In recent years, the marketing industry has changed dramatically. Consumers are getting smart. Now that there’s so much choice available to us, businesses have to try hard to grab the attention of prospective clients. Businesses are being forced to up their game if they want to be successful. To give prospective clients want they want, the world of content marketing was born.
What is content marketing?
A form of marketing focusing on creating online material which adds value to prospective client’s lives. It doesn’t explicitly promote the business but stimulates interest in it.
Simple enough, right? Content marketing shows prospective clients you care. And it certainly works. 70% of people would rather learn about a company through an article rather than an advert.
To get you started, here are some fun and fresh content marketing ideas. We’ve divided them into two sections – informative posts to do with your industry and posts specific to your business. Enjoy!
Let’s start with informative content. What information would your prospective clients find valuable? Which platform is the best way to share it? Have a think about the expertise you can bring to the table and look through our fresh and exciting content ideas.
Bust industry-related myths
Are there any myths in your industry that you can put right? Make a list and start forming them into regular social media updates. Not only is myth-busting informative, but it’s a bit of fun as well! It shows that you’re an expert in your field as you can look beyond widely-held opinions and cut to the truth!
As an example, look at dermatologist Dr Anjali Mahto’s Instagram account. She posts regular updates putting skincare fads under the microscope. Her posts are hugely popular. She offers a truthful perspective on her field which makes for memorable content.
If you’re a dietician, what foods do we think are good for us, but really we’ve got wrong? Or any dentists out there, what’s a major mistake we’re all making with our teeth? Grab prospective client’s attention with your expertise!
Start a podcast
If you have a younger client base, then this one’s for you. Podcast listening numbers keep rising year on year. In fact, 21% of 25-34 year olds listen to podcasts weekly. It could be your podcast that they’re listening to next!
All you need to do is find your niche. Think of topics you could speak about at length. Is there a theme between them? Here are some podcast format ideas to inspire you;
- Telling stories and exploring case studies.
- How-to guides.
- Ask-in shows where listeners ask questions for you to answer ahead of time.
Starting a podcast is a brilliant way for you to network as well. You could invite on other industry experts, interview them, and pull together your knowledge.
Upload holiday-based social media updates
As a way of making posts feel up-to-date, try uploading holiday-related content.
Would you like an example?
Last month, Sole Source Digital shared an Instagram post about Leave the Office Early Day. It was a topical post and meant we could use the related hashtag. So, more people found our content. It also encouraged followers to engage and tell us what they did with the rest of their day. This sort of content marketing helps you win on all sides! It’s informative, a bit of fun, and increases your reach. Remember, holiday-related content doesn’t have to stay on social media. Blog posts, YouTube videos, and email newsletters can all use holidays as a prompt.
To help you out, Sole Source has created a July Content Calendar which you can download here for free. If you’d like next month’s calendar sent straight into your inbox, sign up for Sole Source’s newsletter! Scroll to the bottom of our homepage and type in your name and email address.
Content related to your business
Content marketing also includes information about your business. Remember, you should try and keep this content to a minimum. You don’t want to appear like you’re going for the hard-sell. Instead, make sure that any business-related uploads are as valuable to the client as possible. Here are some ideas.
A question of the week
Choose from the FAQs on your website and do weekly posts on them!
FAQ pages are usually the most boring on a business’ site. So, find a way to make them fun and informative. You could even turn FAQs into infographics so they’re easier to understand. Sites such as Piktochart can give you a hand making them.
This sort of content is useful to prospective clients, but also shows you’re in touch with them. You know what they need the answers to! It also demonstrations that you’re completely transparent with the way you run your company. No skeletons in the closet here. You only want what’s best for your clients.
Highlight a client
Do you have a special client who you’ve interacted with for a while? Use them in a campaign!
On Instagram, photos with faces perform 40% better than those without. And this trend follows in other forms of media. We find it easier to relate to content when we can see people in it. Try using Instagram stories to share photos of favourite clients. Or, you could interview someone for a blog post, asking them what your business means to them. Remember, include personal details rather than just their relation to your business. A brilliant personality or memorable life story is likely to pull prospective clients in!
This content works best if the person you feature is similar to your average client. It helps make your branding clearer by showing the sort of people who love your company.
