One of THE most valuable things about social media is the ability for potential clients to get to know you and your business first, before they work with you.
- Raise your hand if you check people out on Instagram before you start working with them...🙋♀️
- Or after you’ve listened to so many of their podcast episodes or binged their YouTube, you just want to throw your money at them and work with them in any way they’ll let you. 🙋♀️
I know I sure do.
You need people to like/know/trust you if you want to make more sales. But also if you want to foster long-term business growth.
Now, what if you could effortlessly build like/know/trust on autopilot by using your social media to accomplish it for you?
Yessss, now we're talking!
Today I’m going to share 5 post ideas to help you build your like/know/trust factor this week…
Here are the 5 post ideas:
- Behind-the-Scenes (BTS) Look
- Differentiate by Teaching
- Share Your “Magic Formula”
- Most Frequently Asked Q&A
- Testimonial Turned “How To”
I’m going to give you a hook to use for each + video ideas to make this EXTRA EASY on you (because let's be honest, this is MY zone of genius, not yours). 🤓
Let’s dive in!
The name of the game here is to HUMANIZE your business.
Because people don’t buy from companies, they buy from PEOPLE.
So let’s welcome in potential customers/clients to show the people behind the scenes of our biz!
Use This Hook:
What happened when I ________.
- signed a new client.
- got a new order.
Video Ideas:
- Show all the effort that goes into delivering your services, highlight your team’s dedication and the detailed work that goes into meeting a client’s needs
- Give a BTS look at how you make your products, showing your incredibly high standards for quality control
- Show up in Stories as the unpolished YOU to give tips on a problem that one of your clients is grappling with right now, and where to start to solve it.*
*You can still give value to people even when your hair is a mess and you don’t have any makeup on!
In fact, people see you as even more human when you do!
So show up when your hair is dirty and you’ve got an old hat on... Or when you’re on your morning walk… Or when your kids are jumping all over you…
The beauty of Stories is that they disappear in 24 hours, so pressure’s off!
The idea here is to teach something about your space, so you can build trust…
In a way that also inadvertently shares your expertise and how your product/service differentiates.
But without being too “try-hard.”
Let me back up a step to explain a sec…
Marketing is all about “enlightening” people.
When we’re trying to buy things we have no clue about (like the best possible sound system for our homes or the best possible business coach for our niche) we don’t necessarily know what exactly goes into making them the best.
This is an opportunity for YOU to teach people!
If you are a business coach that helps entrepreneurs scale from 6 figures to 7… Teach them what to look for in a coach if they want a mentor that can actually help them go from 6 figures to 7.
If you sell bluetooth speakers… What do people need to know about buying THE highest quality bluetooth speakers? Teach them.
The energy of this post is less “buy from us!” and more “here’s what makes the highest quality service-provider or product in this space” with a subliminal hint of “oh and btw this is how WE do it” implied between the lines. 🙂
Use This Hook:
#1 thing to look for when ___________.
- …hiring a business coach to take you from 6 figures to 7
- …in a health coach that will help you lose the weight and actually keep it off
- …shopping for the highest quality [product you sell]
Video Ideas:
- B-roll footage related to the work you do, for example:
- Health coach: you meal prepping in the kitchen or throwing together a colorful, healthy salad
- Business coach: you working on your laptop, at your desk with papers/notebooks everywhere while you’re planning, etc
- Product-based business: you or your team making the products, packaging them, using them, etc
Another great way to differentiate your brand is by talking about what makes your product or services unique.
I like to call this your ✨ Magic Formula ✨
Everyone has one. No matter what you’re selling.
You probably exist because you saw a flaw in other products/services of your kind, and so you’re doing it in a way that is unique or better.
For service-providers, your magic formula is your framework. Your step-by-step process you use to take clients from problem to solution.
If you’re selling products, this is the special thing about your product that makes it unique. Maybe you use a unique fabric that most people don’t know about. Or recycled water bottles. Or you have designed the product in a unique way.
