Powerful Brands Have Powerful Editors (Content Managers)

Most entrepreneurs and small business owners have cobbled together a few disparate people who write and develop marketing content for their brand.

Powerful brands have powerful editors. Assign one, highly-qualified person to oversee all of your marketing content (and there should be a lot) to make sure you have a consistent and authentic brand voice.

 

Your Content Manager should oversee all of the following aspects of content marketing: 

• You Website
• Your Blog
• Articles & White Papers
• Infographics
• Videos
• Social Media - Twitter, Facebook, Pinterest, YouTube, Instagram, etc.
• Public Relations - Press Releases & Media Outreach

This Content Manager should act as the strategic planner and the editor of all marketing content for your brand. He or she should be highly qualified as an excellent writer, editor, and manager. 

Social Media Marketing: 5 Tricks You Have to Know as a Small Business

Social Media Marketing Tricks for Small Business

Social media can be a critical part of your digital marketing strategy, but it can also be confusing, overwhelming, and, as a direct result, done poorly. Here are five tricks you should know as a small business owner about social media marketing. 

1. Every platform is different
The biggest mistake you can make is to approach social media as a single entity, as if Facebook is the same as LinkedIn, Twitter, Pinterest, or Google+.

Instead, you need to get to know each of the unique settings of each social media platform.  Hang out there for a while to get a feel for what other people are doing. For example, LinkedIn is similar to a business networking event or presentation. It's OK to promote yourself and your business, as long as you do so eloquently and professionally. On the other hand, Facebook is more like a coffee shop. If you walk in there expecting to hand out business cards and make connections like you do at a networking event, you will fall on your face. Instead, you need to be more subtle. Regardless of what social networking platform you're learning, pay attention to what is encouraged by others, and how you gain positive attention within the community.

LinkedIn vs. Facebook marketing strategies

2. Consistency is key
Anyone can join 5-6 social media platforms in one day, then create amazing profiles and the perfect first post. Most people can keep up their enthusiasm for a week. But after that, most people drop off, unable to maintain the single most important thing in marketing: consistency.

Whatever platform you choose, make a commitment and show up consistently over time. Social media is frankly a big waste of time if you just float in and out, posting updated occasionally, but never making a true impact on the community.

3. Make a commitment
If you are running a small business, there is a good chance that you don't really have time to hang out on social media networks. You probably have real customers to worry about on a daily basis, and are struggling to keep them happy, while managing a staff and cashflow.

Social media marketing is like all other forms of marketing: it requires a commitment. If you decide that your prospects are hanging out on social media, then it is worth making a commitment to marketing your business on social media, but don't try to do it all yourself. Hire someone to help. If you are knowledgeable about social media and marketing, then you can hire an assistant and guide them on how to do the work. But if you don't know much yourself, then find an expert who can guide the way for you. 

4. Use photos, infographics, etc.
More and more, social media is about graphics. It wasn't always that way. Four years ago, Facebook and Twitter relied mainly on words and links. Now, they are heavily graphically-oriented. Newcomers like Pinterest and Instagram are almost entirely graphics-based. The fact is that if you want to be on social media, then you need to accompany most of your posts with photos, infographics, and other images that make your posts more interesting to readers. In the end, human beings are attracted to pictures, so make sure you use them! 

5. Share the love
Social media is set in a basic foundation: social. This means that basic human instincts such as sharing and communicating are maximized. Don't show up to the party as the bore who only wants to look in the mirror and talk about himself. If that's who you are, then it's frankly better not to show up on social media at all. Instead, take note of the human nature involved, and show your businesses' humanity in the process. Comment on real situations that you care about. Comment on other people's posts as much as (and more than) you post about yourself. Follow the golden rule, and you can't go wrong. 

Must-Know Strategy: Content Marketing

Content marketing is the hottest buzz phrase in marketing right now, but many people are confused about what exactly it means, let alone how to implement it. In the most simple terms possible, content marketing is the act of creating information products to promote your business, and spreading them throughout the world using multiple media channels.

First, let's address why you should be using content marketing to promote your business:

1. Search Engine Optimization (SEO): SEO used to be a relatively simple action that you took care of on your own website, but now you need to have multiple (meaningful) links to your website in order to be relevant to Google. Content marketing is the best way to get external links to your website.

2. Reach: Since every website knows that it needs content to increase SEO, blogs, news outlets, other websites and social media sites are looking for content. If you are able to provide them with your content, then it's a win-win situation: they get content, and you get both links and the eyeballs of the people who they already reach.

3. Lead Generation: Most content strategies can directly drive lead generation, which is ultimately marketing's job. When you create content, you have many opportunities to structure it so that you drive leads.

