Ace your ‘About me’ page!

Do you have a website or blog? If you do, you’re likely to have an ‘About me’ page. If you sell products or services, it’s an important page as it is likely to be your most popular page.

Why?

It’s where new visitors to your site go first to find out about you and what you can offer – what you can do for them. So, it needs to be relevant and grab their attention.

Click on your page now with the eyes of someone looking at your site for the first time…does it immediately ‘grab’ you and make you want to read more? If it does…fabulous! 

If it doesn’t, read on…

About me page essentials 

The purpose of this page is so people can get to know you, but it’s not good enough to just throw together a quick biography, upload a blurry photo from your phone and hope that works.

Let’s face it, not many people out there like writing about themselves, it’s an uncomfortable experience. But if you have a formula to work from, with a structure that works, you can capture the absolute essence of what you do. You can give your readers the opportunity to get to know you, trust you and see exactly what you can offer them.

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I’m going to share that formula with you, so you can ace your ‘about me’ page and stand out from the crowd.

  1. WHAT VALUE DO PEOPLE GET BY READING YOUR PAGE?

    The most important part of your page is letting your readers know what value your business gives them. After all, they’ve come to your page because they’re interested in your products or services. They didn’t come to your page to find out how many pets you have or what hobbies you do (although that has its place…just not the first thing you share!)
    Make it very clear who your blog is aimed at (your target audience) and how you can help them.

  2. WHO IS YOUR SITE AIMED AT?

    This is where you really need to know your customers and your ideal customers. If you are writing for your customers, they will instantly relate to you and your business – they will recognise that this content is for them, about them and will help them. They will then read on.

  3. WHAT IS THE PURPOSE OF YOUR SITE?

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    Or in other words, your site’s biography. You’ve already got your reader’s attention, they know how your site is going to benefit them. Now give them a bit more information – your personal biography comes later!
    >Include information on why readers should care about what you have to say. There are so many websites out there who offer you help for your business, when really, they’re after you paying them shed loads of money for something that probably won’t help them. Show your readers that you mean business, you are genuine. Do you have any recommendations from current customers that say exactly how you’ve helped them? Include one here. This will help you build credibility for what you do.
    >What will your readers get from your posts? Is it financial advice/beauty advice/business advice – you get the picture? It’s about telling them what they can expect from your posts.
    >What do you write about? Keep this short and sweet and to the point and don’t waffle.
    >Is your blog reliable, credible and believable? You need to know your niche very well and be able to answer any questions people may have…and if you can’t, you find out and get back to them. If you’ve written for big well-known sites you can add this here. You can also say how long you’ve been writing for or where you got your experience in your subject. If you’re still learning, you can also say that and say that you will share things as you learn about them. This is where you tell the story of your blog or website – how did your site get started? What inspired you to write your blog? Where did your passion for your subject come from? This is a good sized paragraph, but try and keep it concise and don’t waffle!

  4. YOUR PERSONAL BIOGRAPHY

    Now it’s time to talk about yourself. BUT, keep it relevant to your blog or business. How did you get where you are today? How does your business fit into your life? What inspires you to keep going? Why do you love your business so much?
    Of course, it’s important that you come across as a real person, with a life outside of work, so it’s also OK to include some personal things…if you have a passion for your pets, you run marathons, you love the cinema and films etc. You can connect with your audience on a human level by sharing a few titbits of information about yourself, such as the town and country you live in…anything that shouts ‘YOU’. But just don’t fill the whole page with it!

