To thrive in today’s competitive environment, small businesses are experimenting with content and various publishing platforms to find new ways to get ahead. With more creative tools available than ever before – small business owners face a complex environment of opportunities and challenges.
The rapid growth in online usage has presented small businesses with a dizzying number of new platforms and avenues to reach their customers. It seems that anyone with an internet connection can potentially reach millions of people. But where should you channel your content marketing efforts?
I was recently conducting a series of interviews for a new client, speaking with their customers and resellers to help prepare an Inbound Marketing Strategy.
Research conducted by HubSpot for its 2015 State of Inbound Report showed that three out of 4 marketers across the globe prioritise an inbound approach to marketing.
In my earlier post "Identifying Your Buyer Persona: 8 Questions You Must Ask", I outlined the steps involved in identifying your ideal customer and the factors that influence their buying criteria.
Is your content attracting people who are likely to buy from you? Is your content aligned with information they’re looking for at different stages of the buying process?
A challenge many small businesses face is publishing content their prospects are looking for online. Creating a buyer persona, a detailed description of someone who is likely to buy from you, will provide insight into what information your prospects are searching online.
For most marketers the term ‘Content Marketing’ is not new. It’s an important online marketing strategy that includes:
- Daily, social media engagements and sharing
- Weekly, publishing educational blog articles
- Monthly, producing instructional videos
- Quarterly, guides and ebooks for lead generation and thought leadership
- And of course, regular emails for lead nurturing
Surely it can’t be that hard? All marketers need to do is hire someone who understands how to create a website or banner image and move our advertisements from print to digital – right?
Hands up, if as a marketer, this has been your approach to marketing in the digital age? Maybe you introduced email marketing and created a Facebook page. And it’s possible you’re seeing results, but more than likely you’re not, and you’re spending more time and money than ever before, with fewer leads and customers.
The 6p call that interrupts your family dinner to sell you a timeshare apartment when your ideal vacation is to pitch a tent, go hiking and catch your dinner in the nearby stream – is equally frustrating and irrelevant.
What about the glossy cardboard mailout you receive in the mail selling carpet steam cleaning when you have timber floorboards? That ends up straight in the trash.