When you start a business by yourself, one of the first things you’ve got to do is tell people about it. But, although you’re great at what they do, I bet most of you aren’t professional marketers. If that’s the case, I’m fairly certain you’re not 100% clued-up on the difference between marketing and promotion or – MORE IMPORTANTLY – the difference between social media posting and content marketing. So, you are probably making the ultimate content marketing mistake.
The Social Media Myth
Let’s face it, as a solopreneur or side hustler, there are never having enough hours in the day. Just how do you find time to spread the word about your fabulous business, when you’re so busy with all that behind-the-scenes stuff (not to mention the actual work)?
That’s where the lightbulb comes on. There is an answer to all these pesky marketing problems.
With the rise of social media, who needs to be a skilled marketer?
The answer is simple.
All you have to do is set up a Facebook page, send a few Tweets, record the odd Live video, post a few pictures of your coffee on Instagram, and the customer enquiries will come rolling in!
Happy days!
Oh dear, if only life – and business – were that simple ☹
The Ultimate Content Marketing Mistake?
Thinking Social Media Is The ‘One Stop Shop’ For Marketing Your Business
You could be forgiven for thinking it was.
In just over a decade, social media has become the top method for small business owners and solopreneurs to connect with their customers, promote their products and services, and build their brand.
It’s easy to see why. It’s free to set yourself up on social media, and with 50+ million active social media users in the UK alone (that’s 67% of the entire population!) can you afford not to market your business there?
No doubt you’d also find it strange if you looked for a business on Facebook or Twitter and saw it didn’t have an account.
Is there genuine, guaranteed business growth from all those posts, videos, Lives, stories, and updates? Do they honestly result in more customers and more profit?
Well… for some businesses, maybe.
For most, the answer is a big fat NO.
You’ve Got to Focus on the Bigger Picture
I’m not saying that you shouldn’t use social media.
What I am saying is that social media should be ONE PART of your content marketing strategy.
As a solopreneur or side-hustler, you’ve got a major advantage over the big boys. You can build trusted, personal relationships with potential customers… without any faceless call centres or irritating chat bots for them to contend with.
And you can do this by focusing on the bigger marketing picture. You can create helpful, regular content – in many different forms and a whole variety of places – that speaks directly to those people who are ready to buy from you.
Here are three things that often get overlooked, ignored or completely misunderstood that could help you avoid those content marketing mistakes.
1. Create a Marketing Funnel for Your Business
A marketing funnel is a method of attracting potential customers. Think of ‘pouring’ them in at the top!) and then regularly engaging them with enticing and relevant content until they are ready to buy from you.
Not everybody who passes through your funnel will reach the bottom; the buying point. Those who do are ‘your’ people. These are the ones who are fully engaged with who you are, what you do, and how you do it.
Related Post: Using Marketing Funnels to Attract and Engage Your Ideal Customers
It All Starts with Your Website
If you thought you could wing it in business with a free Facebook page and not much else, it’s time to think again!
In the increasing absence of physical shops, your company website is your enticing ‘shop front’ in a booming virtual marketplace. Unlike your social media accounts, your website is a a piece of virtual real estate that belongs completely to you.
A website is also a key part of your marketing funnel because it’s where you’ll send potential customers to learn more about you and your business.
Therefore, it’s important that you make sure your website looks good, fully reflects you and your brand, and functions well – for example, it’s readable on a mobile as well as on a laptop or PC.
Create Engaging Content That Keeps People Interested
There are so many ways for you to engage with potential customers online. Here are a few
- Entice them with a well-designed lead magnet
- Keep them interested with keyword-rich blog posts (these will also increase your visibility on search engines)
- Keep you mailing list updated with interesting emails with strong calls to action
- Browse through online forums, Facebook Groups and LinkedIn Groups and answer the questions people post there.
Use your social media activity to support everything you do online, with the ultimate goal of driving people back to your website…
…where hopefully, they will be ready to buy!
Here’s Something You Can Do to Avoid Content Marketing Mistakes
I will work with you to avoid those costly mistakes with a simple and hugely effective content marketing strategy. One designed specifically for your business. Talk to me.