How Content Marketing can benefit your small business

How Content Marketing can benefit your small business

The Content Marketing Institute, which is an online resource for information on everything marketing related, defines content marketing as…

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”

Stuart Miles (7)The key word here is ‘valuable’ content; content that will speak to your customers, content that they want and need, maybe information that solves a problem they have. In order to do this, you need to know your existing customers and research and get to know your prospective customers, so you can deliver that all important content. It may take some time to get it right, but when you do, you will have the opportunity to expand your business, build your reputation and ultimately be known as an expert in your field.

Once you can provide the right kind of content, it brings much more to your ‘table’.

More traffic to your website

If you can solve a problem that your customers have and write about it on your website, when potential customers search online for a solution, they will visit your site. Stuart Miles (6)Depending on what you do, that could lead to a sale or a request for your services…and they are likely to return to your site in future.

If you can find a way to tailor your content to your target customer’s needs and wants, they will trust you and you will get repeat business.

More sales

When a person finds a site they like, that speaks to them personally, or they feel that it speaks to them personally, they will return again and again. And if they are returning, they are more likely to turn into customers. As everything is online these days, we all turn to the internet if we want to buy something; I like to read about what I want to buy first and find out as much as I can about that product before I buy it. I am more likely to buy from a business that knows what they’re talking about and one that seems to know my needs.

Enhances your brand

It sounds a bit rude to say this, but it is fundamentally true – people are generally interested in themselves, in their likes and needs. This isn’t about being selfish, it’s human nature. When someone first looks at your website or interacts with your David Castillo Dominicibusiness, they are not in the least bit interested in your brand, no matter how hard you’ve worked on it. They are more interested in what you can do for them. If you provide something that makes their life easier, less stressful, and cost-effective and generally entertain them, they will then become interested in your brand as they will see it as something they relate to.

If you are consistently publishing new, unique content on your blog or website and then promoting it on social media, more people will get to see your name and start to relate to the things you write about. If they like what they see, they’re more likely to tell their friends and so your audience starts to grow and they become more aware of your brand.

Content marketing is cheaper than other forms of marketing

The title of this last section basically says it all. If you can research and write your content yourself, it is more economical as you’re not spending money on getting someone else to do it for you. You’ll also learn so much from the research you do, that you’ll find more content as you go.

Stuart Miles (5)When you publish your content on your blog or website, make sure that you promote it on every social media site that you have…with maybe a jig around of the title or introduction. You can also contribute to larger sites to get your name out there.

Finally, with content marketing, you are attracting customers to you because they’re interested in what you have to say…and ultimately they will come back again and again.

If you want to influence your audience to your way of thinking and to look at your products or services, you must provide them with something they want or need, be their solution, show them that you provide valuable content and that you value their custom.

 

Images courtesy of 1-3 ) Stuart Miles, 4) David Castillo Dominici 4) Stuart Miles at FreeDigitalPhotos.net

Build a positive brand identity

Build a positive brand identity (2)We all want our businesses to stand out from the crowd. Although it takes some time and effort, it’s worth it to have a unique identity that is instantly recognisable. Here are a few ideas that can help you along your way to having your own brand identity.

You may not think it important for a small business to have a brand, but having a brand is one of your greatest assets. Lots of big companies try to look like small businesses in order to appeal to customers who prefer to support smaller, independent brands. Your brand isn’t just about your logo, slogan and design scheme, but also about the experience your customers get at every touch point with you.

Stuart Miles (6)The first thing to do is to think about a mission statement for your business, which is a short sentence about what your purpose is. We all know Nike’s tagline, ‘Just Do It’ but did you know that their mission statement is ‘To bring inspiration and innovation to every athlete in the world’. So their mission statement encapsulates everything that the company is about and wants to achieve in one short sentence. This is no mean feat, but achievable for your business with a bit of thought. You could always get a few friends round and have a ‘get my mission statement’ party…but make sure you work on the statement before you start drinking…or you could have some very interesting stuff!

It can be easier to think of your brand as a person – what does it like or do? How does it help people? What do you want customers to remember about your business? It’s important to be consistent across everything you do and give the same high quality service and friendly attitude to every customer, so they all have the same or similar experience. This is especially important if you’re dealing with a complaint – be consistent; apologise; find out what went wrong and why and then try and put it right, keeping the customer informed. By doing this you can often turn a complaint around into something positive and turn the complainant into a loyal future customer. I think that the main thing to remember is to always consider your branding with every interaction with a customer.

So, now that we’ve looked at the experience you want your branding to give you customer, it’s time to look at the more practical stuff – business name, logo, colours and design – these are important and help shape your brand, but you need to know what the mission statement of your business is first before you begin, as this helps everything else fall into place.

