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If you choose to market your business’s content in-house, there are two equally important groups that you need to focus on. You need to market your business to appeal to search engines, as well as your desired audience. It’s a balancing act that will require a lot of work. But when the balance is struck, you will be able to reap the rewards and take your business to greater heights.
Search engine optimization (or SEO) is how you boost your discovery rate. This can be done by building valuable links to and from your website and pumping out content on the regular. Having a strong SEO foundation will allow your business to rank near the top of search engine results, increasing the chances of potential inquiries clicking through your site.
Building a connection between you and your customers is the tricky part. As time has gone on, the public has become much more resistant to marketing. If your goal is to market yourself effectively, you need to overcome a thick barrier of distrust in the minds of the masses. Most people will know when you are trying to sell them something and, as a result, will instinctively retract. It is crucial to build a long-term relationship with your audience by establishing trust.
Once you finish reading through this page, you should have a better understanding of how to market your business.
Intro to Blog Marketing
Having an active blog is a great way to begin building relationships with your audience and other companies in your industry. Don’t shy away from working with “rival companies”; you can learn from them! By building valuable internal and external links to and from your website, you might see an increase in both search ranking results and web traffic.
When it comes to making a name for yourself through blogging, being informative and consistent is the name of the game. If you can help someone out by answering their question or having a quality guide, they will be more likely to visit you in the future and refer you to others- both of which could result in future sales.
Being consistently active on your blog page has many benefits. I recommend posting to it a minimum of once a month. If you can make a bi-weekly or even weekly schedule work, you absolutely should. The benefits of frequent blogging include:
More traffic will be driven to your website – Like previously mentioned, more content = more traffic. Frequently blogging is a great way to introduce your brand to potential leads.
Valuable links will be built at a more rapid pace – The more high caliber internal and external links you can get, the more your SEO results will rise.
Content can be repurposed for other platforms – This is a big one, content can and should be reused occasionally. If you have a very successful blog post, take parts of it and spread it on other platforms! Be sure to always link back to the original post.
Lots of reasons to write blog posts consistently. Unfortunately for us content writers of the world, many of us often hit what we call Writer’s Block.
Overcoming Writer’s Block
Writer’s block can be a massive hurdle for aspiring content writers and bloggers. Even the most experienced of writers have had to deal with long droughts of no great ideas. We’ve all had struggles with it in the past, and when inspiration doesn’t strike, it can be tempting to put down the pen (or keyboard in this instance) and admit defeat. Don’t let it get to you! Even the harshest of dry spells will come to an end.
The first suggestion I have for overcoming writer’s block is to put yourself in the mind of your ideal customer. What are they curious to know? What questions do they have that you can answer? If that doesn’t do the trick, try using keyword research software to see what keywords are currently trending in your industry. You can use this information to see what’s working for your competition and apply it to your own blog.
Hopefully, by now inspiration is running rampant and you’ll be able to maintain a killer blog page that will rank high on search engines and build a beneficial relationship with your readers.
Managing and Marketing a Google Business Profile
The second major marketing outlet that you’ll want to prioritize is your Google Business Profile. In case you aren’t familiar with what that is, this is what an average GBP looks like:
Like blogging, maintaining a Google Business Profile is a great (and free) way to market your business effectively. Nowadays when most people make a search inquiry, they don’t look through the paid ads; they don’t click through a bunch of websites; what they do is they’ll take a look at the top Google results. The more robust your profile, the higher your business will rank on search engines.
Let’s use an easy example- pizza. Imagine you forgot to cook dinner and it’s already 5:30, what do you do? You order a pizza of course! So you’ll type into Google “pizza places near me”, Google will take a scan of your geographic area and figure out which few pizza places would be right for you. Google’s algorithm will average out how good their reviews are, how close to you they are and a few other things before you see the results. They will look something like this:
Most people will spend a moment looking at their options, they might skim the reviews or look at the images before making a decision. Having an effective Google Business Profile is all about selling the consumer on your brand within 1 minute. All of the important information needs to be readily available and easily accessible.
Before you begin to bolster your profile, you need to first create one. Here is a brief walkthrough we wrote on how to start setting up your GBP.
With your profile page set up and all the basic information filled out, it’s time to begin regularly posting. Depending on your industry you may be able to do just fine only posting on occasion, but for most industries, you should try and post at least once per week. Consistently adding new pictures and publishing written content blurbs to the recent updates tab will prove to Google that your business is worth showing near the top of results.
As far as posting recent updates go, I recommend taking elements of blog posts and condensing them into a brief paragraph. If you’re following the blog advice from earlier, you should have no shortage of ripe content ready to be repurposed. Building links to your website from these posts is crucial. If you condense a blog post into a GBP post, link to that initial blog post. Send new traffic back to your website! You’ll be more likely to convert leads this way.
Responding to Google Reviews
I think I can speak for the vast majority when I say this: reviews matter a lot whenever it comes to whether or not we will bust out our wallets and make a purchase. We tend to be skeptical of things that have little to no reviews. Believe it or not, we tend to be just as wary of things that have too positive of reviews. Most internet users have become tech-savvy enough to pick up on when something is too good to be true. So if a business or product has a perfect 5/5 star review average, we tend to be wary of that and assume the positive reviews were bought. The sweet spot is having a 4 to 4.5 out of 5 average.
So don’t be alarmed if you get a review that has some genuine criticism, respond to it thoughtfully and address the problems. This will do wonders for boosting brand reputation. If consumers get the impression that you’re willing to correct mistakes, they will be far more likely to give you their time of day.
If you are interested in learning more about managing a GBP, I recently wrote a more in depth blog about that very subject. You can find it here.
Content marketing is not easy. You must be willing to constantly adapt and improve. If you stick with it, you will begin to see results. There is much in the way of marketing that this guide did not touch on. Such as paid advertising, which is an entirely different beast. Hopefully, you came away from this having learned some new ways to market your business. If you have any questions, reach out to us. We’d love to hear from you.