Report back on a Facebook poll
This sort of post helps your content come full circle.
Take a look at our blog article discussing the importance of polls for understanding your client base. As we said in the article, it’s all very well asking for people’s opinions, but you need to act on the results. A brilliant way to do this is by reporting them!
Tell clients what they voted for and how you’ll implement the findings. Some of your data might be truly insightful. Make an eye-catching graph to present it.
Don’t be afraid to reuse good content. For example, if you do create a graph to show the results, share it across your platforms. You could record a YouTube video to explain it visually and a write blog post for those who prefer to read. Graphs make brilliant, informative Instagram uploads and would be a great addition to your LinkedIn profile.
Show your clients that you take their opinions seriously!
Finally, here are some quick-fire content marketing pointers to leave you with;
- Keep your content consistent. It shows you’re active and you mean business.
- Create different sorts of content so there’s something for everyone.
- Content marketing is a great excuse for you to learn new skills too. So, enjoy experimenting with different forms of media and advancing your own knowledge.
Let us know where your new content marketing strategies take you!
If you’d like any more information on Sole Source Digital, take a look at the rest of our website. We are a social media management company who specialise in giving small businesses the start they deserve! Send us an email on firstname.lastname@example.org if you have an enquiry. We look forward to hearing from you!
You have a brilliant business plan and dedicated clients on board who support you. But, how are you meant to boost the reach of your business beyond your initial client base? We have the answer for you. It’s content creation!
Creating content is a fun and rewarding way to increase your business’ reach. It helps validate you as a reliable source of information, one which prospective clients are more likely to buy from. It’s definitely worth your dedication!
Content strategies help you organise and optimise the content you produce. So, we can’t understand why 63% of businesses don’t have one. If you’re included in that statistic, this is the article for you!
Read on and we will explain exactly what a content strategy is and how to implement one perfect for your business.
First of all, what is a content strategy?
As a small business owner, creating online content is a brilliant way to attract prospective clients. Your content could include;
- Educative blog articles on subjects associated with your business.
- Tips and tricks shared through social media posts.
- Email newsletters keeping clients up to date on information to do with your company.
Offering up resources for free boosts the credibility of your business. It shows that you’re an expert in your field and that you want the best for your customer. If prospective clients see you as a reliable resource, they trust in you as a business owner and are more likely to use your service.
Creating content might sound like a lot of work. But, that’s where your content strategy comes in.
Content strategies help you organise the content you put out online. They span different platforms and give you a week by week plan of what to upload. Content strategies make your life easier as well as optimising what you upload, week on week.
Brainstorm content ideas
Next, have a think about what content makes sense for your business. It’s a good idea to work in a team for this step. Bounce ideas off each other and see what you come up with!
Whilst brainstorming, ask yourself the following questions;
- How can I be helpful to prospective clients?
- What content will my clients want to see?
- What draws clients to your business? Is there one, particular reason?
- How can I make the most of my expertise to attract new clients?
Remember, your content doesn’t need to shout about your business in every paragraph. Putting content online is all about attracting prospective clients to your website or online profile. For example, if someone is looking for advice on social media management, they might search google with a query and end up here! Indirectly, we’ve lead people (or you in fact) to our website. You can do the same with your prospective clients!
You also need to consider what sort of media suits the content ideas you have. Blogs, videos, Q&As, image posts, quizzes – you have plenty of options to go at! Here’s a useful statistic for you. Nearly 6 million adults in the UK listen to a podcast every week. New media is worth thinking about. Get creative!
Now you’ve got some ideas together, it’s time to build them into a strategy.
Your weekly view – investigate the best times to upload
The first step of your content strategy should be making a weekly plan. Organise your plan by day and by platform. For example, which days will you upload to Instagram? When will your blog post go up? Planning routine upload times makes it easier to stay organised.
It’s a good idea to calculate when is best to upload to different platforms. Take a look at this Sprout Social article. They compiled data from their 250,000 customers to work out when the highest engagement rates are on social media networks. From their data, we can see that around 10 am is the best time for engagement on Facebook. Whereas Twitter saw a spike at 9 am. Work these statistics into your strategy so that your content has the best reach possible.
