Content Marketing: How to Know which of the Companies to Choose
Most small businesses know that content marketing is an option for them to find customers. But there are so many Utah companies offering SEO and digital marketing solutions. How do you know which agency to choose?
Digital media platforms like YouTube have revolutionized video sharing. Social media sites, like Facebook and LinkedIn, have affected the way we interact with friends, family, and work associates.
Online reviews on Google have changed how small businesses manage their reputation. Some industries can find it very difficult to convince customers to review their companies because of the sensitive nature of their work. Whether you are a doctor, therapist, or attorney, even if you are required to maintain confidentiality, you are also up against competitors with online reviews.
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, no matter your attitude about the internet, it is time to face the reality that there is an enormous opportunity. Now is the time to make money selling what you offer to the customers looking for you online. Finding the right marketing agency that fits your business’s needs and knows how to promote you within your industry is the key. Here are a few basic facts to understand as you look for the right online marketing company.
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.
The popularity of search on mobile devices has also increased the need to build website that perform well on these different types of machines. Websites will look different on a tablet and a smart phone. Building sites that are designed to comfort to different screens, including very large computer monitors is essential.
Your site speed on mobile devices is also critical. The more you add to a site, the slower it will perform. Developers have special tools to speed up sites with sophisticated designs on mobile networks. Often small business owners will build a site on their own, but the size of their images and the site builder they are using leads to a very slow performing website.
Contact a Content Marketing Specialist in Utah Today
What is the Difference Between Content Marketing and SEO?
With the digital marketing industry, professionals will often use the terms SEO and content marketing interchangeably. Do they mean the same thing?
In the early days of search on Google, SEO (Search Engine Optimization) became the common term for using keywords on your website in a strategic way to show up on the SERP (Search Engine Results Page).
Over time, as Google’s algorithm became more sophisticated, marketing online became more sophisticated. The quality of the content became more important than the keywords you were using.
SEO has not died. But building creative, engaging, and well-structured content on websites has become essential. Marketers build sites and pages to look professionally designed, secure from hackers, and fast on mobile devices. Off-page marketing on social media and listing sites also became significant.
This more modern perspective on digital marketing led to the use of the term “content marketing” as a catch-all phrase for these different online strategies.
Content marketing requires we think not just about the quality of the content, but consider the type of content to add, and how to optimized it for keywords. It requires knowing about the types of devices the content will be viewed on.
As is the case with any marketing strategy, understanding the user experience, thinking about how your potential customer’s perceive the media, and empathizing with people who may not have the same point of view as you.
02: We’re No Longer Guessing about Supply and Demand
It used to be that 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.
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 your chosen industry. Marketing analytics tools give us insight into the 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.
At a creative level, content marketing copywriters build out content on the web that is useful to consumers and engaging. We focus on brand storytelling. Every company has a story to tell. Every product and service designed by a company tells a story as well. Products solve problems for consumers, and problems are at the heart of story conflict. By emphasizing the problem being solved, rather than the solution, well-crafted content sticks in the minds of potential customers. Whether it’s the firs time on your site, or they keep coming back to learn more more, storytelling is essential in content marketing.
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 potential clients who are not looking for your brand to buy from you. 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. In this case, Apple had a history of pleasing customers. They were perfectly positioned to innovate technology. Most small businesses are not in that situation.
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 target with your site. It may not be obvious what search engine users are looking for. It requires a lot of research. 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 about your company, 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. You want to find a niche market. And you want to find people who may be searching for what you do. You also want to find a market where there is not a lot of competition. 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, the right digital marketing agency can help you understand the opportunities, the costs, and the benefits of different marketing avenues. As consultants, we can help you craft a digital content strategy that works for your very particular brand. If we are not a good fit for you, we will tell you. We can help you find the right agency for your brand.
05: 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 marketing experts who aren’t looking for a quick transaction, professionals who must deliver results every month.
We measure success on the number of leads we are producing and the quality of those leads. We want you to see a steady stream of potential customers that fit exactly what will result in the most profit for you.
A challenging aspect of the content marketing industry is that 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. Otherwise, we know it’s not worth the investment. Marketing agencies function under the business model where they are paid every month for their work. This model is not profitable unless our clients stick with us over the long-term. 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. This really changes the game for companies struggling to grow. Online marketing creates a problem: Can you hire new employees fast enough? If this sounds like a problem you’d like to see in your small business, contact us today.