How does Aussie Small Business get noticed online, build its reputation, and create trust and authority with its customers?
And, how does an Aussie Small Business, just like yours, compete with the money and power of large organisations? Money and power that you just don’t have!
The answer is through Content Marketing.
What is Content Marketing?
The definition of Content Marketing according to Content Marketing Institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
A bloody good explanation. Don’t you think so?
If we break each part of the definition down a bit further, we get this:
1. A strategic marketing approach.
This implies that content marketing is a well thought out, strategic, deeply considered, and planned approach to marketing. Beginning with a plan is a great place to start so you understand which direction to take.
2. Focused on creating and distributing valuable, relevant, and consistent content.
Content must firstly be created and then distributed or shared, while it must also add value for the reader, and be relevant in order to provide sought after information, or to solve a perceived problem. Content needs also to be consistent in both its message as well as its regularity of being created and distributed.
3. To attract and retain a clearly defined audience.
The content must be directed at the correct audience to firstly attract them so they want to digest it, and then it must also hold their interest long enough to allow the audience to receive your intended message to consider taking the next step.
4. And ultimately to drive profitable customer action.
The end result is to get the reader to take action, to take up your offer, whether that is to share your content, accept a download, provide their details to you in exchange for value, or to purchase your products or services.
So, as you see, when we look more in-depth at the definition of Content Marketing it becomes quite involved.
Why is Content Marketing Better Than Paid Advertising?
Well, firstly there’s the cost. When comparing the cost of content marketing to paid advertising, the difference can be quite significant in favour of content marketing.
You’ll see more stats in the next section. I promise.
How can it end up costing me less?
Ok. Admittedly, paid advertising has the potential to produce faster results, but as soon as you cease to advertise, your results also stop. So, advertising dollars must be continually spent to remain in front of people’s faces.
That’s true, don’t you agree?
On the other hand, every piece of content you create builds little pathways sprinkled about the Internet leading back to your website, boosting traffic, and creating conversions.
Also, consider that across all industries only 3.75% of people who click on your ad will convert (source: Wordstream.com) that’s an extremely inefficient use of your advertising dollars. Yes?
Note: A conversion can be anything from a sign up, to a download, to a purchase from your business.
Did you know that the strike rate/conversion rate for paid advertising was so low? Just 3.75%...Wow.
And add to that, about 76% of people who search Google no longer trust ads, so they avoid the top 3 results or so, and skip to the “organic results” immediately after.
“So, you’re telling me that on top of only 3.75% of people who click on my ad will actually convert, that an additional 76% of people will go out of their way to purposely avoid my cleverly crafted and customer enticing advert?”
“Wow, that really sucks!”
What positive impact does Content Marketing have on small business?
Want to see some mind-blowing statistics for Aussie Small Businesses that create and share regular, valuable content, versus those that don’t? Yes, of course you do!
Next up, let's see what your Aussie Small Business is missing out on when you don't have a Content Marketing Strategy.
How Am I Missing Out If I Continue to Avoid Content Marketing?
If you only ever look for customers who want your products and services right now, then you risk losing the opportunity to sell to the absolute majority.
The majority of your potential customers are waiting in the wings and they love what we have to offer, but they’re just not quite ready to purchase, not right at this instant anyway.
Of course, there will always be exceptions.
Approximately 3% of potential customers who visit your website will buy from you immediately. They are called impulse buyers and we love them. But Content Marketing isn’t about targeting these customers though.
Content Marketing is about engaging and enticing the other 97% of potential buyers that come and go to your website and social media pages.
These people like the look of you, but they also need to trust you before they commit to buy, and if you fail to engage these people, you are severely limiting your businesses’ profitability.
In these tough times, Aussie Small Businesses, like yours, need to look for any advantage that will help increase their bottom line.
And that’s exactly what Content Marketing does.
So, do you think your Aussie Small Business could benefit from a Content Marketing approach? You want more than 3%, don’t you?
Wouldn't you like to attract, engage, and entice some of the other 97% of potential customers?
What if you could raise the numbers by another 5%, 10% or even 15% of customers with your Content Marketing efforts? Wouldn’t that be worth it?
HELL YEAH! WITHOUT DOUBT!
But I don’t have the time to spend creating lots of content!
OK, I know. I understand that you’re so busy running the day-to-day operations of your small business. I get that.
And, you probably lack the time or inclination to create your own content on a regular basis. Yep, you’re right.
If that’s the case, outsourcing your content marketing to a freelance content writer/copywriter, like me, or a copywriting agency can be a great solution.
OK. Let’s review the key points of this post.
At the beginning of this post I asked these questions.
“Does Content Marketing Work for Aussie Small Business?” Yes, it does. Absolutely!
“How does Aussie small business get noticed online, build its reputation, and create trust and authority? And how does it compete with the money and power of large organisations?” Through Content Marketing
What is content marketing?
Why should you get serious about Content Marketing?
And a final little quote to keep in your mind, from Content Marketing Institute:
Bottom Line: Skilled, Consistent Content Marketing Works
Content marketing is the present and future of marketing. It’s efficient, engaging, compelling and gently persuasive. But, best of all…IT WORKS!
So, hopefully you made it through to the end of this article…and now you want to take the next step.
With assistance, Content Marketing doesn’t need to be difficult.
