Successful Blog

Make Content Marketing a Leading Strategy

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Child scratching head with question mark on blackboard concept fContent marketing has been around for hundreds of years, but only recently has it been getting a lot of attention.

Essentially, content marketing is the process of advertising without advertising. This is to say that content marketing provides valuable content to consumers without overtly advertising, all while slyly incorporating a brand’s products or services.

A good example of this may be where a pest control service provides 10 essential pest control tips on Facebook with the hook that, if these tips fail, contact XYZ Pest Control.

The objective, getting the brand out there, is achieved by providing real-world tips that are valuable to the potential customer.
What Qualifies as “Valuable Content”?

Before you begin a content marketing campaign, stop and think … what would be valuable to me if I were a consumer?

While it’s easy to get lost in the world of industry jargon and technicalities, the consumer will, by and large, not understand what you mean. Therefore, try to think in simplistic terms.

What does the potential customer hope to get out of your company? What are the fears holding them back from doing business? What makes your company unique from the competition while ensuring that you can provide all that the consumer needs?

Consider all of these questions when crafting your business’ content.
Content Marketing is Great at Generating Leads

One of the biggest advantages to using content marketing is that it generates not only web traffic, which can boost search engine ranking, but it also boosts leads. The more valuable the content, the more likely people are to share this content.

In the article, “How to Generate More Leads Than Ever in 2015 With Content Marketing“, it’s pointed out that leads need to be nurtured through content.

Basically, you need an overarching theme to your brand message that transcends the content at hand.

You’ll want to form a full-force brand message about your new or existing product or service that implements value through your company’s website, social media channels, and traditional advertising in order to gain traction.
Don’t Just Throw It All at the Wall

Finally, one of the worst mistakes you can make is to generate content, throw it at the wall and see what sticks.

While it’s true that you need to monitor metrics in order to see what works and what doesn’t, taking a shotgun approach can prove to be disastrous.

Many business owners try to offer up valuable content from across a very wide spectrum of their offerings, only to find out that they lose business as a result.

Instead, plan out a strategy, determine which content marketing channels are the best bets, and then focus on target audiences in order to achieve success.

Valuable content isn’t valuable if you aren’t reaching the right people.

About the Author: Andrew Rusnak is an author who writes on topics that include content marketing and social media.

Are You Up for a Content Audit?

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Start Now Thumbs UpYour website is the front door to your virtual store.

The content you offer on your site is akin to the fixtures, services and products that you would have in a brick and mortar store.

Just as you would want to make sure your customers have a positive experience inside your store, you should make sure your customers enjoy visiting your website content.

Website content consists of anything and everything on your website.

That includes the written word, pictures, infographics and navigation menus. Making sure that all of your website content is optimized is critical to the success of your business.

One way to ensure that your website is working the way you want it to is to have a content audit. A content audit is a third-party, objective review of your site’s content.

When you subscribe to a content audit, you will receive a detailed, thorough report of all the things that are wrong – or right – about your website content.

Visitors are Fickle

If you’re wondering why you should invest in a content audit, consider this.

Recent studies report that most site visitors give your website no longer than 15 seconds before deciding if they are going to leave or if they are going to stay. That’s only a quarter of a minute.

As the following article looks at, if you wondered why your website needs a content audit, that should firmly answer your question.

Type of Content Matters

Some things that a content audit will uncover include problems with the content itself.

Google’s constant updates require more and better written content. Those site owners who think they are pulling one over on the Google Panda update by regurgitating old website copy are penalized with low page rankings.

Unique, engaging written content will get your website up front and in front of the competition.

Effect of Images on Your Site

Another aspect of your site that a content audit will uncover is if you have too many or too few images on your site.

For better or worse, many people who browse the Internet need images to help retain their interest.

Without pictures, many visitors will feel overwhelmed with content that appears boring or bland. Images help break up content, but at the same time, there can be too many images and not enough of the written word.

That’s where the content auditor comes in.

Through experience and analysis, a content auditor can arrive at the exact number of images your site should have in relation to the number of pages on the site, and the rest of the content.

Don’t fear a content audit. No matter what they turn up, the solution is an easy one.

You’ll either have to have a complete site redesign, or simply have to adjust a few things on the site.

Whatever the results of the audit, the answers are within your control.

Photo credit: BigStockPhoto.com

About the Author: Kate Supino writes extensively about best business practices.

Loyal Customers Often Means More Revenue

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By John McMalcolm

While it is important to attract new customers, you should also try your best to keep your existing customers loyal.

Customer retention plays a vital role in your ability to maintain a steady stream of revenue, and it can help you build a solid foundation for long-term success and growth.

