Content marketing for local business is a vital part of any successful enterprise.
It is the digital marketing strategy that will help you increase sales and therefore your profits.
It helps you raise your brand authority and awareness and will help consumers know more about your products/services. These will translate to higher conversion rates for your marketing campaigns.
You should have a marketing strategy focused on creating and sharing valuable and consistent content that helps you attract the right audience.
SEO and content marketing
It is crucial for an online business to have a high SEO rank that will assure that you appear on the first page of search engine results. Being high rank means that you have to conduct SEO on your website.
And how exactly do you this? Firstly, you have to provide relevancy. It is virtually impossible to separate SEO from your marketing strategy because SEO affects where your content is displayed; and content efforts affect your SEO results.
Together, they affect whether people see your links and whether they click on them. 75% of people never scroll past the first results shown on the first page of Google. This means that if your content it is displayed of the second page or after, most of the searchers won’t see it.
The algorithms of the search engines change frequently but there’s one thing that always remains the same: relevant content. Google rewards and punishes based on what you publish. If you want a high rank, you should provide quality, up-to-date posts.
Text, images and video matter not only to search engines but more importantly to consumers. In this competitive business climate, you can’t afford to miss the advantages a well executed marketing strategy will provide for your company.
Content is important for consumers
Potential customers are becoming more and more difficult to persuade using a hard-sell strategy. They tend to have a great appetite for quality information instead.
They want to find out more information about the products and services they are interested in before actually buying them. Buyers trust content more than any other type of advertising.
And that is where good marketing strategy intervenes. This is not just another marketing strategy you might use, it has become a necessity if you want to keep up with the market and still be relevant to your customers.
Relevancy will place you as an authority in the domain you are active in. It will help you gain trust which is vital for increasing sales.
When a potential customer is consuming your media (articles, images, video etc) he starts to create an image of your brand. If you manage to offer him quality information, educational and engaging, it will reflect positively in your brand’s image.
Statistics show that content conversion rates are six times higher than any other marketing strategy. This shows how important it is for your customers to find relevant information on your website and moreover why you must have a content marketing strategy.
Content marketing for local business is a vital strategy
Content is the tool that will help raise a brand’s trust and awareness by highlighting important topics that are searched for by your targeted audience.
It is an effective method that will help you gain more relevant traffic, boost SEO performance, increase effective traffic and conversion rates.
It’s a way that helps you communicate with your potential customers, establish a relationship with them, encourage them to buy from you and feel comfortable with the decision they have made.
Content is a cost-effective strategy to bring in new leads. Such marketing generates over three times as many leads as any other marketing strategy and is 62% cheaper.
It’s important to be aware that the results of content marketing needs some time to be seen.
It’s a long term strategy that involves great efforts. In order to be sure of the success, you should consider hiring marketing agencies that have the skill and experience to provide you with quality content.
There are numerous factors that you should pay attention to if you want to provide relevant content. You should research your potential customers’ interest, which platforms they hangout on, what their problems are, what type of format they prefer etc.
It can be overwhelming and if it’s not done properly, you risk being penalized by Google and by your customers.
Good content will also help you stand out from your competitors. For a start-up, it’s a vital method that will showcase your uniqueness and help set you apart from the rest of your industry.
What you will provide be the difference between you and the competition. More importantly, between a potential customer choosing you instead of your competitors.
Content is valuable for all successful companies. 58% of the marketers think that their biggest asset is original written content and 81% of marketers said that content remains their principal focus. These statistics demonstrate how important content marketing for local business is in every field. You must pay attention to it if you want to build a powerful brand with higher profits.
Understand and Appeal to your Audience
The first step to creating great content is to understand your audience. Who are they? What do they like? What problems are they trying to solve? What do they value?
Once you know these things, you can craft your messaging around these topics. This will help you create more relevant and effective content.
While text is the most commonly used method of content marketing, use other appropriate formats to serve the information to your viewers for easy consumption.
