To be successful with communications it’s important to create a marketing strategy for your business. More and more people are creating content marketing to engage their customers and drive sales. A whopping 60% of marketers create at least one piece of content every day. Your marketing content strategy has never been more important.
First, you need to understand the who, what and why of your business. Who are your ideal customers? These are the people most apt to buy from you and whom you want to serve. Make sure that you dive deep into exactly who they are and what makes them tick. Don’t stop at an age range and income level.
The question of what pertains to your expertise. What do you offer? Who will find value in what you’re creating and why will they want it? Do serious research and make notes on all three of these areas before you do anything further.
Once you’ve figured out the important who, what, and why aspects of your business, you need to figure out where you can best reach these people.
It’s smart to reach out to a few with a small survey. Ask them how they like to learn best. Is it via emails, video or something else? Lastly, when is the best time to connect with them?
Where can you find these people who will value the content solutions you offer? One good place to look is inside online groups. Look for groups that have similar interests to your own. I belong to a few entrepreneurial Facebook groups. There’s a lot of sharing and support found within them. You can learn a lot by following the questions asked and the answers people post. You can also ask your own questions and better understand what motivates your ideal customers.
Just type the kind of group that you’d like to join into Facebook’s search bar. Let’s use the word entrepreneur as an example. Any group that’s using the word entrepreneur in their name pops up. Each group offers a short description of what they’re focused on. You’ll also see the number of members inside it.
If you join a private group, any comments you make will stay inside the group. Don’t be intimidated if it’s a private group. Many private groups are free to join. It’s easy, just click join and let them review you. I’ve never been turned down and suspect anyone who follows the group’s rules will never be kicked out.
There are some private Facebook groups connected to paid classes that may turn you down. At the worst, you’ll get a response stating this and info on the course. You don’t have to spend money on courses. Just continue to the next group until you find a good fit for your goals.
Once inside the Facebook group, I use the search bar to the side to search topics that are of interest to me. If I put in marketing, I’ll only get the conversations using that word. This gives you the chance to quickly jump into key discussions if there’s something you can offer.
Joining Meetup in your area is another good way to find local groups and people who share your interests.
The Eventbrite platform also helps you find events that bring people together around specific interests.
Content can be developed by researching books on professional topics in your niche, online. Not only will you see the top books, you can review their table of contents, and reviews. Look for reviewers who rate a book a 3 or lower. What are they looking for that’s missing? Is there information you might be able to provide?
Insights can lead to courses, blog posts and other ways to provide people with something that they feel is valuable.
It’s time to create your production timeline. If you’re doing online marketing and promotion then you’ll likely need the following: several design options for social media posts. Landing and sales pages make sense as does a giveaway connected to a lead magnet. (a small item that people will exchange their email address to receive)
These free lead magnets or opt-ins can be added to your blog post and on the backend of your videos. They’re often added to a website’s main page, too.
Your production timeline needs to factor in both the time to create the materials and the time needed to promote them. If you’re creating a bigger promotion and not just a small item like an opt-in, you’ll need to figure about six weeks. Four weeks will be needed to create the materials and two weeks for promotion.
Ask yourself what kind of materials you’ll need to create to support your promotion.
Let’s say that you’re going to create a class.
- Start with what you want people to know when the course is finished. What should they leave really understanding? I always focus on three main takeaways.
- Create an outline for the course. How many modules will you need to cover the material? How long will the course run? How will it be delivered?
- Will you use Facebook, Instagram, or Twitter pages to promote your latest offering? If so, each will need a banner created specifically for them.
- Figure out 7 designed social media posts that you can use to spread the news about your promotion daily for a week.
- Create blog posts or live videos where you share news about what you’ll be presenting.
- Develop an announcement letting your followers know that the promotion has launched.
Are you inviting other people or businesses to be a part of your promotion? If so, you’ll want to create affiliate materials that they can share with their followers. These could take the form of scripts that they can email out with a timeline and a Q&A overview they can use if people ask questions.
Once you know the types of materials that you’ll need to communicate your message, you can layout your production timeline. Now, it’s a matter of following it to create and then share everything.
Tweak your marketing content process and repeat.