Providing valuable information is such a powerful tool to have in your marketing toolbox.
You’ve probably heard it before, and I’m most certain that you’ll hear it again—writing helps you build your business.
Here’s one story how…
A while back, my aunt and uncle were having problems with their refrigerator in their RV. They looked it over. They were careful to note the exact symptoms that were occurring. They began to do some online research to see if it may be something they could fix themselves, or at least figure out how major the problem was so they could budget for the repair.
With their online research, they came across a blog article on an RV repair shop’s website. It outlined the very problem they were having and the steps to do their own repair. They printed out the instructions and began following the steps one by one. Wouldn’t you know it, they fixed their own refrigerator, for FREE! My aunt was beside herself. She must have told dozens of people the story and how wonderful this repair shop was to provide the instructions.
She asked me, “Why would they give away that kind of information? They aren’t making any money off of us. Wouldn’t it be better if they had people just come into their repair shop and keep that information to themselves?”
On the contrary, by providing the free information, that repair shop has earned my aunt and uncle’s utmost respect. They tell the story to others. They mention the company’s name to their fellow RVer friends. The repair shop has accomplished their goal. Even if they are in a different state, they have started a relationship with my aunt and uncle. They have also been mentioned dozens of times, potentially having even more exposure and long-term customers.
As any RVer knows, things will go wrong with an RV, whether it is big or small. So, by building trust and a relationship with current and potential customers through writing, that repair shop is building a stronger, more profitable business.
Providing valuable information through blog posts, newsletters, catalogs, magazines, etc. are all ways to build and maintain your relationship with your current and potential customers. Writing will position you as an expert in your field and builds your credibility.
Why don’t more people do it?
Because it takes time…time that many people don’t feel they have.
Consistency is key in this process.
You may think that you either can’t write or don’t have the time to write on a consistent basis. This is an area where you should invest in getting help.
Too often, people think of advertisements on TV, radio, or newspapers when thinking about marketing. The cost of those types of ads seem out of reach for many small businesses, and much of the time doesn’t produce the outcomes you were looking for.
Hiring someone to help you write, design and consistently publish your content is a fraction of the cost of those other types of advertisements.
In fact, I don’t believe marketing with content is advertising at all. It is relationship building. I have found, first hand, that building relationships builds business. Since you can’t possibly shake everyone’s hand, you scale your reach and impact by providing valuable information.
So, if you are already writing and posting valuable content, kudos to you! Keep up the great work!
If you have started, but struggle with consistency because other tasks get in the way, let’s talk. We can go over ideas and get you on track.
If you haven’t even started something like a blog or a newsletter, because the task is just so intimidating, then it’s a perfect time to contact me. Let’s work together to outline a plan that works well with your business and your budget.
Before thinking about any other forms of advertising, all small businesses should first think of methods of building and nurturing relationships. It’s much more economical and effective, even when you invest in delegating.