Next, it's important to recognize that there are two media channels of which you should be aware:

Owned Media: These are the places where you control your content 100%, including your website, enewsletter, blog, and social media channels (your profile on Facebook, Twitter, etc.).

Other Media: These are places controlled by other people and companies, including other people's websites, enewsletters, blogs, news outlets and social media connections (the people with whom you are connected on Facebook, Twitter, etc.).

Finally, you need to build a "Content Library" that you can use for both owned media and other media. You don't have to build all of these, and you may want to consider some other options, but these are the top 6 ingredients to a good content library:

1. Articles
2. Videos
3. White Papers
4. Webinars
5. Infographics
6. Books (including eBooks)

The most important thing about content marketing is that you 1) must do it; and 2) need to have a schedule to do it correctly.

There are hundreds of ways you can develop your content marketing strategy; here is an infographic to help you get started:

View this information on SlideShare for more details:

Content Marketing 2014 from Virginia Ginsburg

Small Businesses Use Press Releases to Market Their Business

Press release for your small business social marketing strategy

Amongst the many marketing tools available to the small business owner, the press release is one of the most valuable. There are numerous advantages to using a press release to build the image of your small business.

What are the benefits of a press release? How will a press release help a small business owner? We see large companies like Microsoft and Ford present releases of new products in order to gain market momentum, and it is no different in a small business situation. 

Benefits of Press Release

1. It starts conversations.

This is, perhaps, the greatest prospective benefit of a press release. From this, you begin word of mouth marketing as your audience begins to talk about the situation or product as a new “hot topic.” People enjoy hearing something new, and moreover they enjoy being the first one to tell their associates. 

2. It announces new opportunities to and for your audience. 

This is the obvious effect of a press release. New product designs, a new company direction, or really anything that is relevant to your business (it’s your content so you decide) can be announced to improve visibility and awareness.

3. Shares information with a broader audience.

This happens when press release is used effectively. Compared to established links through social networks, mailing lists, and other contacts, a press release can be seen by larger numbers of people thereby increasing awareness. 

4. It is not costly. 

It doesn’t cost much to generate a quality press release. There are, in fact, some websites that will help you do so for free.

Things to Consider Before Producing a Press Release

1. It is suggested that you generate a checklist for your small business’ press release before you begin taking steps in creating it.

2. Where are you going to distribute your message? Many websites function as news depots and press release sites, some of which are free (they add in advertisements) while others have some cost. When doing so, be sure that your press release does link back to your relevant sites, including social networks as well, to help improve good quality discussion. Don’t forget that all readers, regardless of proximity, are of equal importance.

3. Take advantage of any free sites, but consider those that are ad-free as well, since ads can often detract from the message.

4. Who is the audience? You must be able to create applicable materials that readers will enjoy and want to share. Keep in mind that this is not a blog. It is actually designed to inform and intrigue the reader by offering just enough information to make them want to investigate further.

5. Be sure to create a headline that will grab attention. You are reporting on your own business, so you can say whatever you want. Just be sure it has a positive effect on your audience. Try using effective keywords in your headline but make sure they are relevant.

A press release is a very effective and economical marketing tool, providing business owners the benefits of improved brand awareness and building a quality image of their business. Always be sure to make the most of the tools you have available to help you achieve success. 

Content Strategy Vital to Word of Mouth Marketing

Your content strategy is essential to your word of mouth marketing

Every business is faced with creating marketing content. What they say, how they say it, and primarily what context it’s placed in will decide how effective it will be and how the audience will receive it- be it positive or negative.

When it comes down to generating content for your business, there are various content strategies which can be applied. Do keep in mind that combinations between all of them will be the most practical tactic. Certain strategies are only as effective as the situation they are applied to. 

Outside

Some of the best sources to search for good content are easy enough to find, especially since you’re already looking at them. Start with the most likely place- customer questions and your responses. Customers see from the outside in, which means they also see all the things you don’t always see. This is a great time to learn and apply new information to create new and better content- especially since it’s what the audience wants to hear.

Also, consider all the value that customer stories hold. Nothing speaks stronger than a recommendation from a customer. This is a great way to employ word of mouth marketing strategies. When they share with you, share with everyone else. 

Inside

Of course, one can never forget themselves. You and what inspires you are great sources of content. Talk about what it is that drives you to do what you do. This is the opportunity for your audience to be able to relate to you and understand who they are doing business with.

Don’t forget about your own content. Have you written a book or another article? Write a blog that incorporates them as well and explains the content. 

What is it that makes that content source good? Well, it always depends on how it’s presented. These sources are great places to start, but it’s essential to have a good way to channel that content through technique and proper application.

New!

