A couple weeks ago, I co-hosted a Digital Marketing Happy Hour with WCBN (Women's Community Business Network), where I got the opportunity to meet some incredibly talented small business owners in Santa Barbara, and I was able to give them different solutions to their digital marketing questions.
While there were many good questions, this one specifically stood out to me. A woman in the audience asked, "Are you ever afraid that you're giving away all your best ideas for free"? As marketing content continues to go from a sales vehicle to a way for businesses to provide helpful resources to their customers, I felt like this question was spot on. If we are constantly putting out helpful resources to our customers on our blog, social media pages or in our email blasts, how do we rest assure we aren't giving all our best ideas away for free?
My initial answer to her was simple. I was standing up there, giving solutions to these women's digital marketing questions. While the event had a small fee, I didn't have any guarantee of getting new business from the event, but that didn't stop me from creating content that would be helpful for these women to help grow their business exposure online. Also, there are always going to be those few audience members that will walk away from a training with me thinking "All this sounded great, I want to implement Facebook marketing into my business, but I may need Emily's help". In the end, my free digital marketing tips create sales opportunities for my business.
This is what companies can do online daily. Whether you want to promote a new service and the benefits the service will have to your customers or you want to address a customer problem and your company's solution to it, by creating content around these ideas, you are inherently creating a business opportunity.
This point was driven home further during the event when one of the participants was describing some pre-natal services she provides. Another participant chimed up stating she had wished this particular woman had created a blog post, email blast or social media post around that service because she had a family member a couple months back, who was in desperate need of that service.
When you think about it, this woman was depriving people of scheduling this service with her that they really needed, all because she didn't advertise it. Next time you sit down to create content for your social media page or any other digital platform, think of your resources as a gift. You are gifting that information to your customers, and the more you gift, the more business opportunities you'll create. This is so because you are inherently putting out the information that's necessary to your customers to make the ultimate decision to work with you over your competitors.
In order to create continuous content for your marketing platforms, the first thing you need is a marketing strategy, and the second is an editorial calendar, to hold you accountable for creating the content on time. I can help you to create both things. If you're a small business owner, and you would like to offer your customers resources that not only make their lives better but also create business opportunities for you, never hesitate to contact me here!