Let’s be clear – every business engages in marketing. BUT, not every business is strategic in their marketing. Whether big or small, any business is only as strong as its marketing strategy and this is often the key difference between extremely successful businesses and those that are just ticking over.
Even saying the word ‘strategic’ can make so many business owners and managers glaze over, because unfortunately it has become a bit of a buzz word. When you look up at the definition of strategic in the dictionary, it means something that is carefully designed or planned to serve a particular purpose or advantage. And that’s exactly how your marketing should be.
So when I say that businesses need to be strategic in their marketing, I’m only saying that they should leverage everything they do.
A good start is by taking one piece of content and using it multiple times. It’s that straightforward.
‘Content marketing’ has become another buzz phrase itself, but basically it’s just the idea of creating content that is interesting and valuable to your target audience. This could be written articles, videos, checklists, seminars, free downloads – as long as it’s relevant to the people you want to sell your product or service to.
So once you create that content, you should leverage it by using it in every scenario possible. For example, if you create a video you could load it to YouTube and embed it in your website. But then you could also upload it directly to Facebook or Instagram (if it is less than 1 minute long).
You could also write the transcript for the video and use both content to create a compelling blog post. You could then share that blog post on LinkedIn or send it out through an eNewsletter to your customers, clients and prospects.
Depending on the type of video, you could write a press release around it and send them both to relevant media outlets. Not every outlet will suit you so make sure to choose the ones that will fit your needs. You can have a look at my previous post on how you can make your pitch.
If you work with complementary businesses that have a similar target audience, you could send them a link of your content and ask them to share it on their social media pages or websites. If you are sponsoring an event, you could have the video shown to attendees. If the video has a focus on audio, you could create a podcast around the content.
This is strategic marketing. This is integrated marketing. This is leveraging your marketing.
And this is only one example of how you can take your marketing content and use it multiple ways.
I see so many businesses that create great content, but only use it once. This to me is a waste of time and money – talk about leaving low hanging fruit to rot! So instead of investing a great amount of your resources into new marketing activities, perhaps it’s much wiser to use your existing content and leverage them.
Specifically designed for small business owners, admin staff and marketing graduates, my 6-week online workshops will help you gain an in-depth understanding on how to take control of your marketing by learning what you can and should do. If you would like to learn more, please email email@example.com.