How heavily are your buying decisions influenced by what your friends and family share online?
Have you ever bought something because someone you trust has shared their purchase on social media?
I know I certainly have.
To set the context I have included a small excerpt from The Content Code by Mark Schaefer that details the importance of social sharing.
“Research from eMarketer reports that 83 percent of brand marketers view social sharing as the primary benefit of social media because 70 percent of consumers say they are more likely to make a purchase based on a friend’s social media updates”
There are two very important elements here.
Firstly, the huge influence that social sharing has on peoples buying behaviour, and secondly, the fact that marketers view social sharing as a primary benefit of social media; not likes, not follows, not comments. Sharing.
This is significant news for most business owners, especially those focussed on page likes and followers.
These percentages are revealing and very worthy of our time as business owners to figure out what this means for us.
Most business people shudder at the thought of Search Engine Optimisation (SEO).
For most of us SEO seems overly complex, widely misunderstood, geeky and technical.
It’s also a frequently changing landscape, and as busy business owners we don’t have time (or perhaps the desire) to keep up with it all.
However, there’s no denying that every business with a website wants to be found in search engine result pages (SERPs).
In fact, a few of the most common questions I get asked are “How can I improve the performance of my website?” or “Why can’t I find my website on Google?” or “How can I get my website on to the 1st page on Google?”
Therefore, whilst Google and other search engines exists, SEO is an essential tool in your content marketing toolbox and will matter a lot if you want your website and content to be found.
Pete Matthew is an IFA in the UK. He publishes a weekly podcast about budgeting and getting better with money. If someone is looking for help with their money, I will point them to his show.
Andy Brown is a Google Adwords expert. He has a podcast, blog articles and eBooks. If someone needs help with AdWords, I will share some of his content with them.
Stefan Thomas is a business networking expert. If someone needs help with business networking, I will link them to a few of his blog articles and to his book on Amazon.
Julie Christie is a photographer based in Scotland. If someone is looking for help on how to get better with photography I will send them a link to her blog articles and podcast on beginner photography.
This list can go on and on. (NB: if you’re not on the list, it’s nothing personal)
What’s my point?
For each person on this list, their content is the number one way for me to put them in front of people that I know.
There are 1001 ways to market your business and you can spend your time and money on many different marketing methods. So why should you consider content marketing?
As a follow up from a previous article what is content marketing?, where I discuss several definitions of content marketing, I’d like to transition into the business case for content marketing.
By the end of this article you will understand more clearly what content marketing can do for you and your business.
This will be particularly useful to you if you have any of the following questions:
- How will my business benefit from content marketing?
- What should I expect from content marketing?
- Why should I bother getting to grips with content marketing?
One of the major sources of frustration with most business owners is the performance of their website.
As the owner of a marketing company I often get asked “How can I improve the performance of my website?” or “Why can’t I find my website on Google?” or “How can I get my website on to the 1st page on Google?”
Essentially what these questions really mean is “how can I optimise my website for Google search?”
These kinds of questions are normally asked by business owners who have taken on the role of managing and developing their own website, and are interested in turning their website into a marketing asset that creates leads and value for their business.
These questions are based on completely valid concerns, however they are very broad. Without knowing more about your specific circumstances there could be a variety of reasons and solutions for your specific situation.
So with that in mind, let’s break the question down so we know exactly how to deal with your concerns, and look at some basic solutions to this problem.