Whether you call what you do direct sales, network marketing, multi-level marketing or a party plan, chances are you’re doing it without the magic of an effective content marketing strategy. Sure you’re on social media, and you’re likely feigning excitement as you dutifully share flyers and images created and approved by corporate.
I know there’s nothing feigned about your love for the products you sell. But the truth is, you’re selling the same products at the same price in the same packaging as thousands of other women — many of whom you personally recruited — which means they’re also within your existing sphere of influence. To further stymie your use of the internet to get new clients and team members, each of you are following the same guidelines about what can be said legally about your products and the business opportunity.
All of this, rather than rendering content marketing ineffective, makes effective content marketing a magical addition to your current business plan.
Because effective content marketing allows you to provide an “in living color” answer to the most important question you’re — so far — ignoring with all of your time online:
Why should we buy X from you, instead of any of the other representatives out there?
Your cousins and besties from high school will buy from you because you’re their cousin or bestie. Beyond that, though, why you? Why should they buy from you and continue to buy from you… instead of any other representative or from any other company?
The answer should be obvious in how you show up online. The answer to this critical question is what builds the bridge between where you are right now in business and where you hope to be. And the answer is best made visible in your ongoing content marketing plan, which I call daily messaging.
First, do you know the answer to that question? I know you know why your products are better than the competition. You’ve got that song and dance memorized. But, do you have an answer for why someone should buy from you or join your team… over anyone else from the company you represent?
Perhaps it’s because of your personality. Maybe buying from you is fun and quirky and people love it. Perhaps it’s because — despite the “benefit” of not being required to carry inventory — you actually do carry inventory for those clients who need something right now. (Convenience is huge in every industry these days.) Maybe it’s because of the level of support you offer your team. Maybe you have relationships with top business leaders and you bring them in to mentor your top producers. Maybe you have a unique onboarding process for your new buyers… something that allows them to experience the products in a way that no one else is offering. (Hint: if you’re serious about this business, you’ll develop an onboarding experience for new clients immediately.) Maybe they should buy from you because you only actively recruit teachers to your team and they want to be part of that.
If I were venturing into the network marketing industry, I’d immediately define my “who.” Because my husband is a public school teacher, I’d host an event for teachers who wanted to make money over the summer. I’d tout my two decades of marketing experience and let them know that I would support them with ongoing daily content marketing prompts and templates that would make their efforts painless and profitable. I’d differentiate myself from all other “teams” by my unwillingness to host parties at night when I’d rather be home with my Mister.
In other words, I’d have a well choreographed answer to why they should buy from me and / or join me in the business. Once you have this answer in place in your own head, it’s time to take to the internet with a firm content marketing plan that brings your answer to life.
To do this, you’ll want to share content that:
- shows who you really are and what you are really about. Share the highs and the lows, the wins and the frustrations… and not just with business but with life. You want to share more of yourself.
- demonstrates the “why” behind your business. Be specific. Don’t stick to the “universally boring” answer of wanting to leave your 9 to 5. Tell the world why that goal is important to you and be bold enough to share updates on your progress towards that goal.
- educates people on something you’re passionate about. If you’re passionate about nutrition, host interviews with nutritionists. If you’re passionate about leaving your job, host live videos interviewing people who have done just that.
- shares your vision for your work; and
- otherwise makes the answer to “why you” painfully obvious.
When the “why you” answer is combined — clearly and consistently — with the above content framework, you’ll quickly rise to the top of your business.