In the world of digital media marketing, the most common way businesses reach out to their audiences is through the content they produce. And while there are a variety of different approaches your small business can take, content marketing tends to be the most effective way to convey value and authority to your audience. This is great, except for the fact that creating content marketing materials can quickly become expensive, costing you and your team plenty of time and money and potentially damaging your credit in the process.
So, for any small business owner out there looking to step up their marketing efforts this year, the idea of expanding your digital media marketing strategy can be understandably intimidating. Truth be told, the marketing strategies that corporate enterprises use simply aren’t a good fit for your business, financially or otherwise.
That’s why instead of focusing on expansion, today we’re going to help small business owners take advantage of the most underutilized techniques in the content marketing ecosystem. You may not have the massive marketing budget that these giant corporations have, but with the right marketing tactics and approach, you won’t need one.
- Go Where The Attention Is
Even if you’re new to the world of digital media marketing, you’ve probably already heard about how important attention is. It’s the foundation of all your sales, and the ultimate goal of your marketing efforts is to turn that attention into engagement. More specifically, to turn potential customers into repeat customers.
But when it comes to the matter of how attention is discussed in the industry, there’s a major misconception. The truth about attention is that it’s not something you generate as much as it’s something you tap into. People in your industry are already paying attention to plenty. There are news outlets for just about every industry under the sun, exploring new product ideas and concepts regularly. People are exploring new content on social media platforms like Instagram and Twitter every day.
Instead of trying to manufacture attention out of nothing, you’re much better off going where the attention already is. Confused? Let’s try a little thought experiment to clear things up. Imagine you had two businesses, Company A and Company B. They’re identical in every way, but the only difference is their approach to social media marketing.
Company A isn’t really sure where the attention is, but want to make sure they’re not missing out on any of it. So, they promote all their content equally between the major social media platforms (Facebook, Twitter, Instagram, etc.) and hope for the best.
Company B, on the other hand, fully recognizes that not all social media platforms are created equal. More importantly, they know that their audience has a preference when it comes to which social media platform they use to keep up with any industry updates.
So, while Company A just keeps posting everywhere and assuming that they’re maximizing their reach, Company B is keeping a close eye on their metrics for each individual social media platform. Once they’ve discovered a trend (let’s say 50 percent of their conversion come from long-form blog posts shared on Facebook), they’ll go all in with that strategy, maximize the effectiveness of their marketing campaign, and leave Company A in the dust.
Of course, that’s just one example. Another way of looking at the concept of capitalizing on attention is by determining what kind of content your audience responds to. Are you making blog posts for an audience that only likes videos? Are you focusing on infographics when you should be focusing on whitepapers? Your audience is likely to have preferences, and appealing to those pre-existing preferences is an easy way to increase the effectiveness of your marketing efforts.
Moral of the story? Seek out where there’s already attention, and focus on making the most out of it.
- Embrace Influencer Marketing
Imagine you could only use one form of marketing for an entire year. Which method would you be willing to risk the success of your business on? I don’t know about you, but it’d have to be influencer marketing for me. I say this because of the simple fact that no content marketing method you use will ever match the effectiveness of word-of-mouth marketing.
People trust real human beings. And no matter how accessible and personal your brand voice is, it’s still just that: the voice of a business, carefully calculated to increase conversions and minimize bounce rates. The beauty of influencer marketing is that, in a way, it takes your small business owner’s bias out of the picture and just leaves the audience with a recommendation from someone they trust.
And that is the key factor here: trust. An influencer doesn’t just have a sizable audience. They have a rapport with that audience. And within that rapport lies the secret to getting people to consider your business. Listen, I understand that you probably don’t have a sizable marketing budget. Truth be told, most small businesses are so busy worrying about keeping themselves afloat that the idea of spending tons of money on marketing strategies may seem excessive to you.
But the best part about these two marketing tactics is that they don’t demand more money from you, only a heightened understanding of what influences the modern consumer into engaging with your business.
Which marketing tactics have given your small business the most success?