It’s Time to Invest in Content Marketing for Your Utah Small Business and Start Growing
Most small businesses know now that content marketing is an option for them to find customers. Many companies here in Utah and throughout the globe are competing online through marketing on their websites. Digital media platforms like YouTube have revolutionized video sharing, social media platforms like Facebook are changing the way we interact, and online review sites like Yelp and Google are changing how companies manage their reputation.
Maybe you’ve tried online marketing in the past and didn’t see the results you wanted. Maybe you got burned by an agency with people who didn’t know what they were doing.
Whatever you’ve seen in the past, it is time to face the reality that there is an enormous opportunity now to make money selling what you offer to the customers looking for you online.
01: Mobile Has Changed the Game
The Internet has revolutionized business for a simple reason–It’s given marketers enormous amounts of data about what people are looking for online. Mobile devices have sped up this trend.
Consider how the location of a person on their device can be tracked by Google, moving in a car along a roadway with an intent to buy; the way in which commerce has change is ever-present.
02: We’re No Longer Guessing about Supply and Demand
It used to be that we, marketers, had to guess about consumers’ wants and needs. We now understand this concept of “demand” for products and services in a much more exact way than we did in the past century, allowing us to put numbers on consumer desire. We can pinpoint the phrases people regularly use to search online for what they want and need. Google gives us this data. We can now look up analytics about the terms people are searching for on Google’s search engine, which has changed the game for businesses both big and small.
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Marketing analysts can now estimate the demand for products and services in a way unheard of to previous generations. Thanks to search data, we know much about what people want and need, the questions humankind is asking, and the problems individuals are regularly wrestling with.
We can also see who is selling what in a given marketplace. Nothing is exact, but never before has there been this much information at our fingertips about supply and demand. Where traditional advertisers prior to the Internet were largely guessing, we are making much more educated estimates.
Ask Two Questions
Whenever we are starting to brand any company and decide how to sell its products and services, the marketing team must ask two very basic questions:
1. Are people looking for what we sell?
2. Are there other companies competing for these customers, and if so, how many?
Whatever we conclude about these two questions, we must contend with the facts of supply and demand in our chosen industry. Marketing analytics tools give us insight into our market reality.
If you are a business owner or you run marketing for a small business here in Utah, you should take advantage of these market analysis tools.
03: What Is Content Marketing for Utah’s Small Businesses?
Content marketing is the science and art of examining the precise information being asked in your marketplace, analyzing available info, which did not exist prior to the Internet, giving you an estimation of the demand for the products and services your brand is trying to provide.
Digital marketers strategically create content for the web, connecting a targeted customer with online articles, videos, and other types of media that inform, entertain, and build brand loyalty. When done well, this type of marketing promotes your company in very precise ways that can be measured. Profitability and return on investment can more easily be ascertained than traditional media advertising.
A term we started using early in the days of search, and which is often used interchangeable with content marketing is SEO (Search Engine Optimization). To experts in the field it has a slightly different connotation. Ostensibly, they are one in the same.
Content Marketing Is Ideal when Customers Are Looking for You
In our industry, targeting customers who are looking for your products and services is called inbound marketing. It makes implicit sense that it would be easier to acquire customers who are looking for you, rather than trying to convince clients to buy from you who are not. Inbound marketing should be a business’s top priority.
But, What if No One Is Looking for what I Sell?
Sometimes companies come up with new technology, fresh products, and innovative service solutions that are so groundbreaking and so novel, no one would ever think to look for them online or accept them immediately in the marketplace. For example, few people were searching for touch screen smartphones before Steve Jobs invented and launched the iPhone to the world.
If you’re creating a product or service that is so different, no one even knows to look for you, you have a very particular marketing problem. You may need to focus on outbound marketing, which can be more traditional advertising methods like television, print, and public relations. If so, you definitely need a marketing consultant because selling your product or service is going to be far more challenging than for those of us who have an established industry and you’re going to need to be really creative.
What Problem Does Your Unknown Product Solve?
If your product is new, that doesn’t mean you should completely avoid inbound marketing. One trick content marketers can use with unusual products and services is to see if there is a problem your brand solves for consumers which they are looking for online? There may be search phrases on Google that we can rank for that specifically address this need, but it may not be obvious. This is where an advanced SEO expert can really help.
Creating a Customer Persona
Another strategy a creative digital marketing agency can employ is to determine who your ideal consumer is in the form of a customer persona. By isolating some of the key features of your customer type, we can then reach out and advertise to that persona on Facebook, LinkedIn, Instagram, or YouTube through social media advertising.
Customers who fit this persona may not know who you are, but when they do hear about you they will want to buy from you. By creating customer personas, some of the most innovative brands have added new products to the marketplace that many consumers didn’t know they wanted, but there clearly was an unknown demand.
04: Finding Your Marketing Niche and Understanding Your Strategy
If you own a small business in Utah, chances are you don’t have the resources a large corporation like Apple has to advertise its brand. There is a special sweet spot you want to be in, where you can find a niche market. People may be searching for what you do and you don’t have a lot of competition in that space. If we can find this niche market for your small business, you can grow quickly without a large amount of capital investment.
Whatever the solution you choose, whether you’re trying to target a local market or you are global startup, we can help you understand the opportunities, the costs, and the benefits of different marketing avenues. As marketing consultants, we can help you craft a digital content strategy that works for your very particular brand.
Start Marketing Your Utah Small Business Today
We know it’s hard to know who to trust out there. Start the consultation process today and find out what it’s like to work with real marketing experts who aren’t looking for a quick transaction, who actually must deliver results every month.
The challenging aspect of the content marketing industry is that we know we must deliver results to keep our customers. We can’t fake it. We must generate new leads month-after-month to our Utah clients, or we know we’ll eventually be fired. Our business model isn’t profitable unless our clients stick with us over the long-term, so we must continue delivering results without fail. It’s kind of a brutal business to be in. But we love what we do and we enjoy providing results to clients.
It’s exciting seeing companies connecting to new customers through a steady stream of leads through their online marketing efforts and growing in ways they haven’t experienced before. Find out what that’s like today.