Why Every Small Local Business Needs a Solid Content Strategy: Don't Let Your Marketing Be a Horror Story!

By Jeanie, Your BizBoost Buddy!

You're a local business owner and you're here because you've got a business to run, dreams to chase, and a future to build. But let's be real—you're also swamped with a gazillion tasks and maybe even feeling a little bit discouraged.

Your marketing efforts haven't been paying off, and you're starting to wonder, "What am I doing wrong?" Sound familiar? Don't worry, you're not alone in navigating the complexities of business goals and content planning. And the good news? I've got your back! 

With Halloween just around the corner, let's make sure your content strategy isn't a horror story waiting to happen.

In today's digital age, having a strong online presence is crucial for the success of small local businesses. With consumers increasingly turning to the internet to find products and services, it’s essential for businesses to develop a customer-centric content strategy that effectively engages and connects with their target audience. 

In this blog, we'll explore the importance of mastering content strategy for small local businesses and provide valuable insights and tips to help you create a compelling online presence that drives growth and builds lasting customer relationships. Whether you are a restaurant, a boutique shop, or a service provider, this guide is designed to help you navigate the world of Content Strategy. 

This isn't just a buzzword; it's your roadmap to connecting with your target audience in a meaningful way. So, grab your favorite pumpkin spice latte, (not my favorite - I’ll take a chi tea latte please with no water, 6 pumps of Chai, oat milk, cinnamon on top) and let's get into it!

First I want to share My Own Experience with Content Strategy

I understand the struggle because I’ve been there and to be fully transparent until ChatGPT came around I wasn’t very consistent. I used to post content aimlessly, hoping for the best. The result? Minimal engagement and a lot of wasted effort. I felt stuck and discouraged.

Recognizing the need for change, I invested in courses and learned from some of the industry's best. It was eye-opening but also a bit intimidating. I had to remind myself to listen to what one of my mentors said while learning from him and that is “Do not compare my beginning to someone else's middle".

This ONE YouTube Mistake Will Keep Your Channel Small

I’m not where they are—yet.

Armed with new knowledge, I started implementing a focused content strategy. The difference was like night and day. My posts began to resonate, and I started connecting with the right people—my people.

I don’t have a large following and really don’t care to, My FB is a little over 5000, my IG account is a little over 600, and LI is somewhere around 720.  I’m not an influencer and don’t want to be. The only numbers I care about are the ones with the $$$ signs behind them. However I get messages everyday asking for help with tech. I’m closing somewhere around $10,000 in sales a month.

AND…

I have 5 conversations scheduled for next week with HOT LEADS. My close rate in the last 6 months has been around 66.667%. WHAT that’s crazy, and it’s not an exaggeration, I literally a have closed 27 sales calls out or 36 calls. I’m on fire this year and I welcome the breakthrough.

THAT’S WHAT I’M TALKING ABOUT!
(Full transparency, it’s not all prophet, but that’s another blog post idea)

What did I do different?

I’ve been doing this for 5 years now and even though I made a little money at it here and there what moved the needle was that I created a content strategy and stuck with it, started this blog, and posted on social media FB, LI, IG consistently. Right after my first high ticket sale, I hired my team. Not only did this help me to stay consistent it helped me to stay committed because now I’m not just dependent on myself but my team is depending on me too.

So, if you're feeling stuck or discouraged, know this: I've been there. And I can tell you firsthand that a well-thought-out content strategy can be a game-changer.

 You don’t have to be an expert to start but you do have to start to become an expert.
~HUFFPOST

The Benefits of Content Marketing

Content marketing offers numerous benefits for small local businesses. Here are some key advantages:

• Increased Visibility: By creating valuable and relevant content, businesses can improve their visibility in search engine results and attract organic traffic to their website.

• Establishing Authority: Consistently publishing high-quality content helps businesses position themselves as experts in their industry, gaining the trust and respect of their target audience.

• Enhanced Customer Engagement: Content marketing allows businesses to engage with their customers on a deeper level, encouraging interactions, and feedback, and building stronger relationships.

• Cost-Effective Marketing: Compared to traditional marketing methods, content marketing can be more cost-effective, especially for small businesses with limited budgets. Long-Term Results: With evergreen content, businesses can continue to benefit from their content efforts long after it's been published, generating ongoing traffic and leads.

So What is a Content Strategy anyway?

What does it even mean? Think of it as your business's storytelling guide. It's not just about what you say, but how, when, and where you say it. Imagine driving blindfolded through a haunted forest. Without a strategy, you're basically doing just that. But with a roadmap, you have a clear path, complete with milestones and rest stops (hello, analytics!).

Why Do You Need a Content Strategy?

Developing a customer-centric content strategy is essential for small local businesses looking to leverage content marketing to grow their audience base and increase brand recognition.

One of the key benefits of content marketing for small businesses is the opportunity to establish themselves as thought leaders in their industry. By serving up useful and timely content, businesses can build consumer trust, respect, and loyalty.

This can be achieved by addressing consumer pain points and showcasing how their products or offerings can solve those issues, ultimately leading to sales.

