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

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.

How to conduct a SWOT analysis for your small business

 

23Whether you’re new to running your own small business, or whether you’ve been going for a while, conducting a SWOT analysis can help your business get on the right track. I tend to glaze over when someone talks about something that sounds like it will be difficult, or something that I might not understand, but SWOT analysis is a very simple concept, which can give you great insight into your business and generate ideas to take your business forward.

What is SWOT analysis

strong linkThe term SWOT is an acronym devised from four words; Strengths, Weaknesses, Opportunities and Threats. Conducting analysis on your business in these four key areas help you look at internal and external factors that affect or have the potential to affect your business. It’s a good idea to conduct this analysis before you set up your business and marketing plan as it will help you develop your business strategy.

You could also consider performing a SWOT analysis on your competitors, as this will give you valuable insight into their strengths and weaknesses…and may identify opportunities for your business that they haven’t thought of.

Where do you start?

A SWOT analysis is about making a list in four key areas:

Strengths – list what your strengths are…the aspects of your business or project that gives you an advantage over others. What do you do well?

Weaknesses – these are factors that put you at a disadvantage to your competitors – what don’t you do so well?

Strengths and Weaknesses are the internal factors of your business.

Opportunities – what are the opportunities you can see for your business? You might be able to spot opportunities from new technology, new potential markets for your products or services, or even lifestyle changes or local events.

Take a good look at your strengths and see if any of those can be converted into opportunities. Similarly, you may be able to work on your weaknesses to eradicate them and open up new opportunities.

Threats – do you have any hurdles you have to overcome with your business? Are any of your weaknesses a serious threat to your business? Look at what your competitors are doing to be successful – is there something you can change to compete? Of course, there are other threats to take into consideration, such as bad debts or loans.

Opportunities and Threats are the external factors of your business.

Who can help you?

street-sign-141396_150[1]A SWOT analysis can be completed by you, but it’s always good to have another opinion, so draft in some help. Ask friends, employees (if you have them) and maybe even some of your customers – ask them what they think are your strengths and weaknesses. You may be surprised at the answers and it may help you to pull together a strategy to help you succeed further or improve an area of your business.

Action plan  

Success signOnce you have all the information you need, you can devise a strategy to capitalise on your opportunities and reduce your threats. Concentrate on these two areas first as they are the most likely factors that will affect your business and your future success.

Then you can work on your weaknesses and protect and increase your strengths.

When you have completed the analysis, go through your business and marketing plan to see if you can enhance any particular area of your plan.

If you’d like more help with your SWOT analysis, please let me know and I can send you a free SWOT analysis sheet, with questions to ask yourself in each of the four areas.

Happy planning!

Email: cindymobey@outlook.com