When I was going through the process of creating my website, the agency I worked with had me go through the hero’s journey to help me make some decisions. And I remember when I did it, I was all like, YES! I am going to be the hero to my clients.
Here’s the thing: I was not only wrong. I was dead wrong.
If you are the hero, there is an element of raising yourself above your clients and fans. You are swooping in to save them from themselves. That may work for a second, but they’ll likely not react well to that in the long-term.
But if you make your fans the hero? They’ll remember that amazing feeling and come back to you again and again.
So how do you do that?
Get to Know Your Fans
It’s a no-brainer that when you’re creating content, you should know who you are creating it for. Most of us create personas, listing out fan wants and needs. But there are some things you just don’t find out when you do this.
Why not get to know your fans face-to-face?
Am I asking you to take every single fan out to ask them every question in your head? No, that is absolutely undoable and would probably not give you anything useful.
What I am asking you to do is get to know a few of them. Find someone that represents one of your ideal customers and take them out to lunch or for a drink. Don’t ask them what content they want to see on your page. Ask them about themselves. Ask what is important to them. And ask about how what you do fits into their life.
How Can You Help With What is Important?
Now that you know those little things about your fan, you can bet those some of those details are true for the majority of your fans. It’s time to get some real work done.
Chart their journey to deciding to come to your destination or use your product. What makes them start considering it? What are the roadblocks? What eventually turns them from a prospect to a buyer?
You can then start charting your content to address each step of the journey and how to move them to the next one. For example, if one of your fans’ roadblocks is the fact that they want to travel with a dog but they don’t know how to figure out how to do that, start creating content around what they can do with dogs. That sense of security for the family pet will likely make them go further down the journey with you, rather than a competing area.
And when they have completed that journey as the hero to their family or friends, they are likely to come back to you again and tell others about why they need to go as well. Suddenly, your hero is now an amazing ambassador, and that is the moment when your social media program goes from good to great.