Why 1 download is all you need.
It only takes 1 download to make a difference. That one download by the right person at the right time can change your life and your company for the better.
There is so much energy applied today to get big numbers of everything, social media followers and likes, connections on LinkedIn, email subscribers, YouTube subscribers are even views on your landing page or blog.
This is all with the intention of reaching your goal right? That could be sales or donations or shares for awareness. But is aiming for total connections and shares the best way? It cannot hurt that’s for sure but if they are not the right type of people viewing your content it becomes a numbers game in the hope that the right person finds you.
With this is mind sometimes it may be a good idea to write something very specific that will appeal direct to your target audience. The more specific the better. With so much content out there today which is all the same it is too easy for content to get ignored. Everyone wants you to read their blog or their ebook. There is only so much content one can read in a day and very few people if any get paid to sit and read it all. We have all done it, saved a ton of PDFs or book marked a load of videos that in an ideal world we would love to have the time to sit down and read or watch it all. The truth is is all an investment and we have to be selective with what we spend our time consuming.
This is particularly true with eBooks and whitepapers. They are an investment of time and often have a gateway to access such as a form or social sign-in. Therefore the content really has to stand out and be exceptional and specific.
Now you might get less views this way from a general audience, but you will get better quality leads. It could take only 1 really good lead to make it all worth while. That one big client, that influential person who can elevate your brand.
There is a lot of talk and time spent measuring vanity metrics and really the only metrics that most people care about is leads and sales. That does not mean you should measure everything against leads and sales at all that would be silly. But understand these are the ultimate goals. Some campaigns should be and measured on awareness. But of course later down the line we hope that awareness leads to interest and desire.
So taking the time to understand who is the ideal reader or consumer of your content and then creating something so valuable and specific that they choose to spend their time on your content.
Writing misleading headlines may get you more downloads but will ultimately be the wrong kind of audience those looking for the silver bullet and for free and there are lots of them out there.
Set your goals, identify your target audience and write specifically for them and only them.
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Author- Speaker - Consultant. Passionate about all things digital.