If you build it they will come … uh, no they won’t if you don’t tell them about it!
The question is, do you have a content marketing plan?
Time after time after time, I see business owners (me included) operating with an “if you build it they will come” mentality. As business owners, we work our tails off to create awesome content, put on fabulous events, and provide value and benefit to our readers and followers and prospective clients. So with all of this awesomeness we are putting out there, why are we seeing little to no results for our efforts?
We create an awesome webinar or workshop and send an email about it out to our list, fully expecting the purchase notifications to start flying in. But they don’t. Why? Because one email to our list doesn’t constitute a content marketing plan and just doesn’t cut it, so nobody knew about it.
We have a blog and write fabulous blog posts full of great content that provides lots of great value and benefit to our target market, but nobody reads them because they aren’t promoted.
We have a kick-ass Facebook business page, that again … provides lots of valuable content and tips, but very few followers and little engagement because no one knows it’s there.
And … as I recently experienced, we have a list with a great freebie that speaks directly to our target market, but nobody is subscribing because, again, it hasn’t been promoted! Sound familiar?
We work so hard to produce events that create value and benefit, share our tips and knowledge to our followers on our Facebook business page, and write awesome blog posts, but then we stop. Dead in our tracks. With no further promotion. That’s it. Why? Because we do.
But wait … all is not lost. It IS fixable! The fix is easy. It takes some time and effort, but it’s fixable. It’s called social media and cross promotion and it’s a great start to a good content marketing plan. We do it all the time for our friends and our colleagues, so why don’t we do it for ourselves? Most small business owners are on at least 3 of the major social media platforms; typically Facebook, Twitter and LinkedIn. Many of us are also on additional platforms like Pinterest, Instagram and YouTube. So why NOT cross promote?Use ALL of your social media platforms to cross-promote your awesome content!Click To Tweet
Content marketing doesn’t need to be difficult. Take advantage of the different audiences you can reach on the various social media platforms you use and tell people about your webinar, your workshop, the fabulous blog post you’ve just published, your awesome freebie. If you’re not on social media, you should be. If you have accounts but haven’t used them in ages, start using them! Get the picture?
If you want to increase the likes on your business page, ask your friends on your Facebook profile to visit the page and “like” it. Add a Facebook like box to your website. Put social share buttons in your email signature (you can do that incredibly easy with free programs like WiseStamp). Like and share posts and graphics from your page (as yourself, not your business) to your profile.
If you need to fill the seats at your next event … don’t send an email out to your list and stop there; promote it on Facebook, promote it on Twitter, promote it on LinkedIn and to your list and in your networking groups. Just get out there and promote it.
If you have a blog with great content but nobody is reading it? Use the share buttons on each blog post to share them to all of your social media channels (you do have share buttons on your blog, right?). Post the links to your posts on your Facebook page (another way to get more likes). Share them on Twitter and as updates Google+ on LinkedIn. Then share them on Instagram and Pinterest if you have accounts.
And if you’re like me, with a great freebie but a wee tiny list because people don’t know how or where to subscribe … tell everyone about it. Put links to your landing page in every single place you can think of and on every social media platform you have. Put it in your email signature. Put a call to action on your blog posts whenever it fits. TELL your readers to sign up for your freebie.
So the moral of the story is … don’t let your business be a field of dreams. If you build it they WILL come, IF, you do your due marketing diligence, promote what you are doing and tell them about it!
If you’re already overwhelmed and don’t have time to develop a content marketing plan and promote your content or don’t know how, Contact us to schedule your complimentary 20 minute consultation to discuss how we can help you turn your field of dreams into a reality!
Also published on Medium.