Women, Spirit & Money: To Affinity, and Beyond

How to Get the Right Words In Front of the Right People at the Right Time to Build Your Business

Sherri L. McLendon

Sherri L. McLendon

As a content strategist, I often share with those who ask that the best audience for our business is one who has a natural affinity for our goods, services, or offers. In other words, once we find our tribe, we will likely discover that its members are somewhat pre-disposed to value what we offer. This likelihood is possible because we share a set of specific characteristics dictating particular pain points, as well as the solutions needed and valued enough to require investment in change.

When an audience is identified by these unique social and economic characteristics, as well as situation specifics, its members constitute a niche. When we understand our niche audience, we are able to create and share content (words, images, and info-graphics) in ways that attract and engage our ideal clients. When we effectively communicate value, we become able to charge what we’re worth – and get it.

On the Internet, communicating with our ‘peeps’ means the content we publish is crucial when we’re converting our audience members into living breathing clients. Whether posting blogs, syndicating press releases, or managing social media, it’s important to clarify our message, audience, and mission.

1. Know Your Niche

In my business, I often spend an entire day working with clients on defining the most lucrative niche audience for their work. When you know your niche, it becomes possible to gather your tribe, leverage paid and organic search, and expand your reach into communications mediums where it will do the most good. When building a niche audience, you’ll want to place enhanced attention on the platforms that yield the most successful engagement opportunities.
Vision for your business + audience niche = positioning.

Positioning ensures you’re in the right place to attract the clients and resources needed to grow.

2. Begin With the End In Mind

Positioning, then, requires strategic content planning. Most good strategic plans assume a key objective is to maximize revenues while minimizing costs. By extension, we can assume that optimizing content means that we need to preference solutions which maximize profits and returns.

Simply put, we begin with the end we desire in mind.

Everything, from technology choices to outsourcing talent, should be based upon the standards and criteria needed to achieve a desired end result. How do we set those benchmarks? We identify the key metrics needed to reach data-driven decisions, and act upon those understandings.

3. Use a multi-platform approach

A ‘platform’ is a place online where a person or business voice shares its news and views, and others show up to listen and respond. When we have multiple platforms, it follows that we may be seen and heard in more than one place. When we show up in those places, so does our audience.

A strategic multi-platform approach occurs when communications objectives are shared by team members who publish on more than one platform. In a corporate setting, for example, the idea of one person being trained to execute one job may be replaced by a new scenario. Instead, the team is strategically cross-trained to deliver messages across platforms. The result is a seamless, integrated approach to audience engagement across communications channels, which enhances marketing activities.

Multi-platform approaches to business building through content are exciting for small business marketers. These affordable, multiple use investment strategies tend to decrease costs while increasing revenues. These make it possible to build packages to appeal to audience members, increasing the revenues per person using bonuses, upsells, and limiters. Market positioning means we can also bundle opportunities for collaborators, affiliate partners, and sponsors by appealing to our shared niche audiences. Expert content and messaging makes it possible to do all this, and more.

4. Quality over quantity

For the past several years, content effectiveness has been tied to frequency of postings. Now, however, quality is winning over quantity. Quality content increases our ability to attract, engage, and monetize clients based on shared value.

Quality content is well written, edited, and fact checked. It’s purposeful, message driven, and it serves the reader. It comes in a variety of forms: blog posts, articles, press releases, earned media, social media campaigns, annual reports, white papers, long form sales letters, and others. It may also be a song, video, photo, info-graphic, or meme. In each form, quality content is delivered for maximum audience reach and returns on investment. Whether free or paid, it expands the reach of the business. It may be shared, tagged, noted, syndicated, distributed, or Tweeted. Best of all, its effectiveness is measurable.

When we build an audience based on its affinity for our mission and message, we can build our businesses efficiently and effectively by getting the right content in front of the right person at the right time in their decision making process. In the end, content marketing today starts with affinity – but over time, a good content strategy makes it possible for us to emerge from the mire of mediocrity and claim our best brand positioning based on highest and best outcomes.

Here’s to affinity, and beyond!


Sherri L. McLendon, M.A., is a recognized Asheville area feminine leader, conscious business coach www.womenspiritandmoney.biz, and marketing public relations consultant and content strategist at www.monetamarketingpr.com.

This entry was posted in April 2016 and tagged marketing, money, women spirit and money. Bookmark the permalink.

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