Also, consider your clients specifically. If your business caters for young professionals, uploading content early, to catch them on their way to work, might be useful. Alternatively, if your primary clients are students, later on in the day might work better. Experiment with times and take note of when you’re getting the best engagement rates. Your strategies should be constantly changing and improving. So, don’t be afraid to stray from suggested upload times if you find they are working for your business.
Consider the differences between social platforms
When creating your content plan, consider which social platforms suit your content best.
We compared Instagram and Facebook in a previous Sole Source article. In general, it concluded that Instagram is better for engagement but certain demographics are higher on Facebook. Take a look at the article for more detail. It’s worth investigating platform trends before creating content for them.
The type of content you want to produce may also dictate which sites you use. For example, image-based content works better on Instagram as it’s a more visual platform. If you want to share links such as blog posts, Facebook is best as links are easy to share through status updates. There are many video upload options on Instagram. Though, Facebook is becoming increasingly popular for video sharing. How do your content ideas fit around the pros and cons of each platform?
However, don’t be afraid of repeating select parts of your content. Remind your followers of your most recent blog post in case someone missed it the first time! Repost a high-performing Instagram picture on Facebook to encourage people to follow you on both sites. See what works for you on your platforms and alter your content plan accordingly.
Scheduling tools make content easier to organise
As soon as you have a plan, start scheduling your content!
Scheduling is easy with sites such as Later and Tailwind. Some platforms even have scheduling tools built into their software. This means that you can create your content ahead of time and the site will auto-upload it whenever you want it to.
Set time aside each week to sit down and take a look at your content plan. Write out all your Facebook updates at the same time. Have your Instagram posts ready to go! Have you completed your weekly blog post? Schedule that to upload at the optimal time you have decided on.
Once you have your content sorted, you can spend more time engaging with your audience! Talking to prospective clients about your content should be a key part of your content strategy. Reply to their comments. Be personal with them! Add even more custom value to their experience with your business.
Use analytics to keep track of which content is working
Most importantly, keep track of how popular your content is! Part of your content strategy is your weekly plan. But, make sure you’re thinking long term as well. Each month, it’s worth reevaluating and altering where you see fit.
Check out how much engagement your posts receive with analytics tools. If some are doing better than others, adjust your strategy to give prospective clients more of what they love. Being mindful of successful content is sure to improve the quality of what you’re putting out.
Additionally, make sure to note down trends. Some content might boost your follower count. Other posts might result in more website clicks. Keep track of these changes so that if you wish to replicate them in the future, you know how!
And that’s a winning content strategy! Just remember, content creation is a major way to drive traffic towards your business. Adapt your strategy as you go, experiment, and achieve success.
If you would like further information on content strategy, contact us today! Sole Source Digital is a Social Media Consultancy business. We specialise in boosting small businesses with brilliant social media plans and content strategies to give them the success they deserve.
We look forward to hearing from you!
At the heart of every business should be the answer to one important question – what do my clients want?
Perhaps this sounds overwhelming, abstract even. But, it doesn’t need to. We have some simple tips to get you ever-closer to knowing what your clients expect from you.
Social media is a brilliant resource for engaging with your followers. Sites such as Instagram and Facebook make communication easy. 3.484 billion people worldwide now use social media. So, by creating social accounts for your business, you have access to almost half the world’s population at the click of a button.
But, how does social media help you understand your clients better? Aside from simply asking ‘what do you want?’, social media gives you an insight into prospective client’s lives. It helps you understand who they really are and which content they’re interested in. As soon as you understand what clients want from you, you can work out what your business should be focusing on.
Follow our step-by-step guide to get inside the minds of your clients!
Step 1: Use polls to ask what clients want from you
Let’s start with something simple. Setting up a poll online encourages clients to share their opinions with you. Many of the social platforms include polling features.
On Instagram, it’s possible to post polls on your Story. They’re brilliant for quick-fire answers – followers respond in the 7 seconds a story is on their screen for. They are fun and playful, so keep the questions light. Also, Instagram only allows for binary answers such as ‘yes’ and ‘no’, so keep this in mind.