Here’s my formula for a good strategy:

• Clarity: A solid strategy helps you understand your target audience, what they need, and how you can fulfill that need. Imagine walking into a room and talking to a group of people you know nothing about. Awkward, right? A strategy helps you avoid that awkwardness by giving you a deep understanding of who you're talking to.

• Consistency: Ever followed a brand that's all over the place? Yeah, it's confusing and off-putting. Consistency is more than just using the same logo or color scheme. It's about delivering a unified message that builds trust and familiarity with your target audience.

• Efficiency: With a plan in place, you're not just creating content for the sake of it. Time is money, and no one wants to waste either. A strategy helps you allocate your resources effectively, ensuring that every blog post, tweet, or video serves your business goals.

Now let’s get to the juicy stuff…

Evergreen content is another important aspect of a successful content strategy. Creating assets that do not become outdated, such as blog posts about industry history or informative infographics, provides lasting benefits for small businesses. 

This type of content can continue to attract and engage audiences long after it is initially published.

To maximize the impact of content marketing efforts, small businesses should also focus on creating assets that can be repurposed across multiple channels and marketing campaigns. For example, a blog post about the needs of a certain community can be turned into a YouTube video and shared on social media platforms. This approach not only saves time and money but also helps establish expertise and reinforces messaging.

Building a successful content strategy for Your local businesses involves following seven key steps. 

These steps include defining the business's mission, objectives, and goals, ensuring they are measurable and realistic. 

It is also important to identify the target audience and competition, as well as determine the most effective content formats and distribution channels. 

Tracking metrics, regularly reviewing and adjusting the strategy are crucial for ongoing success.

Effective Content Formats For Local Small Businesses

When developing a content strategy, it's important to choose the right formats that resonate with the target audience. Here are some effective content formats for small local businesses:

• Blog Posts: Publishing informative and valuable blog posts related to the business's industry or local community can attract and engage readers, driving traffic to the website.

• Video Content: Creating videos, such as tutorials, product demonstrations, or behind-the-scenes footage, can enhance engagement and appeal to visual learners.

• Infographics: Visual representations of data or information can be highly shareable and help simplify complex concepts for the audience.

• Case Studies: Sharing success stories and case studies can demonstrate the real value and results that the business can provide to customers.

• Social Media Content: Leveraging social media platforms to share bite-sized content, updates, and promotions can reach a wider audience and encourage sharing.

Choosing the Right Distribution Channels

Once the content is created, it's essential to select the appropriate distribution channels to reach the target audience effectively. Here are some popular distribution channels:

• Website and Blog: Publishing content directly on the business's website and blog helps establish credibility and drives traffic.

• Email Marketing: Sending out newsletters and email campaigns with relevant content helps keep customers engaged and informed.

• Social Media Platforms: Sharing content on platforms like Facebook, Instagram, Twitter, and LinkedIn allows businesses to reach a broader audience and encourage sharing.

• Guest Blogging: Writing guest posts for other reputable websites and blogs in the industry can expand the business's reach and attract new audiences.

• Online Communities and Forums: Engaging in discussions and sharing valuable content in relevant online communities and forums can attract targeted traffic.

Measuring and Reviewing Content Strategy Performance

It's important to regularly measure and review the performance of the content strategy to ensure its effectiveness. Here are some key metrics to track:

• Website Traffic: Monitor the number of visitors, page views, and time spent on the website to gauge the effectiveness of the content in driving traffic.

• Engagement Metrics: Track metrics like social media likes, shares, comments, and email open rates to measure the engagement level of the audience.

• Conversion Rates: Analyze how many visitors are converting into customers or taking desired actions, such as signing up for a newsletter or making a purchase.

• Keyword Rankings: Monitor the business's ranking in search engine results for relevant keywords to assess the impact of the content on SEO.

• Customer Feedback: Pay attention to customer feedback, reviews, and comments to gain insights into how the content resonates with the audience.

By regularly reviewing these metrics and adjusting the content strategy accordingly, small local businesses can continue to optimize their efforts and achieve long-term success.

Now armed with these insights and tips, it's time to take action and develop a customer-centric content strategy that can propel your small local business to new heights in the digital world.

To Sum Up

Mastering content strategy is essential for the success of small local businesses in today's digital landscape. By developing a customer-centric approach to content, businesses can effectively engage and connect with their target audience, driving growth and building lasting customer relationships. 

From creating valuable and informative blog posts to leveraging social media platforms and optimizing website content, small local businesses can harness the power of content strategy to establish a compelling online presence that sets them apart from the competition. 

By investing time and effort into crafting a content strategy tailored to their unique business goals and target audience, small local businesses can unlock their full potential and take their business to new heights. So, start implementing the insights and tips shared in this guide, and watch as your small local business thrives in the digital world.

Ready for More?

If you found this helpful and you're itching for more, I've got something special for you. I'm hosting a 5-day BizBoost Content Challenge where we'll dive deep into each of these topics and more.

Ready to boost your business and avoid marketing nightmares? Join the BizBoost Content Challenge now!

A content strategy isn't just a nice-to-have; it's a must-have. So, are you ready to give your business the boost it deserves without any tricks, just treats?

Catch you in the challenge!

sources:

7 Tips for Successful Small Business Content Marketing - Neil Patel

Content Marketing for Small Businesses - HubSpot