I have few regrets in life, but one thing I do wish I had started sooner in my business is content marketing..
When I first opened Scrivener Solutions as a general virtual assistant company, I focused on being active in my networking groups. That was great and important, but I was missing something HUGE. I was missing the fact that I needed a consistent plan in staying in contact with those that I met face-to-face.
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As my network grew by word of mouth, those that were referred to me didn’t have any resources to draw from because my online platform was pretty sparse. I rarely posted to my website. My social media posts were few and far between. I didn’t even email consistently to stay in touch with those I met.
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As I began implementing processes by providing consistent content to take my face-to-face networking to the next level, my business grew! I made the investment of time and resources and have realized the benefit of creating and cultivating valuable content.
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Many of my fellow small business owners share with me their frustration of having to explain what they do and how they hate cold calling. I can relate. It seems all my adult life, most people don’t really “get” what I do for a living. Then, to make calls to a list of strangers trying to explain what I do, just sounds outrageous.
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Making cold calls seems like you are swimming upstream. Think about it. Are you open to receiving a call from someone you don’t know, from a company you’ve never heard of?
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With all the scams out there, most of us are reluctant to accept calls from a number we don’t recognize that pops up on our Caller ID. Why would you put yourself through the trouble of making cold calls when there’s a better way?
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The way isn’t quick and easy, but over time, you will build a reputation and a following that will be the referral foundation you need for your business.
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What types of businesses benefit from content marketing? Service based business are perfect candidates.
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Examples:
Plumbing
Heating & Air Conditioning
Massage Therapy
Pet Services
Accounting
Event Planner
Auto Repair Shop
Consulting
Realtor
Attorney
Insurance Agent
Computer Repair
Organizer
Banking
Decorating
Veterinarian
Medical Services
Photography
Coaching (business, life, fitness, etc)
and more!
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In any one of the industries listed above, you want to build relationships with your customers for repeat business, right? In some cases, there may be a period of several weeks, months or even years between services, but you want your customers to remember you and to turn to you instead of your competitor.
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Creating a solid plan of keeping and retaining those customers is key. You do this by implementing your content strategy.
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What if you are a part of a MLM? For the individual who is passionate about their MLM product, marketing through content is even more important than ever, yet is often overlooked. Most MLM companies have great marketing resources for their team members, but often times go unused.
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As with any business, if you are a part of an MLM, you have to ask yourself, “Why would anyone want to buy from me instead of the next person?” You must give people a reason to buy from you. Become the resource they are looking for.
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Let’s take, for example, two lady’s who sell cosmetics. One is in her early 20’s and the other is in her 40’s. They are selling the same products, yet, through their creating of content, they will attract a very different following. The twenty-something will write in her blog and send emails to her contacts providing information that will help those with concerns about break-outs, the right lipstick to go with the latest eye shadow, or what new look is great for a night on the town. The forty-something, on the other hand, will have messages more geared to the professional business woman who is concerned about wrinkles, the effects of the sun on her skin, or ways to show more confidence in a big board meeting.
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The products are the same, but the messages are very different. You answer questions and provide value to people through your content so that they will develop a relationship with you and will feel comfortable doing business with you.
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Not everyone will want to buy your products or services at the exact time you wish they would. In fact, they may need time before they believe they need what you have to offer. Through your content, you are providing them the resources they need to make an educated decision in purchasing what is right for them. You are providing an avenue for retention of past customers and opening up the door for future ones.
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Content marketing isn’t a quick fix, nor does it have quick returns. It’s a long-term plan that is centered around your customers by providing them value.
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Small businesses are perfect candidates to build their businesses through content marketing because it strengthens the relationships they have with their customers. It’s a more personal approach to marketing that is an edge over the big corporations. The problem is that the small business budget is much smaller than that of the big corporation. There’s good news. Content marketing doesn’t have to be crazy expensive. It does, however, take commitment.
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I don’t look back and dwell over the fact that I didn’t start my content marketing plan from the very beginning. Instead, I use it as a learning experience. I’m so passionate about believing quality relationships are essential for the longevity of any business. That’s why the Scrivener Solutions team is dedicated to helping small business owners build and develop relationships through content marketing. We have a variety of plans that will get you started with your content marketing and then you will be able to expand it as your business grows.
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What business are you in and what is your content marketing strategy? What is stopping you from taking your word of mouth marketing to the next level?