  5. CALL TO ACTION

    This is the bit most people forget about…a call to action or CTA. It is what it says on the tin – you are telling your readers what to do next…what action they need to take. You might ask them to follow you on Facebook, Twitter, Instagram or other social media sites. You could ask them to subscribe to your newsletter.

    smartphone-1701096_640The CTA is really important as it’s your opportunity to get your reader to stay in touch with you, stick around, and come back to your site again. So you need to give them a reason to do this. Asking them to subscribe to something ensures that you can keep in touch with them. If you send out a newsletter, this is a great way to let them know about your business on a regular basis, tell them about new blogs, new products or services, special offers etc. etc. But please don’t do what a lot of people do and bug your readers with emails two or three times a day. When I subscribe to a website, I’ll soon unsubscribe if they bombard my inbox with the same email over and over again. I don’t mind having an email trying to sell me a course that is relevant to me, of course I don’t, but to have the same course being pushed day after day, with just slightly different wording, really irritates me. Maybe an email once a week for the first few weeks, then I’m happy with once a month. I find that if I get something once a month, I’m more likely to read it and click on any links. If someone bombards me every day, they become wallpaper and I end up just deleting them without even reading them.

    Your CTA can be put anywhere in your blog/website ‘about me’ page. It’s obviously good to put it at the end, but you could also put a CTA at the beginning or halfway through if you have something that could help your reader. For example, if you’re talking about what you can offer and you have an information sheet, clothes pattern, beauty tips pdf, you could put a box with ‘CLICK HERE’ to receive XXX or ‘SIGN UP TO RECEIVE YOUR XXXX’.

  6. A HIGH RESOLUTION PHOTO OF YOURSELF

    There aren’t many of us who actually enjoy having our photos taken, but it’s very important that your readers know who you are, what you look like – they can then more easily relate to you…so make sure you are smiling!

HOW YOU CAN BE CONTACTED


You don’t necessarily have to add this to the page, but make sure you have your contact details in a prominent place on the page – telephone number and email address. Alternatively, add a link in your CTA, to your contact page.

FINALLY, re-visit your ‘about me’ page every now and again and update it – give it a bit more pizazz!

I’m off to have another look at mine now!

Manage your online reputation!

In the dim and distant past, the reputation of a small business was all about word of mouth. With no internet, reputation was based on you…how you conducted business, how you interacted with your customers and how your products hit the mark. If you got a negative comment, you would soon know about it, as most businesses were local, and you then had the chance to fix it.

stock-624712_640Nowadays, most businesses, even very small businesses, have an online presence – be it a website, social media page or advert. Because of the internet, small businesses are not limited to local business; we can sell worldwide and reach millions of people at the click of a mouse…and businesses are open 24 hours a day, seven days a week. Although this is fabulous, in that you can reach millions of potential customers, it’s harder to manage your business’s reputation. If someone has left a negative comment somewhere on the web, you won’t always see it, but it can be just as damaging as a word of mouth negative remark. So how do you manage your online reputation?

Google your name

Have you ever googled your name or business name? Try it and see what pops up…you will be surprised…when I did it, there was information about me and my business, but bar-621033_640also various events I was involved in years ago when I was employed in the UK. Also try entering your name into google images – that surprised me too!

Every single day, thousands of people are looking online for information about businesses or just a particular person, simply by typing their name into a search engine. With information about you and your business in the public domain, managing your reputation is crucially important. It’s not difficult to manage, but it does take time.

What if you find a negative comment online about your business? You’ll probably want to remove it. If the comment is something someone has said about you on their website or blog, contact them direct and politely ask them to remove it.

Set up Google Alert

You can go into Google Alert and request that you get an email notification every time your name is published online. Simply type google.com/alerts into your browser and open the site. Type your name or business name into the search box. Choose ‘show options’ to narrow the search to a specific language/source/region. Then select ‘create alert’ – you can choose to have alerts sent to you daily or weekly…and you can cancel at any time. I’m doing it for a month just out of interest to see who searches my name…could be interesting!

Be active on Social Media

Not all of us want to do this or have time to, but it is worth joining a few social networks – even if you just use them to fully fill out the profile pages. You don’t have to be ID-100167081completely active on them all the time, but if you add content once a month, this can help your online reputation. As well as the usual sites, such as Facebook, LinkedIn, Twitter and Instagram, there is also Tumblr, Pinterest and YouTube, which are great channels to be a part of. I belong to a few of them, but am mainly active on Facebook, LinkedIn, Pinterest and YouTube. One of my goals for this year is to be more active on these and a couple of other sites…even if only adding the odd article or adding a comment to something and why it is interesting to me.

