Content Benefits for Small Businesses
The rules have changed with marketing for small businesses and there are benefits and problems that come with it. Running a television commercial is still expensive but it is less effective as people usually DVR shows or use the commercial break to go on their phones. Radio and newspaper advertising is shaky at best and even dropping flyers off door to door has lost its value.
People want to interact with the company now, they want to see what you are doing on a regular basis, they want to be informed, entertained and the last thing they want is the same thing over and over again. A restaurant can run an ad in the local paper, pass out flyers and even have a TV commercial and all of those things combined won’t have the marketing impact of someone going to that restaurant, taking a picture of what they order, tagging the restaurant and posting it on Instagram and Facebook. That’s right, no marketing company in the world can do more for you than someone tagging you on social media and writing something positive.
Well don’t, the truth is marketing has changed in a way that benefits the small business. People want to find what stands out; they want the unique and different. No one tags themselves going to McDonalds for a burger but you can bet they tag themselves at that hole in the wall burger joint right across the street.
Substance! Rather than throw a bunch of terms and numbers around that confuse you they keep it simple. It doesn’t matter how many times Google and Facebook change their algorithm they will always demand one thing, content! If you are not producing content on a regular basis you will not be found. But what is real content?
- Articles/Blogs/Press Releases: This is what you think of when you hear content and they are still effective. Your website needs to have blogs posted weekly and you should have articles posted at least once a month on external sites which link back to your site.
- Social Media: Again this is where you have to build a presence. Don’t think of a post as having to make you sales but rather it shows you are active and doing something. It looks bad for a potential customer to visit your page and see that you haven’t had any activity in over a year.
- Videos: You don’t need a film crew and Martin Scorsese directing to have a YouTube channel full of quality video content.
“In real-estate it’s all about location. In marketing it’s all about content. If you don’t have enough content you won’t be found on Google and Facebook and that hurts your growth as a company. Now you don’t even need a website, you can operate an entire business through a Facebook page, Google will rank it on SEO and you can write blogs on other sites to get it more traffic. So before you spend $10,000 on a website maybe you should know how you are going to get traffic to your business.” Stradalli Cycle CEO and Entrepreneur Tom Steinbacher
Steinbacher has built multiple successful online businesses through internet marketing tactics and has found the difference between the companies that succeed and the ones that fail usually comes down to balance.
“Two companies do exactly the same thing and sell that product or service for the same price. The company that is going to thrive will be the one that has a smart marketing strategy, not an expensive one. A lot of marketing companies stay away from content and social media because they can’t get you fast results and it costs them more to create all that. They prefer doing the backend work that takes 2 hours and they charge you over $800 a month. You have to make yourself visible for people to find you and that’s what Relentless Content does. Personally I would rather go with a company that has a real writer who is going to sit and research my business, understand what we do and write something that will grab people’s attention then hire someone who barely speaks English and just writes a bunch of gibberish that Google can’t even understand. ”
At the end of the month you can have a company that sends you a list of what they supposedly did or you can go online and actually see what was done and how it impacted your business.