Creating a customer base is difficult. I get it. It can feel like a constant hustle to reach out to people, create ads, make phone calls, and convince people to use your service.
What if I told you that it doesn’t have to be like that?
One of the biggest mistakes that I see in the service industry is that too many companies aren’t taking advantage of content marketing. In short, content marketing is creating and distributing content that is both relevant and valuable to your customers (for example, a video about how to fix a clogged sink). Show them your best your best projects. Show them behind the scenes of your company. Trust me, people want to see. I’ve built a multi-million dollar service business largely on content marketing, and one of oldest pieces is still bringing in sale after sale. I continue to charge forward with more content!
As one of the few tools that brings customers to you, instead of the other way around, content marketing is one of the most effective (and cost-efficient) methods of marketing.
Here’s how to take advantage of it.
- Start Now. The best time to implement a content marketing strategy was five or ten years ago. The second best time? Now. While it can be frustrating to look at more established companies with mountains of content and visitors, that doesn’t help you or your company.Although it can seem overwhelming at first, the most important thing that you can do is to start creating content immediately. It doesn’t have to be perfect content. You can spend hours and hours editing a blog post or a video to make it perfect, but it’s better to simply get some content out there on the web — anything.The older your content gets, the stronger it becomes. Since Google ranks your content, in part, based on how old it is, you have to start getting something out to the world now. As I mentioned earlier, a blog post from 5 years ago still generates a tons of sales…. It gets over 200 visitors per day from organic Google searches, around 150 visitors from Facebook ads, and it is active part of other emails in our sales pipeline. Personally though, every time I look at the page and read it, I cringe (see here).
- Create a Strategy. Just randomly posting content at odd intervals isn’t going to get your anywhere. Once you overcome the initial hump of just posting some content, you then need to think about your strategy is going to be.To create a content marketing strategy, think about the type of content you’re going to create. Is it going to be a blog? Will it be photo series of your projects? Will it be a YouTube channel?Once you’ve decided what kind of content you’re going to provide, think about how often you’re going to provide it. People like to know when to expect your content to be released, so consider choosing specific days and times for which you will release your new content.
- Provide Value. Your content is useless if it doesn’t provide value to your audience in some way.So, how do you provide value?Think for a minute about the types of questions that your customers are always asking you. Maybe you’re a mechanic, for example. If people are always asking you how to change their spark plugs, that’s a great place for your business to start. You could create a blog post about how to change spark plugs, or you could create a video that shows people how to change their spark plugs.
There are all kinds of ways that you can go about finding questions to answer.
You can go by what your customers are asking you in-person, you can look through comments that people are leaving on your website, you can search industry-related forums to see what people are asking, or any other way you can think of that helps to answer your customer’s questions.
- Promote Your Material
- What good is your content if nobody sees it? The best way to get your content in front of people is to optimize it for the search engines. Your best visitors are the ones that find your content organically through a search engine. While it would be great to rank your content for some of the most common search terms, that just isn’t going to happen for most people. Focus on search terms that are a bit less common but that you can rank on the first page for.In addition to getting your website found organically, you should also be promoting your content through social media networks. Depending on what niche your business is in, you can use networks like Facebook, Twitter, LinkedIn, Instagram, or Pinterest to promote your material. Find out which networks your customers are using and post your material there.
- Be Different. Anyone can look up an article online and rewrite it. However, that won’t cut it most of the time. You have to be different than your competition.Instead of focusing on rewriting content, find out what your competitors aren’t doing. Maybe their articles are missing some key content. Maybe they just haven’t answered some of the questions that you’ve been hearing.Fill in those blanks. No matter what it is, find out how you can separate yourself from the competition.
- Your Next Step. If you haven’t already gotten started, get started now. Today. Write a blog post. Take some photos. Create a video. Sign up on social media.
- Whatever your next step is, do it now. I understand that creating content can feel like getting started on a walk at the bottom of a mountain, but that doesn’t mean that you can’t do it. Just like hiking up a mountain, focus on putting one foot in front of the other. Don’t even look at the peak.
Before you know it, you’ll be standing on the top looking down at everyone else.
Aside note: While I do have a post about The Problems Of Content Marketing, I should clarify that the problems only exist once you reach a high level of success with content marketing and start generating interest from a huuuuge audience. Something which many will fail to do. At that point you’ll be making plenty of money, you’ll be out of the day to day operations, and should look to implement processes to handle the issues, and capitalize on your new audience (coming soon: a post on how to handle the problems that come with content marketing on a large scale).