Maybe you’re thinking about the best marketing tactics to give your small business a strong start this year. I’m not a formal New Year resolutions maker, but I do think about what can I do better. Maybe as a small business owner you’re thinking the same thing. So when I think what is maybe the one goal that most small business folks have in common?
Grow by winning more customers!
Maybe your business growth plan this year is focused on winning new customers. Or, increasing your sales to existing customers. Or getting more prospects to your website so you can convert them to customers.
Your winning, retaining or growing customer goals can all benefit from strong content that stands out from your competitions’ content.
My vote for a New Year Marketing tactic: creating and publishing a steady stream of standout website content. Website content that attracts prospects to your site. Content that people find so valuable that they share it with others.
Content = Marketing
When you think about content and marketing, they’re pretty much the same thing today.
Content is king. We hear this everywhere. Oh, we’ve heard cash is king. We’ve heard customers are king. Yes, but because of the way that social media is now, because of the way marketing is no longer in your control.
You want to have great content to make it easy for people who need your products and services to find you online. No two ways about it.
Because every buyer, every influencer, every analyst, every journalist begins doing their job by searching online. They’re looking for information and sources. That means standout, keyword-rich content that the search engines can find, is even more valuable.
You are a Web Publisher
You can’t be just a businessperson or marketer any more. You must be also a web publisher. Whatever business you think you’re in, you’re really in the content creation and publishing business. Sad but true…
You think about what’s your primary goal when working to grow your business. One of your top goals is probably to stand out from the competition. Now, you may have other goals with your website content:
- To educate your existing customers on using your products and services to reduce the need for making calls to your technical support, customer care center or office.
- To answer Frequently Asked Questions
But your overarching-goal, the golden egg-, the brass ring-goal is to create content that makes you stand out from the crowd. Content that attracts the right prospects to your website. Content that is so valuable, that your customers share it with their colleagues and friends.
Content with (well-chosen keyword titles) that stands out for prospects and customers, when they see it appear on a Google search. or mentioned in a blog or when they find your blog, it’s content that says “oh, this company, this engineer, this expert, this author, this speaker, this entrepreneur really knows what she’s talking about!”
Content That Resonates
Content that says you get me! You know where I’m coming from! I want more of this good stuff! I want to see what else you have to say. And then I want to talk to you. Maybe you’re the person who can solve my problems or meet my goals.
That’s what marketing is—old marketing, new marketing, social media marketing, content marketing, product marketing. It’s helping people solve problems and meet goals.
First with your standout, share-worthy content. Then with your products and services.
What is share-worthy content? It can be any format of content that helps your customers and prospects. ‘How to’ content is always popular. The standard content types are: company blog, educational white papers for B2B, (not white papers that are sales pitches) blog posts, Podcasts, webinars, brief online videos, and more how to articles. Would your customers value checklists or guides?
So here’s the one necessary New Year’s resolution I have for you. Create and publish content on your website that stands out.
What’s your best marketing tactic for the New Year?
Hi, nice post. I look forward to your next post. Thank you, Julie
Credibility goes such a long way to be successful in business and a well-done website is a wonderful way to communicate a virtual “face” and brand. Thanks for the wonderful New Year’s Resolution idea!
Creating how-to’s are a great way codevelop content. Not only are they content that make you look like a leader in your field but they are also tools to help your existing customer.
Don’t just develop content…. Develop good, useful content.
Thanks for the comment, Jenny. I agree good, useful content is key. Do you have any examples of small businesses, without big budgets or staffs are creating useful, good content? — Thanks, Cynthia