How to position your content

• Understand what your customer needs

Many small business owners think their customers need the thing they are selling. This couldn’t be further from the truth. The reality is, people buy products/services because of what it does for them.

Whatever product you are selling, you must always keep in mind that your product is a means to an end for your customers. So your content should be focused on communicating this end that most customers are longing for.

For example, if you sell flowers you must never position yourself as a plant shop even though that is what you technically are, what you are selling is a chance to demonstrate you care about a friend or a loved one. You can come to a different conclusion depending on the product you are selling by understanding what the customer truly needs from your product

• Share with them how they can get it

Once you have established that your customer is looking to demonstrate their love, you need to tell them how they can do this.

For you, it may seem obvious but trust me, it’s not obvious for your customers! When you are offering them the plan on how they can get what they want, make sure it's brief, ideally a 3-step process.

For a flower shop, this could be 1) send us a message 2) Make your payment 3) Get your flowers delivered at your doorstep

We understand that knowing how to position your content can be challenging. That's why we offer our social media content management services to take this burden off your plate.

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• Share with them stories of other people that have been on the same journey

This is what people call testimonials. They are a powerful way to communicate because customers speak the language of other customers. Testimonials are also powerful because your customers are not trying to sell anything, they are simply sharing their experience. It is one of the best ways to build the credibility of your small business.

How to position your content