Good Content with Shannon McKinstry

Episode: You’ll Want to Start Using This Brilliant Marketing Strategy
Release Date: March 11, 2025

In this insightful episode of Good Content with Shannon McKinstry, host Shannon dives deep into a transformative marketing strategy that centers around leveraging customer experiences and testimonials to enhance content creation and drive business growth. Stripping away the noise of conventional content creation techniques, Shannon provides actionable steps to authentically connect with audiences and convert followers into loyal customers.

1. The Genius of Experience-Based Marketing

Shannon opens the episode by recounting a clever TikTok video she encountered, which serves as a foundational example for the discussed strategy.

"I saw a really brilliant TikTok... it was a couple sitting at the dining room table and it says, whoever loses has to do the dishes. And right away I was like, this is marketing. This is genius." ([00:02:10])

The TikTok video showcased a simple tic-tac-toe game where the couple integrates the product naturally into their daily life, making the promotion feel organic rather than intrusive. Shannon emphasizes that effective marketing isn't merely about showcasing a product but illustrating the experience and transformation it brings to the user's life.

2. Harnessing Customer Voices in Your Content

Central to Shannon's strategy is the utilization of customers' own words and experiences in marketing materials. She stresses the importance of incorporating genuine testimonials and feedback into various content formats to resonate more deeply with potential customers.

"You need to start incorporating the experiences, feelings, words that your clients are telling you and that your customers are saying to you." ([00:03:45])

Shannon explains that using authentic customer language in:

• Reels and Carousels: Creating engaging short-form content that reflects real user experiences.
• Website Copy: Enhancing taglines, bios, and other key sections with genuine testimonials.

This approach ensures that content feels relatable and trustworthy, moving away from the traditional hard-sell tactics that can alienate audiences.

3. Practical Steps to Gather and Utilize Customer Insights

Shannon outlines a clear, step-by-step process for businesses to gather essential customer feedback and translate it into powerful marketing content.

a. Interview Current and Past Customers

Shannon recommends reaching out directly to loyal customers or clients to gain deeper insights into their motivations and experiences.

"Get on Zoom or a phone call with them and say, I need 10 minutes... ask, why did you choose me? Why did you refer me?" ([00:10:30])

By conducting these interviews, businesses can uncover the core reasons behind customer loyalty and the specific benefits their products or services provide.

b. Analyze Competitors and Industry Leaders

For those new to the market without a substantial customer base, Shannon advises looking at competitors or admired brands to understand effective messaging.

"Go to your competitors' websites, look at the copy... take those words from actual customer reviews." ([00:07:20])

This involves dissecting competitor testimonials and comment sections to extract language that resonates with the target audience.

c. Implementing Feedback into Marketing Content

Once the necessary insights are gathered, Shannon explains how to seamlessly integrate them into various content forms.

"If Uncommon Goods were my client, I would create reels that say... 'POV used to dread bath time and now it's gone from ugh to yay.'" ([00:15:40])

By using specific phrases and sentiments expressed by customers, content becomes more authentic and engaging, increasing the likelihood of resonating with potential buyers.

4. Assignment: Applying the Strategy

Shannon doesn't just stop at theory; she provides listeners with a tangible assignment to implement the strategy immediately.

"Your assignment this week... reach out to two or three of those past customers, clients who are your favorites... get these out of them." ([00:12:15])

This hands-on approach ensures that listeners can begin collecting valuable testimonials and feedback to refine their marketing efforts.

5. Overcoming Common Challenges

Acknowledging that reaching out to customers can be daunting, Shannon offers encouragement and practical tips to make the process smooth and effective.

"No one is going to help you sell more stuff faster than the people who've already bought from you." ([00:19:00])

She highlights that while the process might not seem glamorous, the results—increased engagement and sales—are well worth the effort.

Notable Quotes

• On Authentic Marketing:

  "We're not scrolling to be sold to. We're not scrolling to buy things. We're scrolling to vibe at the mall." ([00:04:50])

• On Customer-Centric Content:

  "The most powerful thing to say is what your customers are saying." ([00:06:30])

• On Building Trust:

  "Use their words and their copy to get clients. You can do this. Trust me, you can do this." ([00:18:45])

Conclusion

In this episode, Shannon McKinstry masterfully outlines a marketing strategy that prioritizes authenticity and customer-centric content. By leveraging genuine testimonials and incorporating customers' own words into marketing materials, businesses can create more engaging and trustworthy content that effectively converts audiences into loyal customers. Shannon's practical advice and actionable steps empower listeners to transform their content creation approach, ultimately enhancing their social media presence and business growth.

Listeners are encouraged to take immediate action by reaching out to their customers, gathering valuable insights, and seamlessly integrating those findings into their marketing strategies. Shannon promises to delve deeper into content creation in upcoming episodes, ensuring that her audience continues to receive valuable, real-time advice to level up their social media game with good content.

Stay tuned for more actionable insights and strategies on "Good Content with Shannon McKinstry" every week.