“Content is King.”
The way your customers search for new products and services has changed dramatically. Most customers – especially those between 25 and 55 – are going to start by hitting the World Wide Web. And you want them to see a top notch website that represents your business in the best way possible.
Let’s talk about what you need to get that site which will have orders coming in and your phone ringing off the hook. Not only do you need attractive design but it is also critical that you have content to keep customers engaged & returning to your site again and again. Here are a few steps for success:
This is one of the most important choices you’ll make as a small business owner. You have several options. You, as the business owner can create it. You can ask an assistant or another employee to be in charge of this. Or you can hire a writer to craft content for your site.
The other factor to keep in mind when it comes to content is some of it will be created and put up for a long time, such as web page copy. Other content will need to be added on a regular basis, such as blog posts, white papers or social media posts. So you might even consider hiring a writer to create some content and then delegate longer term content to an employee. You as a business owner need to decide what is best for you.
Many who start a business create a mission statement and a business plan with action steps. For your content you’ll do something similar: decide what your vision is and define your strategy for it.
To discover your vision, answer this question – “What do I want to achieve with this content?” Then take a look at your company’s mission statement to add in your company’s values and passions to craft the content.
Coming up with a strategy may take a bit longer. Ask yourself “What is our goal with content?” You’re going to need to consider the types of content you can choose from as well. Take a look at least 5 websites in a similar industry to your company to get a sense of what types of strategies they are implementing. This may “spark” ideas of what to do or not do, what would be unique for your specific business model.
The best way to create a strategy includes working on creating a content calendar, deciding exactly what type of content will be written and when it will be published. This likely will not be something you can polish in one sitting and may need to show to others in the office to get their feedback to make it as effective as it can be.
Two of the most popular forms of content a small business can create are blog posts and social media. These are excellent ways to attract an audience and also to enhance your site’s SEO. Search engines will naturally rank your site as an “expert” when you post regular, high quality content on your topic.
Blogging is an ideal way to get your message out, about your products and services. Remember that it’s not all about words. You can add videos and images/graphics to make blogs truly stand out.
Social media is not simply about telling others what you do – but is an interactive medium. This is an excellent opportunity to connect with your customers, vendors and the public at large. Ask for feedback on your products, services and share pictures so people can comment. Remember that social media etiquette for the most part focuses on an 80/20 ration talking about your topic of interest and then on actually promoting/selling.