Chances are you’re a local business owner.
We’ve worked with dozens of local businesses and we’ve discovered they have a lot in common. Once we do our research and put together our strategy, we end up with a marketing plan that is driven by engaging content.
So what is content marketing and why is it so important?
Content marketing together with the right context (who, what, where) is what we call story marketing. Story marketing is using valuable, useful content to drive entire marketing campaigns and to connect with the right audience with the right message at the right time. It is the core of everything we do, and if you adopt a story marketing strategy all of your other marketing will be easier, work better, and be more valuable. Besides, who doesn’t like a good story?
Once we determine that email is the right way to connect with the right audience, we develop a message to reach them. The idea with email is to have and keep permission to stay in touch with your ideal client. If you master email marketing, it can be one of, if not the most, valuable tactics you use in your marketing plan. And it must coordinate with the rest of your tactics.
Social Media Marketing
We use social media in two ways.
- To connect with our ideal audience and their friends with engaging, sharable content.
- To engage with our clients and answer any questions they might have
Once we have great content, we can promote it directly to our ideal client. There’s nothing like being able to reach a targeted demographic (for example, women over 50 who earn more than $100k per year, are married and live near my place of business) exactly when I want to reach them. Social media can become a powerful tool for educating your clients and getting them to your website and your business.
Search Engine Marketing and Search Engine Optimization
Search engines are constantly revising their search algorithms throwing SEM and SEO companies into a frenzy. However, if you understand the WHY behind the WHAT, you can create a search strategy that outlasts others sneaky tactics. In other words, you can trick Google, but not for long. It’s not worth it. Google’s mission is to make it easy for users to find what they’re looking for. So, if your online presence is complete, consistent, compliant and current, you’ll naturally begin to rank well over time. In addition, Google and other search engines have several ways you can improve your search traffic with search engine marketing tools like Google Adwords, Google Analytics, and Google Webmaster tools.
The best way to continue to rank well is to write search friendly, engaging content for your website and blog. That’s why we always start with content and then distribute it through all of the appropriate channels.
Once you have great content, you can easily promote it using paid advertising like Google Adwords and Facebook Ads.
To learn more about the benefits of content marketing, download our marketing playbook.