A content strategy is critical for an effective inbound marketing plan. And getting the word out about your business is the main objective.
It's been said truthfully that “No one cares about your business as much as you do.” And because this is true, it stands to reason that no one is going to care enough about your business to talk about it as much as you do.
However, your employees and others who like your company can become some of your best promoters and evangelists, as well.
The truth is that being your company’s evangelist is not a novel concept. In fact, business owners have been doing it for a few centuries at least. Men like P.T. Barnum made an art out of it. But now, because of content marketing and social media, it’s become easier than ever.
Getting The Word Out
One of the greatest benefits of the Internet, social media, and other online channels is the ability to promote your business in ways that never existed just 20 years ago. With the advent of social media review sites like Yelp business owners have venues for customer input that are simple and immediate.
In fact, leaving reviews and testimonials has become an expected activity for clients and customers. Smart marketers encourage it, and it has provided business owners with a digital form of "word of mouth" marketing that can be leveraged. With an entire industry for curating, indexing, and promoting customer reviews smart business owners can easily make full use of this form of "marketing" potential.
In addition, all of the content that your business publishes - whether through on your blog, or in the form of graphics and video - can be seen by thousands of visitors. What all this means is that everything your say and publish online has the potential to multiply exponentially as it is viewed, linked to, and shared by others.
As the chief evangelist and promoter for your company, strategic content marketing should be a priority and a major function of your business.
And that requires a strategy.
An Effective Strategy Requires a Plan
The problem for too many businesses is that their approach to content marketing and promotion is often a bit random and unfocused in its implementations. However, an effective strategy requires a plan that is three-fold.
Here is a brief description of the three elements of a solid plan:
1. Distributing Your Content
Content has to be distributed. In other words, it's not enough for content to simply sit on your company website. Part of your plan is to determine which channels, or methods, you want to use and how to best optimize them. If you have a small business with a limited staff and budget, the fewer channels you should focus on. The wonderful thing about pursuing an inbound marketing strategy is that you can succeed by leveraging only a couple of channels such as social media and email marketing.
2. Getting Help In-House
As an owner or marketer you don't have to do all of this by yourself. Recruit your colleagues and staff. They have the ability to promote and evangelize your business, as well. If they truly believe in your company theirs can be powerful voices to sing the praises of your brand. This will mean determining what channels they can use and how to optimize those.
3. Recruiting "Fans"
Do you have customers that love your brand and your product or service? Great! Ask them to help you out! It's perfectly okay to ask others outside of your company to promote you and your brand. Think broad. Elicit the help not only of your customers, but also of your vendors and suppliers, friends, colleagues and even your family. Anyone and everyone that knows and likes your business is a potential evangelist for your brand. Recruit them, enable them, and thank them profusely and repeatedly when they do talk you up.
What Are You Saying?
One of the most important keys to successful promotion is to know what your message is going to be first.
In other words, what is it that you want everyone to know about your business that is unique and valuable to them? You need to write it down, read it out loud, and practice conveying your message. It needs to be something that you can easily communicate with boldness and from the heart.
Here's an exercise for you: Imagine that all you had to promote your brand with was a billboard on a busy freeway. Your audience is made up of commuters driving by with only a few seconds to see your sign. What is the one thing you want them to remember? What is the most important impression you want people to have of your business?
THAT is your core message.
And the challenge is to clarify that message, articulate it, and make it your own.
After that you simply need to impart it to and instill it into your staff. So make your message easy to take in, easy to remember, and easy to share.
If it’s worth saying, it’s worth saying well and saying with boldness!
Get Help With Your Content Strategy
Getting your message out there is, in many ways, easier than ever before. But achieving your marketing objectives with a content marketing strategy takes time. It won't happen with a few blog posts or great ebook or two.
Your audience needs to consume your content for a while before they'll contact you. Yet, without your content compelling them to contact you, your goals may never be met.
The good news is that you don't have to figure out alone. In fact, one of the best investments you can make with your marketing budget is to partner with a solid firm like BroadVision marketing.
Click on the button below to get your free Complimentary Inbound Marketing Session so you can make an informed decision, or call BroadVision Marketing at 707-799-1238.