If you do go onto new sites, fill out as much information as you can, especially your name – make sure you use your full name, not nicknames.

It’s also very important too, that if you do set up social media sites and potential customers contact you or ask questions, that you reply promptly. If you’re on social media sites, people expect you to be sociable! By posting regularly, asking questions, answering questions and giving advice, you’ll be engaging with people and eventually you will find you have a good and lasting relationship with your audience.

Be careful about what you post

There are times when we all take photos on a night out and post them to Facebook … but be wary of doing this as it could seriously affect your business reputation. The problem with social media is that other people can take photos of you and post them without your permission. If you do post pictures, remember to put a privacy setting on them so only attention-303861_640your friends can see them. There is still a problem with this as social media sites are always changing their rules and regulations, so you can’t be sure that privacy settings are really private…or will be in future. I always used to tell my children when they were teenagers – don’t post anything that you wouldn’t mind your grandparents seeing or, for that matter, the whole wide world! After all, it is the World Wide Web!

If someone does post an embarrassing photo of you and ‘tags’ you in it, you can remove that tag … and there is nothing stopping you from contacting the person who has posted it and asking them to remove it.

Encourage reviews

The upside to having an online presence, such as a website or blog, is that you can encourage reviews of your products and services. This is great for your reputation as those that love what you do tell the world about it when they write a good review. feedback-1978036_640However, there will always be the odd person who will give you a bad review or say something negative about you or your business. This is not necessarily a bad thing; the knee jerk reaction is to delete negative comments, but in reality, if you can address the problem publicly, taking a proactive feedback-3683068_640approach, apologising if necessary and offering alternative products or solutions…or asking the person making the comment to suggest how you can address the problem. Often, this shows you listen to your customers and take action, which can only show you in good light. The worst thing you can do is to ignore it and hope it will go away, or delete it. My advice would be to always reply and try and address any issues. Often this turns a negative into a positive.

If you don’t monitor and actively improve your online reputation, you are missing an ideal opportunity to grow your brand, earn respect from your customers and hopefully question-mark-1751308_640build your business.

I hope this article has helped address some of the issues around managing your online reputation. If you have any other tips, please let me know – what would you add to this list?

Did you start your New Year with a bang?

Happy New Year everyone, if a little belated! Did you start your New Year with a bang…
or was it more of a sigh?

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January and February are notoriously hard for the small business as things are generally chimpanzee-978809_640quiet after the Christmas period and January seems to go on forever…or is that just me? It’s a time when we feel lethargic and I always think January feels like a bit of a let-down after the festivities of Christmas and New Year…..a bit like my Chimp friend here on the right!

Whether you’re busy or not, this is an ideal time to kick-start your business, tell people about what you do, show your products or services and get that business rolling in.

Lots of us make New Year’s Resolutions, but less than 10% will achieve that resolution…in fact by now (end of January) most people will have given up on their resolutions…or at least be finding them hard to keep. So, try and tap into what your customers make resolutions about. If you’re a health and fitness business, for example, some of your customers may want to lose weight and get healthy this year. Ask your customers what their resolutions were and see if you can help them achieve that resolution with your products or services.

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Social Media Marketing Ideas

Social Media is a very popular place to advertise your business – you can use Facebook, Twitter, Pinterest or any of the other many sites. I’m going to look at Facebook and the Facebook business page.  If you have a business Facebook page, contrary to what you might think, people don’t follow you to solely buy your products or services. They like to see a wide variety of posts to keep their interest, so it’s a great idea to have a plan of the kind of things you will be posting month on month.

