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Develop Your Content Marketing Strategy During the Global Crisis

Redefining your content marketing strategies that help boost your business and to keep income-generating during COVID-19 Pandemic.

Previously on ideas why supporting local businesses is vital amid COVID-19 crisis, locally owned businesses or even those established businesses have switched to digital. For every entrepreneur who is affected by this global crisis, it is the best time to re-think, re-evaluate, redefine, and develop your content marketing strategies to keep up while being mindful of your prospective customers.

Strengthening content marketing in businesses has long been promoted as one of the most efficient and essential ways to connect with their customers. Here’s why:

Content Marketing. One of the strategic marketing approach that mainly focuses on creating and distributing valuable, consistent content to attract, retain, and drive customers to action.

From blog posts, it has now included all digital marketing from email, social media, SEO, PPC, advertising, and blogging. Content marketing differs from traditional advertising or product-marketing efforts such as sales collateral and other product-specific info. It gives brands a voice to educate by providing information, tell stories, and inspiration.

Perhaps more important than understanding what content marketing is, is to understand why it is essential to your business, especially during a global crisis. Consider these four steps of the buying cycle:

  1. Awareness. A customer must know that there is a solution to each of their problem.
  2. Research. Once a customer has now known that there is a solution, they will perform research to educate themselves. For example, a locally owned business that wants to switch to digital, he/she will try to look for a perfect service package that fits their needs.
  3. Analysis. At this point, the customer starts comparing unique products from different service providers to make sure they’re getting a world-class quality product at a reasonable price.
  4. Buy. Once everything is settled, the customer makes their decision and moves forward with the transaction.

Now that you understand the importance of content marketing, adapting your strategy to digital will engage and draw in potential. Here are some collective questions for your team or business needed to be mindful about to redefine and develop your content marketing strategy:

What are your content marketing goals right now?

Whatever industry you are in, you need to understand what you are trying to achieve. Do not just jump right in without a logical goal. Here are some examples:

Support. Show support and help your customers through these testing times.

Build. Building long-term trust is important.

Educate. Educating your prospective customers in your industry means you care for them.

Engage. Engaging customers in creative ways is one way of entertaining them so they can have a pleasant time, and it easily builds a business trust.

Depending on your business, but typically it is more about social media engagement, generating more traffic to your site, gaining influence and authority, SEO success, and an increase in sales and revenue.

Who are your target customers?

These are your ideal customers or buyer personas. Identify their pain points, challenges, and behaviors. Once you understand them, you can figure out the content that appeals to them, things that can help them, and what they care about.

It is important to eliminate anything that doesn’t align with your business goals, especially in these trying times. You need to evaluate who your primary audience is. However, it doesn’t mean you will disregard those who are not experiencing so much hardship, you still consider continuing producing content as you normally would.

How do you communicate your brand identity?

Now that you have figured out your goals and target customers, here is now the critical part. How do you communicate your brand identity? Your brand identity is the face or the character of your business and a commitment to your customers. This focuses more on your brand that is available and interested in their business. That your products or services provide solutions that fulfill their needs, whether it is now during the pandemic or after.

This talks so much about how you communicate your concepts, the emotions you want your customers to feel when they interact with your business. It is not just about the logo, the colors, the font, your brand is what the customers perceive when they think of. It plays an enormous part in the success of businesses in every situation.

Brands that are giving back, helping people hold your hand on your business journey, and lead you to the right direction will gain loyalty and a bigger following.

Two man talking using a string can phone

Think you should know

We have listed the top 3 content trends of 2020 that you should consider:

  1. Video Content. It brings content and copy of life, be it in social media, on your website, in emails, or on a YouTube channel. It is one of the most popular and in-demand platforms in internet space. With the current crisis, advertising with video, webinars, and live virtual events are the most desirable video content to date.
  1. Interactive Content. Research shows that 93% of marketers agreed that interactive content is effective in educating buyers, especially with social media tools such as polls, online quizzes, and shoppable posts that have become part of the norm.
  1. Hyper-dynamic Content. It is a modern way of saying personalized content. Be it an email campaign or a personalized video, consider a specific detail about the consumer. Information such as their name, job title, a specific store location, or even a common interest are ways to make your content more personal and more appealing to your audience.

