CONNECT TO YOUR CUSTOMER WITH VALUABLE CONTENT

 

Many Impact Entrepreneurs enjoy being creative. As such, they like to put a lot of time, money and energy, into content production. Unfortunately, this content rarely delivers the hoped-for results. With the right content strategy, you can convert potential customers into loyal ambassadors.

 

Create Content for every phase of the Customer Journey

Connection is the key to building a sustainable business. You want to build relationships that last for the long term. You want to create a real network of loyal partners, teams, investors and, of course, customers. In traditional marketing, we talk about the Customer Journey. These are the steps a customer takes from the first moment they hear about you and your product until they become loyal ambassadors. There are 5 steps or phases in this process.

 

Phase 1: I notice you in the Awareness Phase

The Awareness Phase is the first stage of the marketing or sales funnel. Potential customers notice your brand or company for the first time. This is an extremely important contact moment because potential customers get a first impression of your brand’s identity, values, products and services.

If you create content for this stage, it should showcase the essence of your company and your key products. Make sure you invest time and budget to create high-quality content. This is how you will make a strong first impression. Original owned content that works very well in this phase is a book, a keynote presentation, web videos, a blog series, an app or a game. If you create time-proof content, it can be used multiple times for a longer period of time.

Test and verify which content works best for your primary audience. For this content, you can then set up a campaign and run ads. This will help you attract a lot of attention in a short period of time. Choosing the media channels that work best for you is another part that requires testing. Different audiences require different approaches and different media channels. Today, all media can be measured. Both digital and offline media have useful statistics. The most widely used social media channels for both publishing and advertising are LinkedIn, TikTok, Facebook and Instagram. Remember to research and include traditional media as well, such as radio, TV, print and billboards.

 

Phase 2: I research you in the Consideration Phase

In the Consideration Phase potential customers actively look for information and solutions. They compare different products and prices. They look into all possible options before taking the decision to purchase. In this phase you will have to build trust and show the value you have to offer. You will have to demonstrate how your product or service can be a solution for the customer’s problem. This phase is critical in guiding potential buyers towards making a final purchase decision.

In this phase you will need to create content that is both informative and engaging. Your content will have to answer the questions and needs of the consumer in this phase. So make sure you know what these questions and needs are. Once you identified these, you can create the tailored content to adress these specific topics. Content types that work really well in this phase are case studies, testimonials, success stories… but also how-to videos, mini-trainings, whitepapers, ebooks and blogs.

As the potential customer is actively searching for information, you have to make sure that your content is shown. Google is still the main search engine so make sure take care of SEO, search Engine Optimization. Also Search Engine Advertizing can be helpful when you choose your keywords right. Youtube is also used as a search engine. Having videos with the right titles and settings, is key to have your content pop-up. Advertizing on Youtube or Social Media advertizing in general can pay off.

 

Phase 3: I choose you in the Decision Phase

In the Decision Phase, the customer makes the choice to buy. For lower-priced products, this may be an impulse purchase, a quick decision to buy on the spot in the shop. For most higher-priced products and services, the customer will first ask for a conversation or meeting with the sales team. In this conversation, it is important to unveil and understand the customer’s concerns, obstacles and reservations. Some common topics include cost, free trials, customer service, reviews, warranties, product maintenance and so on.

Content for this phase should address these specific concerns and help the customer overcome the obstacle. I like to create flipbooks for products that include the solution, key features, what is and isn’t included, the buying process, frequently asked questions and customer success stories. If you have several product variations, a product compass works really well. These are sequernces of questions with multiple choice answers that will lead the customer to the perfect product. Also live webinars or live meetings are most effective because customers can ask questions and share obstacles which you can address on the spot.

If you want to sell your products online, you need some kind of webshop. For some low-priced products, it can be advantageous to use a shared webshop that allows different suppliers to sell their products online. Some well-known examples are Amazon.com and Bol.com, also Google and social networks like Facebook offer some sales opportunities. But if your products are more exclusive, you will need your own converting website and webshop.

 

Phase 4: I am happy in the Retention Phase

In the Retention Phase, you want to keep your customer happy, satisfied and engaged. After they have made the initial purchase, you want to make sure the customer gets the maximum value and enjoyment from this purchase. You want to follow up proactively and connect with your customer on a deeper level. You want to understand the customer’s struggles and frustrations, but also the successes. As you get to know your customer better, you can continue to develop new products that offer even more solutions to your customer’s challenges. This makes your customer even happier.

Content for this phase should be inspiring and valuable, interactive and engaging. Such as exclusive content that explains how to use your products most effectively. This could be a manual with instructions, instructional videos or even augmented reality training. You could also consider publishing a periodic magazine for your customers. This could include scoops and inside news on product updates and innovations. You can organise exclusive events for your customers, and so on. Constant communication with your customers is crucial to deepen the bond.

This is the phase when you start thinking about your own online academy or social content platform. Product trainings, product releases, a knowledge base will be a big part of the platform. But just as important is the social interaction, the groups and the chat function that allows you to communicate directly with your customers.

 

Phase 5: I want to help you in the Advocay Phase

In the advocacy phase, your customers are excited about your product. They are often grateful for the solutions you have provided and the difference you have made in their lives. They want to pay you back by becoming advocates for your brand. They share positive experiences on social networks, give testimonials and refer others. They voluntarily promote your brand and encourage others to try your products and services. This is the best marketing you can get. There is no better promotion than word of mouth.

Content creation at this stage actively involves your advocates. You can do an interview with them for publication in your magazine. You can invite them to be speakers at your event. You can ask them to record a video training for your academy. You can involve them in your organisation. Invite them to be active in the groups on your social content platform. And so on.

 

How do you start with your content strategy?

Contrary to what the customer journey may suggest, it is not a good idea to start with first-phase content. Why make it hard on yourself and start with a cold audience in the awareness phase? This is a common misconception. Start with the low-hanging fruit. These are easier to reach and you can pick them faster.

When you start creating content, it is better to produce your content for the warm audience first. So start with your own website and optimise the content so that a warm audience converts. This does not have to be an immediate purchase, it can also be contacting or downloading information. Either way begin with the content that helps your customers research and decide. That is the content as described above for phases 2 and 3, the Consideration Phase and the Decision Phase.

Only when you have tested, adjusted and tweaked this content, it will make sense to start targeting cold audiences. Only then is it worth investing time, effort and budget into advertising.

In the meantime, think about your existing customers. It takes less time, money and effort to upsell to an existing happy customer than to bring in a new one. Sometimes people think that phases 4 and 5 are only for the big brands. Nothing could be further from the truth. Often, the very first customers can grow into ambassadors very quickly. Even before you start investing in phase 1 and start approaching a cold audience.

 

Take your content to the next level

Would you like to explore how we can help you connect with your customers in every phase of the Customer Journey? Meet our team leaders and discuss how we can help you with your content strategy, your content creation, your website and platform setup.

MAKE A PROFIT WITH IMPACT INVESTING

 

In 2012 I decided to create more freedom for myself and my family. So I handed over my business. I sold my house. I set up passive income streams. Then came the ultimate question: What is the best way to manage this money now? On the one hand, I wanted to secure my money for the future. I wanted to make a nice return so that at least purchasing power would be preserved. On the other hand, I also wanted something useful to happen with the money. Something that would lead to a sustainable change for the better. This is how I came in touch with Impact Investing.

 

SELECT PROFITABLE IMPACT PROJECTS

As a starting entrepreneur, your biggest challenge is to establish steady revenue streams. I described some strategies for this in a previous blog article. As soon as you master that one, you get a new challenge. How do you make sure that you manage that income wisely, so you make a recurring return? Yes, as an entrepreneur you can reinvest some of it back into your business. But you also want to make a sustainable difference, leave a legacy, help build a new society. Luckily, there are many impact projects to choose from.

Impact investing is relatively new. The term is often used very broadly for both funding and financing sustainable projects. I also notice that there are quite a few projects that claim to be sustainable while they are not. Greenwashing is truly a thing. When I select Impact Projects, I look at several criteria.

 

Makes lasting impact

I prefer Impact Projects that grow sustainably and intend to create lasting change over the long term. The sooner a project becomes financially independent, the better. This is why I always look at the growth and stability of its own revenue streams. It is never healthy for a project to depend on the goodwill of third parties. Be it grants, donations or investors. A project that wants to make lasting impact must ensure sufficient revenue streams of its own.

 

Helps build a new world

There are quite a few fields where innovation is welcome. More so, many domains can be completely rethought and reshaped. I am thinking of the educational system, health system, financial system, food production, media distribution, energy supply, waste management… In short, there is a wide choice of sustainable projects that offer a solution in one or more of these domains. Personally, I like to invest in sectors I have an affinity with, or in companies whose activity and products I understand. This is why, for many years, I have been supporting Impact Projects in the fields of education, media, entrepreneurship and (international) living. Recently, I’ve also been exploring recycling & upcycling, regenerative farming methods, autonomous systems of renewable energy, shoes and clothing made of vegetable leather.

 

Makes at least as much profit

In the old way of thinking, you have 2 types of organizations: profit and nonprofit. Profit companies have the ultimate goal of maximizing profits. Non-profit organizations, according to the name, are not allowed to make a profit. This, of course, is the biggest nonsense. Established nonprofit organizations are often very commercial as well. Anyway, as always, the ideal approach lies in the middle: a healthy social enterprise that makes a profit and does so in a sustainable way, with respect for people, animals and planet. Win-win-win. These are the Impact Businesses or Social Ventures I like to support.

 

Runs less risk

In times of crisis, people start saving first on expenses that are not vital. That’s why I like to invest in those sectors that do remain vital such as alternative forms of energy generation, drinking water and food production. Social housing will also be a major challenge. Immigration and natural population growth, will soon leave millions of people homeless, without any shelter. Even today, finding affordable housing is already a problem for many. Both in Europe and internationally.