  • Interesting or entertaining content…this can be fun or factual, but all in a light-hearted way – maybe use memes, jokes, contests, puzzles or just a fun inspired image.
  • Content that inspires your audience – there are loads of inspirational quotations out there – you could google a particular theme and run with that for a month, posting something inspirational once or twice a week. Inspirational posts can also be image based – a breath-taking image, something that makes your audience say ‘Wow!’
  • Educational posts – can you teach your audience something? It could be a ‘how to….’ post; how to crochet a hat; how to make a particular tasty dish – a new exercise to combat belly fat or in my case…how to market your small business. These posts help to set you up as an expert in your field and inspires confidence in what you do.
  • Dialogue/chatty posts – these kind of posts are encouraging your followers to interact with you. Ask a question, and be genuinely interested in the answers you get; run a poll to find out your followers’ opinion on a particular subject; publish a post of something that interests you, maybe your favourite holiday destination, with a caption that says why you like your favourite destination – then ask what your followers’ favourite destination is and why.
  • Personal posts – I’ve read that it’s not a good idea to share too much from our personal lives. However, there is a time and place to engage with your audience on a personal level, to connect with your audience and show them you are a real person! You could share photos of your pet or an event you’ve been to; a place you love to visit and why or maybe what you’d like to do if you won the lottery! This makes you a real person that your customers can relate to, but worth noting to limit these to a couple times a month.
  • Promotional posts for your business… YES, there is space for this too! Share new products or services and how they can help your customers; a discount; buy one, get one free; recommend a friend. Also share customer referrals and testimonials

These are just a few ideas on how you can keep the attention of your customers and attract new ones on Facebook. The important thing is to make a plan with a good variety of posts to keep your customers’ interest and make them want to come back for more. Make it your February resolution to plan your business page on Facebook!

Embrace your business…and love it!

It’s very exciting to set up your own business…if you’ve not worked for yourself before, it’s quite an adrenalin rush. There is so much to do…setting up your ideal working environment, buying the equipment you need and arranging it and of course getting those first customers and interacting with them. Whether you offer a product or a service, you have so many choices open to you. You choose when you go on holiday, what your days off are, what hours you will work, do you wear casual clothes or smart clothes? I guess the answer to most of these questions lies in what you actually do, but you get the gist of it…you’re upbeat, positive and full of energy.

However, after the initial rush fades away, reality sets in. You may still be very positive and proud of your business, but there may be challenges you weren’t expecting. There will be things you don’t like doing, activities that you find deadly dull and there will be some things you find impossible to do yourself. It might be you don’t have a particular technical skill and there may be things that test your patience and clients who you find challenging! But you ARE still doing what you love to do and it’s important to keep the focus on that when times are tough. But there are things you can do to help alleviate the stuff that you hate or find too difficult or challenging.

Delegate activities

id-10040854If you are a creative person, you may find that everyday jobs like email, accounts, taxes, marketing, social media or marketing, a distraction from what you want to be focussing on. Hiring someone to do those jobs for you is a great option, and hiring in an expert gives you peace of mind that everything will be done to a high standard and you can stop worrying about it.

Step back

Take time out, at least once a month, to step back and look at what’s working and what’s not in your business. Can you streamline some of the things you do to make your business more efficient? Take time to plan what’s coming next, add new goals to your business plan as you achieve your old goals.

It’s also important to take a break from your business – when you work for yourself, you rarely take time off as you’re constantly thinking about it. So, book some time away, have a holiday and switch off from work. You will return refreshed and raring to go.

Join groups

heart-3147976_640Running your own business can be very isolating and this can be depressing if you were previously used to working in a busy environment. There are always local groups of small businesses who get together to network, have lunch and generally chat about their businesses. Join some of those groups and meet other people … it’s highly motivating to talk to someone who is enthusiastic about what they do and that energy is contagious and will help you to revive your excitement about your business.

Learn a new skill

If there’s something you’ve been meaning to do, but just haven’t gotten around to, now’s the time to look at it. If you need to learn a new skill, get out there and do it…be it an online course or a short course at college or in a specialised work environment. This also gets you meeting other like-minded people and will bring a new facet to your business.

New possibilities

Is there something new you can do with your business? Is there a new market you can get into or new products or services you could introduce. There’s nothing like a new challenge to inject a bit of excitement and help calm down that restlessness.

