Differentiating sales material from true content.
So you crack your knuckles and you're ready to type away, and you find yourself immediately spurting off about your company. After all, that is what you do know best. The problem there, however, is it's probably just rehashed content. The goal is to think bigger. For example, write about the industry itself rather than your company. Content is important to traffic, and if your content is only about you, your company and your goals we as consumers will fall asleep trying to get through your site. Beef it up with interesting facts, statistics, and industry news!
Use social media!
Yes we say this often but that’s because we have built 3 businesses with this one tool! It makes sense to use it to help you brainstorm and build your campaign. Get on Facebook or Twitter and flat out ask your already-established audience what topics they would like to talk about. Don’t just ask, deliver and let them know you care about their opinions. Get involved in your social media, if you only jump on to talk about your next class you aren’t impressing anyone! If you engage in other people’s content, be it on their wall or in a group, they are more likely to check out what is going on in your world. Spending 10 minuets a day or even just a few times a week making comments, giving advice and liking your followers comments can make a huge improvement in your advertising campaign reach!
Make a calendar
It's always good to have a plan, just winging it and writing as you go can be detrimental to your campaign. Figure out what topics are best for what time. Think of industry events, what's happening in the world, and make relateable topics to that time table. Do you have a marketing plan for the fourth of July yet? If you don’t, I know 20 competitors who do and they will grab the spotlight!
You’re in the business of changing lives and keeping up with current events is key to capturing your audience! Grab a calendar, look over the key events and schedule your advertising campaigns around things like holidays and breaks. It will also help you keep to a schedule that readers can count on.
From raising brand awareness to generating leads, every campaign needs a purpose and directive. Not having clear goals makes for messy content, and messy content makes for confused consumers. Some goals might be gaining 5 new subscribers a month to your business email, 20 new page likes a month and two new clients a month. If your not reaching these goals look at your advertising and content first!
Check your work twice!
I often see simple mistakes on websites and event postings. If your potential new clients can't tell where you are from, and how to easily get in touch with you guess what, they are going to keep looking. This little omissions of information can cost your business! Go check out your website and social media pages, or ask a friend to. Can you easily find basic information from where you can be reached to what your service area is? If you can't see it within 30 second neither can your clients!
Did you forget to add the price? That will baffle new clients, they have an idea of what they want to spend but they aren't going to check and see if your in their price range, that can be embarrassing for them, instead they’ll keep searching. Even if you give a range of service pricing it's better than nothing. Remember when no pricing can be found people make assumptions and often they assume your out of their price range.
Engage, engage, engage!
Essentially, engagement is what it's all about. You get involved with content marketing because you want to engage. Whether it's to make your company the leading source of information in your industry or create more leads, that all comes with engagement. Get your current clients in on it, ask them for feedback by posting a question to your page or blog, this will help their friends see it! Share information and ask for opinions. Talk about local topics, weather, sports, and your industry. We know most New Englanders can’t resist making a comment on the Sox when they are brought up in a topic. Your job is to correlate it to your business or just make the off the wall comment, it will help you reach further!
Talk with the local business owners in your area, ask them about their services right on Facebook. Make sure you really want to know, and in return they will often ask about you. This will help both of you get noticed! After all we need to stick together!
Rebecca Lee Allen is the owner of South Shore and Cape Cod Metaphysics. She offers marketing and social media training for holistic business owners.