The Secret to Attracting the Prospects you want with your Content

Who is your Favorite Prospect Calling Your Business?

You should have a pretty good idea of the kinds of calls you like to get from prospects. There is a choice of location or locations, and there is a critical type of project that is right in your wheelhouse.

Also there is just a certain type of customer, discerning, who likes beautiful things, who appreciates quality workmanship; who understands the construction or service business that you are in and has reasonable expectations of the process.

Now not all of our callers are perfect matches because people are different and we all have our own dab of weird; but your choice of content can help here also;

• help people understand the fundamental issues impacting their success with your service niche and how to avoid faux solutions
• helping set expectations 
• even help overcoming objections

but that is a separate part of the story. Here we are talking about attracting the right prospects.

You can attract the type of prospect you really want calling you with the strategic content choices you make. 

You attract your favorites by writing content that catches the attention of and attracts these particular prospects. Let's work our way through how to make this work.

You have an intuitive sense of what your best prospects want because you have talked to them before; your people are also talking to prospects and customers. We just need to listen better and think about what we are hearing and then address the issues and the opportunities presented. Your people can be a huge intelligence gathering mechanism here.

You also can put your impetus on your local market by sharing images and content with a specific local flavor. Use the zip codes you want to work in, reference the neighborhoods you want to work in. There are a lot of useful Local SEO craft you can use here, and I am not getting into it here. But I will point out that what actually will work will be local references around real useful content and not the superfluous BS from SEO "specialists" rewriting the same rehashed generalities for Fort Worth Roofer and Arlington Roofer and Dallas roofer. It was just a momentary decisions to pick on roofers; but I could have easily picked on several local HVAC contractors. When you look at the actual search in an incognito window; well... I pick on more ways to create useless content here.

I am assuming the prospect you want is the discerning web visitor looking for specific information and ready to use that information to pick out a reliable and trustworthy contractor or service company. This then gives you a great opportunity to create really specific articles and posts about identifiable conditions and issues around which you enjoy solving problems with fundamental solutions.

You create specific useful information around a particular topic, and people looking for useful information around that topic will find you in a search tool. They will keep looking through any other links provided by, say Google search, and keep returning to Google for more answers, and finally Google will figure out you are the authentic search for that particular turn of phrase.

Thus then, writing the right article will get you the type of web visitor that you want.

Of course, this kind of  content is not the usual rephrasing of the usual cliches available online about any subject. And this actually takes the active  role of experts working in the field to create.
We talk about the only real source of useful content here.
We talk about how to create this kind of content here.

With the plethora of information on the Internet, it also helps to leverage your great content of social media. We talk about that here, but the point to be made here is that, again, the type of social posting you provide helps determine the type of reader that will respond. And again, you have a strong intuitive sense of what is important here; you just have to match that intuitive sense up well with your ability to use social media effectively.

All efforts at creating compelling content to attract the people you want to hear from...  is not a given. You get no rewards for hitting the PUBLISH button. Once upon a time, just a great website made it possible to get great traffic just using great content. Today, with a plethora of choices online, strategic sharing of content in appropriate social media venues is a key to getting more web traffic. So the value of strategic content must also include your ability to create useful attractants displayed in social media that creates conversations and connections and drives traffic back to your website. We discuss the power of social media here. 

There is a big issue with many business owners not understanding the way websites work and they value they generate. And the value is completely unreported until you have an analytics system in place that tracks conversions and dollar values that make sense. Make sure you have the analytical tools engaged to measure what matters.

This data is never as accurate as the good old bookkeeping system, but always remember the real important big tools that impact your business do not show up in the numbers in your bookkeeping system, they just impact the numbers you get.