Facebook, on the other hand, is more flexible. If you create a poll in a group (like your business’ page), you can include several options for your followers to choose from. It’s as simple as clicking ‘Write a post’ and selecting ‘poll’. You can close them at a given date if you wish or leave them running. The content can be more serious and ask for a little more insight from your followers.
Twitter polls work similarly to those on Facebook. They usually last for 24 hours before closing, though you can change the duration to up to 7 days. These polls can have up to 4 options.
Polls give you a direct insight into what your clients want. Additionally, asking something of your followers makes them feel valued and included in your company’s decisions. The very act of voting confirms to your prospective client that they do want to have a say in your company. And, it’ll make sure you’re going in the right direction in the meantime. Remember that on most of the sites, followers can see the results of polls. Make sure you do good on what they voted for or the process becomes counter-intuitive.
Step 2: Do some investigating – who’s your average customer?
To get a more general idea of who your clients are, it’s good practice to take a look at their profiles.
Are you finding that a particular group keep engaging with your content? Is there a certain sort of person who is most likely to use your service? Knowing about your client helps you fine-tune how you interact with them. It also helps you understand what their motivations are for using your service. In other words, you can investigate the needs of your clients – what they want from you.
To start, ask yourself some of the following questions;
- Which age bracket do my followers fall into?
- Where do my followers tend to live?
- Do they give away much information about their employment? What jobs do they have?
Once you have the answers, you can start thinking about your clients in more detail. For example, if you find you have an older audience, it might be worth investing in your Facebook profile. As we found in a recent article, Facebook has a higher demographic of older users. If you find that many of your followers are university students, you could start offering a student discount. It’s all about understanding who is valuable to your business and what they like about your service. Perpetuate the things people enjoy about you and make sure your clients feel as comfortable as possible.
This tip is closely linked to the idea of ‘buyer personas.’ Take a look at this HubSpot article for an in-depth look into the topic.
Step 3: Keep track of analytics
Analytics help you understand which content is performing best with your followers.
For example, you can take a look at your ‘Insights’ on Instagram. They record the number of times users saw each post and which content received the most engagement. Facebook has a similar tool. When using a business account, it tells you how many people a post reached and how many people engaged with it. You can even retrieve data on what sort of device followers are viewing your content on.
Listen to these statistics and notice which content is popular. We all know that liking a post is a sign of encouragement. So, take notice if a status update promoting a new blog article did particularly well. Or, maybe you announced the launch of a new service on Instagram and the post flooded with likes. This is your follower’s way of saying – yes, and more of that, please!
Step 4: Listen out for prospective clients by doing keyword searches
Another clever tip for finding out more about clients is to do keyword searches on social media. Twitter and Facebook work best for this as they are text-based platforms.
But, what is a keyword search?
Well, start by compiling a list of keywords relating to the service you offer. Keywords can be general or more specific. For example, for a dentistry business, their words might be ‘dentist’, ‘teeth whitening’, and ‘dental care.’ Search for the words on social media and take a look at the results. Ask yourself the following questions;
- Is anyone complaining about a competitors’ service? Why were they disappointed?
- Do common questions keep coming up regarding your area of expertise?
- Is anyone looking for a recommendation and your service fits the bill?
Compiling this information gives you serious insight into what’s expected from services like yours. Take notice of it! If the same questions kept coming up, answer them or write a blog post on this subject. Sprout Social research found that 83% of respondents like when brands respond to questions. It makes your business appear engaged with its following. If someone was looking for a service like yours, reach out to them! Tell them to take a look at your website.
It’s also possible to play around with the filtering settings to find different results. You can specify the location of the post so you know they’re nearby, and the date to be sure it’s recent.
As you can search across all public posts, this is also a brilliant way to increase your reach. Stop waiting for prospective clients to find you. You can find them yourself on social media.
There you have it! We’ve given you a range of secret tips to get inside the mind of your prospective clients.
If you’d like any further advice on social media management, why not take a look at our ‘Services’ page. At Sole Source Digital, we want to support your business as you grow and achieve success. With our carefully considered social media strategies, we’ll improve your reach and remind clients of your company’s brilliance. Get a free consultation from us today!
