The next step after capturing the attention of a potential customer

So, what happens if you capture your customer’s attention with content or videos published on social media or your blog?

Once a potential customer is hooked by something in your content (like we discussed here), there’s a high chance he will come back to your website, channel, or social media page.

And this is where you bring him deeper into your world with content that breaks down his problem in detail. You are slowly building a relationship with a potential customer, and the second part is where you build trust by breaking down what they are facing to another new level, making it easier for them to solve some of the issues they are experiencing as you prepare them for the next step.

1. Break down your target’s problem at a deeper level than you did before

By breaking down the problem at a deeper level, you create some trust by also highlighting you understand what your potential customers are going through and the frustrations they are facing.

The trust creates a connection that will act as a link for the next stage. It’s like giving them more information that will help them solve their needs, preparing them.

While the first step focused on solving a single/minor issue that your customer was facing while building awareness, the second part of marketing expands the reach in terms of solving more problems to build trust.

Think of this stage as the meaty part of marketing that uncovers other issues that a customer might be facing (reach out to if you want to implement this in your business).

As they go through such information, the level of trust increases because you are helping them solve issues.

Your potential customer will probably think “If this content has solved a few of my problems, there might be a solution for other things too.”

So, let’s go back to our first case scenario.

Joe was faced with a certain predicament; he didn’t know how to convert a picture into black-and-white using his computer’s built-in photo editing tool, so he searched ‘how to edit/turn a photo into black and white’. And since you are a marketing master, you provide such information, but also offer him a quick way to edit a photo with a free tool. John edits his photo and downloads it. He’s now a happy man thanks to you 😉.

But, Joe also has a folder of photos that’s sitting on his laptop’s desktop. And they all need different types of edits. His great-grandmother’s photo from 1930 is in black and white, and he wants to add some color to that. He also wants to merge photos into a group photo that features his dad, granddad, and great-granddad.

Joe also wants to crop photos and add color to some old photos he took in the 90s.

So what happens next?

He will go back to the first website that offered him a solution. In this case scenario, it will be you. You’ll identify his problem again and then offer him a solution, making it easier for him to trust you.

2. Hook your potential customers with interesting content, aimed at solving more problems

Once you solve your customer’s problems to a certain level, trust will be automatically established. The next step is to keep your potential customers engaged with content.

Build more intrigue and offer more value as you hook them. The interest, intrigue, and value addition will prepare them for the next step. It also makes them think of the value and improvements you’ve made in their life. The potential customer is now aware of what you are bringing to the table, which could be better in the future.

Take this example, for instance:

Joe has been reading your blog for a while now. You’ve offered him in-depth information on how to turn black and white photos from the 90s into modern colored photos. You’ve also offered him deep insights that helped him merge different family photos into one. And since he loves photo galleries, he makes an interesting DIY gallery using portrait and landscape-sized frames, which now lights up his office. Since he’s now found a place where he can go for photo advice, he starts thinking of other photo projects he’s been postponing.

He’s been thinking about a photo edit that will show his transformation from childhood to adulthood. It’s amore personal and more customized edit that captures his personality and growth. The content you offered him helped him with other lighter edits, sparking something that urges him to go deeper—the first thought that comes to mind will be the value you offered.

Over To You

Managing potential customers and keeping them engaged is quite easy. The more you help them solve personal problems they’ve been facing, the more they trust you. When the trust is established, keep them safe in your world with value-driven insights aimed at hooking them and sparking deeper intrigue. Think of it as hitting two birds with one stone.