The phrase ‘content is king’ is one to take note of, whatever marketing you currently use in your business. Successful content drives visitors to your website, increases sales leads, and engages with your target clients which means it is a critical tool to growing your business.
But with more and more of your competitors creating and sharing content, how do you ensure yours cuts through all the noise? And doesn’t cost an arm and a leg and days to create too!
One-size-fits-all marketing is never going to make you stand out from the crowd, nor is it going to engage with your ideal clients. Here’s a reality check – B2B services-based businesses now need to ensure their marketing reflects the same level of ‘customer journey’ as consumer marketing does. They need to be niche, specific and relevant in how they communicate via their marketing.
Why you may ask?
Because it allows your business to much more easily develop increased opportunities for targeted, relevant, and timely engagement with your potential clients.
The challenge for many SME organisations is aligning their content strategy with their sales and other business activities. Hold on a moment! Content strategy? OMG!
I see so many SME businesses and consultancies where their content is very similar to many others in their sector and is published sporadically so it doesn’t even really get seen by the people they want to attract and work with. This is where the need to really niche your service offering comes to the fore.
Even if your content is reserved for a monthly blog and weekly social media posts on just one social channel – you should definitely have a strategy and book in regular time to deliver on it, or work with someone who can do that for you of course! There is no point in reactive or ad-hoc content being created and shared without any thought to how that aligns with your business goals and your target audience. And its key to differentiating in what for many is a crowded market. So, for example, you offer HR Consultancy. To who? Is it sector-specific? Is it also discipline-specific as HR, like marketing, covers many different elements? So you could focus on an industry or niche even more to give you your own clearly defined market, and offer certain disciplines specifically for that industry.
Creating a niche will allow marketing to become a key tool to grow your business
I know you already have a very full to-do list so what I am going to say next is not going to be what you want to hear! Successful marketing is not a half-hour job done once every couple of weeks or just whenever you have spare time. Ideally, it takes an in-depth understanding of your target audience and regular time invested each week, (or month if you prefer to create content in batches) with everything that is published being designed to attract, inspire, excite and entice your ideal clients to want to know more and sign up to work with you because you offer exactly what they need. And it works because you know who you are talking to, how you can help them and this is all crystal clear in your marketing content
And remember that all your clients went on a journey before they were your client. From discovering who you are to building that all-important know, like, and trust; to signing up for your services and eventually becoming a brand advocate for your business. These steps are how marketing content can positively impact the overall client experience and ultimately your bottom line.
If that resonates with you then let’s have a chat.
Book a no-obligation call with me to get some key tips on how you can get more leads and more clients through being niche with your marketing content.