E29 Leverage Content Marketing to Land More Clients with Melanie Herschorn 

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Do you struggle with knowing your brand message or how to consistently share that message to land more clients?

If you’ve ever felt like you have no idea what to say on your social media platforms, blogs or email campaigns or how to turn that content into ideal paying clients, you won’t want to miss Episode 29 of The Lean Out Your Business Podcast where I am joined by Melanie Herschorn, a content marketing strategist and coach and the Founder of VIP Digital Content, whose goal is to support women-owned businesses land more clients by conquering their content marketing challenges.

In this episode, we dive into:

• How to craft an effective brand message
• Who your ideal client is (and who it is not)
• Whether or not you should repurpose content on multiple social platforms
• How can you get your ideal clients from your social platforms to your email list
• How to leverage social media to get more clients and power partners

According to Melanie the two most important parts of marketing are defining your brand message and then sharing it consistently.

Defining Your Ideal Client

If you’re wondering how to define your brand message, a great place to start is by defining your ideal client. Once you know who you are speaking to, you want to make sure that you are sharing information they want to know and speaking to them in the way that they best understand, so that what you’re saying resonates with them. It’s also important to remember that you are not your ideal client so you need to ask questions, communicate and listen to what your ideal clients are saying; your content should be a conversation not a monologue.

Why Content Creation is Important

With so many businesses being online, social content is more important now than ever before to help build that know, like and trust factor with your ideal client. If you sell clothing, it wasn’t that long ago when the only way to sell that clothing was in person. Someone could try on the clothing, talk to the owner of the store and make an informed and emotional decision based on their experience. Social media has taken the place of that in-person experience and it’s your opportunity to connect, to position yourself as a thought leader and to support your ideal client.

Which Platform Should You Choose?

I know creating content in and of itself can feel overwhelming and almost every day it feels like someone is telling you something else you need to do (Reels, Stories, email campaigns) to get more engagement or a higher reach but the good news is that you don’t NEED to do anything that doesn’t connect with your ideal client and help you gain more business.

Rather than trying to keep up with all the trends, pick the one social platform where your ideal clients spend the majority of their time (and if picking one is too hard, than absolutely no more than three) to focus your time and efforts into. This platform is the one you should keep up with the trends on and dig deep into the nuances of. The good news? If your ideal client hangs out on LinkedIn you don’t need to worry about Reels, just wait and keep up with the latest feature on LinkedIn.

Repurposing Content

Regardless of which platforms you ultimately choose to dedicate your efforts to, don’t be afraid to repurpose content, in fact according to Melanie, it’s a really good thing to post the same content on all your platforms. Why? Because we forget that just because we posted that doesn’t meant that our ideal client saw it. We are beholden to algorithms that limit who sees our content. If we repurpose the content across platforms we are increasing our chances that our idea clients can see the content we created specifically for them.

A Few Things to Remember

As you dig into your content creation there are a few important things to remember:

• You need a plan. Melanie helps her clients create content pillars and weekly / monthly / quarterly content plans.
• You do not need to reinvent the wheel every time you post, you just need to repurpose the wheel
• You do not own your social media audience; at any time, these free platforms can be taken from us which is why it’s really important to grow our email lists.
• You are the expert of your business. You already have everything you need inside of you to create amazing content for your ideal clients

Connect with Melanie:

• Visit Melanie's Website
• Join Melanie's Community
• Follow Melanie on Instagram