Put the spark back

new-years-eve-1283521_640When you’re first in business, it’s like being in love. Exhilarating, exciting, stimulating. Then, after a while, it might feel like your business is losing its appeal, it’s become humdrum and a bit boring, as reality of day to day life sets in. It’s hard work and maybe not as financially rewarding as you hoped…and it makes you tired and irritable.

heart-268151_640So what’s the secret to rekindling the love for your business? Remind yourself of all the good things…make a list of all that’s good about your business, the positive things it brings you. What really matters to you and what ignited that spark to be in business in the first time? And finally, never lose hope, being in business for yourself isn’t a bed of roses, but with a little bit of patience and effort, you can learn to love it again and keep it alive and kicking.

What are your top tips for putting the spark back into your business? I’d love to know, so please feel free to contact me.

 

Small business marketing trends for 2018

Every year, there’s more and more for us with a small business to think about. The last five years has seen a surge in the use of the internet and in particular the mobile phone. Everyone is online these days…I know that if I want to buy something, the first place I go is the internet. With this in mind, I’ve done some research on what is trending in 2017 and will continue into 2018 for marketing your small business.

Mobile phone

technology-2752109_640As more and more people rely on their mobiles for everything, from ordering fast food, the supermarket shop, to clothes, shoes and gifts, it makes sense to make sure that your small business is online and easy to find.

Most website visits are from a mobile and there are more searches being conducted on a mobile that anything else. Unfortunately research shows that there are many businesses out there that do not yet have an online presence…and do not think to include mobile phone marketing into their marketing plans. There are several ways to optimise a website for the mobile user and something to think about for 2018, if you haven’t already. You can ‘Google’ how to do this.

Content Marketing

seo-1447311_640Search engine optimization (SEO) continues to be important in order to ensure your business ranks highly in search engines, so it is easier for customers to find you. Content marketing is more important than ever – the Google search engine looks for new and original content for their ranking, so it’s vital to keep your website up to date, ensure that blogs are posted regularly with fresh and engaging articles. For example, customers love to hear a real-life story, so writing about how you have helped someone by solving a problem they had, is a great way to show that you care and value your customers, and it promotes trust and loyalty to your brand.

Video Marketing

technology-2608148_640You will have noticed how much more video you now see on your social media sites, especially on Facebook and Instagram. According to research conducted by livestream.com 80% of audiences would rather watch live video from a brand than read a blog and 82% prefer live video from a brand to social posts. This tells us a lot about where marketing is going in the future, customers are no longer happy with faceless marketing, they want to see real people giving them real information. So, it’s going to be very important in 2018 to incorporate video into your marketing strategies, whether it’s for a product launch, running a webinar or talking about product reviews or your services, it’s a fantastic opportunity that none of us can choose to ignore. You can use Facebook ads and YouTube to help you or just go ‘live’ on Facebook in real time. You may make some mistakes or stumble over a few words, but your customers will be able to relate to you much more easily.

Facebook ads

Facebook ads reach more than 1 billion viewers every month, so as a small business, you can’t afford not to try this out. You can use a Facebook ad to target your audience by age, mobile-phone-2398300_640demographic and gender. It’s not ridiculously expensive and has proved to be very worthwhile – definitely worth thinking about. Facebook has a great help centre, which can take you through this process, step by step.  Facebook asks you to choose the objective of your ad – why do you want to advertise on Facebook? You could choose to direct more traffic to your website, or to just make people aware of your brand. You can set a budget, choose who to target by age, gender, location etc. And you can see the stats of who looks at your ad. You can also choose to simply promote your business page.

This kind of targeted marketing is likely to become more and more popular, so why not give it a whirl?

Outsourcing work

Doing everything for yourself with your small business makes sense at the beginning, but as your business starts to grow, you have less time and it is always the marketing and advertising that suffers. Ultimately, this can lead to a decline in the focus of your business and a decline in sales.

Small businesses are starting to understand that it’s important to have a good marketing strategy and have someone that knows what they are doing to get the right messages out to potential customers. This often involves paying someone else, an expert in that field, to do it for you. Not only does this give you more time to concentrate on your products and services, but also means you have someone focussing 100% on marketing your business. You may have to pay out up front, but it will be worth it in the end, if you get the right person.

give-1545697_640If you can’t afford to use someone for all of your marketing, you could just outsource your blogs and get someone to write one or two a week for you – this will keep your business publishing new and fresh content, which will bring more customers to your website or highlight your brand…and it’s a much more affordable option.

