When you’re running a small business, you need your marketing budget to stretch as far as possible. It’s difficult to invest in expensive but uncertain opportunities, and you rarely have the time to constantly experiment and test to find out what works best.
Which leaves many small business owners thinking about content marketing. They wonder if they can increase their marketing effectiveness through the production of “free” content, which will encourage people to try out their business.
Since blogging, social media, TikTok, YouTube, and other platforms are all free to use, surely producing content is also free, right?
The cost, though, is time. High-quality content on YouTube and TikTok can take creators many hours, days, or even weeks to produce, which is time most small business owners simply don’t have.
So, what can they do?
Here are four tips for making valuable content marketing as a small business, without using up all of your time:
- Show and tell: The inner workings of businesses are, strange as it may feel to business owners, extremely interesting to many people. Behind-the-scenes content, showing how you make your product, design your service, or run your company can be very popular—and all you need to do to create content is document it.
Show off your process. Show what it takes to make what you sell. Give people a sense of what it would be like to work with you. Just remember to make sure your behind-the-scenes is clean and professional and demonstrates your attention to detail and the effort you put into your business.
- Focus on one element of your business: Instead of trying to profile the entire scope of your business through content marketing, focus on just one element. Make a content series (like a blog series, a set of YouTube videos, or a few TikToks) that highlight one of your products, one of your service offerings, or just one element of your business—like its location or its staff. It will be easier than coming up with a new content idea every day, and the content will build off itself as you create more and more.
- Give people something to do: Remember that you’re not broadcasting to an invisible crowd—you’re speaking to just one person at a time. Make sure the content gives them something to do with their newfound enthusiasm for your business. Consider providing an added incentive to try out your product or service, like a coupon code or a special item they can purchase if they mention your content when they reach your store or website.
- Try, try, again: Content marketing can be time-consuming, and when it’s not working, it can be frustrating. But don’t give up. Try out new ideas, new platforms, and new audiences. Mix up your content regularly and pay close attention to what’s working and what isn’t. And remember, the true test of content is whether it’s increasing sales, not whether it gets a million views. If it’s getting you more business than it’s costing you in time or money to create, it’s working.
The world is filled with more content than people could ever consume, and yours must strike the right audience in the right way at the right time to get attention and make an impact.
So, remember to focus on what you’re already doing, narrow your scope to just a few key elements of your business, give people an incentive to purchase once they’ve engaged, and keep trying until you find out what works best for you.
If you need support with the content marketing strategy of your business, contact us and we can help.