The world of marketing changes over time. Marketing strategies that worked 20 years ago may be obsolete these days. Therefore, as a small business owner, you need to keep up with the wave.
In this period of information technology, where most consumers have access to the internet, it is beneficial to make your business visible online. Over 51% of buyers say that they use search engines to research a product they plan to purchase.
Therefore, without an online presence, your business would have a slim chance of getting noticed. You will get little opportunity to get ahead of your competition.
Why Do You Need a Solid Content Marketing Strategy?
As a small business owner, taking your brand to social media channels would be a great step to retain your existing customers and, at the same time, gain prospective customers. However, a social media profile alone isn’t enough. It is also important that you have a strong content marketing strategy to back it all up.
Take note that your target market is looking for something that they would be interested in, and your competition is also looking to attract them. Without relevant and compelling content to post on your social media pages on a regular basis, you’ll be left behind.
Despite the many benefits of content marketing and the importance of being visible in the digital arena, some small businesses are still reluctant to plunge into online content marketing.
Creating social media profiles and being active on each platform isn’t the real challenge here. It’s reaching the right audience that needs more effort and can take more percentage from your budget.
Penetrating into your target market might take time as there are millions of small businesses worldwide using digital marketing as well. The good news is, not all content marketing strategies for small businesses would cost you a fortune.
Here are eight budget-friendly techniques that will drive traffic to your business that can eventually lead to sales. These steps and strategies would help keep your current customers and forge relationships with potential new ones.
1. Identify Your Market
Before planning for a marketing scheme, you must first pinpoint your audience. For whom are your products? What are their age brackets? What are their needs? What are their pain points?
The best way to connect and create a lasting relationship with your market is to get to know them to the core. By building up your buyer persona, you will be able to understand who they are, what they want, what they need, and how you can communicate with them.
2. Know Your Marketing Goals
Whether you want to build your marketing list, boost the credibility of your brand, or generate sales, setting your content marketing goals is critical. Know what you want to accomplish. How many website clicks would you want to have for this month? What do you want your web visitors to do next?
You may be driving traffic to your website, but without a specific and straightforward goal, you may be losing a potential client. Therefore, when you map out your marketing strategy, you have to take into account what you want your target market to do.
Without a rock-solid plan and the result you want to achieve, you are just wasting your time and effort.
3. Plan a Flow of Compelling Content
There are a plethora of content types that you can use to tap your audience. It may be a blog post, an infographic, or an interesting image. It may also be a newsletter about your latest product or service.
No matter what content type you prefer, you need to keep in mind their relevance to what you want to accomplish. In addition, keep your content informative and interesting.
More importantly, you have to be consistent in posting content. Without keeping your audience up-to-date, you might lose them in the long run.
Using a social media scheduler tool or an online content planner would be a great help to schedule your publications and ensures that you wouldn’t miss out on any special occasions to post specific content.
4. Make the Most of SEO
Search engine optimization plays a vital role in content marketing. While relevant, interesting, and informative content is an effective way to attract your target audience, SEO would speed up your visibility on search results.
Incorporating your content with specific keywords is an effective and practical way that will help search engines find your content every time a potential buyer enters an inquiry.
5. Choose the Best Social Media Platforms
In choosing the best social media channel for content sharing, keep in mind your target audience as well as the content type you want to distribute. For instance, it's practical to post image content or infographics on Pinterest and blog links on Twitter.
6. Take Advantage of Power Tools
Content marketing can be time-consuming. Therefore, it is important to make use of marketing tools that help you from content mapping to sharing and measuring your content effectiveness.
You don't have to pay a huge amount for these productivity tools. In fact, there are tools that you can get for free or a minimum payment, which you can use to create and share your content efficiently.
For instance, there’s Canva for creating graphics and picture messages, and Buffer would let you put your articles into your queue. With the help of such tools, you can share your content across your social media accounts in one go.
7. Never Underestimate Email Marketing
While it takes a long time to build your email list, email marketing is one of the most effective ways of content distribution. Once you have built your mailing list, you can share your content in one blast.
8. Analyze Your Effectiveness
When you have your content marketing plan in place, sharing them on your social media profiles would be your next step. However, your effort shouldn't stop there. You still have to measure how effective your content is.
It’s essential for your reference in content creation in the future. Check on your social media insights to see how many people have viewed, liked, and engaged with your content. Google Analytics is also a helpful tool to know your audience’s demographic.
In a fast-paced and ever-changing digital world, you need to be flexible and dynamic with your marketing techniques in order to draw your audience and get ahead of your competition.
It is crucial that you have a strategic content marketing plan in place. If you have a systematic marketing plan, your business will stand out no matter how small it is.
While content marketing can be time-consuming and costly, it is a need in order for your business to shine through. With these eight budget-friendly content marketing strategies, you’ll create your own space in the saturated internet world and an opportunity for your business to grow.