Photo credit: Foter.com
Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
It might sound silly, but I think content marketing scares a lot of people. After all, they’re saying what they think and publishing it online for the world to see and that can be very scary. It opens them up to criticism, and as we all know, there’s no shortage of critics on the internet.
But these days being vulnerable can actually be a strength. I’ve said it in previous blog posts and I’ll say it again: people don’t want to buy from faceless corporations, they want to buy from people. It’s why McDonald’s has Ronald McDonald and Burger King has it’s king with a giant head. They’re not only unique and memorable, they put a face to the name, however exaggerated that face may be. If it looks even remotely like a face, we humans are naturally predisposed to like it more than a standard corporate logo.
The same goes for marketing your small business. People want to follow people on social media, not companies. They don’t want to follow someone who looks like they’ve got it all figured out because that will just make them feel bad about themselves for not having it all figured out (and let’s face it, no one has it all figured out).
But if you talk about your failures, people can relate to that. They’ll sympathize and they’ll think, “Thank goodness! Someone else has that problem, too!” It will make them love you, and when they love you, they’ll want to buy from/work with you.
What To Do About It
Sometimes the best thing to do with scary things is embrace the fear. It’s why people watch scary movies and read scary books – so they can embrace their fear in a safe environment.
The same should go for embracing content marketing tactics that scare you. The internet can be far more supportive than you think. Especially if you’ve managed to find your tribe online (or they’ve managed to find you) cyberspace can be a surprisingly safe place to open up and talk about your struggles.
The Customer Comes First
Your customer should always be front and center in your marketing plan. I know that sounds obvious, but many of us small business owners tend to get so wrapped up in what we’re doing and we’re excited so share it with the world that sometimes we forget to tell the world why it should care.
We all know by now that it’s not enough to give people something they need. We need to solve problems for them. And in order to do that, we need to know what their problems are. Nothing says, “I know what you need” better than “I’ve been there.”
Thanks for reading! If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you still have questions about content marketing, let’s chat.