Choose a business name – what name you choose will depend on what you do. I chose to use my name, coupled with what I do ‘Cindy Mobey Freelance Writer’ – does what it says on the tin. But you might want something that is catchy and captures the nature of your business. Think long and hard as once it’s out there, that is how people will see your business.
Logo – Once you have your name, you could incorporate that into a logo – again to make your business recognisable. As well as an overall logo, you could also have smaller logos for individual product lines.
KeeratiBrand Colours – The colours you choose are more important than you might think – according to research by web design and marketing company, WebPageFX, people make a subconscious judgement about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on colour alone. In fact almost 85% of consumers cite colour as the primary reason they buy a particular product and 80% believe that colour increases brand recognition. Wow! That’s quite powerful.
Tagline – The most important thing with producing a tagline is to be succinct. Your tagline captures what your business does and its values in one, very short sentence. For example, Nike use ‘Just do it’ – L’Oréal use ‘..because you’re worth it’ – both very powerful brands with very simple, catchy taglines that tell you what they want you to remember about them. In order to help you come up with your tagline, concentrate on the features of your business, how your products make people feel. Make a list of all the good things about your business …do your products enhance someone’s life?…make them feel more beautiful?…provide solutions to your customer’s problems? Then brainstorm words that describe those things – it might be worth getting a few friends together to help you brainstorm. Once you have a few words, you can come up with a tagline.
boulemonademoonFonts – When looking at your brand for the first time, people will notice the colours and also the font – the way the brand name is written. There are so many different fonts, so try and choose one or two that enhance your business name…for example if you sell vintage jewellery, look at a vintage font.
Tone of voice – Most big companies go for straight forward language or the ‘plain English’ approach. This helps customers easily understand what you’re saying without having to wrestle with big words, long sentences or jargon. Keep the language simple and friendly and you can’t go far wrong!

I hope this has helped you think about what you might like your brand identity to be – let me know if you have any other ideas, or if you need help to set the brand identity for your business.

Images courtesy of 1 & 2) Stuart Miles, 3) Keerati 4) boulemonademoon at FreeDigitalPhotos.net

 

Make your profile fabulous on LinkedIn

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Do you have a LinkedIn account?

Do you use it for business?

Whether you use LinkedIn for business or for personal use, you need to have a first-rate profile to entice people into your world. LinkedIn is a professional networking site, so share your knowledge, your experience, be approachable and don’t post anything that you wouldn’t want a potential employer to see.

Before we look at how to make your profile fabulous, let’s look at what LinkedIn is NOT!

  • It’s not a CV – which tend to focus on career history and is factual. id-100264423
  • Although sometimes described as such, LinkedIn is not a social media platform. It’s a professional networking site, helping you to build your brand in a professional manner
  • Don’t put posts about your cat, what you had for dinner last night, quotes…you get the picture!

OK, now that’s out of the way, what will make your profile stand out and convey the business professional that you are… 

id-100476508Photo – First of all, make sure you upload a good photo of yourself – preferably a professional one. Don’t just go with the grey Avatar.

Smile…this will be the first time many people get to see you.

Headline – Your profile has your name, then a space to write something else. It automatically defaults to your job title and the company you currently work for, but you can edit this… and make it more personal. For example, mine says ‘Singing Freelance Writer’. It’s different and hopefully will make people want to read more.

Contact Info – Make sure people know how to get in touch…give your email address, website address, Twitter account… and if it’s already in the public domain, your phone number and business address.

Experience – with LinkedIn, you can really expand on what you do – make this count. Include things like a success story, a case study, how you can help people and why. Show your potential customers how your services make you stand out from the crowd or why your products are so good – what problem do they solve.

Summary – don’t forget the summary. This is where you can really pitch about who you are, what you’re about, what makes you tick. And don’t forget to add a Call to Action at the end.

id-100354053Network – join groups that are in your niche and make comments and join discussion threads. This is a great way to get to know people – answer questions as these groups are a great source of information. Someone always knows the answer to your problem and may even have experienced something similar that they can share.

Posts – If you’re a blogger or if you have an article you’ve written that will be of interest to other people on LinkedIn, you can share these posts on your profile page too. There is also space to add documents, portfolio items, photos … everything that can help your profile stand out, so take advantage of all you can.

Endorsements and recommendations – give endorsements and recommendations to those you know on LinkedIn. This will most likely result in you getting the same in return. If your customers are on LinkedIn, ask them to recommend your products or services.

id-100287020As well as all of the above, there is also space for

  • Volunteer experiences and causes, so if you have volunteered for charity, make sure this is completed.
  • There’s also space to write about your standard of education and any certificates or qualifications you might have.
  • Do you belong to any organisations? Add those too!

