I call this my five-star three-star ten minute content generator.
Yeah, weird name. So what? Korn is a weird name for a band but they still sold millions of records*.
Use this strategy when you’re skint, desperately need more customers, and still stunned by the size of the retainers various marketing consultants have quoted you.
👉 Spend an hour reading your competitors’ customer reviews.
👉 Filter out everything but the three-star reviews.
👉 Yeah, okay, go read the one-star reviews first to feel better about yourself.
What’s so important about three-star reviews?
They generally come from people who wanted to love a product or service, but had some issue that held them back.
Make a note of what is being said. See if you can identify a trend…
💩 The tradesperson who trampled mud through the house.
🌍 Wasteful packaging that’s destroying the planet.
☎ Account handlers who never answer the phone.
Remember, for every single review there will be at least ten more disgruntled people who couldn’t be bothered to write about it.
📣 Now go pay for these reviews to be placed on billboard space outside your competitor’s office.
Actually, nah.
Go write a post for your socials that explains how your business specifically avoids this three-star issue…
👞 How your tradespeople wear those shoe covers like you have to when you visit your aunt.
🌲 How you donate to tree planting charities with every purchase.
⚡ How your account handlers get tasered if the phone goes unanswered for more than a second.
Actually, write three posts for each issue you’ve identified. Then schedule three social posts a week (Mon, Tue and Wed mornings at 8:30am).
Voila. You’ve given yourself a week, maybe even a few weeks, of content that actually means something to your potential customers. Call this a content plan if you want, it kinda is. Yet you haven’t had to spend all that £££ on a one hour strategy meeting with the least senior person at a marketing agency. All this costs is a bit of research time. Worth a shot when times are hard, eh?
*I’m not a huge nu metal fan, I just liked this example.
Or contact me and I’ll write the posts for you!