It’s also worth seeing if you can get a well-known blogger interested in what you do – get them to review some of your products or offer a service for free and ask them to write a stunning review.

There are several ways to get help, but they do all come with a cost, some small and some not so small, so it is worth trying to factor in a budget for outsourcing as well as for advertising and promotion.

I hope that this article has been useful and that you have some new ideas to add to your marketing plan for 2018. Please feel free to contact me if you need any help with your marketing.

Supercharge your customer touchpoints

This sounds like just another one of those buzz word things – so what am I talking about?

Every business wants their customers to be happy with the service and experience they receive. But, unless you have your customers in mind at every single touch point, you could be missing out on some great opportunities to delight them and keep them coming back for more.

What is a touchpoint? According to SurveyMonkey, the definition of a touchpoint is “…any time a customer or potential customer comes into contact with your brand…before, during or after they purchase something from you”

meeting-1002800_640You may have great products, delivered on time and with a smile, but if your advertising isn’t on target, or they receive billing mistakes, or have to deal with a clumsy and clunky website, you can scare your customers away. Luckily, these touchpoints are easily fixed and within our control.

Let’s take a look at the general touchpoints a customer will come across…these are just some examples.

Before a sale – Social Media sites, Website, Customer reviews, Advertising/Marketing.

During a sale – Shop or office, Catalogue, Phone.

After a sale – Billing, Emails, Newsletter

Make a list of the touchpoints your customers have with you, then look at them in turn, e.g. your website…is it easy to navigate? Do the tabs point to the right things? Do the links work? Are you easy to contact? Do customers get a quick reply if they do contact you?

Supercharge your touchpoints

Now it’s time to supercharge your touchpoints for a better customer experience.

Personal touch – Try and speak to a customer wherever you can as most people like to beard-2286440_640be treated as individuals. I prefer to speak to a real person, not an automated service as I can ask questions and, if there is something I don’t understand, I can simply ask. It is also easier to build a relationship with your customers if you actually take the time to talk to them, as it makes them feel valued. They will feel that they are important to you and your business, that their custom is appreciated and that their opinion matters.

Consistent Service levels – Be consistent across all your dealings with customers, not just on the phone. You have won their custom and now it is time to build their loyalty and gain that all important customer satisfaction. So, not only ensure that you give excellent customer service on the telephone, ensure that they receive the same experience if they email you, such as a prompt reply, with the answer or solution they want wherever possible.

Know your customers – Know what your customers want and who they are. If you can team-2651912_640.pngsolve a problem for a customer, do it…they will always remember that you went that extra mile…and will recommend you to family and friends. Something that you did this year that went really well, might not work next year – never make assumptions where your customers are concerned. One of the simplest ways to know what your customers want is to ask them. This could be via a courtesy phone call (but be careful not to be a nuisance), via a short survey or hold an event, where you can interact directly with your customers and they can see who you are and meet you properly.

Resolve any mistakes – If you make a mistake, own up to it and put it right quickly. Don’t blame anyone else, just resolve it and offer some kind of compensation, such as 10% off their next order. The four step system is a good way to deal with complaints.

sculpture-2275202_640Listen to the complaint…don’t argue or put the blame on someone else – the customer doesn’t want to hear this – he/she just wants you to listen to what they have to say.

Acknowledge the complaint – let the customer know that you understand their complaint by relaying it back to them. This not only shows that you have been listening but gives hope that something will be done. Thank them for bringing the situation to your attention and assure them that something will be done.

Solve the complaint – if you can, resolve the issue, keeping the customer informed along the way. In the first instance, after you have acknowledged the complaint, say that you will look into it and will get back to them within 24 hours – even if you haven’t resolved the problem yet, ring them within 24 hours to let them know what’s happening. Keeping them informed every step of the way is very important in keeping that customer in future and lets them know that they are a valued customer.

gift-553150_640Thank them – you have already done this when you acknowledged the complaint but do it again. If the issue has taken or is like to take a long time to resolve, maybe offer them some kind of compensation – a money-off voucher or a free gift.

