Content Type

Okay, so moving on to content types now, in the last masterclass, I obviously went through understanding your ideal customer avatar and really starting to position yourself as a part of their day, getting really specific on what they love, what they care about, what they spend their time doing. So you might have had a load of ideas buzzing through your brain. You might have also thought, oh, my goodness, I'm not used to posting stuff like this. I don't know where I'm going to get my ideas from. I just post nail pictures. So this lesson is a little bit of a shorter, but I just want to share with you the two different ways that you can post content. And from this onto the next couple of lessons, you'll start getting more and more ideas. I'm going to give you loads, so don't worry. But if you want to just follow me down to the screen, we're going to head into content types now and I want to just talk about the difference between connection based content and skills based content. So to grow your following, your clients or your influence, you must have to have two types of content. One type of content is skills based, which is all of your nail pictures or your videos or whatever else of your actual nail skills. And the other type is connection content, where you get to put an element of yourself, your personality, your character, your humor and things like that so that you can actually connect with your audience. It is so important that you have these two types of content in your profile and not just one. And that's because in order to really want to invest in you, your audience needs to trust you as well as your skills. So if they're coming onto your page and you've just got loads and loads of nail pictures, that's amazing. Especially if your work is spot on because the customer is going to come on and straightaway see that you do the type of nails that they want. So immediately they're like, oh, wow, I love these nails. You know, I'd really like to have nails like this myself. However, in order for them to actually take the next step and book in with you, so go onto the link in your bio, have a little look at what times you've got available, book themselves in, and then clear their own diary to be there at the time that they've said they're going to. That takes trust. Okay? We don't just book in with someone who we don't know or we don't trust the odd time. We will, but not very often. Okay. Because in order to actually take that next step, we need to have an idea, can I trust this person? Where is it that I'm going? Like, how do I know that this person understands me, knows what I want? We've seen the nails, but we don't know anything about the person. Okay, so that's where your connection content comes in and that's where you can start to put a little bit more of yourself, your personal, your character or your salon or your brand across in your content. It doesn't always need to be really personal. So connection content doesn't mean you have to start sharing everything about your personal life on your social media. Some people don't want that and that's totally fine. Especially if you run a salon and you don't want to be the face of that salon and you more wanted to be focused around the brand, that's okay. But you can still show an element of community building, an element of conversation, an element of connection in your content without putting yourself on there. So I'm going to give you some examples of what your feed looks like as a skills content profile only and what it then looks like if you start to post connection content. And again, this is all based off people who have used the strategies that I'm sharing with you in this module, implemented them. And you can see a clear difference in the profile. Not only that they had a clear correlation in the increase of strengthening their brands, the increase of bookings, the increase of or the decrease of cancellations and things like that because the audience was booking in with them but actually felt like they knew them at the same time. So some examples of what your feeds could look like moving forward if you start to incorporate skills and connection based content. So on the left you can see the char just started off by posting now picture after nail, picture after nail picture. That might be what your feed looks like right now, but what she started to do was post more skills and connection based content. So she really started to think about who her ideal customer was and start creating content that spoke to them specifically. So there is all kinds of stuff on her page. The link to her profile is here, so you can go and check that out. But loads of ideas for info. The next feed is taken from our lovely Nicolette who owns Sanctuary 12, which is her own garden studio. So again, you would not know what type of businesses these people has just by looking at that first feed. Yes, there's a loads of amazing nail pictures, but if I'm the customer, what am I walking into? Who are you? What you know, what are your values? What are you about? How do I know you're the nail tech that I'm going to get on with or that is for me. So although it looks gorgeous, the nail pictures are amazing. We don't create a connection with the nail tech or the business owner at this stage. However, fast forward to now and this is what Nicola's page looks like. So you can see a clear mix of connection based content with nail pictures. Now you don't see here on every single post. She's on a couple of them. But mainly what she does is creates a lifestyle out of her content. She really puts parts of her day, parts of her ideal client's day into content. She's also at the moment just became a qualified educator. So she's starting to try and shift into stepping up as more of an authority in the industry and more of an expert. Therefore, you can see the confidence coming across in her feed on the right showing different parts of the salon, different parts of hair, who she is, quotes on the mirror, things like this, all of the stuff that really allow your ideal clients or students to start listening to what you've got to say. And another example here, this is taken from our lovely Naya. So Naya is one of our members. She's been on all of our retreats so far and she has she previously posted skills based content only. So you can see nail picture after now picture again. They look gorgeous. No problems with the pictures she's posting. But how do we know from this feed that Naya is actually a salon owner? She owns a salon with her mom. She works unbelievably hard. One of her values is personal growth and development. She opened her salon when she was very young. I think she was around 21 when she opened the salon, maybe even younger. And she works alongside her mum every day, living her passion and her purpose. Do we see that in that profile? No, we don't. But by knowing that, does it make you feel like you know her more potentially trust her more, potentially would want to book in with her more? Yes. And that's exactly what she started to now do with her profile. So she is also an educator. She launched a training academy. She was an educator during this time too. Right. But you can see the clear shift in her page when she decided to start posting skills and connection based content. So you can see she is doing some green screen and voiceover reels showing processes behind what she's doing. She's posting inspiring quotes which show her own personal development values and what she's interested in. She shows different color swatches to show like depth behind the skills. She she's posting her and her mom to show the journey of them earning a salon together. She's still posting nail pictures. So her skills based content, her videos, her pictures are still in there. But she has got a really great mix of everything. How much more engaging, how much more connecting does this look than this? How much more do we know about Naia from this than we do about this? How much more likely are we to book in with her for a course or a set of nails? So much more likely when we're looking at this. So that is the difference between skills based and connection based content. It's about thinking what does my ideal client want and need to say in order for them to choose to enter my world and invest in what I have to offer? How do I need to position myself? What things would it be worth me showing them that would show them who I am, what I'm about and how I'm able to fit into their life. Hopefully this has given you a load of different ideas, but I'm also going to teach you next how to actually create the connection based content from the idea to actually creating it. So I will see you in the next video.