Everyone knows that dental hygiene is a vital part of looking after ourselves. And yet, so many people put off making dental appointments. In the UK, almost half of adults are afraid of the dentist in some way. Thanks to social media, it’s easy to present dental care as less scary and more caring.
Your social updates don’t have to have a hard-sell tone. In fact, offering tips and advice rather than sales pitches will make prospective clients trust in you. They show you are personable and care about your client’s teeth whilst gently reminding patients to schedule appointments. This is a winning strategy and will grow your dental practice.
In this article, we will give you specific tips and ideas about how you can use social media to grow your business. First, we will investigate how social media helps small businesses grow in general. Then, we will work through some of the major social networks, suggesting creative ways to attract people to your business.
Growing your business
To get started, let’s go over the general role social media has in growing small businesses.
Firstly, social media helps you build trust with your prospective clients. Allowing your followers to see how you run your business shows them you have nothing to hide. They get to see the real workings behind the practice and understand what’s important to you. Suddenly, you go from being an intimidating brand to a person they can have a chat with. This is particularly important with dentists because of how many people find them daunting.
Social media can also help with brand recognition. Increasingly, people are putting their lives online. They may want to let their followers know where they got their latest dental work done. A post by one client shares information about your surgery with all their followers. It’s an invaluable marketing opportunity!
Also, it doesn’t hurt to know what your competitors are up to. Following other practices through social media allows you to network and keep up to date on what others offer.
Now, let’s think of specific ideas for you to use to get your social media noticed. We’ve divided this part of the article into the different social platforms.
Having lovely-looking teeth is an aspiration that many of us share. Given that Instagram is such a visual tool, it works well to promote dentistry. For example, testimonials help build trust with prospective clients. If they can see that your service works, clients are much more likely to buy into it. This could include ‘before and after’ pictures or interviews with happy, smiling customers.
As we mentioned in the introduction, offering advice to patients also helps build their trust. The advice can come in many forms. A weekly dentistry ‘top tip’ is a great addition to your content. Or, what about a Q&A on basic dentistry questions? You could do an Instagram live stream or open up the question on your story. Show prospective clients you care without them having to pay out first.
Finally, show off your team! On Instagram, this could be as simple as updating your story. A quick photo of staff ready to work at the start of the day removes the barrier between patient and dentist. It’s easy to make dentistry less about fillings and metal tools and more about caring people keeping our mouths healthy. You could even introduce a ‘team member of the month’ award. Show that lots of hard work go into your business.
With Instagram in particular, it’s a great idea to have a content plan. This way, you will be uploading varied posts throughout the week. Just look at our previous article for more information on the benefits of them.
Facebook operates in a different way to Instagram. We have a whole blog post on their differences, so please read it if you would like further information on this topic.
One of the major differences is how easy it is to share articles on Facebook. If your dental practice has a blog, it couldn’t be simpler to update your Facebook status and let your followers know about new posts. Alternatively, you could share other related blogs or even news on the world of dentistry. Anything to show your patients that you are up to date and engaged with their dental health.
Facebook is also used as a resource for practical information on businesses. For example, on your ‘About’ page, it’s helpful to include your opening times. Facebook may also be the place prospective clients look for urgent information, like whether you’re open on a bank holiday. Making this information easy to find makes your service feel smooth.
Additionally, Facebook has ‘Recommendations and Reviews’ feature. When prospective clients search for your page, these reviews appear right at the top. 1 in 3 users check reviews on Facebook before using a service or business. If you encourage clients to leave glowing reviews, more people are likely to use your dental practice.
In many ways, Twitter works similarly to Facebook. Twitter also allows you to share blog posts and snippets of information with your following. But, Twitter’s ‘retweet’ function is its most useful tool for businesses like yours. It allows you to fill up your feed with informative posts, with the least effort on your side. There’s a lot you can teach your followers about dentistry. So, if you retweet educational posts from big dentistry accounts, you’ll become a reliable source of information.
For example, Dentistry Today is a clinical news magazine. They send out multiple tweets each day to their 45.3k followers. If there is a piece of news that stands out to you, why not share that with your prospective clients?
Kid’s Healthy Mouths is a lovely account, reminding children why they should brush their teeth. They share friendly infographics with brushing tips and statistics. Your followers might benefit from knowing this information.
