How do I attract ‘qualified’ Customers and Followers with the Content I Share?

Forget excessive advertising, focus on the content that interests your reader.

When I write this, I don’t mean that investing in paid media is wrong, it is not. Advertising has its place.

What I mean, in fact, is that you’ll attract the most qualified audience, with a genuine interest in your work or product, by becoming a reference in terms of information. 

How so?

I’ll illustrate my answer with an example, ok?

Personally, I have a huge interest in learning about optimal nutrition, as I’ve always had problems with gaining weight. Therefore, I follow several health professionals on Instagram and Facebook.

As time passed, I stopped following various profiles, because I had no interest in seeing their selfies, office rooms, addresses, and phone numbers. I did not want to enroll in their online courses, as I had no idea about the content, values, or duration of the classes they were offering.

When I started following these professionals, it was because they were still producing interesting content – which attracted me -, giving tips and benefiting me in some way, but over the months the excessive advertising made me stop following them.

You might ask me: What, then, should I do to build my audience?

Give your target audience knowledge in the shape of valuable information: news, recipes, tips, personal and customer experience, pros and cons of particular issues.

In order not to leave my idea vague, I would like to illustrate good communication and digital marketing practices with an example in the same segment that I mentioned above: Healthy eating.

Some time ago, I don’t even know how, I got to the Instagram channel @vivoleve¹.

Janaína Marra, the owner of the channel, makes everything very explicit. She shares recipes; speaks of good practices in food and cooking; teaches how to choose food properly; how to freeze; conserve; etc… The way she has formed her community is commendable, as she gives more to her followers than I would expect.

Of course, she offers online courses – at a cost, but she is so generous and simple with sharing information, that there’s no way of not engaging (interacting) with her. If you are interested in healthy eating and digital marketing, her channel is an excellent example to follow, check it out.

Can you understand it? The fact that you are generous to your audience by giving them relevant information doesn’t mean that they’ll not use your service and will do (whatever it is that you offer) by themselves. No. They’ll follow you, refer you to others, and have already become your potential customer.

What kind of content to create?!

We’ll talk more about it in the next post.

Last week, I wrote 5 steps for those who want to start, or improve, their personal or brand presence on social media. Read here:

Being on the Web vs Social Media Presence

¹ @vivoleve - This channel has no longer been updated, however, the previous posts and content are still available (November 2022)

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