 

Ensures a win-win-win

For me, this is the most important criterium. Is there a win-win-win for all stakeholders. Does it benefit all parties involved? The entrepreneur, the team, the suppliers, the customers, the environment, … Wherever the project is, in Europe, Africa or Latin America, it is a must to talk with local people and local authorities. When investing in a region, I like to depart from the question: what do the local people need first? For example, in the Netherlands we start with nature preservation. In Costa Rica we start with the school for entrepreneurs and leaders of the future. In Tanzania, it’s about creating jobs and social housing that benefits people in rural areas. And so on.

The greater the positive ripple effect, the more successful the Impact Project. That’s why I believe communication and education are indispensable. Any blog, any video, any book, any presentation, any training… can inspire and activate people to make a change. They, in turn, can inspire and empower others, consciously or unconsciously. The positive ripple effect of your actions will often go further than you realize. I remember one day after giving a keynote, I was approached, by a woman who came to thank me. She had been suffering from depression and burnout. She had started reading my books and that inspired her to get back on top and pay it forward. Now she helps other women, who used to have a burnout, to become passionate entrepreneurs. Mission accomplished.

 

CHOOSE THE IMPACT PROJECTS THAT SUIT YOU

Impact Projects come in all shapes and sizes. Start-ups or scale-ups. Small or large. Short-term or long-term. High or low risk. Here are some strategies and solutions I personally like to use.

 

Impact Lending for a specific project

Maybe you have an idea for an Impact Project. Maybe you know someone with an Impact Project that you would like to support. This Impact Lending can be done with 2 or 3 parties. The Impact Lender lends an amount of money. The Impact Project receives the financing. You can choose to work with a third party who also secures the risk. This offers more options and more flexibility. For example, an Impact Lender can lend an amount for a period of 3 years. While the project gets 10 years to repay the loan. Thus, the Impact Lender can often make a higher and faster return. Moreover, it ensures the repayment of the principal at the end of the term. I like to use this formula for Impact Projects where I am not involved as a director myself. This way, my return and principal is secured, regardless of the profitability of the Impact Project.

 

Impact Venture Capital

With Impact Venture Capital, you buy shares of an Impact Business. These are often innovative start-ups with a clear and measurable social or environmental objective. Some popular sectors include renewable energy, regenerative agriculture, recycling and upcycling, new manufacturing applications using recycled materials. No need to say this can be high risk investment. So I use this strategy only for Impact Projects where I have a say in, being a director, shareholder, or mentor. In those roles, I share responsibility for the profitability of the Impact Project.

 

Micro-Finance

I am a big fan of micro-finance. About 25 years ago, I made a video story about a micro-finance project for women in Benin, Africa. Women could borrow a small amount of money from the cooperative. The idea was that they would use this to set up their own profitable small business. With this small business, they could generate income for their families again and again. Additionally, more than 80% of the women managed to pay back their loan within the year. I think this is a great way to empower people. This is why I never donate. Donations make people dependent. Micro-finance gives people a chance to become financially free. For Impact Investors it is a very easy and accessible solution to create a win-win-win and make an impact.

 

Impact Real Estate

Impact Real Estate is an emerging strategy all over the world. It involves the acquisition and development of land or buildings for a sustainable or social purpose. Some examples include the construction of affordable housing, green buildings in natural settings or buildings for community use. For example, I am involved in the Micro-Society project, both as an investor and as an entrepreneur. The goal is to co-create a self-sufficient Micro-Society in different places around the world. Then we connect these Micro-Societies with each other so that they can work together and exchange information and experiences. The ultimate goal is to co-create an ecosystem where conscious entrepreneurs and their families can live a meaningful and creative life. I invest in this project because I want to live permanently in a Micro-Society myself. But even for Impact Investors who are not planning to do so, it can be an interesting way to acquire real estate in different jurisdictions.

 

Impact Lending Basket

Instead of lending to a specific Impact Project, you can choose to lend to a basket of Impact Projects. When it comes to smaller amounts, you can easily make your own mix through various Crowdlending platforms. If you want to lend larger amounts, it may be more effective to work with a third party that secures and takes over the project risk. QuantumPreneur has already selected a nice basket of Impact Projects that meet all requirements for third party Impact Lending. Guaranteed minimum returns often start from 10% annually. The bigger your deposit, the bigger the guaranteed return. This is my favorite way to easily support different Impact Projects. At the same time, it can be a great way for the Impact Lender to create a monthly passive income.

 

CONCLUSION

The myth that as an investor you must choose between making a profit on the one hand or supporting a good cause on the other is long outdated. Sustainable Impact Projects do have profitable business models. We also know from Quantum Thinking that there is no need to choose. All you want can be there at the same time. You can make both profit AND make impact. You can invest safely AND receive a high return. You can be in an economic crisis AND generate a high recurring (passive) income.
Fortunately, there are more and more Impact Businesses that understand and apply these principles. This creates unique opportunities for Impact Investors, now and in the future.

LET’S CONNECT

Would you like to connect and explore more Impact Investing solutions? You are most welcome to contact us by mail or join us in the free Connection Call.