Don’t you think it’s about time you got serious with Content Marketing for your Aussie Small Business?
Ask Me Today, how I can help make your Content Marketing easy.
Buying an open plane ticket and filling a backpack full of clothes may work if you’ve decided to travel the world on your journey of personal self-discovery.
But starting out on a new small business venture requires an entirely different approach. You’re going to need Clarity, Planning, Focus and Connection.
Clarity to Achieve your Goal
Clarity means that you’ll need to understand where you are going, what you want to achieve and how you’ll arrive at your small business destination. You’ll need to ask yourself a number of questions and document the answers, in order to gain clarity.
Maybe you want to be your own boss, or you have a need to serve the community in some way, or you just have a great idea and want to make squillions of dollars. Whatever the reasons, this is where you’ll discover them.
Planning to Succeed
OK. So, you’ve done some deep soul searching, you’ve put aside the “far out there” ideas (for now) and you have a brilliant vision for the core of your new business concept. And that’s Great, but now’s the time to make a plan.
The old adage, “If you fail to plan, you plan to fail”. Yes, I know it’s a boring, over used quote but it will always hold true. While it may be all fine and dandy to “wing it” when you’re backpacking around Europe, that approach won’t get you very far if you’re intending to start up a new business. You need a robust plan.
And to help put your plan in place, initially you’ll need to consider the following questions and more, and they’ll differ depending on the type of business you want to start up:
If you're opening a bricks and mortar store.
Also, regardless if you run a shopfront or purely Online business.
Sounds like a lot to think about doesn’t it?
Well, yes there is a lot to consider before commencing a new business, and the above list is by no means complete.
However, getting through a long list can be quite easy, if you remember that the key is to not let the overall process overwhelm you, and to take one step at a time!
If you can provide yourself with good, solid, and clear answers to these questions, you’ll be well down the track into your planning stage in readiness to commence your new small business.
“How do you eat an elephant? One bite at a time!” (apologies to vegetarians and World Wildlife Fund supporters)
Maintaining Focus and Avoiding Distractions
You’ll have many things, people, or habits that distract you from achieving your goals.
Friends and family will happily tell you that you can’t do it and will have many negative stories or so called “Facts” to back their argument. They usually go something like this:
“I know a guy who started his own business and he lost everything; he lost his home, his wife left him, even the dog disowned him”
“One of my mates has a mate who got ripped off by his supplier. He couldn’t pay his loans, and he went into deep depression and he killed himself”
I’m not joking…this is what your closest family and friends will tell you in their attempt to “protect you” from making the same mistakes. And, sometimes they’ll do this because they never had the courage to follow their own dream, so they don’t want you to achieve yours either.
Let me tell you this. If you have these types of negative people around you, don’t even bother talking to them about your vision. Find someone who has no ulterior motives, someone who will encourage you to succeed. Look for a mentor, or at least someone you trust, to bounce your ideas off.
When commencing a new small business there’ll be many, many things to get done and at the same time, equally as many distractions that will try to keep you from get where you want to be.
In order to remain focused, the trick is to understand your shortcomings, your procrastinations, the people who will try to stop you, the negative influencers, and your timewasters.
Put down that phone, stop looking at social media every 5 minutes, it doesn’t matter who’s doing what, what photos they have just shared…it’s all there at your fingertips and it’s all distracting you from your focus of achieving our goals.
You’ll have many ideas; some great, some not so much, and some integral to get your business up and running as quickly as possible. There’ll also be many that can be put on the back burner until later, ones that will add to and compliment your business, but they can wait, for now.
Focus on what’s important and essential, right at this very moment.
Don’t Let Shiny Things Distract You From Achieving Your Goal!
Connection to family and friends
Although you need to remain focused and free yourself from unnecessary distractions, this doesn’t include the ones you love. Family and friends will still require your time and presence in their lives, and deservedly so. And, you’ll need theirs too. “All work and no play make Jack, or Jill, a very dull boy or girl.” Oops, there’s another crappy old quote. It still remains true too.
You’ll need downtime to avoid burnout, and you’ll need to spend time away from your business. That’s the importance of remaining connected with your family and friends.
But you need to be aware, there is a big difference between spending precious time with your loved ones and to use them as an excuse to lose your focus.
Keep your eye on the prize.
7 of the most important things you’ll need to do
Once your small business has achieved “lift off” you’re on your journey.
To build a profitable and sustainable business that will last well into the coming years, you’ll need to be proactive and live the dream. You’ll likely work harder than you’ve ever worked before, but that’s OK because it’s your dream, not someone else’s. You’ll require bulldogged tenacity and intestinal fortitude and put in more effort than you thought you’d have to.
With that in mind, here’s a short list of actions you’ll need to take:
Got No Money for Marketing?
Not everyone has a huge marketing budget, especially when starting out. But that doesn’t matter as much as you’d think, because there are many other methods to market your new small business that’ll cost absolutely nothing, except maybe your time.
But it’s also enjoying it and loving it, because it’s all yours!
Well that’s about it for this rather long post. Thanks for reading it. I hope you made it all the way through. Comments are always welcome.
By the way, I’m a Freelance Copywriter and I help new and established businesses, through professional, enticing, and creative content for websites, social media, content marketing, email marketing and so on. See my Portfolio.
Ask me how I can help you with your small business venture, right here.