If you follow marketing trends, you’ll know that things are looking pretty grim on the horizon for smaller businesses who are trying to make a profit online, due to the limitations Apple and Android place on their platforms.
While these updates seem depressing, the good news is this presents a huge opportunity – the opportunity to fix the holes in your marketing strategy and start future-proofing your business against algorithm, platform and tech changes!
You MUST be digging DEEEEEEP into your ideal customer and producing more RELEVANT content than ever before.
In fact, I would go as far as to say that NOT doing so is going to endanger your business and could even put you out of business if you’re not careful.
That’s because the new changes in the digital landscape mean there’s nowhere to hide anymore. Businesses that don’t start focusing on the needs of their ideal client will eventually be replaced by businesses that DO.
In fact, content marketing is going to become your best friend when it comes to attracting your ideal audience. Think of it like this – your audience DEPENDS on great content to make informed decisions.
Prospects are smarter and more sophisticated than ever – and this means they research everything (including your competitors) before making a buying decision…
Therefore, it makes sense to cater to this need and make it a priority.
Content marketing has always been important – but in the months and years to come, it’s going to become hyper-critical because high-quality content helps potential customers to know, like and trust you.
You need to figure out the pain points, problems, desires, fears, dreams and motivations of your ideal customers and use this information to write about the things that matter to them most.
If you can do this and do it consistently, you’ve won 80% of the battle with platforms and algorithms. Platforms and algorithms are always changing – what doesn’t is the behaviour of people when trying to find solutions to their problems.
Great content capitalizes on this behaviour and can really give you the edge in your marketing.
So here are some tips to help you create visibility with your content:
- Think Differently – be prepared to always be doing something different to your competitors so you stand out from the crowd. Can you share your message in a funny, unusual or innovative way?
- Consistency Matters – You need to be in a regular rhythm of producing high-quality content. Even if you don’t, find new ways of saying the same message. Focus on different angles your audience will respond to. The foundation of all great content comes from knowing your audience and understanding their pain points.
- Post Cross-Platform – Go where your audience hangs out! Use a tool such as Buffer (the basic version is free) which allows you to schedule and post your content across multiple social media platforms.
- Build Your Audiences – Regardless of the platform, your job should be to connect with as many of your ideal prospects as possible on at LEAST 2-3 different platforms so they’re exposed to your marketing message.
- Medium Matters – Switch up mediums from written to audio to video to ensure your message gets consumed. It also makes you appear more favourable to your audience!
- Segment On Interest – Don’t just post great content, actively collect leads based on interest and continue the conversation through email by always staying relevant to the interest of your avatar.
- Keep Engagement High – Keep email lists engaged by giving away your BEST stuff so people are less likely to drop off your list. This one should be pretty obvious, but you’d be surprised at how many businesses DON’T do this.
And considering the uncertain times we live in right now, it’s absolutely CRUCIAL you stay visible and keep in front of your ideal clients as much as possible.