Use This Hook:
Why I won’t ever _________.
- …sleep on sheets made of anything other than THIS one fabric. (Selling Bamboo Sheets)
- …tell you you have to stop eating ice cream to lose weight. (Health Coach)
Video Ideas:
- Like Post Idea #2 above, this could also be b-roll of you doing the work you do
- Put the hook on it as text overlay
- Have it be super short (3-6 seconds)
- And have a CTA like “Read the Caption” appear in the next 1-2 seconds
- Write out the WHY in your caption
- Or you could make a “talking head video” of you speaking direct-to-camera to explain the WHY you just hooked people in to see
One of the best ways to make sure our social content is priming potential customers for the moment they are ready to buy…
Is to bust through their “objections” and questions.
AKA the reasons why they are telling themselves they don’t need the thing you’re selling
(even though you and I both know they really do 🙃).
So in this post, I want you to either crowdsource questions (meaning go out there and ask your existing clients or your followers via Stories/polls)
Or I want you to take a moment to brainstorm a list of questions you get over and over about what you sell.
- What do prospective clients always ask you about before they buy?
- What are most people curious about when you tell them what you do?
- What #1 result do you help people get with your product/service that they always wonder/ask you how you do it?
Pick the most frequent question you get…
Especially if it’s one that makes you squirm in your seat and jump up dying to answer it!
Use This Hook:
How to ______ without/when ______.
- Fill in the blank #1: with the result they want
- Fill in the blank #2: without the feeling the don’t want, or the reason why they’re not getting the result already
Here are some examples:
- How to lose weight without giving up all your favorite foods. (Weight Loss Coach)
- How to show up on social media when it doesn’t feel authentic to you. (Social Media Coach)
- How to feel like you have your sh*t together even when you don’t as a new mom. (Diaper Backpack with built-in organization/compartments)
Video Ideas:
- Again, show b-roll of your product or you doing your craft (or things related to your service) with text overlay
- Speak direct-to-camera to answer the questions (after the hook!)
- Go Live on Instagram to talk through the question in a longer-form format
- If it performs well, consider making it a series!
- e.g. Every Thursday, I’m answering all your burning questions about “how to put your course on evergreen” or “how to organize your life” or “how to lose weight without comprising your sanity”
Lastly, one of THE most powerful tools we have as business owners -
That we know 10 times out of 10 will increase conversion -
Are testimonials! Social proof.
Is there anything more powerful than seeing/hearing how amazing this worked for someone else? How they got the results that I want? Nope!
BUT
Here is where most businesses screw this up on social media -
No one wants to read a whole long paragraph on Instagram of someone tooting your horn!
Boring. Yawn. Ick.
No, thanks!
Now, those paragraphs are great on your website/sales page, where I’m about to make a purchase decision and it helps to sway me one way or the other.
But on social media, they just feel boring and try-hard.
So, here’s the unlock…
Here’s how I like to do testimonials, and coach all of my clients to do them, on social…
Instead of making it about YOU -
Make it about YOUR AUDIENCE, by turning it into a “how to” post!
This way they get wowed by the social proof, but they also…
- Actually read/see the post and aren’t turned off to swipe right by
- Walk away with an actionable tip, or valuable info, so they can go try to get the result themselves
Here’s what this could look like!
Use This Hook:
______ to ______. How (my client) did it & how you can too!
Fill in the blanks with the before then after. Examples:
- 30 hours/month on Instagram down to just 8! Here’s how my client did it & how you can too → (Social Media Coach)
- From 10 words to over 100 in just a few weeks. How Jamie and her daughter did it & how you can too! (Speech Therapist)
Post Ideas:
- Again! B-roll footage related to what you do with hook as text overlay and pro-tips in the caption
- Or make it a carousel - with that hook BIG and easy to read on the cover, then the tips/steps you took to get them there on the next frames (1-2-3…) as you scroll through
Now... it's time to go out and create this content!
Let. It. Be. Easy.
