CONTENT MARKETING
Next week we enter into fall (perhaps not in Arizona) and this is a great time to evaluate your content marketing. Things to check out:
1. Know your audience: most small business focus their marketing on building an audience. In order to do that you have to first understand your target market. Content is not static; it has to be reviewed and enhanced. Let me share a personal example:
- On Meetup I started a group called “Scottsdale Business Strategies”. Now, more than two years later I have 494 followers. Two days ago I started another group called “Gray Hair Entrepreneurs” in 48 hours I already have 73 members. In just 2 days, members of my second group are reaching out to me, excited to have a meeting. It’s amazing what a change in content can accomplish.
2. Your message has to satisfy your prospect’s needs, not yours. Always be thinking about the information your target market wants and needs and then make it available when the buyer is ready to accept it.
3. Use more than email to build relationships: “Every time we deliver a message to the inbox- whether it’s transactional, promotional, or a newsletter –and we’re not as timely, targeted, and relevant as possible, we’re slowly erasing the relationship (we’ve built). That can create a challenge to repair later on.”
- In other words, respect your target market’s inbox.
- A few alternatives to e-mail include: hold in-person events (that is what I do with my meet-up groups), always look for alternative ways to communicate with your market.
4. Earning and keeping your target market’s trust: some things to consider:
- Don’t ask your target market to buy something before proving the value.
- Deliver reliable content on a regular basis over time
Remember, focus on creating great content. Work on building relationships which will help you to better understand the needs of your target market. These strategies will help you build trust and as a result, your business will grow.
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Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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