If you run a small business, there is a good chance
that you have something important to say to your buyers. Whether it's
about your products or services, best practices, or even shopping tips,
there are opportunities on the Web to not only help your customers make
better buying decisions but also for you to earn additional credibility
that could directly lead to future sales.
Online content, in all of its various forms, is causing
marketing and PR to come together in ways that don't really exist
offline. Unfortunately, many small and independent business owners have
the misconception that online content such as blogs and news releases
are only useful tools for large companies and Web-based firms. The
roughly 10% of small brick and mortar shops that do venture online to
promote themselves are perhaps on the right path. When your buyer is
searching on the Web for something, content is the same regardless of
how its dressed up, so don't worry if you aren't versed in the latest
Flash techniques. Moreover, in the interconnected Web world we all live
in, it is content that drives action.
If you hold specialized knowledge in your field, or have
simply picked up a few things over the years, why not share this
information online and bring targeted traffic to your site? The fact
is, every business has information that can contribute to the education
of the marketplace. You need to ask yourself, "How can I get that
information out there?" Adding a simple weblog--also known as a
blog--to your company's site could, over time, generate significant
traffic, additional credibility, and ultimately new customers. But you
shouldn't limit yourself to daily or weekly contributions. Make a
decision to dedicate at least 45 minutes a day online, posting
meaningful comments, answers and questions of your own on forums and
blogs related to your industry. Positioning yourself as an authority in
your industry will drive solid traffic to your blog or website as long
as you provide a link. In fact, over time, you could develop an
expert's reputation within your niche community.
Just as important as it is to get out there and drive
traffic to your site through generating relevant and quality online
content to your audience, it's equally important to create a call to
action on whatever landing page or blog site is hosting your article.
In The New Rules of Marketing & PR by David Meerman Scott, this point is emphasized:
+Companies that understand the new rules of
marketing and PR have a clearly defined business goal - to sell
products, to generate contributions, or to get people to vote or join.
These successful organizations aren't focused on the wrong goals,
things like press clips and advertising awards. At successful
organizations, news releases, blogs, Web sites, podcasts, and other
content draw visitors into the sales-consideration cycle, then funnel
them toward the place where action occurs.+
Lesson learned: At America's Best
Companies, we strive to educate the point-and-click generation of today
so they can recognize the unique products and personal services that
small businesses offer. Because it's the local shop owners who are the
masters of their trade, they are the ones who we, as consumers, want to
hear from when we browse the Internet for information on things like
hair care products, bicycle maintenance, cooking tips, gardening, home
improvement and more. So for the small business community, it's time to
speak up.
that you have something important to say to your buyers. Whether it's
about your products or services, best practices, or even shopping tips,
there are opportunities on the Web to not only help your customers make
better buying decisions but also for you to earn additional credibility
that could directly lead to future sales.
Online content, in all of its various forms, is causing
marketing and PR to come together in ways that don't really exist
offline. Unfortunately, many small and independent business owners have
the misconception that online content such as blogs and news releases
are only useful tools for large companies and Web-based firms. The
roughly 10% of small brick and mortar shops that do venture online to
promote themselves are perhaps on the right path. When your buyer is
searching on the Web for something, content is the same regardless of
how its dressed up, so don't worry if you aren't versed in the latest
Flash techniques. Moreover, in the interconnected Web world we all live
in, it is content that drives action.
If you hold specialized knowledge in your field, or have
simply picked up a few things over the years, why not share this
information online and bring targeted traffic to your site? The fact
is, every business has information that can contribute to the education
of the marketplace. You need to ask yourself, "How can I get that
information out there?" Adding a simple weblog--also known as a
blog--to your company's site could, over time, generate significant
traffic, additional credibility, and ultimately new customers. But you
shouldn't limit yourself to daily or weekly contributions. Make a
decision to dedicate at least 45 minutes a day online, posting
meaningful comments, answers and questions of your own on forums and
blogs related to your industry. Positioning yourself as an authority in
your industry will drive solid traffic to your blog or website as long
as you provide a link. In fact, over time, you could develop an
expert's reputation within your niche community.
Just as important as it is to get out there and drive
traffic to your site through generating relevant and quality online
content to your audience, it's equally important to create a call to
action on whatever landing page or blog site is hosting your article.
In The New Rules of Marketing & PR by David Meerman Scott, this point is emphasized:
+Companies that understand the new rules of
marketing and PR have a clearly defined business goal - to sell
products, to generate contributions, or to get people to vote or join.
These successful organizations aren't focused on the wrong goals,
things like press clips and advertising awards. At successful
organizations, news releases, blogs, Web sites, podcasts, and other
content draw visitors into the sales-consideration cycle, then funnel
them toward the place where action occurs.+
Lesson learned: At America's Best
Companies, we strive to educate the point-and-click generation of today
so they can recognize the unique products and personal services that
small businesses offer. Because it's the local shop owners who are the
masters of their trade, they are the ones who we, as consumers, want to
hear from when we browse the Internet for information on things like
hair care products, bicycle maintenance, cooking tips, gardening, home
improvement and more. So for the small business community, it's time to
speak up.