Talking about anything new within your business is always a plus. Defining efforts to better your business help to ensure your audience that their experience with you will only get better. Also be sure to cover in detail any new products and services that you’re about to launch or even considering launching. It can be very beneficial to get customer feedback before you release something. 

Educational

Throughout the online world, one of the most favorable content strategies is to provide information and educate the audience. The majority of people that search the internet are often looking for answers. If you can provide answers, they will come.

Describing

Talk about yourself and your business. Sometimes they can be together, sometimes apart. People love hearing about people. It helps to bring your business down to earth so that your audience can relate to you as more than just a name or title. They will relate to you as a person.

Showing

Infographics are relatable in several ways. Visuals are great for sharing complex information to a general audience and they save the reader time. If they see that your content shares more than just words, they are inclined to spend more time studying what you have to say or show.

Shocking

Creating controversial content can be a very helpful tool- depending on how it’s done. Considering that the “shock” effect of a very controversial marketing strategy can upset some, but also entice others to interact with you. 

So consider that this is most effectively done in small doses. Take for instance, asking a controversial question or making a statement. This gives you their attention without offending. 

Sharing

Have you ever considered responding to your competition- in a positive way? Sharing has always been contagiously effective in marketing. While both you and your competition are in business to succeed, that doesn’t mean you can’t work together occasionally and strategically. What happens when you award your competition for providing quality products and services? They like it and are just as likely to share what you said about them. That means they are going to share you in their content. Consider what you would do if someone complimented you. Wouldn’t you want to share it, even if it was from someone on another team? In fact, the compliment means more when it’s from competition. It’s only natural to share good news about yourself. 

The purpose of content is to educate and persuade your audience. To do this, you must be able to find good content to work with and properly apply it to your marketing strategies. 

Create Effective Content to Market Your Business

As a solopreneur or small business owner, you may think that content marketing is a huge undertaking and that there are better things you can do with your time. You should realize, however, that putting out great content is an excellent marketing tool for building your brand and establishing customer loyalty.

In recent years, there has been a shift in marketing campaigns. Advertisements have lost their power over customers. Nowadays, people buy from brands they like and trust. But where does this trust come from? Through engaging and building relationships with your consumers using effective content. This is essentially known as content marketing.

You want people to subscribe to your blog updates, follow you on Twitter, opt-in to your email campaign, and subscribe to your page in Facebook. Through the repeated exposure of your content to an audience, you effectively build a relationship with them, giving you opportunities to get them to convert.

The tricky part though, is creating excellent content that can connect and engage with your audience. How do you create a social marketing buzz around your brand? Here are some tips:

     1. Know your audience

Before you can create effective content, you must know your audience. What are their likes and dislikes? What makes them happy? What pains them? What are they looking for?

For example, if you’re a small business owner with an online business selling mom and baby products, then it’s important that you understand what moms like. What do they look for, what problems do they suffer from? What kind of content would get them excited?

By knowing your audience, you can create content that’s relevant and focused, and effectively promote and market your business. Keep in mind that you must inform your audience as well as entertain them.

     2. Be unique and creative

Although it’s easier to simply copy what others have done before you, duplicating content is not really going to effectively capture your audience’s attention. Your audience will simply think “been there, done that,” and you’re left feeling discouraged and wondering why it didn’t work for you.

In today’s world, you need to be creative and unique. Don’t just copy what others have done before you; on the other hand, you can pattern your ideas from them and create something new and different. Something that will make your audience stand up in attention and say, “Wow!”

So don’t be a copycat. To create effective content, put your own personality and style into the content you’re offering.

     3. Experiment

If you’re using Facebook, for example, and are not getting the results you want, maybe it’s time to experiment a little bit. Try different kinds of content and use different kinds of platforms to discover what works with your audience. Maybe you need to mix it up a bit and create more meaningful Facebook posts to connect with your followers. Or maybe creating a blog would be better for your small business brand to help you engage with readers.

Experimentation is important because otherwise, how else will you discover what works or not?

     4. Personalize your content

People want to engage with other people, not brands. So it’s important that you show off your personality through the content you offer. Tell your story and make people empathize with you. Don’t be afraid to share something about yourself, because this is how people will be able to relate with you and your brand.

     5. Be consistent

This is a very important thing you need to do in order to effectively market your business. You must post regularly and consistently in order to engage with your audience.

How will people remember you if you don’t provide regular content? If you don’t update your Facebook page, then how are people going to read your valuable Facebook posts?

So be relevant and consistent. If you abandon your blog or Twitter account, then your followers are going to abandon you as well.

Creating effective content to market your business can be tricky, but following these steps may help you find the right balance in engaging with your audience and marketing your small business. Remember to listen to your audience first and learn what they want – the rest usually follows after that.