How To Grow Your Business with Content Online
Dan Kathman & Karen Best on their vacation to Utah
The System Behind Every Successful Online Business (That Actually Gets Clients)
Almost every online business or any business using social media to get clients is running some version of this system. It’s simple, it works, and it scales.
1. Make Content. Consistently.
Any kind of content on platforms where your customers already are and that you enjoy using. Sometimes the system starts and ends here. People find your content, they DM you, and now you have a client. Your DMs are your sales pipeline. Treat them like it. You don’t need a ton of views, just the right ones. I’ve seen businesses with a few hundred followers whose entire lead generation and advertising strategy is built on Instagram and they are running multi-million dollar companies. Try different styles and formats. When something performs well, turn it into an ad.
2. Run Social Media Ads.
Take that strong-performing piece of content and use it to reach more of the right people. Don’t overthink it. Run it as an ad and send people to your profile. Let them watch more content, follow you, engage, or send a message. That is where conversions happen. You don’t need a landing page yet. Good content can do most of the work.
3. Send Them to a Landing Page, Website, or Lead Magnet.
If they don’t DM you, they might click your link. That link needs to matter. If you are selling a low-ticket product like a book or template, your goal is to make the sale. If it’s a higher-ticket service, the goal is to get their contact info so you can follow up and close. That might mean booking a call, filling out a form, or grabbing a lead magnet. A lead magnet is something free and valuable, like a PDF, guide, video, checklist, or tool that solves a real problem for your audience. They get it free and you get their email or phone number. Everyone wins.
4. Congrats, You Got a Hot Lead.
They clicked, read, and said yes to your call to action. They’re no longer just a random viewer. Now they’re in your system and probably interested in what you offer.
5. Close or Start the Close.
If they booked a call or filled out a form with intent, follow up fast. Be helpful and human. If they just grabbed a freebie, that’s fine too. Now it’s time to nurture. Use email. Set up a drip campaign that shares helpful content over time. Keep giving value, build trust, and stay top of mind. While that’s happening, keep creating. The combo of your content and emails might be what finally gets them to reach out again.
6. Close the Deal.
This system doesn’t guarantee sales but it makes closing a whole lot easier. When your content is strong, your ads are running, and your systems are solid, people come ready. They already trust you.
Just remember content is king, ads are queen, and systems are the throne.