You’re posting cool, funny, and informative content every day, and yet getting low engagement and leads. You’re pouring all this time and effort into networking and promoting, but getting no results. Does this sound familiar?
Every day, I see people asking for help with their social media. Its become so difficult to do that an entire job niche has been created, which is social media managing. The most important thing with social media is to connect with your audience. This can be done by posting funny images or memes, but it works most effectively when it is emotive content. Showing that you understand your customers is absolutely key. In my first two sentences, I showed that I understand the struggles that you might be having with your social media. This makes people feel as though you understand, and they will turn to you for help/advice because they know that you appreciate their struggles and can help. Tapping into the emotional part of the customer’s brain is what will encourage them to buy from you. If you can connect with them in a way that your competitor isn’t, then you will begin to see growth.
The first step is to understand your consumer’s journey. In the Content Marketing course I completed, this was done by creating an empathy map, and an experience map.
An empathy map puts you into the customer’s position. This map explains their thoughts when they have just decided to look into your product/niche. These are the questions and feelings that they first have. You can find out the answers to these questions by interacting with your clients. For example, I know that my clients are often needing a website because they are just starting out, or haven’t previously been making enough money to be able to create one. They have been selling off social media, and possibly don’t understand the importance of an established online presence. An empathy map really allows you to understand the customer’s fears and worries, like are they spending too much money on this product? Will this actually work? Are the reviews from real people or just bots? Will this solve their problem, or just turn out to be another scam? This can help you tailor your content to answer these questions and fears the consumer may have, without being obvious. Showing transparency and being ‘real’ is a guaranteed way to make your customers more comfortable buying from you.
An experience map is a bit more complicated. This will be different for every business, hence why there isn’t really a template to work off. An experience map analyses every single step that your customer goes through, from the first contact to repeating orders. Here are some questions that can help you get started.
How does the prospect find you? Do you initiate contact or do they?
What kind of information is available to the consumer? Do you have blog posts that explain your product/how it works?
What does the prospect need to know in order to make an informed decision to buy from you?
What does the actual purchasing experience look like? How can this be made more simplified?
What happens after the purchase is made?
How do you stay in touch with the customer? How do you check that they are satisfied with your product?
The best way to create an experience map is to start with a blank browser. Put yourself into the mindset of your customer. What problems are you experiencing? How does your particular product solve this problem? Go to your website and browse through as though you had never seen it before. Is there enough information? If you had never heard of this business, would you know how to use this product/service? Go through every single step, like adding to the cart and checking out to see what the experience is like for the customer. Can anything be improved? Do you send an email after a couple of weeks to ensure that everything has gone well?
I also really want to focus on the point of having the right information. Your website needs to explain what your product is, and how it works. Ideally, this would be on the main page. Many customers will not spend a lot of time trawling through your entire website. It is important that the right information is easy to access, and understand. Blog posts are another great way to educate the customer on a variety of different things. Having a different blog post for each area of your product (what it is, how it works, how you can benefit) means that you can go really in-depth and sell to the customer. This can also work well for social media. For example, I attracted ten people to my website from a post of someone asking for help with content creation. I put in a comment with some information, and then added a link to my blog post on content creation. Ten people went to my website and looked around from this one comment. As I have mentioned many times before, blog posts are also amazing for SEO and google.
Both experience and empathy maps are really important to help you understand the customer and their needs. Making things more simplified will mean that you get more traffic and sales, and satisfying the customer should be the main goal. Set aside an hour to two to dedicate to the experience and empathy maps, as this exercise is extremely important in my opinion. If you implement both of these exercises, you will make the customer experience more enjoyable. These strategies are also important for social media, and through your posts, you can show that you understand them and their struggles. This will not only help your engagement, but your overall sales in your business.