Learn how starting a blog and posting on social media can actually make you money and get you clients without ever charging for it.
We all know that the internet is an unlimited source of information. Some good, some not so good. But don’t be fooled into thinking that the good stuff is pay-only. Even more so, don’t be fooled into thinking that you should be charging for every valuable piece of advice you have to offer. Actually, it’s quite the opposite.
Why free feels more valuable
When you’re first starting out in business, finding good, free resources is like striking gold. Why? Because in all of the noise of the internet, finding something actually helpful and free of charge makes you appreciate it so much more. Especially if you come across someone new in your industry who provides consistent, helpful information, without the pushy sales tactics. Chances are you will continue to follow them, and eventually become a loyal fan. The more you learn from them, the more you begin to trust the person and use their blog, website or YouTube channel as a source of information. Over time, you would be much more likely to buy something from them rather than anyone else doing the exact same thing, even if it’s cheaper. Sound crazy? It’s not. It’s actually just the psychology of trust and rapport in sales.
Now, think of this situation from the other side. If that person had been stingy with their knowledge, and charged for a members-only blog, or only produced videos on a paid subscription basis, without ever offering their knowledge for free, you would be way less likely to even give them a shot in the first place. Even if they might actually have something amazing to offer. Of course, right? Why would you pay your hard-earned money for something that A) you don’t even know is good/worth it and B) to some jackass who has the audacity to charge for something that so many other people offer for free? Anyone would be naturally turned off, and keep clicking through Google results until they found what they needed without having to pay. Unless they really feel called to it. But that’s another story.
Don’t sacrifice loyalty trying to make a quick buck.
The point is, the person who was charging for their pricey-but-probably-worth-it knowledge actually loses those new potential customers in the long run by trying to make a quick buck. And you, as someone searching for information in the early stages of your business, will not be loyal to that person because you don’t feel cared for as the struggling newbie. You, most likely, will not pay for any of their products or services, even when you come across them later–statistically speaking–since they left that bad impression on you.
To be fair, this person probably learned to never lose out on a money-making opportunity from some sales course they paid for. Ironically, those types of old school sales courses end up teaching you the exact opposite habits you should be implementing in the modern business world. There is nothing wrong with taking a course on business and sales. I am only using this example for the sake of proving my point.
Consistency is key
However, that’s not to say you can’t profit from sharing your knowledge or information short term either. You see, marketing statistics show that before you buy something, you first need to be exposed to it an average of 3 times before you decide to buy. You can do the same thing with your customers, without spending a dime on marketing costs. That means if you start sharing your knowledge in your area of expertise for free, either on a blog or on social media, you are already exposing yourself to potential customers. Then, if you’re consistent about it, you begin to build rapport with your audience, resulting in more loyal customers and long term fans at a much quicker rate. The more often and consistently you post and add value for your audience, the more often they will be exposed to your brand.
Brand loyalty is real
We all know that when we love something, we want to tell everybody. Word of mouth marketing is the highest quality, highest valued marketing you can get. Real people sharing their positive experiences, convincing others to get on board, too. That is where your money is made. The same people who are looking for free help when they are new, are the same people who will remember those who helped them through that time and answered so many questions they had. Brand loyalty is a thing for a reason. I’m sure you pay more for the brands you like not simply because you enjoy the product, but because you are comfortable and familiar with the brand. You know and love the brand message and product quality. Whole Foods fanatics, I’m looking at you.
Of course, there are people who don’t necessarily match with your brand, and that’s okay, too. The ones who stick around are the ones who identify with you. Those are the clients you want. The ones who get what they need and move on, just means they weren’t your ideal customer anyway.
So there you have it. Free content actually does end up making you money in the long run, creates brand loyalty and increases your following. Now, time to get posting!
