Small businesses are always trying to get the attention of potential customers. To avoid getting caught up in the clutter, customers install ad-blockers to browse websites without any ads, customise their social media feeds and subscribe to ad-free digital radio. For savvy digital marketers who don’t want to be ignored or skipped, they have to create messages that customers want to see.
Customers will listen if they are given information instead of a sales pitch. They will see the brand and the message not as an interruption, but an important provider of information. This is called content marketing. It is all about creating and providing valuable and relevant information to one’s target audience. The main goal is for the content to encourage customers to do business with the company.
Here’s how content marketing can help businesses of any size.
Increase Brand Awareness
You need to be consistent. Providing fresh content regularly can create a lot of opportunities for your target audience to see your brand. Since your brand becomes more familiar to them, you will be the first one that will come to their mind when they need your service.
Build Your Reputation
Content marketing helps you build your reputation as a trusted expert in your industry. For instance, even if there are a lot of plumbers in your area but you are the only one who provides information about plumbing solutions, problems and maintenance, your brand will be known as the expert. You are showing your expertise, so potential customers don’t need to look for or question your proficiency. As you are helping customers without asking for any payment, you will also become known as someone trustworthy.
Get More Customers
Publishing fresh content regularly on various topics allows you to drive more traffic to your website through traditional media, search social media and more. This eventually leads to foot traffic, phone calls and orders. Remember that digital banner ads, social media accounts, search engine optimisation and pay-per-click advertising won’t work if you don’t have content to promote. These avenues need something to link to and discuss. Posting fresh, relevant content gives customers a reason to visit your site or click your clink. You can grab the attention of more people and repeat visitors by covering seasonal and timely topics. This will also improve your ranking in search engines and increase your chances of getting found by potential customers before your competitors.
Keep Your Website Interesting and Fresh
Customers search the internet to find the information they need. A stagnant and out-of-date website is less professional and interesting than one that updates content regularly. Customers might check out your social media presence and website more than once before making a decision. When they return, finding something relevant and fresh makes their visit more interesting. It also shows that you are a professional organisation.
Convince Customers to Hire or Buy from You
Content marketing can help you encourage customers to take action. It is only natural for customers to procrastinate when they need to spend time or spend money to get something. However, once they get a clear answer to their questions, they could finally be encouraged to hire your service or buy from you. Provide content that will help them make a decision and ultimately choose you over your competitors.