Infographics are one of the best ways to get your message across. They are visually appealing, easy-to-read, and provide an instant “elevator pitch” for your message.
They are perfect for any type of content marketing campaign, from PPC ads and social media posts to blog articles and website copy.
Videos are another great way to get your point across.
They are especially valuable for local businesses because people are more likely to trust a local business with a video testimonial than a business they don’t know. People are also more likely to trust a personal recommendation over a professional one. Make sure the video is high quality (at least 768 kbps) and includes plenty of sound. Don’t forget to include a written transcript.
Create a Sales Funnel
Once you have created all of your content, it is time to create your sales funnels.
What is a sales funnel? Simply put, it is a series of pages or posts that help a person become aware of your product or service, capture their interest, and eventually entice them to buy.
You should always have at the top of your sales funnel something that gets your reader’s attention. This could be an enticing headline, an attention-grabbing image, or even an unexpected fact. It could be something as simple as an interesting quote on a page or as complex as an elaborate case study.
The point is, you must do everything within your power to get your prospect’s undivided attention.
Next, tell your story. What problem does your product or service solve? What benefit does it offer? What guarantees can you provide? All of this should be included in the first part of your sales pitch.
Now, it is time for your product or service to be introduced. Tell the story of how it came to be. How it was created? Who created it? What makes it unique? Why should they care about you and what you have to offer? What the reader can expect after buying the product.
Now that you have captured their attention, educated your prospect, made a strong case for your product, and told a compelling story, it is time for you to ask for the sale. This is your end goal.
It is important to note that a good sales funnel nurtures the reader and doesn’t hard sell prospects.
Include a call to action
Your content strategy should include a few well-placed CTAs in each piece of content you create. These should be relevant to your content and should tie in with your sales pitch. For example, if you are writing about how to increase website profits, one relevant CTA would be to sign up for your free trial of our monthly newsletter.
The ultimate goal of content is to get your readers to take some kind of action that moves them down the sales funnel. That could be to visit another page on your site, give you their name and email address, or even buy your product or service.
What should your call to action be? It should be relevant, specific and clear.
If you are selling an e-book, your CTA might be to sign up for your free trial of the month’s newsletter. On the other hand, if you are selling a high ticket service, such as consulting, your CTA might be to schedule a phone consultation.
Make sure your visitors know what you want them to do. If you do this, your conversions will increase significantly.
Don’t Skimp on Content Creation
Never skimp on content creation. Once you’ve built your sales pitch (or ad or website or whatever), don’t stop there. Continue to create content that supports and amplifies your sales message.
That is where the real money is for your business. If you’re seeking a writer to craft content for your blog or social media platforms, don’t hire a hack. Research and find a respected content creator who has experience and proven success.
The same goes for other mediums such as video or graphic designer; that adage of “you get what you pay for” speaks bounds of truth here.
In the beginning stages of our company, we spent considerable amounts of time in-house creating content strategies, but sometimes outsourced the material to the wrong people. We learned, and hired a digital marketing agency known for its talent, and let them work on the creative side.
Our results have been successful ever since. Before you start any content strategy for your business, consider the above tactics.
Content marketing is ubiquitous in any marketing strategy you use, including PPC campaigns, SEO, Social Media and sales funnels.
The importance of content marketing for local business is reflected in your return of investment. It will help you maximize your ROI if you provide high-quality content that caters to market demand.
You should not create for the sake of creating. Content marketing agencies will help you create valuable articles and posts that will be loved by your consumers.
Success in this form of marketing requires good strategy, research, planning, copywriting, industry data, promotions etc.
You should have a clear strategy and continuously measure your results.
The success of any marketing campaign depends on your content. It integrates all other areas of digital marketing and is like the glue that helps to hold all the campaigns together.
For a more in-depth discussion on how you can incorporate content marketing into your business, contact Blazing Conversions Marketing Agency.