There are many things that you can do to retain your customers, and one of the most effective among them is implementing a customer loyalty scheme.

Here is a look at how a customer loyalty scheme can be beneficial to your business.

Benefits of a Customer Loyalty Scheme

Retaining Existing Customers

The main benefit of a customer loyalty scheme is that it can help you retain customers more effectively.

In order to remain competitive, many businesses are offering discounts, free gifts and other rewards to build customer loyalty. If you do not have a customer loyalty scheme, many of your existing customers will take their business elsewhere to get better value for their money.

An attractive customer loyalty scheme will help you maintain a consistent customer base and keep your business growing constantly.

If you are able to retain your customers for a long time, you will also develop a better understanding of their preferences and habits. This enables you to provide a more personalized shopping experience for them and create products and services that can better meet their needs.

Attracting New Customers

As the following article looks at, although a customer loyalty program is foremost a customer retention strategy, it is also an effective way to gain new customers.

Consumers are always looking for the best possible deals, and they are more likely to buy from you if your customer loyalty scheme offers better rewards than those of your competitors.

If you want to gain more new customers, you can implement a customer referral program that rewards existing customers who bring in new customers.

Other than attracting new customers, a customer loyalty scheme can also help you win back lost customers.

Increase Customer Spending

A good customer loyalty program is one that offers better rewards to customers who spend more.

Such a program will encourage your customers to make a conscious effort to reach certain spend thresholds, and it will contribute significantly to your overall sales.

One good example of this type of customer loyalty program is Best Buy’s Elite program.

Get Better Marketing Results

If you have a customer loyalty program, you will be able to obtain insights that can help you segment your customers more accurately.

This enables you to market your products to your customers more effectively and achieve higher conversion rates.
Additionally, a customer loyalty scheme can significantly reduce the amounts of time, effort and money you need to spend on marketing.

It is becoming increasingly difficult to stand out from the crowd in today’s competitive business world. If you want to maintain your competitive edge, you need to offer the best possible value to your customers.

Customer loyalty programs have been proven to be an effective strategy for attracting and retaining customers.

About the Author: John McMalcolm is a freelance writer who writes on a wide range of subjects, from social media marketing to running a small business.

You Can Always Expand

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“You can always expand.”

I said it for what seemed like the tenth time. I was talking to a friend about his dreams for his business. I could see his expansion ideas pulling his business away from him before it is even established.

A few weeks ago a wiser consultant reiterated it to me as well. It seems that expanding before establishing a business is a common entrepreneurial mistake.

I totally understand the temptation. I’ve had a hundred ideas and such little patience that I’ve sought to put them all into practice right away. It hasn’t gone well when I’ve tried.

It’s good to try things. But when you’re starting out and establishing your business, it’s important to keep in mind that you can always expand.

And because you can always expand, you should keep it simple at first.

All great businesses established themselves by doing one thing really well. Chipotle = burritos. Shake Shack = burgers and fries. Starbucks = coffee drinks.

Once you have established your business, you can always expand and diversify your offerings to better serve your customers. But you have to make sure your business is firmly established before you begin stepping out.

It’s tempting to try to do it all, serve everyone and make all the money that entails. But like a get-rich-quick scheme, it’s more likely to drain your money and energy than guarantee it.

Instead, do one thing really well.

There are some significant practical benefits to doing one thing really well:

  • Limited supplies & suppliers – Besides simpler ordering, this may also mean you have more time to seek quality supplies and maintain better relationships with suppliers.
  • Streamlined processes – When you are only doing one thing, you can focus on establishing a streamlined, consistent process.
  • Establishing a high-quality product – Not only will your process be streamlined, but you can focus on your one product and refine it to unrivaled quality.
  • Better connection with target market – When your ideal customers easily understand your simple concept, it’s more likely they will come to you.
  • Better focus – If you are maintaining a single product line, you’ll be able to focus on it until you have it mastered, rather than splitting focus to different product lines.
  • Limit entropy – Chaos is inevitable in this world. This is especially apparent when you are creating a structured business. If your business is simple, you will have less to keep organized, which is vital when starting out.

It’s tempting to expand. But if you do so before your core business is established, it’s likely that you will create a wild, chaotic stallion that is difficult to manage. Better to start off with a tame, simple donkey.

After all, you can always expand.

Author’s Bio: Lindsey Tolino comes alongside artisans, craftsman and people monetizing their passions to help them craft healthy businesses. She shares her heart at ToBusinessOwners.com. Follow her on Twitter @LindseyTolino or connect with her on Google+.

Does Your Business Profile Get Enough Love?

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Digital marketing revolves around building an online presence, at the core of which is your online business profile.