Final thoughts on content marketing strategy.

Once you understand the message, identify your target audience, the language you want to use, and the platform you want to deliver your message, you can now re-think, re-evaluate, redefine, and develop the content marketing strategy of your brand that is in-line with the current events.

Social Media Management: Ways to Save Time and Get Better Results

Running a social media marketing strategy can be tough, especially for startups. You should split your time to serve existing clients, market your business, and pitch for new ones. Stiff marketing competition requires managers to observe specific measures for assuring success.

With many items on your to-do list, prioritizing your social media strategy is key to a productive working schedule. From creating a plan to avoid multitasking, below are seven social media management tips to help you work efficiently.

Have a Social Media Strategy

Without a doubt, there is no dull moment on social media. As such, you can find yourself posting or sharing content on your profile haphazardly. To avoid such, you should develop a social media marketing strategy that organizes your daily routine into time blocks for specific activities.

Your strategy should allocate time for attracting new prospects, engaging your followers, converting potential clients, and retaining them. Strategizing your social media management will not only save on time but also efforts to run your profile. However, for your management strategy to be effective, you should understand your target audience and identify the best information that they can interact with.

When scheduling, note that different platforms have varying usage times suitable for posting new content and interaction. For a wider reach, the best time to post new content on Facebook might not be the best time to update your Twitter, Instagram, and LinkedIn profiles. As such, you should conduct an in-depth analysis to identify suitable times for a wider reach. Don’t forget to include your employees in the social media marketing strategy.

Balance Quality and Quantity Content

Social media platforms are a fast-paced marketing space with stiff competition. New updates are made every second, which might make it challenging for slow marketers to reach their audience. As such, most marketers resort to making constant updates in a bid to maintain their relevance. While this is not a bad idea, you should ensure that you balance your content quantity and quality.

A successful social media manager should feed their followers with continually engaging, educational, and amusing content. This could be in the form of images, creatively written articles, videos, and more. While it counts to be active and seen regularly, maintaining your brand quality is of much more importance. Creating quality information not only saves you from random posting but also builds and protects your brand image. People will be searching or looking forward to seeing your content every time.

Always ensure that your content is curated correctly. You can as well opt to use recycled material for various reasons. Recycling pre-existing content involves turning new content into different formats. This allows you to reach a new audience and remind your clients of your business potential. When doing this, ensure that you recycle and re-promote content that is still relevant and performed well historically.

Plan Your Content

An essential recipe for producing quality content for your followers is planning them. Apart from assuring quality, planning frees up more time to engage and build your audience. An editorial calendar is the best tool to plan your content. The tool allows users to plan, create, implement, and review content orderly. Once you have identified content that resonates with your audience, you can schedule it ahead of time, creating more time to focus on other things that require immediate attention.

Scheduling content ahead of time saves you from the last-minute rush and boost efficiency. Sharing the right information at the right time also increases the chances of success. With your weekly or monthly content outlined, you have enough time to improve on creativity and quality before publishing.

Tablets showing a the different social media platforms

 

Engage With Your Followers

Maintaining an active social media relevance is a crucial management tip. Social media platforms serve as the best place to get up-close, interact with your followers, and gauge their reactions. As such, you should ensure that you interact with them regularly. Besides making regular updates, you should ensure that you reply to comments from your followers, answer their questions, and provide additional information promptly when requested.

In the current fast-paced world, you should leverage your social media platforms to market and build a solid reputation. While this doesn’t mean that you have to be active on your social profiles every time, maintain some consistency. With this, your followers will know that they are engaging with a real person and know the best ways to reach out.

The essence of social media is to get social. As such, you shouldn’t ignore your follower’s comments, don’t disregard shares, and mention. You can use your follower’s comments as a user-generated marketing tool.

