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OPS 2: MARKETING

2.6: Testing Our Buyer’s Journey Content

The majority of marketing is spent on testing what works and what doesn’t. Not only are we responsible for anticipating and responding to human behavior, but we absolutely must use all of our content to build relationships.

STEP 1: PLAN YOUR CALL TO ACTION
Whenever we approach social media content or messaging you must know the call to action (CTA) we want others to take.

Form the habit of  asking the following questions when planning your content:

  • Why am I posting this - what emotion/lesson/value am I giving them?

Example: I am posting this video to offer inspiration and provoke new perspective for their personal relationships.

  • Where will I invite my readers to go after this post (Next Level Engagement)?

Example: I want my readers to visit my FB group and watch a specific video teaching them to apply techniques for better relationships. 

  • How will my readers be led to the next level engagement from this post?

Example: I will drop a link under my video to my Facebook group and, once in the group, I will tag them in the comments of the techniques-teaching video 

  • What pain point does this post address in my audience?

Example: The pain point of unawareness of being judgmental of others.

  • What words in my call-to-action can generate feelings opposite of their pain points?

Example: The opposite of judgment and unawareness is brutal self-awareness and acceptance for healthier relationships.

  • What action am I giving my reader the opportunity to take with my CTA?

Example: to LEARN and improve their relationships

  • What action must my audience take to learn?

Example: They must click on the link to join my group.

FULL CALL TO ACTION:

Learn how to improve your relationship with self and others by joining my Facebook group! 

STEP 2: USE A TABLE TO PLAN CTAs & TEST CONTENT PATHS

ACCESS THE NEXT-LEVEL CONTENT PLANNING TABLE

Whenever we test something, it’s important to do it in a controlled and manageable fashion. This means we have to make sure we know what we are measuring success by. This looks different for everyone and that’s why there can never be a one-size-all marketing campaign.

To test content posts, answer the following questions in your posts to make sure you are adding value to people:

1. Why am I sharing this?
2. Who is this for?
3. Where are the customers at in their journey when I am speaking to them?
4. Where in the customer journey is this going when I post it?
5. What opportunity am I giving the person looking at this?
6. Did I clearly state the opportunity in a clear CTA?

THEN SET A TIME TO REVIEW THE MOST POPULAR POSTS IN YOUR FEEDS ONCE PER WEEK. REUSE THE MOST POPULAR CONTENT POSTS. (This is called “recycling content” and it’s okay to do!)

Did something stump you in this section? Ask your questions here.