Want to know why making high-ticket sales without sales calls will make your business unstoppable?…
Want to know how to use evergreen content to scale your online business? To truly scale your business, you need to find an efficient and effective way to make sales. Obviously there are multiple ways you can market your business, but you’ll definitely want to include evergreen content . Keep on reading to find out how to use evergreen content to scale your online business.
HOW TO USE EVERGREEN CONTENT TO SCALE YOUR ONLINE BUSINESS
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HOW TO USE EVERGREEN CONTENT TO SCALE YOUR ONLINE BUSINESS
The key elements to scaling an online business
In order to successfully scale an online business, you need to focus on a few things. Firstly, you’ll need to have a scalable offer. This is where you have a product or service that can grow in sales without requiring the equivalent proportion of increase in time, resources or effort. Your scalable offer might be capped in sales (such as a mastermind) or might be upcapped (such as a digital course or a print-on-demand book). Once you have a scalable offer, you’ll open up your business to be able to scale in terms of sales your business can generate. However, having the ability to scale is only one part of the scaling puzzle. The other part is being able to sell at scale.
Secondly, you’ll need to be able to sell at scale. For this to happen, you want to be able to make sales with minimal or ideally no interaction with the business beforehand. For example, if you are selling a digital course, people could visit your website, view the sales page, buy there and then and have their access details delivered to them. Technically, it is easy to see how you can sell at scale, but in reality, in order for you to make sales without people directly getting in touch with your business, you’ll need to have a comprehensive marketing strategy – and evergreen content will make a massive difference.
Why evergreen content will help you scale your online business
If you’ve never come across the term evergreen content before, it is content that is created with the intent of it being relevant and useful today, next month and ideally next year. This is different to timely content, which is super relevant at the time of creation but can be useless very quickly. And this is also different to seasonal content, which is relevant for a period of time within the year, and may be relevant again at the same time next year, but it isn’t relevant and valuable all year round. You can find out more about evergreen versus timely content here.
The reason why evergreen content will help you scale your online business is that when created strategically evergreen content can be used to generate ongoing sales in your business. When created with the buyer journey in mind, you can use evergreen content to create funnels which have the potential to generate sales month after month. And when you can find ways to effortlessly or automatically drive people to that evergreen content, it can mean that those journeys take place without your active engagement and therefore you can have lots of funnels running simultaneously, generating lots of sales with minimal involvement.
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How to create evergreen content that scales your online business
Step 1: Identify potential client or customer needs in relation to your scalable offer
In order to create evergreen content that helps scale your online business you need to be intentional about the content you are creating. Focus on one offer at a time and get as specific as possible about what the needs of someone who would buy that offer.
Step 2: Map out your buyer journeys
Once you are clear on what yoru potential client or customer needs help with you’ll need to map out the potential buyer journey. Understanding where your evergreen content will be within a buyer journey is key. For example, it might be that you are creating long-form content (such as a YouTube video or blog post) that is going to be optimised for search and therefore is content designed for awareness. This is very different to creating an automated email sequence that is being used for the engagement and conversion part of the journey.
Some examples of buyer journeys include:
- Long-form content is discovered via search > Sales Page
- Long-form content is discovered via search > Lead Magnet > Email Sequence > Sales Page
- Discovered on social media > Lead Magnet > Email Sequence > Sales Page
- Advert > Sales Page
- Advert > Lead Magnet > Email Sequence > Sales Page
These are some examples just to get you going, but depending on the marketing channels and platforms you are using, there are so many potential buyer journeys.
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Step 3: Create content that is going to appeal and partially address the needs of your ideal client or customer
In Step 1 you thought about what your ideal client or customer needs would be in relation to your scalable offer. Now you have mapped out the buyer journey it is time to combine the two and create content for your marketing platforms and channels based on those needs that need address.
There are a number of different formats you can use for yoru evergreen content, but here are some popular ones.
Blog posts and YouTube videos – These can be SEO-optimised based on what you know people are searching for. These can be used in the awareness part of your buyer journey.
Case studies and testimonials – These go into more depth about a specific offer and people’s experience within the offer. These can be used in the engagement and conversation part of your buyer journey.
Webinars – These can be done live or recorded and are especially great for offers like a course, membership or group programme where the webinar experience will be similar to how they’ll engage with your offer. Webinars are used for engagement and conversion. You’ll pitch your offer during the webinar and then usually have an email sequence afterwards to continue promoting that specific offer.
Automated email sequences – These can be used on the back of any lead magnet (as well as set up based on someone taking a specific action). There are lots of options with email sequences you can include everything within the emails or you can also use the sequence to lead people to consume some of your other evergreen content (such as a blog post, case study, video etc). These will be used in the engagement and conversion part of your buyer journey.
Step 4: Maximise the use, and performance, of your evergreen content
Creating your evergreen content is one thing, but other than for content that is optimised for search you’ll need to be strategic to get that content in front of the right people. For example, if you have spent the time creating a wonderful lead magnet and an amazing automated email sequence then think about all the ways you can be promoting your lead magnet. This is where a diversifying your marketing can be powerful. You could guest on a podcast and mention the lead magnet, run adverts, share on your social media, and mention in your long-form content. You now have 5 different ways to lead people to the same lead magnet.
In addition to wanting to get the right people consuming your evergreen content you’ll want to keep an eye out on how it’s performing. Whilst evergreen content can run for a long time sometimes it is worth making small changes. You might learn something from what you are doing in the rest of your marketing that can improve the performance of your evergreen marketing. So from time to time it is good to go back and update.
That’s it! You now know how to use evergreen content to scale your online business.
Evergreen content makes selling at scale so much easier. If you are serious about wanting to scale your online business then being able to make sales 24/7 without you should be a major focus and when evergreen content is used strategically it will help you to do exactly that.
I hope you’ve found this blog post helpful.
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