Leverage the Use of Automation Tools

Automating repetitive tasks is the right way that managers can use to save time. Advancing technology has brought forth a plethora of smart automation tools that ease marketing. Scheduling tools are probably one of the popular and commonly used tools, making it easier for managers to upload new content to their profiles, even in their absence.

A wide array of software solutions can be used to save time and get better results. You can rely on these tools to analyze different accounts, making it easy to cross-reference results. With this, you can know which platform brings more traction, which account needs improvement and implement measures for better engagement.

Another incredible tool is IFTTT, which automates repetitive tasks. With some simple steps, you can set up simple commands that link up several applications to perform multiple actions when triggered. IFTTT automatically shares posts from one platform to another, send custom emails when clients ask questions and much more.

You should also consider using Zapier, which automates tasks between multiple social media platforms. For instance, you can set it to send a tweet from your twitter account every time you post a new blog or publish a YouTube video. Smart keyword monitoring is another incredible thing to automate. For sure, it is quite impossible to monitor all the keywords without automation software. The right tools can help you track all the relevant keywords or brand mentions with ease.

Additionally, to foster engagements with your followers, you should consider installing a chatbot. Responding to every single message on all your pages is certainly tedious and time-consuming. However, with an automated messenger chatbot, you can handle many inquiries within minutes.

Batch Similar Tasks

As the name suggests, batching tasks involve doing the same type of work for a given period. For instance, you can spend your early mornings answering inquiries, mid-morning sending pitches, and afternoon creating new posts. Batching tasks saves a lot of time, as you will be focusing on the same activity simultaneously. Instead of switching from one task to another, batching helps in maintaining focus all through.

When batching, it is important to prioritize important tasks. You should also minimize distractions by avoiding multitasking. Handling one task at a time will enable you to think critically and work faster compared to multitasking.

A busy team table with a lot of marketing magazine collaterals

Use Social Media Analytics

Your social media strategy would be meaningless if you can’t evaluate the effectiveness of your campaign. Therefore, you should review your performance to evaluate what’s working and what’s not. For sure, there is no point in implementing the same measures without worthwhile results. Analytics are important as they help in studying performance and market trends. With these, you can adjust your marketing strategy accordingly.

Measuring results is also essential in evaluating returns and profitability. Your metrics could suggest high profile visits, increased traffic, and followers, but stagnating conversions. Based on this, you should put the necessary measures in place to better your conversions. Otherwise, you’ll continue spending on marketing efforts without realizing any profits.

Bottom Line

Running a successful social media marketing strategy is not as easy as it seems. For starters, you should begin by identifying a platform with your target customers or audiences. With this, you can curate your posts and updates to reach the intended audience with ease. As a manager, you should study all platforms to understand various variables, including best posting times, the best content to post, the best ways to reach your audience on the platform, and much more.

What stands out from great social media management is sharing good content. Your posts should be creative, informative, and educational. With such content, your followers will always be on your page for more. You can also check out how American Express runs its social media marketing strategy for more insights.

That said, which of the social media tips outlined above do you think would work for your business? Share your suggestions in the comments section below.

 

Author Bio:

Thomas Glare demonstrates his expertise through various social media management pieces. Through various blogs, he has helped a significant number of social media managers succeed. He also consults for various websites and online businesses. When not writing, he spends his time sampling various casino games from the free £10 no deposit.

Ideas Why Supporting Local Businesses is Vital Amid COVID-19 Crisis

While coronavirus has created an existential crisis to the world economy, here are reasons why and how you can support local businesses — without risking your health.

Businesses have been greatly affected by the coronavirus disease and most of us are seeing the ripple effects right before our eyes. In this new era of social distancing and self-isolation, businesses that rely on in-person transactions are forced to either temporary closure, laying off employees, or closure.

If small, locally owned businesses have reopened after many weeks or switched digital operations, it is the best time to show them some love and support without compromising your health and safety. Now, why is supporting local businesses vital at this point?

