Small businesses get a pretty hard time breaking into the mainstream market and gaining a piece of the customer base. Not only they are competing against the big advertising budget of corporations that have already established themselves, but they are also competing against new media consumption habits by consumers.
The customers of today are not sitting through the advertisements that plague radio and television. Thanks to digital media, they can simply fast forward through the advertisements. In addition to that, they have applications in their computers that prevent advertisements on the Internet from popping up in their browsers.
They also tailor their social media such that they do not receive any advertisements while on social media. As such, small businesses should utilize a strategy known as content marketing.
Content marketing is where the copy in a website assists the readers by providing solutions to the challenges that they may be facing. The solutions stay within the niche industry of your business.
In addition to that, these are tailored to fit the target audience of your small business. Thanks to this content, the visitors of the website feel that the business cares. Thus, they become customers. Here are some ways in which content marketing is ideal for small businesses.
It makes the company become more familiar to visitors
Content marketing works to promote the value of the business image. This strategy works to maintain a consistent image of the business in the minds of the customers. This is done by posting new content on the website regularly.
New content makes it possible for the target market to see the company’s name and logo as often as possible. Moreover, new content allows the visitors of your website to feel part of your business story. Over time, the small business becomes familiar to the visitors.
Makes the brand more trusted to the customers
By posting content that assists the visitors of its site, a small business can make itself stand out among its competition. By providing information about how the visitors can solve minor problems in the niche of the business, it stands out as empathetic and helpful.
Content marketing makes a brand seem to have exceptional expertise in their field. In the minds of the customers, they would rather deal with a brand that knows what they are doing. The visitors to the site also admire the business for giving unpaid advice on common issues affecting them. This definitely creates a bond between the business and its prospective clients.
It convinces your customer to buy from you
Visitors to your business website normally see many other websites before yours and many others after it. As such, they often procrastinate on commitments to buy from online stores and businesses. However, by use of content marketing, you can capture your visitors.
A tidbit, piece of advice or a story in the content marketing can stick to the minds of the visitors. This little story can make them empathize and want to spend more time on your website. They will discover more about your business and eventually book an appointment or buy a product. Content marketing acts like a sort of attention magnet for the visitors to your site.
Content marketing is important because it helps to guide the visitors through the main steps of conversion. These steps include;
Content marketing works to help the customer navigate these steps while they go through your business website. This promotes sales and builds trust with the brand.
Content marketing will spur unique marketing processes for your business
One of the main activities in content marketing is to provide information that updates visitors on the development in your business. In addition to that, the content marketing informs your visitors on the latest trends in your industry.
These new trends can be spread from reader to reader through social media and such like. They can also share this information through traditional media like email, forums and word of mouth. This works to make the business website more popular.
There are some other methods of marketing on the Internet. Some examples of these include;
1. Pay Per Click campaigns
2. Digital banners
3. Efforts of Public Relations
4. Social media tactics
When you use content that is attractive to readers, these strategies are even more successful.
Ensures your website is always up to date
Not only websites play a major role as locations for online businesses, they also serve as the first location of that business that consumer visits. As such, a potential customer gets their first impression of a business from its website.
Maintaining some fresh content on the business website ensures that potential customers get the best possible image of the business. The content should be very recent and should be updated regularly.
High-quality content should be maintained throughout all web pages that are associated with the business. This includes social media pages as well as forum posts. Let the visitors keep coming back for more new posts and information about your business.
This type of content also makes a visitor come back more than once to the site. As a result, they become a regular. They begin to follow your business exploits and story and eventually become a repeat customer. Maintaining a steady flow of fresh content also makes a small business look professional.
Present content in an inviting way
When you are presenting content to your website visitors, it should have a format that will appeal to your visitors. One of the ways to ensure this is by presenting it in short paragraphs. They are easy to read and disseminate information in bite size portions.
Short paragraphs are also ideal for search engines. The search engines are able to find the subheadings and headings more easily. As such, you can place keywords in these subheadings for the search engines to find.
The formatting of the text in the content is also paramount. Make use of bullets and bold words so as to capture the attention of the visitors. You can also use big sizes of font in some of the paragraphs. This will make it easier for your visitors to get a good idea of what is in the content even if they only skim through. References to interesting things such as pop culture also promote the attractiveness of the content on your website.
Content marketing is quite powerful in terms of making a website popular and ranks high in search engine results. Small businesses should invest in this type of marketing. It can yield strategic results for them.