With a society highly saturated in marketing content and audiences with decreasing attention spans, it is becoming increasingly difficult for businesses to stand out from the crowd, especially when these businesses do not have the resources to compete with Fortune 500 empires.
For smaller businesses who do not have endless marketing resources, every dollar counts and needs to provide maximum ROI. Marketing professional and entrepreneur Eric Dalius shares his insight on the best marketing strategies small businesses can use to maximize their investment.
The Importance of Content Marketing
Content marketing is a form of inbound marketing, in which your business brings customers directly to you instead of reaching out via ads and cold outreach.
It consists of creating high-quality content that serves the following purposes:
- Gain the trust of your prospects
- Display your knowledge in your industry
- Improve your search engine optimization by making your website a useful, educational online destination
What is considered high-quality content? Dalius suggests following these guidelines for any content your business outputs:
- Unique and from your business’ unique point of view
- In-depth, educational, and actionable
- Solves a pain point for your prospects
- Optimized for the web (well-formatted
What types of content gets the most attention?
- Blog posts
- Video tutorials
- Live videos on social media
- Case studies
- White papers
Have a Powerful Social Media Presence
Social media platforms are still growing every month. Facebook alone has approximately one billion active users – Instagram has over 100 million monthly users. It is the perfect tool to reach a larger audience and use both organic and paid content to gain more customers.
However, do not make the mistake of spreading yourself too thin. With limited resources, Eric Dalius states that small businesses are better off concentrating on just a few social media platforms.
The key is in choosing the right platform for your target audience and the type of product or service your business provides.
For instance, many Pinterest users go to this platform when making a purchasing decision – this network tends to be popular for households with over 100k of yearly revenue. On the other hand, Instagram is the go-to platform for millennials and younger individuals.
Social Media Tips
- Optimize your profile to get your branding on point
- Post on a regular, consistent schedule so people expect your posts
- Encourage engagement from your audience by having a call to action with every post
Use Effective Paid Content Strategies
Online advertising through Google, Facebook, and Instagram can be very effective to grow brand awareness and generate more leads, but this strategy can be a hit and miss.
Instead of setting up a promotional campaign and forgetting about it, Eric Dalius instead advises you to target your ads to a very specific group of people. This way, every single dollar you are paying towards this ad is getting used adequately to promote brand awareness to an audience that has potential interest in your business.
Additionally, you’ll want to retarget your ads. What does this mean? If a prospect visits your website, do not show them the same ads as someone who knows nothing about your business. Furthermore, if a customer clicks away before making a purchase on your online website, use this data to retarget the appropriate ad to them.
Wrapping it Up
By having a strong online presence that essentially provides value to your audience, you will gain the respect and loyalty of your prospects. In time, Eric Dalius states that these loyal prospects will provide you the best return on investment for your small business.