Your content is everywhere in your business. It’s on your website and social media. It’s there every time you send your clients an email, contract or Slack message. It’s on product packaging and brochures. It’s there when you meet with your audience in person–no matter what kind of business you have.
And when your content isn’t well-thought-out or aligned with your brand, you’re confusing your customers and possibly even turning them off.
It’s easy to forget about all the places you push out content every day. Because there’s SO.MUCH. But when done right, you only really have to create some of that content once–and then reuse it over and over again.
That’s because you can automate much of your regular, ongoing content. You’re sending the same information to many of your clients, after all. Why not make use of it again and again.
Your welcome packets
Chances are that every time you bring a new client on, you ask for the same information depending on which package they purchased from you. You should have a standard welcome packet or email that you send so you don’t have to recreate the wheel every time you bring on someone new. It’s a great way to impress your new clients right out of the gate!
Your welcome packet doesn’t have to be anything special. I use a Word Doc template that I copy for new clients. The packet includes information about how we’ll communicate and when to expect deliverables as well as a link to schedule a call with me. It essentially reiterates the information in my agreements and understandings, stored in a shared Google folder for easy access.
Workflow emails
Whether it’s weekly or monthly reminders or emails to accompany recurring invoices, you likely have automated them so you don’t even have to think about them. Have you checked the content that goes out with them? Some invoicing services and client management systems generate their own content to send with these recurring emails. Personalize them as much as possible so they reflect your brand and its unique personality.
Work with me pages and proposals
Your work with me pages and proposals are usually the last thing your prospects see before they decide to work with you. When you build them out from scratch every time, you’re more likely to make a mistake (which doesn’t look great when you’re trying to build a business). Plus, holy cow does that take too much time!
Take the time to perfect that work with me page so people are more likely to click “buy now” and build a proposal template that makes it impossible for the recipient to archive the email. Set both of these up right and they’ll be easy to tweak to meet the individual needs of your prospects.
Questionnaires
When onboarding a new client, you have a list of questions that will help you to gather the information you need. If you’re still using an email with a bulleted list of questions, you’re still living and working in 2008. There are plenty of free programs out there that you can use to collect information from your prospects and new clients, and your clients will appreciate being able to fill in a form (rather than reply to a bulky email). Plus, you can use and reuse a questionnaire and easily make changes to it as needed.
If you haven’t thought about the “other,” non-marketing content your audience sees, it’s time to do an audit and make sure it all aligns with your brand and the vision you have for your audience. The more your content speaks to your brand’s personality, the more satisfied your customers will be, because in small business personality counts!
Find out how to create workflows for your content, faster, to help you get noticed:
