Let’s face it, if you’re a small business, you have a lot more competition in comparison to big corporations. With that competition, you need to get your voice out there and make sure it’s louder and stronger.
But what’s the answer? How can you develop a reputation for yourself so you’re not another small business that’s ignored?
With the advent of the digital age we live in, the answer for you might just be content marketing. Content marketing is defined as providing applicable information. The purpose of content marketing is to develop content that will make your customers (or potential customers) more inclined to purchasing from your business.
One of the first obstacles many owners of small businesses face is they aren’t writers. Therefore, content marketing seems to out of their forte.
However, it may be essential you learn how to develop content yourself or hire on a writer. Throughout this article, we’re going to take a look at 5 reasons your small business needs to begin utilizing content marketing.
1.) Content Marketing Develops Your Brand’s Identity
When you identify what your business is, you’ll want to take a look at your competition. How many of them are providing niche-related content to their customers?
By providing content, you’re allowing yourself to develop an expert identity. How? By showing your customers you not only have a lot of knowledge in the subject but that you’re more than happy to freely share information with them.
Look at it this way - let’s say you’re trying to sell gardening supplies. By developing content surrounding gardening (i.e. how to use compost, 5 ways to prevent weeds), you’re doing more than just selling tools. You’re offering a product alongside free, relevant, and valuable advice. By doing so, you’re going to stand out significantly from competition that doesn’t provide information.
This identity can be a selling point in itself. You're not only showing the expertise your company holds, but you’re developing a reputation as a company willing to freely share advice with anyone interested in the topic.
You’re showing your true passion for the niche your small business works within.
2.) Will Bring Customers Towards Your Business
One of your biggest goals as a small business is to drive traffic towards your website. What better way to do so than providing linkable information?
In our digital age, people log into social media and Google every day just to receive more and more information. If your website is providing information relative to their interests, it’s only natural they’ll click on links that appear in front of them.
Furthermore, there are a number of marketing techniques that require content on your website. These include:
Digital banner ads
Public relations efforts
Search engine optimization (SEO)
Social media accounts
All of these marketing tactics require a form of discussion. Something for people to talk about. Something to link to.
By creating fresh, relevant content, your website is allowing these conversations to occur. You’re bringing up ideas. You may even stir a little debate.
The point is, you’ll be offering people a reference source for what they’re interested in. Other people interested will naturally be inclined to check your content out. Your content will become the core of a bigger web.
And naturally, you’ll draw in customers along the way.
3.) Encourages Brand Awareness
We’ve discussed the importance of staying relevant with your content. However, this goes beyond simply creating a discussion.
As the way the world works, new ideas will naturally uproot from out of nowhere. And curious people will be searching the web for more information. If you’ve developed the reputation of being a reliable source of information, there’s no reason people won’t come back to your website when moments as such occur.
The biggest purpose of your content is to allow familiarity to your customers. To give them a place they can trust and continuously come back to. You want to be the first website they think of when they’re in need of information.
If you can develop this kind of reputation - this kind of brand awareness - you’ll be a top pick when they’re in need of products or services.
4.) Influences Your Customers to Take Action
It’s only natural people don’t want to spend the money or take the time out of their day when something needs to get done. Procrastination gets the best of all of us.
However, one aspect of procrastination many ignore is the fact that there’s usually not enough information for someone to spring into action. For example, if someone hot water isn’t working, they’re going to seek service from a plumber. However, the average person doesn’t tend to know why their hot water isn’t working and how much it’s going to cost to fix.
Without this information, this person naturally will procrastinate on getting the service done. Especially, if they can live with only cold water for a period of time.
By providing information, you’re providing your customers (or potential customers) with answers. And by providing them with answers, you’re helping them spring into action. You’re helping them beat procrastination.
5.) Makes Your Website Fresh and Relevant
We’ve said it numerous times throughout this blog and we’ll say it again. By making your content fresh and relevant, you’re giving your customers a reputable reference source. However, to take things further, you’ll also want to make your website as a whole fresh and relevant.
Similarly to how fashion trends change, so do website layouts. People change their perspective on an attractive website more frequently than most imagine and it’s something to take into consideration as you develop your website and down the road.
Even if you’re providing your customers with perfect content, if that content isn’t organized in an attractive way, people will naturally click out.
Furthermore, for customers who continuously come back to your website, it’s always a pleasant greeting to see the content revamped. Keep an eye out for both competition and how other businesses organize their company websites. Keep yourself up-to-date with website layouts and your content will have the ability to shine.