Once you launch your small business website, it’s time to make it start marketing for you. This means using blogs, infographics, videos, email newsletters, and SEO to increase the number of visits. These can turn into leads, and nurturing those leads with the right information will create new customers.
That’s a lot of information in one sentence, so let’s break it down. Your investment into your website needs continual care in order to provide an ROI, which is what this content provides. This is inbound marketing, and key for many small businesses.
Inbound Marketing: Using Content to Drive Website Traffic
Your audience consumes content differently, so you need to be available in different formats: written, visual, and aural.
Sharing Your Expertise with Blogging
Whether you realize it or not, you have a wealth of knowledge that’s ready to be shared by blogging. The blog posts can be inspired by conversations with your customers, industry updates, and your FAQ page.
Consistency is the most important part of small business blogging. It’s okay if you only blog once or twice a month, as long as it’s every month. If the idea of writing makes you want to do your taxes instead, hiring a writer can be a great investment in your company’s presence.
The internet is a visual medium, which means infographics are a great way to provide valuable information in an easy-to-consume way. Infographics are best used to share data.
This means you can use infographics to share a recent consumer report in your industry, results from a customer survey, or a variety of other data-based pieces of content.
Sharing Your Personality through Video & Podcasts
The best way to provide engaging content for your potential customers is through video and podcasts, which also highlights your personality. A profile video shares your story and helps put a face with the name.
Podcasts have grown significantly in recent years, and could be your gateway to connecting with new customers. Producing weekly episodes provides a resource for those who don’t want to stare at a screen.
This video with an insurance agent emphasizes her relationship-focused approach to health insurance. Her personality is often why people choose to work with her, which isn’t always seen through a written blog post.
Sharing Updates Directly to Inboxes with Email Marketing
Social media is “rented” space, which means you need direct access to your customers with email marketing. Sending regular email updates with helpful information (and at times, a sales pitch) provides an increasing amount of value to your list.
Building your list using an opt in like a “Guide to Finding the Right Health Insurance” provides value in exchange for their email address. Once you have that, you can continue to provide content in each email.
Getting into an email habit will serve you in the long term and you continue to build your small business.
Sharing the Right Content for SEO Improvement
When you share the right content with the right keywords, your website’s likelihood of appearing in key web searches improves. But how do we find the right content to share and the right keywords?
First, consider the questions you frequently hear from customers. These questions are also what people are Googling, and is an ideal place to begin when creating blog posts, infographics, and videos.
Second, one of the best ways to choose your keywords is by performing a competitive analysis. This means researching how your website performs in comparison to your competitors.
One great tool to do this is Google’s Keyword Planner. Keyword Planner allows you to find which keywords are performing well. While this tool is largely used in conjunction with AdWords, it can still help your content planning.
Inbound marketing sounds complicated, but broken down, there are simple steps: create, share, nurture. Utilize all forms of content to reach the most people possible, and share on social media and email. Then, nurture those that want more information. These leads could be your next customers!
Need help fitting all these pieces together? We’d love to talk more about how your website can increase your revenue, but before you click to call, download our free 50+ page guide on the 25 Website Must Haves for Driving Traffic, Leads, and Sales here.