“It’s been another great month!”
A fellow business owner (who also happens to be my client) beamed with pride across the table from me during our meeting. He took a sip of beer and started breaking it down.
Last August, he bought his auto shop from a previous owner. In December we started working together and in February he launched his new website (we had to start from scratch because the website for the previous business was garbage). After launching, we continued putting out great content on his website and fine tuning his marketing plan of interacting with the local community.
The strategy isn’t a wild one and we could certainly be doing more, but in his case, we don’t need to because what we’re doing is bringing him big time results.
“The only marketing I’ve done is sponsored events and launched the website. Now, my business is up 143% since last year.”
We said a big cheers to that! Wouldn’t you?
The ROI of content marketing is real. It’s tangible. It gives you piles of coins that you can dive into like Scrooge McDuck in Duck Tales.
NOTE: I don’t recommend ever diving into a pile of money because a) it’s probably one of the dirties, most germ-infested things you could dive into and b) a pile of coins will not feel the same as diving into a ball pit. Still, let’s run with the reference because the thought of having the kind of money you could fill a pool with is pretty fun.
The key to his success isn’t a secret. It’s also not something impossible for you to achieve. Content marketing remains “King” after all and for good reason – it brings in the dough!
Here are three ways it works.
1) It gives you a big SEO boost.
You know that list of keywords your copywriter gave to you when you launched your website? Chances are there are at least 100 on there and you’re not ranking high for each of them. With some solid content, you can change that.
People are using Google like they used the Yellow Pages back in the 80s. Consumers are pushing their soft little thumbs on the single button on their iPhone and asking Siri to look stuff up for them. Search engines matter. Your ranking on search engines matter. The best way to rank high? Add keywords strategically to your website.
Here are a few tips:
- Organize your blog categories by keywords. Chances are you have a lot you can say about each keyword. Dive in deeper on your blog posts but keep your categories broad.
- Focus on long tail keywords. These are the ones that are over five words long. People aren’t typing in one or two words into the search box. They’re fine tuning their own search results by looking for longer keywords. Focus on these and you’re golden.
- Add your keywords to your blog’s URL. This is sometimes called a “slug.” If you use WordPress, you’ll have the option of editing your URL (or the slug of your URL) below the title and above the content. Put your long tail keyword in that box and you’ll help your post rank even higher.
- Add keywords to your images. When you edit your image, you’ll have the option of adding a title, alt tag, and description. Fill out each of these to let Google know what the image is about and who should see it.
- Install Yoast (or any other SEO plugin you enjoy using). Plug ins on WordPress will show you how well optimized your posts are for search engines. You might be surprised at the opportunities you miss in each post. These plugins will make your content marketing a little stronger.
2) It brings bigger brand awareness.
It’s rare I see anyone share a business’s homepage. What isn’t rare is seeing someone share a blog post that helped him and could help his friends.
Content marketing is all about the value you create. The more you can help your audience, the more they’ll help you by spreading the word about your brand.
Consider the case study above. I’m blogging for this mechanic but I know absolutely nothing about cars (ask me to tell you my tire rotation story some time for proof – you’ll be amazed). Still, I’m probably the best person for the job because I know the types of questions running through his client’s minds. We’ve talked about pack rats (Arizonans are WAY too familiar with these rodents), driving in wet weather, and strange noises coming from under the car’s engine. What I don’t write about are the technical details I’d never need to know about because I have a mechanic to handle that for me.
The posts get shared by our local paper on a regular basis. They’re liked, engaged with, and talked about – every business owner and content marketers dream. That’s because they’re valuable.
When you produce a piece of content your audience wants to consume, you’re making it easy for people to talk about you.
3) It brings you money.
The most cringeworthy thing I can hear from a business owner’s mouth is, “I have thousands of followers but I’m still not seeing any benefit!”
Vanity metrics are meaningless. The number of fans you have are meaningless unless people are listening.
With quality content that helps people solve a problem, you’re getting the attention of an audience who needs your help. These are the people who will fall in love with you because you made their life a little bit easier and in return, they’ll bring you their business.
It’s easy and effective. People want to give you their money when they know you’re going to deliver something of value. The more you can do that in your marketing, the easier it is to earn their trust enough so they readily open their wallets to you.
Stop Ignoring Your Content
It’s too vital to your marketing mix to ignore. Your customers expect it. Your prospects want it. Most importantly, it’s one of the easiest things you can use to boost your business’s success.
And if you’re not sure where to start, sign up for my email list. I’m putting together a course to empower local businesses to see the same success this client did using online marketing. It’s not scary and it’s definitely not impossible. Sign up and I’ll let you know when it’s ready for you. There’s a link at the top of this page. Click it and let’s help you see a 143% increase (or more) in your sales next year!