Content marketing should be a part of
every businesses strategy for a number
of reasons, but I just wanted to discuss
some of them, from a small business perspective.
While at first it seems like just a lot of extra work, it reduces the costs of lead generation in the long run, and one of the reasons is that good quality content has the ability to go viral and spread across the Internet platforms. That’s basically just money to your bank account when more people see your message and you don’t need to spend a penny on it.
Let’s look at an example here.
If you think about a small business online or off, let’s say you have a boutique where you sell collections of talented young fashion designers. Your advertising budget is small, your hours are limited, however you know that acquiring a new customer is far more expensive than staying in their mind and getting them to buy again, so you decide to start doing email marketing.
But that’s where a lot of small businesses go wrong…
Instead of creating something I call the Winning Concept, they try to mimic what big corporations do and they start sending an offer after offer to the inboxes, just to notice that no one is reading their emails and no one buys, but rather unsubscribe.
So they think “email marketing” doesn’t work, and in a way, they’re right. However, it’s not email marketing’s fault, but it’s more because they haven’t really thought why people buy from them in the first place.
In this case, if someone shops in a boutique, versus shopping for instance at H&M, their motives and expectations are very different, right? Instead of the cheapest and ordinary, they’re looking for exclusive and exquisite.
So the content marketing, emails included should speak to those people, address their needs and desires. Not the H&M’ers.
Through the content you share, you can show good will and caring, support and educate, entertain and add joy to other people’s lives, express your personality and give your prospects a reason to like you and buy from you. You generate sales, build your brand and nurture relationships.
Those three are in fact just like the elements of fitness: Power (sales), stamina (brand awareness) and flexibility (relationships), so they can get your business in shape as well!
Do you already have a content marketing strategy or would you need help creating one?