Two reasons to support local businesses.

  1. They are the backbone of the nation’s economy. They cover the loss of the nation’s jobs, encourage innovation, and shape our community’s personalities.
  2. Their products and services adapt to the community’s needs, generating economic activity that supports schools, parks, primary responders, and other essential community services.

But not all small businesses have enough credit and capital to stay afloat amid the coronavirus crisis. Multiple cities and state governments, foundations, and nonprofits are currently helping small businesses, but in reality, everyone can help. Here are some things you can do, with most being free.

Keep Shopping

Buy from small and locally owned businesses. There are items that you buy in the city that are also available in your local shops. Buying local means, you’re not only supporting community businesses, but you will get the products faster ordering them from an online megastore.

Purchase goods online. Purchasing online is a way of helping locals without leaving the comfort and safety of your home. They also provide options where we can purchase their goods via the website, Facebook, phone call, or email.

Contact a community restaurant and order takeout online. Neighborhood restaurants have hastened to make it easier for customers to order carry-out food and either pick it up or have it delivered. Now’s the perfect time to order from a local restaurant, or assist healthcare workers by ordering food and having it delivered to a local ER or hospital.

Purchase Gift Cards. Buy credits or gift certificates and use them once the business reopens. You can encourage a friend to do the same. Buying gift cards gives a small and locally owned business a capital infusion to make it through hard times.

Recommend

Leave a positive review online. Leaving positive reviews on the company’s website can persuade customers to buy their products or services. Studies have shown the impact of online reviews that consumers spend around 31% more on products and services from businesses that have excellent reviews.

Give social media shoutouts. Show your support by liking, tagging, commenting, and sharing the words of your local businesses to all your friends and followers. You are not just exposing their business, but bringing brand awareness to your network.

Sign up for newsletters. Be up-to-date by subscribing to their newsletter and getting updates on the latest offer with their products and services. You may not need them, but you can share it with your interested friends and colleagues.

And finally, be patient and understanding.

In the age of global crisis, it calls us to be patient and understanding to everyone—including to all small and local business owners. We all have been hit by this crisis and are adjusting to this new normal. If you have concerns regarding their products or services, reach out to them. If you are exceedingly satisfied with their performance, appreciate them. They would be grateful for any of this.

In this time of uncertainty, it makes sense to pull back on unlimited spending, but if you need something, choosing a small business to support makes a difference — to the community and the economy.

Ways You Can Support a Friend’s Business During Covid-19 Pandemic

With the staggering effect on the global economy due to COVID-19 pandemic, here’s a framework on how you can support your friend’s business.

Every business owner knows how much time, effort, and passion goes into running a business. With the unprecedented uphill battle against the COVID-19 pandemic, drastic changes to the global economic landscape have been affecting micro-businesses, small-and-medium-sized enterprises, and most probably your friend’s business.

In this challenging time, help and support are needed for businesses to survive and succeed. And the most important source of support is us, their loyal friends, families, and dedicated employees.

Using the L-O-V-E framework, we have some quick and easy ways on how you can support your friend’s business without spending a cent.

Like, follow, comment, and share social media posts and pages.

In social media, spreading and sharing words online can reach thousands of prospects and customers in seconds. It also helps improve their rankings in search engines and increase their brand awareness. So, if you’ve got extra time, spend a little on this. It would make an impact on their business.

Offer to help in other ways.

Perhaps your friend is overwhelmed with the current turn of events. You can extend help to appease their mind. If you are a business partner, you may offer free office hours to talk about their situations and the problems they’re facing. Or, patronize their products and services, order food from their shop, and if they need some help looking for new suppliers and tapping a new market.

Visit the website and give insightful reviews or feedback. 

If your friend has a website, take some time to engage with their contents, support them through leaving detailed feedback. Writing insightful reviews will expand the brand’s reach of the company. It also improved their search engine ranking results and built customer trust and confidence.

