A small business requires a lot of attention in every area, especially in its marketing strategy, just like larger corporations. Merely putting up ads and spending thousands of dollars isn’t guaranteed to increase your leads and conversion rate.
That’s why content marketing strategies are crucial. It is the brain of the business. Without content marketing, small businesses are passing up on the possibility of gaining leads and converting them to paying customers.
I work with many small businesses, and even take them on as SEO clients, So I know what I’m talking about.
As more and more small businesses appear as competition, it is time you consider planning for your marketing content.
There are many reasons why content marketing is vital for your small business. It might seem like another additional cost or expense, but content marketing is the best and most effective way to help your business grow.
What is content marketing?
First of all let’s address the big question – what exactly is content marketing? Content marketing is a way to tell stories that will capture the attention of your audience. It provides relevant and valuable information that can solve issues or problems. According to the Content Marketing Institute, “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.”
It is an effective way to promote your business because it engages with potential customers.
Types of content marketing for small businesses
There are different types of content marketing strategies you can try for your brand. Here are a list and a brief description of content marketing strategies that are commonly used by experts.
Articles and blog posts
The most dominant form of content on the web. It drives organic traffic to your website. It allows the opportunity to use keywords for better ranking on Google’s search engine.
About 66% of consumers prefer to watch a product video, and these prompt marketing experts to utilize it as a tactic to get more consumers.
Infographics: It’s a visual way to deliver valuable information while gaining more leads.
It’s a form of content marketing that provides information about your business and your customers’ experience.
It provides significant value to small business customers and is easy to create.
Testimonials/ customers’ reviews
It gives an overview of what your company provides and how your products can impact a person.
A lengthy form of content marketing that has detailed information.
Podcast: An audio form of content marketing.
These are some of the most known forms of content marketing used by most professionals.
Why your small business needs content marketing
Builds Brand Awareness
Not everyone knows about your business, and this is when content marketing comes in. It pushes your business to the forefront, gaining more attention, leads, and sales. For this to happen, consistency is the ultimate weapon to achieve brand awareness.
Consistently posting valuable content online can reach more audience, particularly if you use video marketing. Using videos for your content strategy can gain more leads. Videos are easy to share, and there is a bigger chance that it could reach more potential customers than ever.
Having your content syndicated in many places can build awareness of your brand.
More significant return, smaller Investment
No matter what form of content marketing you plan to utilize, it’s still cheaper than traditional marketing or outbound marketing.
With content marketing, you reduce your cost while generating more leads. These leads can be your potential customers.
It’s perfect for small businesses as it is budget-friendly and has excellent returns.
For example, email marketing can have an ROI as high as 4400%, which means that in every dollar spent on an email marketing campaign, you get a $44 in return.
The more valuable and fresh content you often create, the more other websites want to link to your site. Backlinking is crucial for website ranking. The more websites link to your content, the more Google recognizes it as an authoritative site, and will move it on top of the Search Engine Result Page (SERP).
If Google considers your site as authoritative, the more people will visit your site. The more traffic means the more chances of getting sales.
That’s why you need to learn to create expert content that you think will gain more backlinks. And, utilizing a link building strategy is vital for growing backlinks.
This is one of the real reasons why content marketing is so crucial for small businesses. It’s to get more leads that they can eventually turn to paying customers.
With the useful and creative content you generate for your business it will lead traffic or people to your site. It will help you to build a team to work on these leads and convert them to sales.
Improve Trust and Better Relationship with Visitors
Gaining the trust of your leads or visitors is beneficial to convert them later to customers. But how would it be possible to do so?
Providing content that is authoritative and valuable to your readers is essential. One good example of helpful content for your leads is EBooks.
EBooks are great examples that can provide great content your readers can trust. With the valuable content Ebooks’ offer, people will be willing to trade their contact information. The better the quality of content you provide to your visitors, the more they would want to know about your business and its products.
Promotion Without Selling
When customers follow you online, like on your social media accounts, they want to receive valuable content, which can add something to their lives. But if you choose to promote your products often, they won’t value your brand. You might lose a customer.
You should be creative when producing content to grab people’s attention. Trying to promote your products or trying to sell them is not effective. Instead, share content that’s attention-grabbing and has value.
In this way, you promote your brand and product without selling.
Sets Apart from Competitors
Content marketing sets one business from another. If you want to be one step ahead of your competitors, adapting content marketing to your strategy can bring you a long way. If you provide your customers with information or details that can help them or add value to them, they will choose your brand compared to your competitors.
What will also set you apart from your competition is the way you present your brand. Your brand’s voice can add personality and uniqueness to your business. It would make you easily connect to your audience, and somehow your unique approach to share content will make your customers remember your brand.
Therefore, find a way to express how you can come up with a creative and unique voice for your brand through content marketing.
Helps in Digital Marketing Strategies
Digital marketing is another form of marketing strategy utilized by experts to promote a brand. But digital marketing can’t stand alone without content marketing.
If you are creating an email marketing campaign, you don’t just send out an email to your leads without anything. This is when content marketing comes in. Creating the right content for your email marketing campaign can get your leads, eventually paying customers.
Important During Each Step of Marketing Funnel
The marketing funnel describes the journey of your customers. It’s how experts understand their customers’ buying process and move them on the different stages of the marketing funnel. The aim is to move the leads closer to the sale until they make a purchase and become a valued customer.
There are three stages of the marketing funnel that experts based their leads.
Top-of-Funnel (TOFU): At this stage, the potential customer starts to recognize or identify a problem they need to resolve. That’s when they do some research. Your content comes to the picture to provide answers or information to help them decide what solution they need.
Middle-of-Funnel (MOFU): On this stage, leads are now exploring their options. The content you have provided them through their research will educate them on the options they need.
Bottom-of-Funnel (BOFU): The BOFU is the bottom of the marketing funnel. It is where your leads are about to convert. The sales team is involved in this stage to make a little push and close the deal. Sometimes l a special offer, discount, or promotion is given.
By carefully studying your leads on what stages they are in the buying process, you’ll be able to give them what content they need. If your leads are still on the first stage of the buying process, general information can help them understand the solutions they require. Meanwhile, leads at the bottom demand detailed content about your product to make the final purchase.
Conclusion for small businesses looking to start content marketing
Now you can see the benefits or reasons why you need to adapt content marketing for your business. No matter what size your business is, content marketing helps you boost your visibility, build a strong relationship with your customers, increase sales, and grow your business.
James is an SEO consultant based in London. Working with clients around the world to get more traffic from search.