With all the options available to communicate your marketing messages, it's a wonder that any business can survive without a full-time marketing manager. Gone are the days when we can just put an ad on the radio promoting a great deal and wait for customers to flock to us. A few might trickle in, but more and more our sources for entertainment and information are becoming so numerous that it's diluting the marketplace. We have the internet, smart phones, apps, social media, and email. So what's a business owner with limited time and resources to do?
While the vehicles of communication have changed, the fundamentals of marketing remain the same. Being super clear on who your target market is will allow you to determine which media is important for you to place your messages. If your ideal customer is checking in on Facebook 10 times per day, you'd better be there. Likewise, your messaging to your target market needs to be enticing. Address the problems you solve rather than the features and benefits of your product or service.
But fundamentals aside, how does an already overwhelmed business owner keep up with the unlimited places to market themselves?
Start with creating one "meaty" piece of original content per week. Depending on your industry, you may be able to get away with less, or more may be required. But start with one per week. By "meaty" I mean something along the lines of a blog or podcast — something with substance and something that the reader will find valuable and useful.
Once you've created this piece of content, give it a place to live on your website — preferably it's own page. Incorporate keywords into the title of the page to help with search engine rankings.
Craft an email to send to your clients and prospects. Include just the first paragraph or two in the email and embed a link in your email to the web page to read the rest of the article.
Embed the link into a social post and post on all your business pages (Twitter, Facebook, Linked-In, etc.).
Lastly, pull out any "sound-bites" from your article or podcast to use as tweets and quotes. Add a graphic flair to it with images to draw attention to it in news feeds.
This process helps spin one piece of original content into multiple uses and extends the life of your content. Plan on one hour to write your content, and another hour to spin it into the different platforms. I like to use Hootsuite to schedule my social media, but there are numerous options from which to choose.
If you would like to visit about how to streamline your process, call Rethink Marketing for a free consultation.