AMA #2: “How should I build my content strategy?”
Plus more on mobile marketing, website strategy, and mental health
Last week’s AMA post generated some interesting questions related to growing an audience and building a business. Let’s tackle each one briefly.
1. “How should I build my content strategy?”
Craft your content strategy around overcoming sales objections.
This is one of the most effective approaches you can take.
From the linked article:
To stay in business, you need to uncover, affirm, and overcome people’s objections to buying your product or service.
We can sort sales objections into 13 categories: ROI, Pace, Need, Myths, Terms, Money, Timing, Options, Change, Distrust, Features, Authority, and Resources.
Trying to overcome each objection individually would take too much time. If you had to do that for dozens of clients, you’d quickly get tired.
Content works for you 24/7 across all channels, allowing you to answer customer questions at scale without repeatedly explaining yourself.
Craft 4 posts around each of the 13 sales objections. You’ll have enough content for a year, posted once a week (13 x 4 = 52).
This frees you up to run your business more effectively.
2. “How do I strike a balance between creating content consistently and managing my mental health?”
You don’t — you simply suffer in silence. I joke, of course, but this is a valid question creators don’t think about enough.
I’ve found two working solutions to this issue: documentation and automation.
Worrying about creating content leads to constant anxiety. Things get easier when you switch from crafting new content to simply documenting your journey.
Write for the younger you — she needs it now more than ever.
Secondly, automation takes a massive load off your back.
With your content on auto-pilot, you won’t have to worry about neglecting your social feeds or marketing your business.
You can rest easy knowing your content is working for you 24/7.
3. “How can I redirect my local market to shop more on websites?”
In certain markets, people trade more over WhatsApp, Facebook, and other mobile apps. Website traffic in those places tends to be spotty.
This can leave local founders frustrated at the lack of engagement they get compared to the time and money they’ve invested into a website.
My advice is simple: Flow with the river, not against it.
If your local market shops primarily on mobile apps and platforms, that’s where you should be. People buys on their terms, not yours.
Set up a WhatsApp Business account, Facebook Page, or Instagram storefront and place your products and prices there.
WhatsApp Business allows you to list your operating hours, prices, and product catalog. Ditto with Facebook Pages.
Here’s a guide to WhatsApp Business and a primer on Facebook Pages.
An Instagram Shop ties your content directly to your product so people can buy while consuming your content. Here’s how to Set up an Instagram Shop.
4. “Between branding and marketing a new clothing label, which one should I spend the most money and time on at the start?”
A few questions first:
Who is your target market? What do they care about?
What values does your clothing brand champion?
Has your audience tried on your clothes already?
What feedback did they give you?
Before wasting money on photoshoots, logo design, and websites, start with sales.
You can reinvest your profits in marketing and branding yourself better.
(Bonus question): “How can a small fashion business sell with a product video, and what are the best platforms to share it on?”
I’ll let you folks answer this one. The best answer gets retweeted.
That’s it for this week. If you’ve got any more questions, simply reply to this post and I’ll answer them in my next newsletter.
Whenever you’re ready, check out my guides, browse my services, or follow my Twitter account for more gold.