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pREVIOUS WORKS
FRONTIER CAPITAL TRUST
20 PAGE MAGAZINE-STYLE LEAD MAGNET FOR UHNW DEMOGRAPHICS
Lead magnets can be as simple as a one-page pdf or discount code, and as complex as something like this 20 page magazine-style eBook. The idea is to deliver genuine value up front and establish your trustworthiness and authority in the space that your business occupies.
If someone helped you fix a flat tire on the side of the road and you found out they also do car maintenance, wouldn't you trust them more than whoever shows up first on a google search?
These can be used as either the destination for a call-to-action in your organic social media (see content example below), or the end of a paid ad funnel. I prefer to do both at the same time whenever possible.
Ask yourself, what do you know about your product or service, the problems it solves, or the pain point it addresses, that the average customer you're targeting does not know? What are some secret hacks you've learned about your specialty that others would find valuable? That's the key to a good "high-value-content-offering."
mOCK-UP FOR AD USAGE
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Mock-ups, especially for digital or print products are an amazing resource for marketing, as they allow people to really envision what it'll be like holding your product in their hands. They're a must-have for anyone offering an e-book or more comprehensive pdf.
They also subconsciously prime your customers to associate your product as being popular, or "on every coffee table," as this one does.
video "B-ROLL" STYLE AD FOR META
"B-roll" style ads are great because they do not require all of the work (or more importantly, budget) involved with setting up a film day and editing raw footage. You just develop your ad concept, tone, messaging, call-to-action destination, and placements, record your script, and tailor footage to accent the voice-over. If done well, customers won't even notice the difference.
This ad needed to relate to HNW customers who are dealing with frustration having several different advisors managing their estate, without a cohesive framework to unify their actions.
It's not exactly Sopranos-level drama, I know, but with the right ad targeting and website copy, the people dealing with this exact problem will be hearing sweet, sweet music.
ORGANIC CONTENT WITH CTA TO MAGNET LEAD/LANDING PAGE
Here's a great example of using different tone and messaging to reach different demographics. The client wanted to reach freedom-loving people to help them protect their assets and wealth for generations to come. One of the best ways to do that is to hit on one of the biggest perceived infringements on that freedom: the strangely obscure and shadowy banking system. And there's no shortage of content to work with there!
Social media growth and traction is one of those things that can be really frustrating. Sometimes you work extremely hard on content that falls flat.
Other times, you share something on a whim and get 500k views and 5,000 new followers in a day.
The key is to be authentic and consistent. People scrolling on social media don't want to feel like they've stumbled into a corporate sales training when they come across your content. They want to know you, and I would argue that that is the great advantage of organic social media marketing. You can not only compete with, but absolutely beat corporate giants like Coca-Cola because your customers are not just buying your soda, they're investing in you and your story.
Coca-Cola needs to spend 5 billion a year on marketing to stay relevant, you just need to be real.
More organic social media performance
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Another big lesson to learn about organic social media marketing: If something works, keep doing it.
Sometimes business owners or marketers will have an idea of how things should work, and they end up marketing to... themselves. It seems logical. You're the one with the product or service, you know the problems and cared enough about them to create a solution to offer others.
But the algorithm doesn't care about your expertise, it cares about attention, engagement, and virality.
So, when I discovered that repurposing old clips from presidential speeches, legal personalities, and other political and banking figures, putting catchy captions and music on them was working well, I kept doing it.
The result was exponential growth and reach for the business, which resulted in more opt-ins on the lead magnet, and most importantly, more customers.
This meant that there was a formula that could be followed, and that when more catered educational content was released, more people saw it.