Content is king! At least that's what we're told. It's often touted that if we produce a bunch of high quality content and distribute it effectively then we will bring in as many customers as we need, develop a following and produce awareness around our brand.
You work hard producing blog posts, taking pictures, creating entertaining and educational videos and post them to all your social networks. Maybe you even promote that content well across your networks and get it in front of a ton of people. This is often a process you work on for months and months with lots of late nights trying to think up good stuff.
But then the unthinkable happens....you don't get a ton of return or no return at all on what you're producing and you just can't seem to figure out why with all the work you're doing to make your content so great. Our first thought in this scenario is that a content driven strategy just doesn't work for your business or that you have no idea what you're doing and need help.
Now take a step back and think about what you've produced. Out of all the educational, motivational and downright awesome stuff you produce at no point did you actually ask the people following your brand to come in and try your product or service out. People are very process oriented and will do what those that they trust tell them to do or ask them to do.
Working to develop the following and building trust around your brand is one of the steps in the process, but we can't forget that once we build up a solid relationship it's okay to ask people to come in and try out what you have or to buy your products or services.
It doesn't even have to be sales oriented copy in your ask. You can put something like:
We ❤️ you Reno! Let's get together with a free 1-on-1 introductory training session!
This is simple, friendly and continues to build the culture around what you offer. It takes the consumer out of the typical sales transaction and into a warm fuzzy feeling about you and what you offer.
While it's true that content is the most important aspect to building a recognizable brand and developing awareness around that brand.
Now you can't ask every day or it'll get old and you will lose trust with your consumers for being too "salesy". Every business is different and the best way to get an idea of when you should go for the ask is to do it after you put out different pieces of content.
Maybe you ask after three pieces one time, five pieces another time, seven the next and so on. Once you've done this for a bit you can get a feel for how often is too often and what is just right!
I'd say a good average would be after 3-4 pieces of really good content. You'll want to ask the same audience that you gave the great content to!
Remember content is gold, but you have to go in for the ask every so often or you'll never get any business!