The online world is a crazy place for a small business. By the time you have read this article, there will be too much information published on the internet for you to consume in a month, possibly even the next year. According to research in 2012, this is what is published within one minute:
- 347 blog posts.
- 100,000 tweets.
- 571 websites
- 48 hours of YouTube videos
No matter how fast you read or how long you stay up to watch YouTube content, this is simply too much content for any one person to consume.
This does pose a problem for your small business. How do you ensure you are making it to the eyes of your target audience? This is often asked by many of our small business clients. They are worried that their content is not going to get the views or attention it deserves. So here are two of the basic things to remember to get your content interacted with more.
Know Where Your Small Business Audience Is
A market dealer doesn’t sell at a local football game or outside the sports centre. These locations aren’t where their customers are going to be. The same thought process should be applied to your content which needs to be in the right location.
Consider where your customers are consuming content. For instance, one of our clients publishes their blogs in two spots: on their website and LinkedIn. Their LinkedIn page achieves a 60-70% share of the content’s audience and 90% of the interaction. Twitter is also a good traffic generator as it contributes up to 50% of the site’s traffic.
If we didn’t take this strategy with our client, their returns on the traffic would be limited. It’s all about knowing where your audience is.
Know What Your Small Business Audience Needs
It’s one thing to write about topics you are interested in but what about the topics that your audience want to read up on? If there’s one thing I have learnt from my experiences in teaching others digital marketing, is that sometimes the basic steps need to be taken first. The same can be applied to your blog.
I may be interested in the latest software to publish content but my audience is sometimes just struggling with the basics. I’ve seen the same with some clients. While they are interested in publishing content that has cutting edge staff management techniques, their audience want to know how to cut basic costs.
The story is in the statistics. While the more advanced subject matter is getting a respectable 6% interaction rate, we’ve managed to achieve a 17% interaction rate while covering the basics. Looking at TwoFeetMarketing, one of our most successful blog posts was: ‘Why Do You Need A Professional Blog Writer’ which got 11 votes on Biz Sugar. Yet the more complex subject, ‘Five Different Blog Strategies To Gain You More Exposure’, got just 4.
Why are basic subjects so popular? When people are coming to your site they are looking for answers. Most people will search for the basic questions. Google seach query results confirm this; ‘what is social media’ and ‘how can I use social media’ are two of the top search queries related to social media.
So when creating new content for your site, remember to include some basic content or you may lose your audience.
It isn’t about what your small business publishes that truly matters; it is who you are publishing to. If your audience doesn’t want to know about your blog topic, they won’t read it. If they don’t understand the basics, they will have no desire for the more advanced topics. Therefore, consider this: if I was new to this industry – what would I NEED to know first.