In this day and age every company needs to be a media company. Businesses have to produce content, educate and connect with their customers. It is no longer enough to just hire a marketing company to do it for you. There has to be some level of involvement from the business or business owner. That doesn’t mean you have to do all the work, marketing companies are great and they can help strategize and implement plans. But you will achieve a much deeper connection with your audience if you have some degree of involvement in the process. What that looks like for each individual business owner is different. You know what you are capable of doing and what you are not interested in doing at all–so plug in where you can. Now just giving that directive alone can still be insanely overwhelming because there are so many platforms and so many ways to connect in this day and age. So let’s spend some time thinking before we act or worse before we get overwhelmed.
To help on this journey of “where do I begin” you need to first understand “why.” This is achieved by understanding your customer. So close your eyes and put yourself in your ideal customer’s shoes (figuratively, not literally). Start to think about what they may want or need. If that is hard for you to visualize then talk to those who would be your ideal customers. Ask them questions to understand how you can serve them on a deeper level. Once you have an understanding of your ideal customer and their needs then all that is left is figuring out how to deliver!
When it comes to digital marketing, what you do and how you are involved does not have to be time consuming. Whether you determine you would like to be the voice and handle writing the social post, or you want to be more involved in how things visually look. Or even if you want to be the voice of your business through video. You are in control of how much time and energy is needed to complete these tasks. If certain things need to be tabled in certain seasons that is okay too! Obviously, consistency is important in marketing but authenticity is as well and if you are struggling it will likely come through in your content.
Ultimately, you have to start somewhere. Very rarely are you going to be an overnight success. There are certainly cases where people can pour funds into ad spend which helps move things along quicker but many business owners do not have that ability and that is okay! The best thing you can do right now is start. Get your momentum going, it will be challenging at first but once you find your rhythm then you will start to see the many benefits of digital marketing. Remember 80% of the sales process happens before a person even talks to you. This means that your website, blog posts, social media, webinars, etc. are the majority of the sales process. So it is so important to start creating content.