Addressing Pain Points Through Content that Converts

Understanding Your Ideal Customer

It's important to identify your ideal customer and understand their needs before you do anything else. If I'm creating content that will addresses a generalized customer, it won't offer the specific help that they're looking for.

Do you want to work with someone with no knowledge and no background? Perhaps you're looking for someone who's begun a process and needs your help to see it through. Or maybe you're in the rescue business; your ideal customer has been burned by others and you're here to help them pick themselves up and start again.

I'll give you an example. I work with a number of Realtors, but the market is glutted with Realtors who find it difficult to differentiate themselves. In order to improve their business, Realtors can seek certifications. One of my clients is a Certified Staging Consultant. Her social media content is structured to attracts sellers who need help getting their home ready for the market. 

From that beginning point, we developed a Customer Avatar. It's important to have that Avatar in mind when developing content, because that will guide every decision that you make. Design is simpler when you have a clearly-defined target!

Identifying Pain Points

Once you've developed your customer avatar, it's time to uncover their pain points so that you can structure your marketing efforts toward what they actually worry about.

Sometimes you already know this, because you've been in the business for a while and know where you're best needed. Sometimes you don't, either because you're new to the area, new to the business, or this is a customer you haven't focused on before. 

That means it's time for data collection. You can gather customer feedback through surveys, interviews, or market research online. Customers will often tell you what their pain points are based on the questions they ask in places like Facebook or Reddit. Pay attention to these questions! They may be different than what you think.

In my Realtor example, we discovered that Clients believed that staging meant arranging furniture, when it could mean everything from painting the walls to mulching your flowerbeds. Education here was key.

Niche Down Your Content

This can sound counterintuitive, because when you define a niche, you are by definition excluding possible customers. That's not always the case, though. By establishing yourself as a thought leader in your niche, that air of knowledge transfers over to other groups. The handyman who's good at kitchens is perceived to be just as good at bathrooms. 

The key is to look at your customers' pain points and decide which ones you're best positioned to address, given your experience and qualifications. You might know a little about a lot, but the key is to find a pain point for a majority of possible clients and position yourself as the one to solve it.

Let's look at our example again. The market is absolutely flooded with Realtors, and they never want to turn anyone away. However, when our Realtor proves that she knows all about staging, she is projecting a general appearance of knowledge in all areas. Clients recommend her to new clients because she performed so well in her niche. So in the end, niching down doesn't hurt her at all.

Benefits of Addressing Pain Points

Addressing actual pain points is going to lead to a more engaged audiences. Engaged audiences get to know you better, and you build trust with them. When they need your product or service, you're the first one they think of to reach out.

It's not rocket science. It's just smart marketing.

When our Realtor established herself as a thought leader in staging, she attracted customers who wanted to sell homes. But here's the thing: Sellers become buyers, because they need a new home. And they're not going to find another Realtor to do that. They're going to work with the one that they have.

Let's Get Started

Using the pain points of your ideal customer to create targeted social media marketing campaigns will build the trust that you need to expand your reach in today's market.

Take action and start identifying your customers' pain points today. And if you need help with that, contact me. This is what I do.