In my experience talking with local business owners, the phrase I most consistently hear is, “We grow by word of mouth.” They may not use that exact wording, but the meaning is the same. Local business owners thrive on what their customers have to say about who they are and how they run their business. Usually, it is their “word of mouth” that has built and continues to build their reputation. Businesses grow by referrals from trusted sources. I know that when I want to buy a computer gadget, the first person whom I call is my brother. Why? Because he majored in computer science, he practically lives in Best Buy, and has never steered me in the wrong direction when it comes to tech brands. The same is true when speaking of any kind of business; people want to buy what others’ trust.
Content Marketing is not a new term that has been developed, however, strategically using Content Marketing can be a new marketing tool for local business owners. Based on Google’s algorithm changing all the time and customers being in more than one central location, there is a need for your Content Marketing to change regularly. But, change doesn’t have to mean chaos; content marketing should be a focused plan with intent. As a business owner of a local clothing retail store, your content should be based around your unique outfits, your specific audience, and relevant topics to your store. It is pretty simple when you stop and consider who you are and what you have to offer.
A common misconception of Content Marketing is that it should be filled with keywords, after all, isn’t that how search engines will find you and rank your page? Not really, search engines have the capability to decipher the relevant words and phrases around your keywords. Google can actually tell if your content is valuable to your audience. Valuable content will engage your reader, your customer. Content Marketing will be your next step in your business’ “word of mouth.” This doesn’t mean that what you have currently built in reputation goes away; this means that you now have the ability to take it one or more steps further. Your “word of mouth” will reach more of your local customers; your online content will be another power house for driving growth in your business, as long as your content is relevant, consistent, and honest. Does it identify issues or problems? Does it create ideas and generate sharing? Is your content like a conversation? It should be personable, relatable, and reach your customer just as you would face-to-face.
There are many details to consider when writing content; it is important to have a planned Content Marketing Strategy. You don’t market your business by throwing dollars to the side of a billboard, right? The same is true with your content. Be strategic. Know what content to create, when and where to share in order to reach your target audience. And then once your content is out there, market it. In an ideal world, your content would naturally speak for itself, but it can’t get there on its own. In order to trigger conversation, you have to start the conversation by getting in front of someone.
Content Marketing is vital now in growing your local business, in getting in front of more people to have more conversations with people; to inform and educate; and to reach those who are taking a closer look through online “word of mouth.” It can also be time consuming, a bit frustrating, and tricky to maneuver a new strategy along with your current workload. Outsourcing for content creation and marketing is a great option for the busy bees who want the extra “word of mouth,” but have no time in their current schedule. Do you have a strategy? Check it. Is it working how you want it to? Is it converting customers? Is it driving website traffic? If not, let’s talk. I encourage you to take advantage of the free digital presence analysis that Stinson Communications offers. Why not see your Content Marketing from a new perspective?
Content Marketing is not a new term that has been developed, however, strategically using Content Marketing can be a new marketing tool for local business owners. Based on Google’s algorithm changing all the time and customers being in more than one central location, there is a need for your Content Marketing to change regularly. But, change doesn’t have to mean chaos; content marketing should be a focused plan with intent. As a business owner of a local clothing retail store, your content should be based around your unique outfits, your specific audience, and relevant topics to your store. It is pretty simple when you stop and consider who you are and what you have to offer.
A common misconception of Content Marketing is that it should be filled with keywords, after all, isn’t that how search engines will find you and rank your page? Not really, search engines have the capability to decipher the relevant words and phrases around your keywords. Google can actually tell if your content is valuable to your audience. Valuable content will engage your reader, your customer. Content Marketing will be your next step in your business’ “word of mouth.” This doesn’t mean that what you have currently built in reputation goes away; this means that you now have the ability to take it one or more steps further. Your “word of mouth” will reach more of your local customers; your online content will be another power house for driving growth in your business, as long as your content is relevant, consistent, and honest. Does it identify issues or problems? Does it create ideas and generate sharing? Is your content like a conversation? It should be personable, relatable, and reach your customer just as you would face-to-face.
There are many details to consider when writing content; it is important to have a planned Content Marketing Strategy. You don’t market your business by throwing dollars to the side of a billboard, right? The same is true with your content. Be strategic. Know what content to create, when and where to share in order to reach your target audience. And then once your content is out there, market it. In an ideal world, your content would naturally speak for itself, but it can’t get there on its own. In order to trigger conversation, you have to start the conversation by getting in front of someone.
Content Marketing is vital now in growing your local business, in getting in front of more people to have more conversations with people; to inform and educate; and to reach those who are taking a closer look through online “word of mouth.” It can also be time consuming, a bit frustrating, and tricky to maneuver a new strategy along with your current workload. Outsourcing for content creation and marketing is a great option for the busy bees who want the extra “word of mouth,” but have no time in their current schedule. Do you have a strategy? Check it. Is it working how you want it to? Is it converting customers? Is it driving website traffic? If not, let’s talk. I encourage you to take advantage of the free digital presence analysis that Stinson Communications offers. Why not see your Content Marketing from a new perspective?
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