I recently had the opportunity to travel to an exotic locale for 3 weeks and think about the quality vs quantity in my business. It was a real reset for both myself personally, and time to do some work ON my business – something that as small business owners we need to make time to do, but many of us rarely prioritize.
This gave me some time to reflect upon what I really want to create in my business – a rethink about the value that I can add to drive business to my site more directly.
New Years Resolutions
This year is a bit of a departure – instead of thinking quantitatively about goals, I am moving towards qualitative solutions. And qualitative doesn’t mean forget the metrics. We all need to be able to see how our marketing programs are working and gage traffic. That’s what Google Analytics and other statistical social media aggregators are for. But that will follow once you start to really engage with your clients.
These days of course it’s ALL about content marketing. Adding value to connection to your clients by giving them relevant information and engaging them with relevant information that they will really use. Today content is the bait and the hook. But it all starts back with quality. Yes its free for them…but is it bringing them in closer to your services, developing trust, proving your authority on the subject, giving them information that they can put to use in their business or draw them in further with teaser bits, eventually reeling them in for the final hook.
“According to a Content Marketing Institute (CMI) 2013 Survey, 86% of B2C companies are planning to keep or increase their current content marketing spending this year” –seomoz.com
Whats The End Result?
The end result of this quality content marketing will be some great Google juice, Authorship, a steady stream and build of my Twitter followers, more offers and more business. The other result will be material that I can offer up in a more formatted Tip and Techniques for small businesses that become a secondary offering and passive income in the long run.
So what makes a great quality piece?
Your Brands Tone: In this piece Amy Harrison points out that the tone of your article must be geared towards your audience. KNOW YOUR TARGET MARKET. Create your voice for them.
Make it Topical – Great content start with great ideas that you find locally. Go to your sales team, your marketing guys and ask them for ideas on Content Starters
Use Infographics: Infographics are graphic visual representations of data that are intended to present complex information quickly and clearly. The best way to explain an infographic is with another infographic (source: Customer Magnetism):
Offer Tips and How To’s: The more you can engage with useful information, tips, tricks, information, knowledge, the more professional your content, the longer your guests will stay, talk about your topics = more opportunity to establish your offerings with authority. And what we want is conversions right?
Small Business Ideas
As a photographer and small business owner I am specifically creating content, videos, tips and a blog that will help other start-ups in my field. I want to help other photographers navigate the field of SEO, content marketing and advertising in the simplest and easiest way possible. I want to help them save time and money to develop thier own websites, get noticed, develop thier online presence and in the end find some great ideas to help them boost thier visibility. Being a newbie just a few years ago I have learned, documented and started down the road of authorship on my limited budget to save me some major dineros. We could all use the extra dollars in our cash flow right?
So consider quality and value over quantity. No one wants to see you pitching yourself over and over. The days of hard selling are over, as is the late night infomercial and the magazine ads.
Ask yourself – what does your business offer that adds the quality and as Patrick Stewart so elegantly says it…ENGAGE…
- License: Image author owned
- License: Royalty Free or iStock source: http://d1avok0lzls2w.cloudfront.net/img_uploads/2013-04-07_0904.png
Erin Pimm and Head-Hunters Photography is a SEO, content marketing and branding guru helping you create great content, engagement and conversions. She lives in Melbourne, AU and is inspired by her love of creating corporate identities and kick elf personal profiles.