Finally, there are also boxes for you to complete detailing any Honours or Awards you have, any languages you speak, projects, publications, patents, and any interests you might have. It’s worth trying to add as much information as you can about everything you do or have done, especially if you’re looking for work.

Good luck  – let me know how you get on with re-vamping your profile…and if you have any other fabulous ideas, please let me know!

 

Images courtesy of 1)Stuart Miles 2)tiniroma 3)Stuart Miles 4)David Castillo Domenici at FreeDigitalPhotos.net 

 

 

Building a brand for your small business

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Board
A Brand is the image of your business; the products or services that your customers and potential customers connect with. You don’t even have to see the name of some of the famous brands to know what they are – for example, you see the big, yellow, arches in the shape of an ‘M’ and just know that it’s Macdonald’s – or see the Apple logo and you know what it represents. Building a brand for your small business means you are marketing your business to be recognisable, so the name of your business is instantly connected to the products or services you provide.

If you have a good online presence, you’re already making a start in promoting your brand. You can use search engine optimization with relevant keywords, which will show up in online searches, but you need to do plenty of research to ensure you are using the right kind of keywords for your business so customers and potential customers can find you more easily.

Your brand says a lot about you, the person behind your business – your brand is synonymous with your reputation. How do your customers see you? Are you seen as an expert in your field? What do you represent? What does your business stand for? When someone hears the name of your business or your name, what springs to their minds?

What is your current brand? 

Thought bubblePut yourself into the shoes of your customer. Type the name of your business into google search and see what comes up – then type in your name. If you were a potential customer, would you employ you? Most big companies in the UK check out potential employees’ Facebook pages – what does your page say about you? If you’re trying to build a reputable brand, be careful about what you say on social media pages – although this is controversial, if you regularly rant about your personal life in public or use expletives, does this give a good impression? Will it affect the reputation of your business?

Social media sites give you the opportunity to build your public image – it’s the one area you have total control over – you decide how you’d like your potential customers to see you. If you are selling a particular craft or product or provide a serviced, you’ll want to be seen as someone who knows what they’re talking about – an expert. What you post demonstrates that image to the public, so use it wisely.

How do you build a positive brand?    

Set yourself goals…

  • PrintWhat do you want people to associate with you? What do you want your customers to think of you? If you were going to buy your products/services, what would you look for?
  • A good brand demonstrates expertise. You need to show potential customers that you’re good at what you do. When you do a good job for your current customers, ask them for feedback and recommendations. When I want to buy something on EBay, I always look at feedback to ensure the seller is reputable and delivers what they say they will
  • Your natural style – this is about how you portray yourself. Are you enthusiastic about what you do? Do you show your passion for your product or services? Do some research on other people who offer the same or similar products or services as you – how do they put their personal style across to their potential customers? I’m not saying you should copy someone else’s style, but if their style is successful, it wouldn’t hurt to emulate some of it!

Website – If your name or business name isn’t on the first page of a google search, you need to do some more work on getting yourself recognised. Do you have a website? If you do, research keywords for your product/services and keep your website content fresh and interesting.

Logo – if you don’t have a logo, it might be worth investing the time and money in getting one that captures your business. Then use it..on your website, on flyers, on your blog, business cards and in any advertising

Blogdo you have a blog? If you don’t, it’s worth thinking about – it’s a way to show your expertise to your customers. Write blogs that are informative and that help people; write about your products and why they’re good; research other bloggers who do the same or similar to you – follow them, make comments on other blogs, become a guest blogger. Get exposure!

Social Mediause social media wisely. Post regularly with relevant content on your business pages; use photographs, quotes, put links to interesting articles – anything that you think your customers would find interesting or useful…or even funny – without being offensive.

Linked inLinkedIn – this is a great business to business networking site – you can comment on forums, set up your own discussion threads – all of which can help you be seen as an expert in your field. Copy the LinkedIn profile you worked so hard on to other sites, such as AboutMe.com, Naymz.com and BrandYourself.com. Ensure you change the wording slightly so that the first few lines on a google search are slightly different for each site you join.

Set up a Google+ account – setting up this account will let google know that you exist – link it to your website and social media sites.

Stand outBuilding your brand takes time; google takes time to recognise any changes you make, but it’s worth the time and effort. You’ll get more business as more customers find you, like you and your brand and recommend you. This, in turn, will make your reputation grow – make your brand more recognisable….and so your business name and personal name will move up the ranks of google search and you will stand out from the crowd.

If you need any help with your branding, or if you have any questions, please feel free to email me at cindymobey@outlook.com – I’ll be happy to help.