It is no secret that marketing is a powerful tool. While that is easy enough to say, there is a little more to the statement than meets the eye. Marketing is a broad term, and as technology evolves, marketing mavens find new and more efficient ways to approach potential customers. It is this innovation that empowers small businesses to compete effectively with huge corporations. Here, we discuss the power of marketing for small businesses.
The enormity of the marketing industry
Marketing continues to change, and small businesses must adapt and take advantage of those changes. The role that content plays in marketing is an excellent example of why those changes are necessary. Content goes beyond just the written word. It is part of a relationship that works in conjunction with the potential buyers.
Take blog posts, for example. Many small businesses have a blog that is underutilized. They have read somewhere that blogs are powerful tools that help to sell more products, so they started a blog. Then they are disappointed with the results and have not bothered to post a blog since. Blogs are powerful tools, but they are not simple.
In fact, blog content should address the specific needs of readers, not sell products. When you use a blog to market, you are creating content that helps a potential customer along their buyer’s journey. That is quite a bit different attitude than just posting a blog and hoping that it will sell products.
Well-written blogs are powerful marketing tools. They work in conjunction with buyer psychology and along a prescribed pathway called “the Buyer’s Journey.” One of the reasons that a business blog might fail is that the content of the blog does not address the three phases of the buyer’s journey. Those are:
Awareness — The consumer becomes “aware” that they have a problem and are searching for a product or service that helps to solve that problem.
Content at this level is educational with the goal of helping the consumer find solutions for their problem.
Consideration or comparison — A blog for this stage is written to help the potential customer compare different options until they can reduce the number of options to a single product.
Decision — Content at the decision stage helps the consumer justify buying the product. This type of content is usually not a blog, but a landing page with the option to purchase.
By understanding the smaller details of what a blog can do, a small business can employ that knowledge to help turn an unsuccessful blog into a marketing tool.
Blogs are just one marketing tool
There are many tools that help customers find your business and your products. Can your business take advantage of:
- Search Engine Optimization or SEO
- Pay per click or PPC
- Web design and web development
- Social media management or SMM
- Social media marketing
- Content writing
- Print materials
- Mobile and mobile apps
- Local and geographic zones.
Chances are it can. Learn more about how to design marketing tools that help you reach your business goals.
Are you ready to learn more about how digital marketing and inbound marketing can enhance the success of your business? If so, just contact us today.