Here are 7 content marketing tactics for you to implement in combination with SEO and Social Media to win and retain more customers.
A blog offers several social and SEO benefits. Blogs are very effective as the hub in a “hub & spoke” social media content model. The spokes of that model might be Facebook, Twitter, Google+, Pinterest, YouTube, LinkedIn & other social media sites your customers are participating on.
Blog posts can focus on answering Frequently Asked Questions and topics of interest to your customers. Create categories for each area of focus in your business to serve as an editorial guide.
Schedule posts in advance to save time and encourage staff to comment & promote the blog on any other social sites you’re involved with.
2. Email Marketing & Newletters
Email newsletters can be great to connect directly with prospective customers offering tips & other content. A newsletter for existing customers will help reinforce the connection you have with them & can encourage referrals. A single newsletter can meet the needs of both lists with basic segmentation functionality & personalisation features.
You could encourage readers to sign up for your newletter when publishing content on other social media sites like Facebook, your blog or Twitter.
3. Media Coverage & Contributed Articles
Getting mentioned in the local business media and trade publications can boost awareness, credibility & directly generate new business.
To help make that happen, you should make a list of local business publications, writers & editors as well as popular bloggers. Inquire with those websites about contributed articles or guest blog posts. Content off of your own site gives you exposure to a new audience and links from the author bio back to your website.
Visit industry blogs & make comments that add value, then follow up with more detailed, useful information. Provide “hooks” that give perspectives and insights not normally thought of. Be yourself, be unique & tell a compelling story. Follow up but don’t stalk.
4. Resource Center
One way small businesses are beating their larger competitors in search & in building authority is to be a better resource for customers through useful content. Common formats for helpful information about buying, using & related information on products & services include articles, video & podcasts. Think of it as an online encyclopedia for content & topics related to your business.
Again, this is something you can build up little by little over time. Writing tasks can be handled by internal staff, outsourced bloggers & copywriters.
An effective resource center will be keyword optimized, easy to share on social media site using embedded sharing widgets like Share This & attract links from other websites. Keywords + useful content + links = search engine dominance.
5. Social Networks & Media
In the same way that customers expect you to have a website, many also expect the businesses they engage with to be social. That means having a presence in the social networks that are most relevant to customers. Spending a small amount of time consistently on interaction and relationship building can go a long way towards developing a community.
The key is picking the right platform for your business. It might be a LinkedIn group, Facebook Fan page or a niche forum. Try out a social media monitoring tool like Bottlenose, or social search tools like Topsy to get an idea of which social websites might be good places to engage with potential customers.
Don’t be afraid to repurpose content. What you create on the newsletter, blog & resource center can be modified & cross-promoted with social networking & media sharing sites.
6. Local and Mobile Content
While “fish where the fish are” ranks as one of the most over-used cliché’s in the marketing world, it’s important to recognize consumer trends towards mobile search with the proliferation of smart phones & tablet devices like the iPad. The web experience has definitively extended beyond the personal computer & businesses must understand their customers’ use of mobile search & what the marketing opportunities are.
Make sure your website can be viewed properly on mobile devices & if you see a significant amount of traffic to your site (via web analytics) from mobile, then you might consider creating a mobile friendly version.
This tool can check the mobile friendliness of your site. Keep in mind, it doesn’t need to be completely compliant to be useful to customers on their mobile phones, but Google has mentioned recently that mobile sites with technical issues will not rank as well as those that are optimized. Also, most smart phones like an iPhone or Android can view websites the same as you would on a computer.
From a local perspective, for companies that serve customers in specific regions or with geographically specific needs, its essential those businesses are present in local search results, map results & specific geo-location queries. That means making sure your business is properly listed with Google Places for Business, Yahoo Local, & Bing Places for Business listings.
Make sure you take advantage of the opportunity to add content to local listings. In the case of Google & Bing Places, you can add images, video & description content that will make your business stand out. To begin optimizing your local presence, check out Get Listed.
If a picture is worth a thousand words, then a video is worth millions. A video highlighting your business on a YouTube channel can be helpful for customers in getting “to know” who they might be seeing.
Videos can also be used to demonstrate products, show customer testimonials and highlight the personality of staff working within the small business. Videos can be hosted on your own website as well as sites like YouTube. Your videos can be embedded within blog posts, extending their value as content.
We can help you get started with a promotional video for your business from just £50.
As a small business, should you do every one of these things? No, of course not. Running your business takes time and effort. But you can start small and specific. Then grow and adapt with more or different content according to what’s working against what isn’t. Just be sure to gain an understanding of what your customer’s information needs are, what topics & keywords are important to them & then optimize, be social & publish that content so that your business becomes the “best answer” for customers at the moment they need you most.
Need some help? We can help run your social media campaigns on your behalf. Our affordable and effective social media management packages can be tailored to suit your needs. Get in touch today for more information or for a demo of our social media control panel.
After helping some friends get their newly established businesses noticed through Facebook and doing well, Dan decided to start Huxo Digital Media in July 2013. Branching out into website design and graphic design, the small team have developed a reputation to be proud of. We have developed our awesome social media management dashboard and received national recognition as a Top 10 UK Social Media Influencer. Dan is a father of two, a big fan of rugby, a lover of fine coffee and has been building and developing websites for over fourteen years.