Finally, Dr Richard is a celebrity dentist with an avid following. You could inject a bit of glamour into your feed by retweeting one of his celebrity patients.
Retweeting is easy and fast. If you’re careful about which information you choose, your feed will become a great, educational resource. Show that you know what you’re doing, and people will know that they can trust your service.
To recap, your social media’s message should be gentle reassurance. Going to the dentist is not everyone’s favourite pastime. But, through Instagram, Facebook and Twitter, you can show that there is nothing to worry about. You are only there to help. And so are we, at Sole Source Digital. If you would like any further information on our social media management services, please don’t hesitate to contact us. We’d love to give your dental practice the support it deserves.
Be sure to follow us on Instagram and Facebook!
The number of worldwide social media users now stands at 3.196 billion. This figure is only rising. In 2017, eleven people every second opened up their first social media account. Soon, half the population of the world will have their own online profiles.
But, why is this important to you as a small business owner?
For a small business like yours, an online profile allows prospective clients to engage. If you want your business to become part of your client’s life, social media helps them to keep up-to-date and connected with you.
In this article, we nail-down exactly what social media is and how it can help your business. We will also explain how Sole Source Digital can help you achieve your business goals.
Let’s get started.
What is social media?
In basic terms, social media is a form of online communication. It allows users to share information about themselves and find out more about others. Facebook, Instagram, and Twitter are amongst the most popular platforms. Individuals, businesses, and brands build profiles to represent themselves and interact with others.
Each site encourages users to update their profiles in different ways. A previous Sole Source article uncovered the differing benefits of Instagram and Facebook. It’s important to know about these differences to make the most out of each platform. For example, if your business has a blog, Facebook allows you to easily share article links. On the other hand, if you’re willing to take some crisp photos of your business in action, Instagram is perfect for you.
Often, social media caters for short attention spans. Posts tend to be easy to read or look at. They are made to be eye-catching and engaging, speedily communicating their message to the audience. If done well, a post can encourage a follower to engage with your business in a matter of seconds.
How can social media help your small business?
Apart from connecting your business to its clientele, social media has a range of benefits that you may not think of.
Setting up online profiles allows you to network with people in your industry. Far from awkwardly exchanging business cards, a quick ‘follow’ and direct message allows you to build relationships with other similar businesses.
Online profiles also give your business context. In Britain, 8 out of 10 consumers prefer to use independent businesses over larger ones. Social media is a great place to shout about how you started your business and get personal with clients. This is what they want, and you can give it to them! Don’t go thinking your social media profile is only useful for your clients.
Also, it helps you get a better idea of what your clients expect. By paying attention to analytics, it’s easy to keep track of which content is most popular. Comments and direct messages allow you to speak directly to your followers. You might be able to answer their questions or receive feedback on your business. You can even set up polls through Twitter and Instagram, allowing followers to get a say in your business.
In short, social profiles become great sources of information on your client base. And what about the stats? People are 57.5% more likely to buy from a brand they follow on social media. Your sales are immediately boosted if you gather a targeted following. If a prospective client has a positive social media experience with a business, they are 71% more likely to buy from it.
These statistics are difficult to argue with.
What’s the most important characteristic of your business’ social media presence?
For your small business, being active on social media is everything. It’s all very well creating profiles across different platforms. But, for your business to reap their benefits, it’s important to manage them with care. Inactive profiles can be more damaging than inexistent ones. If you come across as if you’ve lost interest in posting or engaging with clients, it suggests you’re running out of energy to fuel your business. Therefore, by maintaining active profiles, you show prospective clients you care.
You want the best service for them, so stay engaged and excited about your business.
How can Sole Source Digital help?
At Sole Source Digital, we provide sharp and customised social media management services. We have the expertise to create and implement the perfect social strategies for your business. Hand over the reins and we will run your accounts for you. In the process, you will watch your followers grow organically, thanks to our engagement strategies. Most importantly, these will be targeted followers; real, prospective clients who want to engage with your business.
From content creation to image production, we have you covered.
For more information on our social media management services, please go to the ‘Services’ section of our website. For any other enquiries about Sole Source Digital, email us at email@example.com. We look forward to hearing from you.