5 Reasons a Bike Company Needs Content Marketing
Constantly clamoring to grab the attention of prospective customers, small businesses are competing with a lot of noise. To avoid getting skipped over or ignored, savvy digital marketers must craft messages that their target audience wants to see. When small businesses communicate with their customers by providing information instead of offering a sales pitch, the consumer will listen. The message and the brand are no longer an interruption, but a valued information provider.
There’s a name for this tricky tactic — it’s called content marketing. Content marketing means consistently creating and distributing information that is valuable and relevant to those people within a small business’s target audience. Ultimately, the goal is for your content to entice a consumer to do business with your company.
You might be thinking, “That’s not what I do — I’m not a writer!” But whether you sell gizmos, fix cars or build homes, content marketing for your company can help you attract and retain customers.
Here are some of the ways content marketing drives results for small businesses.
1. Boosts brand awareness.
Consistency is a key ingredient to a successful content marketing strategy. This means publishing fresh content at a regular frequency, creating many opportunities for a target market to see the company’s name. Your brand becomes familiar to them, and you’ll be top-of-mind the next time they need your services.
2. Builds an identity as a trusted expert.
If there are 50 attorneys in a town but the only one provides helpful information that educates the community about plumbing maintenance, problems, options and innovations, that brand will stand out as the expert. By doing this, a brand is demonstrating its expertise, so prospective customers need not question or research its know-how. Since this small business is helping consumers without getting paid for this advice, it will also earn a reputation for being trustworthy.
3. Encourages your client to take action.
When consumers need to spend money or make time for a service, it’s natural to procrastinate. However, once a consumer gets clear answers to his or her questions, or hears a story that he or she can relate to, that person could finally be motivated to make a purchase or schedule an appointment. Producing content that guides a consumer through the buyer’s journey (awareness, evaluation, and purchase) results in more sales.
4. Shareable content brings people in the door.
Creating a steady stream of fresh information on a variety of topics opens several avenues to drive traffic to a website — through search, social media, traditional media and more — which ultimately results in phone calls, orders or foot traffic. Marketing tactics that are already in place, such as pay-per-click advertising, digital banner ads, public relations efforts, social media accounts and search engine optimization don’t work as well without content to promote.
These vehicles need something to talk about and link to. Publishing new, relevant content gives people a reason to click. Covering unique, timely and seasonal topics will interest a broader audience and encourage repeat visitors. It also boosts ranking in search results, making it more likely that potential customers will find your small business before one of your competitors.
5. Keeps your website fresh.
Most consumers today rely on the web to find the information they need to make decisions. So, a website often will be a consumer’s first impression of that business. A stagnant, stale website is less interesting and less professional than one with updated content that changes regularly. Undecided consumers who are researching their options might check out a website and social media presence more than once. When they come back, seeing something new and relevant makes their visit a better experience — and shows that the brand is a professional organization.
Content that provides basic information is everywhere today. If you want your content marketing to be successful and work for your business, you need to go deeper than everyone else. Think about what the next step is after someone learns or completes the basic steps. Be specific and give the audience more than they can find anywhere else.
By focusing on your content, you’ll be ahead of your competition in terms of delivering the best content to your target audience. Next, promote that content as much as possible, track your results and identify where you can make improvements. As you learned above, you need to be adaptive if you want your content marketing investments to truly work for your business.
Content marketing is a long-term strategy. You can support it with short-term tactics to drive immediate results, but its power in growing a brand and business comes from its ability to generate long-term, sustainable, organic growth for your company. That means you need to make a commitment to publishing quality content on a consistent basis. Don’t give up. Persistence wins when it comes to content marketing.