Enhance your referrals or word-of-mouth recommendations. 

Help them by spreading the word when you’re networking. Even though you do not need the products and services they’re offering, other people do. Word-of-mouth recommendations are more highly valued. With every word you share carries the potential growth to attract clients. According to Nielsen’s Global Trust in Advertising report, 92% of consumers trust recommendations from friends and family above all forms of Ad formats.

Final thoughts, there are different ways to help your friend in this time of global crisis. It could be in the things they’re struggling with or just by your presence and time to listen. Sometimes supporting a friend is not always about upsetting your budget. It’s more about giving time investment to them. If you did that, they would surely appreciate the gestures you did more than you imagined.

June Spring Multimedia, a leader in branding and online marketing industry, aims to support startup and small business owners facing this crisis. Read more.

Boost Your B2B Digital Marketing with These 10 Tips

Have your marketing activities been generating fewer leads and conversions lately? Or has this influx never really started? Then boost your B2B digital marketing with these 10 tips.

Tip # 1. Understand your target group:

This is, of course, a buyer. As a B2B marketer, you know that the requirements, wishes, and needs of your target group form the basis. Yet we often come across companies that pitch their business without having any idea what the profile of their target group is.

So, the first step to boost your B2B digital marketing should be an investigation into your target group. Understand their online behavior, to which communities, groups, and social media do they turn? Get involved and discover how they talk, what they share and discuss.

To create a buyer persona, you must answer at least these three questions:

  1. Who makes the decision to make the purchase?
  2. With whom does your target group network and with whom would they want to network?
  3. Which information is important to the target group before they make a purchase? Try to understand their purchase cycle.

With the answers to these questions, you already have an idea of how and who you can focus on.

Tip # 2. Map the purchase cycle and decision factors:

In a marketing strategy, it is important that you understand the purchasing cycle, also called the customer journey, of your target group. Fortunately, it is not that complicated to map the digital purchase cycle and decision factors of your target group.

Enter the purchase cycle for your target group. What path do they follow? Remember that you have to optimize the customer journey at every stage and help the customer so that he/she can make the purchasing decision.

Content quickly helps to increase the chance of conversions and to convince customers.

Tip # 3. Use various types of content to support every phase of the customer journey:

Content marketing is nowadays the most effective strategy to achieve consistent results. Yet most B2B marketers feel that they are missing too many opportunities in this area. In the B2B world, a purchase cycle is often longer because it contains products and services of a higher value.

That is why more extensive research is being done before deciding to make the purchase. Improve your content marketing with the help of these tips:

  • Always set clear goals for your marketing and content strategy
  • Use the knowledge gained after tips # 1 and # 2 to create relevant content. Offer your potential customers the right information they need to make a decision
  • Use other content types in addition to blogs, such as videos, infographics, e-books, case studies, etc.
  • Research what the most frequently asked questions and answer them in your content instead of just in your FAQs
  • Use Google Analytics to assess the results of your customer journey. You can find out here the steps that people walk before they make a purchase. Based on this, you can still optimize your strategy.

Tip # 4. Use your blog on the website:

If you regularly post blogs on your own website, you increase the chance of lead generation and you can gradually bring potential customers to purchase. The quality of your blogs is of course important. Fill your blog with various high-quality content: images, videos, links to other interesting blogs, etc.

Ensure that your blog contains the best and most relevant content for your target group. This should be in line with what they are looking for and their wishes. Many B2B companies do not pay so much attention to their own blogs. We recommend that you do that. Optimize your blog with:

  • Relevant keywords. Use this in your title, content, alt texts and SEO plugin (if your website has one);
  • A high loading speed;
  • A mobile-friendly design;
  • Call to actions to increase the chance of conversions;
  • A question or phrase at the end of your blog to provoke responses from your readers;
  • Relevant content for your target group. Consider your blog as if you are doing a consultation with the customer;
  • In the B2B world, blogging (if you do it right) can lead to brand awareness, lead generation, and conversion.
  • Extra tip: take a look around at how other companies blog in your industry.

