Does writing your marketing stuff send you into a spin?

It’s not surprising if it does.

You just have to listen to all the advice flying around to know that it’s not as simple as writing things down.

There’s SEO and keywords that you’ve heard are more important than anything. And then there’s something called content that doesn’t seem to be the same as words on the website. And then there’s social media and blogs and newsletters that fit in somehow too. 

How can a small business possibly do it all and why should they?

Marketers often talk about a customer “journey”. First you get the attention of the potential customer, then you persuade them that they want to buy from you, and then you keep in touch to remind them of all the good things you can do for them.

And that’s where all these different techniques fit in.

“Yoohoo, I’m here!”

Getting people to visit your website is the first step. Use the keywords on your website that people use in their searches and you stand a better chance of being found. Refining those keywords through research ups the odds of being seen and that’s search engine optimisation (SEO).

“Believe in me!””

Building trust and credibility with an audience who don’t know you is tough.

Welcome to social media and blogging.

Social media isn’t a direct selling place. It’s where you share your knowledge. And increasingly it’s the people who can be entertaining that win hearts and minds here.

And blogging is about sharing knowledge around your business.

This is content. All content leads your customers to your website on their journey.

“Buy from me!”

Hurrah, we’ve arrived at your website. Here is where you show what you’ve got. You tell people what you offer, why they want what you offer, and why they want to buy from you. 

And you talk in their “language” because that will make them comfortable and help them believe you understand them. 

Do that, and many of your keywords will just naturally fall into place.

“Don’t forget me!”

It’s a lot easier and cheaper to get repeat business from a customer than to keep finding new customers, so staying in touch is good. 

Even if they haven’t bought from you on their first visit, they might in the future. But only if they remember you’re there. 

That’s why you encourage them to follow you on social media or sign up for a newsletter. A newsletter doesn’t have to be a major headache. Latest offerings, links to blogs, a bit of industry news – all good food for a newsletter.