If you have just started a small business, for example, opened a small shop or cafe, your main goal is not difficult to predict as for sure you want to attract consumers as soon as possible, without spending a fortune on advertising at the same time. Most entrepreneurs already understand the value of content marketing strategy, but still, do not use it in practice. The reason is in the absence of time, money and understanding how everything works. And the cost of paying for the services of a specialist who can put the work on stream is comparable to the income of the owner of a small business.
Is there any effective problem solution?
The secret of creating a marketing strategy is not in large budgets, but in making the most efficient use of the resources at your disposal. If you detect your audience – this is already a good reserve for a start. The second important condition is the existence of a strategy around which the work will be built. Although the budget is also an important condition, there are things that affect the results no less than money.
Let’s have a look at the guide, which focuses on the most important steps small business owners should take in order to attract the attention of the target audience, stand out at the market and catch the attention of the larger number of potential customers.
1: Identify your target audience
Before you start creating the content, you need to identify the audience. Who do you work for? The narrower the focus is, the better the service will be. And only then, having created a powerful client base, you should think about expanding. Perhaps, it is also about entering new markets. A clear differentiation of efforts aimed at specific people is a pledge of effective marketing and business in general.
All you need to do is to create an image of your main customers, what they like and dislike, and determine the types of materials that will resonate with them. Once you have decided on the target audience, it will be much easier to come up with not only topics for publications, but also to identify channels that should be used, for example, in targeted ads in social networks, which are an important source for success.
2: Formulate your business goal
At the very start, formulate the business goal and plan the budget. Ask yourself: “What do I want?”. It is necessary to decide what is important for you: to increase international coverage or to gain a large share in the local market, to increase conversion rates or brand recognition, etc.
Define priority goals. Decide on what you need right now, and what you would like to achieve in the long term. Setting goals are the basis of any marketing plan, including content. Distribute the limited resources in the best possible way.
3: Choose the right advertising tool
To earn money, first, you will have to spend it. For effective promotion, you will have to spend money on the search, media, and social advertising. Perhaps, you will have many questions at once, among which you will have to find out how to create a marketing plan for a small business and whether your advertising works or not. Do not worry, you will quickly understand everything.
Take advantage of Google as it is one of the most popular search engines that can greatly help your business. Creating an account in Google, enter all the required information: working hours, address, phone number, a website. Your business will begin to appear on Google Maps.
To be present at once on many channels is good, but for small business, it is much more effective to choose only one channel where the most part of the target audience is registered. For example, if your clients are much more active on Instagram than on Twitter, you should pay as much attention to Instagram as possible.
Even if you create great content, this does not mean that your target audience will see it. It is necessary to take care of informing people about its existence. If the content is really good, when it is promoted by paid methods, the effect will grow due to organic distribution. People pick up interesting posts sharing them with friends.
4: Use an e-mail marketing
For small businesses, email marketing is a great opportunity to increase the brand loyalty. You can send information about sales, promotions, events, inform them about the news and the appearance of fresh entries on the website. Remember, consumers are more loyal to those companies that talk about their employees, corporate life, show an individual approach to everyone.
To save money, choose free mailing services. Do not forget to optimize your messages. Test themes, time of sending, a day of the week, texts, various creative approaches. Many people check mail from mobile devices, so be sure to check how your message will look on different screens.
5: Create evergreen content
First, you should answer the question: “What is business content?” Some articles almost do not lose relevance with time while others quickly catch a wave, but the effect of them is lost with it. A large business can afford to hire professionals who will write about trendy things, track news events, write more than ten publications a day or more. For small businesses online, this is an unacceptable luxury.
That’s why you need to work primarily on “evergreen” content, meaning the possibility to get traffic for not only months but also for many years. In addition to attracting visitors, it also works well creating an image of an expert. This is one of the most effective content strategies as it can outline expert materials, research and articles that cover specific topics well.
6: Don’t forget about the search engine optimization
It’s not easy for small businesses to compete with larger brands on popular requests. That is why it is wiser to use the language, the competition for which is less.
The main question you will have to answer is: “What is a content plan?” This is a list of possible topics for your blog for the certain period of time. Include keywords in the title tag, text, headers, image descriptions and meta descriptions.
7: Be original to stand out from the crowd
Do your best to represent your brand on all channels uniquely. Show everyone how amazing your business is and which distinctive features it has. Take a non-standard position on the issues that are relevant in your industry. Do not blindly follow the trends, make your own decision and apply unique tactics.
Take the time to create a quality page “About Us”, where you can once again demonstrate your uniqueness.