Appreciate your customers – Let your customers know they are valued, e.g. send regular customers a ‘thank you’ card, or give them a money off voucher for being loyal, or ask if they’d like their purchases gift-wrapped.

It’s also really crucial to look past the sale…once your customer has bought something from you, don’t make it the last time they hear from you…follow up the sale and ask how they are getting on with the product. Are they happy with it? Do they think it could be improved? Do they have any questions about that or any other product that you sell? They may tell you about a problem they have that you can solve for them, or give you an idea for a new product.

smiley-163510_640If your customers are really happy with the goods and/or services they receive from you, ask them if they could write a short review, either on your Facebook page or on your website…or if they prefer, they can send to you on email. Ask if it’s OK to share their review with other customers and potential customers.

Whether your business is a huge concern, or just a one-man/woman team, excellent customer service must be at the heart of everything you do. It can take extra time and resources, time and money, but good customer service leads directly to customer satisfaction, which can generate great business for you via word of mouth. It can also you’re your business thrive and ultimately be a success. Never underestimate the power of good customer service – it’s your businesses life-blood.

 

How Content Marketing can benefit your small business

How Content Marketing can benefit your small business

The Content Marketing Institute, which is an online resource for information on everything marketing related, defines content marketing as…

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”

Stuart Miles (7)The key word here is ‘valuable’ content; content that will speak to your customers, content that they want and need, maybe information that solves a problem they have. In order to do this, you need to know your existing customers and research and get to know your prospective customers, so you can deliver that all important content. It may take some time to get it right, but when you do, you will have the opportunity to expand your business, build your reputation and ultimately be known as an expert in your field.

Once you can provide the right kind of content, it brings much more to your ‘table’.

More traffic to your website

If you can solve a problem that your customers have and write about it on your website, when potential customers search online for a solution, they will visit your site. Stuart Miles (6)Depending on what you do, that could lead to a sale or a request for your services…and they are likely to return to your site in future.

If you can find a way to tailor your content to your target customer’s needs and wants, they will trust you and you will get repeat business.

More sales

When a person finds a site they like, that speaks to them personally, or they feel that it speaks to them personally, they will return again and again. And if they are returning, they are more likely to turn into customers. As everything is online these days, we all turn to the internet if we want to buy something; I like to read about what I want to buy first and find out as much as I can about that product before I buy it. I am more likely to buy from a business that knows what they’re talking about and one that seems to know my needs.

Enhances your brand

It sounds a bit rude to say this, but it is fundamentally true – people are generally interested in themselves, in their likes and needs. This isn’t about being selfish, it’s human nature. When someone first looks at your website or interacts with your David Castillo Dominicibusiness, they are not in the least bit interested in your brand, no matter how hard you’ve worked on it. They are more interested in what you can do for them. If you provide something that makes their life easier, less stressful, and cost-effective and generally entertain them, they will then become interested in your brand as they will see it as something they relate to.

If you are consistently publishing new, unique content on your blog or website and then promoting it on social media, more people will get to see your name and start to relate to the things you write about. If they like what they see, they’re more likely to tell their friends and so your audience starts to grow and they become more aware of your brand.

Content marketing is cheaper than other forms of marketing

The title of this last section basically says it all. If you can research and write your content yourself, it is more economical as you’re not spending money on getting someone else to do it for you. You’ll also learn so much from the research you do, that you’ll find more content as you go.

Stuart Miles (5)When you publish your content on your blog or website, make sure that you promote it on every social media site that you have…with maybe a jig around of the title or introduction. You can also contribute to larger sites to get your name out there.

Finally, with content marketing, you are attracting customers to you because they’re interested in what you have to say…and ultimately they will come back again and again.

If you want to influence your audience to your way of thinking and to look at your products or services, you must provide them with something they want or need, be their solution, show them that you provide valuable content and that you value their custom.

