5-Easy Tips For Digital Content Marketing
Launching a successful marketing campaign is the goal of any small business that wants to grow and build a loyal customer base. However, small companies don’t often have the luxury of larger established enterprises and can often it more difficult to make their marketing campaigns pay off.
However, any challenges a small business may face can be overcome with a bit of planning and proper strategizing. While there are many marketing methods your business can experiment with, content marketing for small businesses is both cost-effective and highly results-oriented with minimal investment.
Content marketing for your small business can help you:
- Establish and maintain your brand identity
- Gain an advantage over competitors not using content marketing
- Build a long-term relationship with customers and prospects
- Position yourself/your business as an expert in your field
- Generate more website traffic and convert more visitors into leads and sales
Below are 5 tips that will help guide you in creating a content marketing strategy that works.
1. Know What Your Customers Truly Care About
Gaining more awareness of your customer’s journey towards a purchase and understanding their motivations and pain points will increase your customer loyalty and optimize your conversion.
Get to know who your customers are.
- Develop a customer profile and segment your customers. Once you have done this, it becomes easier to cater to the needs of each segment.
What kind of content do they like?
- What are your customers’ needs and problems? Encourage them to share their thoughts and build a strong relationship with them.
Who do they currently purchase from?
- Know where your customers purchase from and why. You can even ask them whether your product would prove beneficial to them. Knowing whether they are happy with their present suppliers will also help you make your sales decisions.
Identify trends in customer behavior.
- As you progress, you will notice trends in your consumer behavior which can inform your subsequent sales and marketing decisions. Continue to analyze data patterns over time to understand how tastes and interest evolve.
2. Create a Brand Brief (or brand persona)
This is a high-level description of your brand promise, voice, and personality…like your brand “DNA”.
To create a brand persona for your company, spend some time thinking about what makes your brand unique. If your company were a human being, what qualities would it bring to the table?
For example, is your company voice:
- Serious or more carefree?
- Innovative or grounded in tradition?
- Would you describe it as a teacher? A joker? A caretaker? A friend?
From here, you can piece together your character, as shown in the examples below, and establish guidelines for your communications’ messaging.
Jet Blue is informal and funny Delta is formal and business-minded
(Images courtesy of Jet Blue and Delta)
3. Create a Content Calendar:
A social media content calendars help keep your publishing schedule organized and on a consistent cadence. It also helps with pre-planning themes so you can create your content in advance.
Staying organized not only means you remember important dates, but it also says that you know what you’re publishing, where, and when. Don’t underestimate the impact this kind of planning can have on the effectiveness of your social media marketing plan.
There are many robust tools on the market to do this, but I have found the best (and least expensive) tool for smaller businesses is Excel. It’s easy to customize and edit.
5. Curate a Media Collection:
This can be any repository for pre-approved mages for your social posts including blogs, social media marketing, memes or vector art for infographics.
Since this image gathering can get overwhelming quickly, consider incorporating some of the following elements into managing your visual assets library:
- Organize your images: Use our tags or folders to filter by what you need.
- Maintain brand consistency: Ensure that all of your images are on-brand with your company “DNA”. Delete anything that is extraneous.
- Repurpose images for multiple campaigns: Work more efficiently and boost your engagement by repurposing compelling content from your asset library.
*Key Point: Don’t forget to use proper copyright licenses for images if applicable.
5. Produce Shareable Content
Look around social media, and you will find that audiences love to share content they feel is worthwhile. While there are many reasons for people to share social media content, there are specific triggers that motivate them to do so. Being a business, you should utilize the following triggers to increase the chances of getting more shares for your content.
Characteristics of Shareable Social Media Posts
- Is Short and Simple: The more concise a social media post, the better. People scroll quickly through their feeds and are less likely to read let alone share something that’s too long.
- Includes a Link: Attach a relevant link to your post. Directing users to more information on a subject or directing or to a useful site, resource, or tool will get more shares.
- Has Personality: Be sure your posts have personality and don’t sound like canned marketing material. Respond to mentions, engage people in relevant conversations and monitor hashtags.
- Includes Images: Again, people are scrolling and a block of text alone isn’t likely to garner much attention or be very shareworthy. Include an interesting image with each post to catch people’s eye and entice some reposts.
- Uses the Right Social Channel: Each social media platform has different strengths so not all posts make sense for all platforms. Earmark content-heavy posts for Facebook but if the image is the story, use Instagram.
Use a social media management tool.
There are many social media management tools out there that allow users to monitor multiple streams in one place. With these tools, you can schedule and post updates to any page or profile for Facebook, Twitter, LinkedIn, Google+, Instagram, WordPress, etc, without having to do so individually… which is a HUGE timesaver. Also, many of these companies have plans accessible for the small business budget. I personally use Hootsuite, but the choice is yours to decide the best fit for your needs.
While doing any content marketing for your business is good, getting successful and measurable results is something else. To make sure your efforts pay off, you need to create content that not only attracts customers but also helps you retain them.
Sometimes you may have to change the course of your action and move in a direction that was previously unknown or anticipated. In this way, you will be able to stay ahead of the competition and increase your conversion.
If you need help implementing your content strategy, contact us. We have flexible pricing plans that can fit your business needs.