals, then create a strategy that reverse-engineers them, and make sure every piece of content you create contributes to them.