BookingBug services a wide variety of businesses, ranging from small at-home yoga studios to major national retailers. But no matter the size of the business, it is critical that your marketing content follows a planned strategy with specific goals in mind. In order to develop a sound strategy for your online (and offline) content, there are a few things you should take into consideration….
*1. What are your ultimate marketing goals? *Why are you putting in your time, effort, money and other resources to market? Are you interested in generating traffic to your website? Interested in cultivating basic brand awareness? Trying to increase conversions, or perhaps simply retain your existing customer base? It could be one of the above or a combination, but it’s important to lay out a specific, conquerable goal.
*2. What do you need to do to reach these goals? *Figure out the action items you need to achieve your goals. What is the more efficient way to generate traffic, grow awareness, make sales, etc. You won’t get there by waiting!
*3. Where is your target group? *Who are these individuals that matter most to your brand and company? This audience is what your success is reliant upon, so it’s worth taking the time to think about who they are. What are there priorities, what are their hobbies, where do they work and why? What websites do they spend their time on, both at work and at home? Where do they get their news? These are some of the many questions you should ask yourself.
*4. How do your customers and potential customers see you? *Assess your own brand. How familiar are you to your customers? How likable is your company? How trustworthy? It may be hard to judge yourself on some of these characteristics, but it can be helpful to put yourself in the mind of the customer. Think of some of the things that could potentially influence your target group and assess where you fall within that group.
If you’d like to find out more about creating a successful content marketing strategy for your service business, here’s a great detailed overview from HubSpot and a round up of effective content marketing case studies collated by our friends over at MOZ.
Stay tuned for a #WidgetWednesday and Tip of the Week!