Let the Content Do the Marketing
Who is This For?
In this blog series I discuss one content strategy and five social media tactics for small budgets. See also
- Posts That Link to Your Website
- Curate Other People’s Content
- LinkedIn Articles
- Facebook Instant Experiences
Online Tactic 01 Website with Blogs
We can provide value by parsing out customer-focused information in brief problem-solution-focused website pages, blogs or video blogs.
Base blog topics on the questions your customers and prospects most often ask. Whether you create a blog, share an image and text, or create a YouTube video, craft content that helps your viewer solve an immediate problem. Give something of real value away for free – no strings attached.
Choose Topics People are Searching:
Expand or refine your topics by researching keywords people use when they search online. Sometimes our industry knowledge makes us struggle to meet customers where they are. Keyword research can help bridge that. Use Google’s Keyword Planner and free online courses to get a basic notion of how prospects search for answers to questions that relate to your business.
Content is King:
You may notice that Google’s keyword planner and research pushes you toward paid Google Ads. This may be a good option for some businesses. Just know that Google considers the quality of your website content when determining how (or even if) your ad gets displayed and at what price. The need for quality content is threaded throughout all options.
A website with immediately relevant and helpful blogs provides value and guides qualified prospects to the consideration stage. This quality content will help you whether you work the free organic angle or buy ads.
Track Your Website Visitors with Pixels:
You or your webmaster can add visitor website visitor tracking by adding pixel tracking code(s) to your website’s header. A tracking pixel is HTML code you add to your website header (not viewable). It tracks and reports data back to a source where you can view and use the data for various purposes including audience targeting and retargeting.
Having your own website and the ability to install tracking pixels is an advantage (especially if we own the website and can control the content). Facebook’s pixel description may help you understand this if you’re not already familiar with the concept. Other social platforms and digital advertising sources like Google have visitor tracking systems.
In-depth description and technical aspects of pixels is beyond the scope of this blog. For now, let’s just say those who have their own websites can use tracking pixels, and pixels are very useful.
Let’s move on to tactic that work with or without a website and tracking pixels.
- Websites require technical skill to create or budget to pay a webmaster.
- Websites require ongoing maintenance and updates
- Some franchise owners and independent reps face corporate policy that requires them to use only their corporate website.
Tactics May Change but Content Is Always King
Content marketing gives us a long-term strategy for what to post. No matter what tactics we use (or don’t use) to deliver our message, content is king. So, provide value, solve people’s problems, and sales will take care of themselves.
For more social media posting tactics and the overall small business content strategy see: