How Content Strategy Can Drive Business Growth: Part II
When you think about marketing your business to gain new customers or increase revenue, what are the first tactics you think of? For most small business owners, paid options like online ads or even direct mail tend to be top-of-mind. But did you know that the right content strategy can actually be a much more cost-effective way to grow?
Welcome to part II of this blog series, where we’re covering various ways content can help increase revenue and retention.
ICYMI: Part I covers what a content strategy looks like, and the first three ways it can help to level up your business!
Four More Ways Content Strategy Can Skyrocket Your Business.
What does an effective content marketing strategy look like in action? Here are four more ways it can be beneficial for your key business metrics.
1. Stand Out from the Competition.
You’ve worked hard to build a business with a unique selling proposition. That is, you’re the best at what you do and if people knew it, they’d buy from you.
But the truth is, most of your prospective customers don’t know what they don’t know. If someone decides it’s time to join a gym, the only info they might have is that there are seven gyms in their area. They may research one, two or all seven.
When they get to yours - whether on your website or social media - what will they find? It’s critical to create a content strategy that gives buyers no choice but to do business with you. Your content can give prospective customers a glimpse into your culture, services and more. In a crowded market, showcasing your brand with the right content can make all the difference.
NEED HELP? Content strategy and creation is what we do! Book a consultation today to find out how Full Send can take the content work off your plate, and grow your business.
2. Improve Member Retention.
Once someone has joined your community, keeping them for the long term becomes the priority. After all, it costs significantly less to keep current customers than it does to acquire new ones.
There are a number of ways your content strategy can be a key piece of the retention puzzle.
First, personalized content can be a game-changer for making new customers feel recognized and valued. For example, consider segmenting your email marketing lists so people receive messaging that’s tailored specifically to them.
Second, creating high-quality content can actually make your target audience more loyal to your brand. When it’s entertaining, educational, engaging and empowering, people are more likely to follow and share. You may also want to create loyalty program content to further enhance retention numbers.
Third, content can be used to connect your customers. Anything that promotes a sense of community (e.g. member spotlights, group challenges, events) will help people feel connected. And since people long to belong, the content you produce can encourage them to stay for the long term.
3. Promote and Upsell Additional Services.
Just a friendly reminder that people generally don’t know about your products or services unless you tell them, and prompt them to buy. Seem obvious? Your customers’ daily lives are non-stop, jam-packed and inundated with marketing messages. Therefore, they’re likely not thinking about your business or the things you sell until you drop your messaging right in front of their face.
Your content strategy should highlight special offers, drawing attention to new offerings or promos. It can also be used to create awareness for upselling additional products or services. For gyms, these could be anything from nutrition coaching to supplements. Keep it simple: Use your various content platforms to show them what you offer and why they should buy it.
4. Analyze Content Strategy Data to Adjust and Improve.
As with any of your important business metrics, the first step is tracking the data. After all, how do you make improvements without having something measure?
First, website analytics should be at the top of your list. Keeping a close watch on your web traffic allows you to see how your SEO strategy is working. Also, be sure to monitor which pages are getting the highest volume, and how quickly visitors are bouncing.
Second, content analytics can provide insights into which topics or formats resonate with your different audience segments. Over time, this will help you with even more targeted marketing strategies.
Third, keep an eye on the social media content that resonates best with your target audience. What are people engaging with or sharing? Are there specific trends you can join in on to drive reach and brand awareness?
The key with any of the data above is not just to track it, but to use it for content strategy improvements. Learn what’s working, what’s not, then make adjustments along the way.
In Summary: Content is the Ultimate Tool for Business Growth.
Business owners often think of paid options when it comes to marketing. But when done correctly, content can be an incredibly cost-effective way to build brand awareness, drive sales and increase brand loyalty.
Your content strategy can help you stand out from the competition and improve member retention. It can also be beneficial for promoting and upselling additional services. And when you take the time to analyze the data, you can make incremental adjustments and improve along the way.
NEED HELP? Content strategy and creation is what we do! Book a consultation today to find out how Full Send can take the content work off your plate, and grow your business.