Tip # 5. Use of email marketing:

We believe that email marketing is indispensable in B2B digital marketing. But then you have to use it in the right way. That means creating and personalizing valuable emails. Otherwise, the emails might be judged as irritating and spam. And this is not good for your domain performance.

Also, make sure that you do not send emails randomly. Then you have a low success rate anyway. That way you do not reach the target group that is interested in your content. Use the data you have about your target group to personalize the emails. Through target group segmentation.

You can make the emails per target group relevant. In order not to spend too much time on this, you can automate certain actions and segmentations with Marketing Automation software.

Personalize not only the name of the recipient but also the content of the email. You do this, for example, by dealing with the problem experienced by the reader in the e-mail and by offering an appropriate solution.

Give readers a reason to open and read the email. Use an attractive subject, interesting content and a call to action button. The subject of your email is a strong determining factor here.

Use a neutral writing style. Talk to the readers, without it becoming a sales pitch. This way the readers feel more like they are having a face to face conversation.

Tip # 6. Use social media for B2B marketers:

Social media is ideal to reach a specific target group in a very focused way. Nevertheless, it is important that you first investigate which social media suits your company. Research, for example, on which platforms your target group is present. This can be different for every target group.

For example, one can be reached better via Facebook and another via LinkedIn. You can generate both organic and paid traffic on these channels. Test multiple options to find out what the desired result will deliver for your company.

Tip # 7. Advertise with a small budget:

This has already been mentioned in the previous tip: online advertising. First, start with a low budget to test what this means for your company. For example, promote your blogs, e-books or white papers on social media. By advertising, you will reach a large audience faster than organic. You can always specify a maximum budget so that you never go over it and have sky-high costs.

Tip # 8. Match all your marketing activities:

If you use multiple forms of marketing, make sure that they all connect to each other. The inconsistent brand experience will most likely lead to fewer quality leads and will ensure that people trust you less or do not take them seriously.

To prevent this, it is important that you connect all teams. For example, the advertising team, marketing, and content team. This way, these teams can consult with each other and it is clear to everyone how and what is being communicated.

Tip # 9. Use inbound marketing campaigns:

With inbound marketing, marketers try to “earn” the attention of the target group instead of pushing. Content is used here as a strategic approach. In an inbound marketing campaign, content helps to collect data from prospects, to get these leads (automatically) into marketing automation where they are converted to customers through customer service training.

Tip # 10. Use personal branding:

Personal branding in B2B digital marketing can be very valuable. People trust people faster than companies. The tangibility and humanization of marketing are important. It makes your company credible.

Many companies, therefore, focus more on Human-2-Human marketing. The emphasis is on relevant and personal customer contact.

When professionals and consultants use personal branding within your organization, you can reach a larger audience and promote your company as an expert.

In the B2B world, delivering services and products is central. When you add personal branding, the value of these services and products will increase considerably. People believe in something faster when the person with the executive role, like the consultants, has a high status.

For good personal branding, it is important that you see yourself as a brand. In the online world, you use at least professional images for this and you ensure that you are present where your target group is.

Content is your vote online. When you present yourself as an expert, it is important that you carefully choose your content. Make sure the content is valuable to your audience and they think it is so good that they want to read and share it.

Bonus tip: Use video to increase your conversion rate:

B2B marketing is a fairly “boring” market. Video can then be a nice addition. Research has shown that B2B video marketing on a landing page can increase your conversion by up to 80%. Another study by Adobe video conversion Playbook showed that conversions with video content can increase to 90%. Video marketing is also becoming increasingly popular in B2B marketing.

Author Bio:

I am Sandra Azura from zoetalentsolutions.com and I am working under the team content writer. The fact is that I create online courses related to Business Management. Our entire team is very passionate about Management Skills and we always strive to offer you professional, comprehensive info about any Business Management Skills. Encourage readers to share their ideas and tips too.

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