 

Images courtesy of 1-3 ) Stuart Miles, 4) David Castillo Dominici 4) Stuart Miles at FreeDigitalPhotos.net

Find your niche and market, market, market

Find your niche and market, market, market

If you’re going to make a success of marketing your business, you need to hone in on what is the best niche for you to be in. What will sell well? What will make you the most money?

You might like everything you do, but in order to be a successful business, you need to be able to distinguish your brand from your competitors, find what you are really good at and establish yourself as a dominant leader in that area. Even the biggest names can’t be everything to everyone; there are always going to be those small groups of people who need a particular product or service not met by the bigger companies…which is where the small business can step in.

What are you good at? 

This first question is probably the most important. It’s not ‘what would you like to be good at?’ You need to be really honest with yourself – where do your talents really lie? VladoWhat skills do you have? What do you enjoy doing? Once you have decided what you are good at, make a list of your skills and talent in that area. For example, if you love knitting, crocheting and sewing, which one do you excel in?

Once you know which you are best at…let’s say knitting for example, then you need to look at what skills and talent you have. So, it might be knitting baby clothes, knitting adult clothes, knitting toys – put the things you enjoy making most at the top of the list and so on, down to the ones you least enjoy.

What do potential customers need from your list? 

This is where you need to do some research. Of the things you are best at making, what is popular? You can look on Etsy, eBay and Amazon – are the products you are good at making doing well? Make a list of the things people need from your list of what you do well…then look at these questions and do some research.

  • Do you solve a particular problem for customers?
  • Is your product(s) something that people will come back for time and time again? This is important for repeat business.
  • If there are other people selling the same as you, can you offer something unique that they don’t?
  • Who does your product appeal to? Can you expand that to include other groups? For example, if your product appeals to an older age group, can you make it more appealing to a younger audience. The bigger your product appeal, the more you will sell.

What will people pay for?

Now you know what is marketable, which do you think people will pay the most money for…put your products in order of price…from high to low. You now have your niche – your list of the products you like to make, that you’re good at making, that have a potential audience and that are sellable.

Market, market, market

Now you have your niche and know what is marketable, it’s time to actually market it. If Stuart Miles (3)you are a small business, marketing is all the more important as you won’t necessarily have a huge brand following, nor the money to spend on expensive and extensive advertising. So, what can you do to market your niche effectively and on a budget? I have written a couple of previous blogs about this; ‘How to promote your small business online’ and ‘Marketing your small business with little or no money’. Please take a look as you may pick up some great tips.

You should try to spend at least an hour a day promoting your business…and some things are much easier than others – here are some quick tips to help you market that all important product…

  • Always remember that YOU are your business. No matter what you do or where you are, everywhere is a business promotion opportunity. Your image largely reflects on your business. Although we all try not to, most of us do judge people on our first impression of them…so make sure that you always give a great first impression.
  • Always carry business cards as you never know who you might meet and if you don’t carry them, you could be missing an opportunity to get someone to contact you.
  • Can you leave flyers or business cards at places where your potential customers are likely to be…at the gym, hairdressers, beauty salon
  • Talk to people wherever you go – if you’re in the Doctor’s surgery waiting room, strike up a conversation with someone…too many of us sit in silence in these places…do you take your children to sport’s events? If you do, you’re likely to be hanging around with other parents…talk to them. There are always opportunities to strike up conversations and promote your business.
  • Attend networking events…again, this puts you in front of potential customers face to face…sell yourself and your business
  • Sponsor a local event or charity – or run a small event for charity in your own home or garden
  • Host a seminar or training event and share your skills – a great way to get your business name out there
  • Team up with someone who has a business that links to yours and promote each other’s business on social media sites and on your websites
  • Give your website/social media pages a facelift to keep it fresh

There are many other small ways you can promote your business and, as I said earlier, it doesn’t have to cost the earth – the most valuable thing you can invest in your business is your time.

How did you find your niche and how do you promote your business? I’d love to hear from you, so please get in touch.

Images courtesy of  1) (in title) – scottchan,  2) Vlado and 3) Stuart Miles at FreeDigitalPhotos.net