When you first brought your business profile online, you probably set up a few social media accounts, posted a few pictures on your Facebook page and maybe even Tweeted an announcement that you were open for business.

But without continual maintenance, your business profile will collect cobwebs faster than a tavern during the prohibition.

What Have You Done for Me Lately?

Your followers are always looking for the latest and greatest offerings from your social media accounts.

It’s not enough that you announce your grand opening or a 20% off sale three months ago. You have to keep the offers flowing.

Whether you’re offering up fashion tips from your online clothing store blog, or posting pictures of your company employee outing on Pinterest, the posts have to keep coming.

Assume your followers have short-term memory loss. They don’t remember today what you did for them yesterday, so you have to keep reminding them why they follow you.

You Never Know Where Gold Will Turn up

If you think that simply having a website and a stagnant online business profile is sufficient, think again.

Business networking is still the key to drumming up leads, referrals and long-term business relationships. Just like in the old days when you handed your business card to everyone from the plumber to the guy sitting next to you on the subway, you should network everywhere.

You never know where the gold will turn up.

Don’t assume that certain social media sites are only for one specific demographic. Pinterest started out with women posting pretty pictures of hairstyles and tea sets.

As the following article looks at, now savvy business people post their business profile on Pinterest, like the Bob Pratt profile, because they recognize that people from all walks of life visit a variety of social media sites. Market your business profile everywhere you can.

Give People What They Want

To really make your business profile stand out, make it about the people, not about you. In other words, your posts and tweets should have value to the people, helping you increase and improve your brand profile along the way.

Of course, it’s fine to toot your own horn just a little. For example, if you’ve made a sizable donation to a charity, you can certainly announce it.

But most of your posts should be about giving the people what they want. In order to do that, you have to find out what they want. This is where business marketing surveys really come in handy.

A short survey with a few simple questions should be able to tell you if your followers are interested in receiving things like information, coupons, infographics, or investor tips from you. Whatever it is, make sure you comply.

Try to put your own agenda in the background, and your followers’ wants in the foreground of your online business profile campaign.

Make sure your business profile is getting enough love.

Post often and everywhere with information that your followers want.

Photo credit: Image courtesy of Stuart Miles at FreeDigitalPhotos.net

About the Author: Kate Supino writes extensively about best business practices.

Do You Have the Right Brand Promotion Mix?

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marketing-words-blackboard-shows-selling-promotion-and-sales-100211117Are you looking to grow your company, gain exposure to the media and market your business to a specific clientele?

If so, you’re going to need to carefully plan exactly how you should go about marketing your business. There is no “one size fits all” method, but rather a mix of strategies that work together to give your business the type of growth it needs.

Popular ways businesses go about marketing include networking with other businesses and individuals in the area, asking for referrals, using free forms of advertising (such as Craigslist), developing an online social media presence, placing ads in the newspaper or print media, creating a mass email or text message list, offering deals and specials, donating to a local charity and more.

There are hundreds of ways to market your business, but the trick is finding a mix that works best for your specific industry.

Get More Social

Social media is quickly rising to the top when it comes to marketing. Not only is it an effective way to advertise for nearly all businesses, regardless of industry, but it’s also a free way to advertise.

To market via social media, you first start out by setting up your business accounts on various social media sites, such as Facebook, Twitter, Google Plus, LinkedIn and more.

Then, start networking with other business and individuals, post information on your company including any specials or promotions you have going on, interact with customers and start developing a following.

Finding the Right Combinations

While growing your online presence is one of the best ways to market your business, it shouldn’t be the only way. A business that markets well knows that it’s a combination of marketing strategies that are the most effective.

The article “Integrating social media, text and email” suggests that the best social media marketing strategy incorporates text messages and email marketing into their plan. Instead of having three separate plans, it’s best to have them work together to form one larger marketing campaign.

So how do you get all three to work together?

A few ideas include asking customers via email to “like” your Facebook page, getting customers to “opt in” to your text message service by offering a discount on your product or placing a “subscribe to my email” option on all of your social media accounts.

By offering discounts or free products to the customers and making it easy for them to share and follow you, you’ll have a much better chance at growing a following and gaining customers.

Once you’ve combined your social media marketing strategy with your text and email campaign, you can begin to seek out other ways to advertise.

Its trial-and-error, as some methods will work wonderfully and others will crash and burn. Your strategies will also change over time as new and improved ways of marketing come on to the market.

Be flexible and be willing to try a variety of methods in order to figure out what works best for your business.

Photo credit: Image courtesy of Stuart Miles at FreeDigitalPhotos.net

About the Author: Sarah Brooks is a freelance writer living in Charlotte, NC. She writes on a variety of topics including social media, small businesses and personal finance.