Understanding the evolving landscape of digital marketing is crucial for small businesses. It's not just about the platforms and tools but also about the changing consumer behaviors and preferences.
Episode 48 of the Michigan Chamber podcast, hosted by Bob Thomas, COO, explores marketing strategies that aid small business growth, especially content marketing.
He interviewed Krista Moon, President of Ascend Business Growth, and Kristi Tabor, Account Executive for Scripps Local Media/Broadcasting Co. and Fox 47.
Table of Contents
- What are some key changes in the digital marketing landscape?
- What are the critical areas for small businesses to invest in when developing a marketing strategy?
- How can we insert humanity into an artificial intelligence marketing strategy?
- What are the key concerns when creating and using marketing content?
- What should businesses be aware of while developing their marketing strategy?
- What is one thing small businesses should have at the top of their marketing approach?
What are some key changes in the digital marketing landscape?
Takeaway from Kristi Tabor: A significant change in the digital landscape is the increasing number of digital and social media platforms for accessing content, such as Facebook, Instagram, Twitter, LinkedIn, and YouTube. People have more options than ever to discover, consume, and share news and information. This shift presents challenges—and opportunities—for small businesses.
Given the surplus of online content, small businesses must strive to create compelling, relevant content to break through the noise and engage their target audience.
"In an era of fake news and information overload, consumers value authenticity and transparency from businesses more than ever."
~ Kristi Tabor, Account Executive, Scripps Local Media/Broadcasting Co. and Fox 47
What are the critical areas for small businesses to invest in when developing a marketing strategy?
Takeaway from Krista Moon: Businesses should invest in creating authentic content that addresses prospects' questions and concerns as they traverse the buyer's journey. For instance, if a small business sells skincare products, it can create content that educates its audience about different skin types and how to care for them.
Content created from the stories and expertise of internal leaders, team members, and customers is a valuable way to differentiate from the competition and engage new potential customers.
How can we insert humanity into an artificial intelligence marketing strategy?
Takeaway from Kristi Tabor: AI tools are excellent for thought starters and data gathering to help with content strategy and outlines. Still, they are not recommended for use verbatim in the content because you can tell it lacks an authentic feel.
Takeaway from Krista Moon: To create authenticity, include business stories, case studies, examples, and answers to all the questions that arise during the sales process. Try to put personality into it. For example, a casual writer might include emojis, jokes, or sarcastic sayings in the content. Don't be afraid to be real with your audience! AI doesn't have a personality or real-life experience, but people do, and that is how you can add humanity to the AI world.
What are the key concerns when creating and using marketing content?
Takeaway from Kristi Tabor:
- Know your niche: ensure the ideal profitable customer is accurately defined, including
their concerns, what they value, and where they get their information. - Choose your promotional channels carefully: Not every platform will reach the soccer mom with a kid attending MSU school. Promote content in various ways to ensure you're talking to the correct audience on the right platform.
What should businesses be aware of while developing their marketing strategy?
Takeaway from Krista Moon: Sales and marketing alignment.
Typically, marketers are busy creating content and trying to engage the audience one-to-many. Sellers communicate with the same people, but they do it one-to-one. If the two teams are not aligned, the messaging might completely differ from what the marketers put out online.
When sales and marketing teams are aligned, they work toward the same goals as a single revenue-generating unit. Marketing creates and publishes content with the guidance of the sales team. After all, sellers are on the front lines talking to prospects all day, and if anyone knows what kind of information can pique interest, it's them. And when marketing publishes content, sellers promote it on their profiles and use it in their sales communication.
If you wanted small businesses to know one thing about their strategy, what would you say should be at the top of their list?
Takeaway from Kristi Tabor: Video content continues to dominate the digital media space and is a great way to showcase authenticity. You don't have to overthink it: If you're in real estate, get your phone out at a listing, do a quick 30-second preview of the home, and post it as a YouTube short and on TikTok. If you're great at cooking, show a video of the recipe you just made and encourage followers to post their favorite recipe—that's how you get engaged leads.
For small businesses, using a marketing specialist can ensure the content topics are on point, the content is optimized, and the promotion is compelling. If done well, your target audience will find and engage with your content for many years to come.
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