Content marketing for small businesses offers an effective way to build web traffic and drive prospects into your sales funnel. If you are running a small business, leads are very important. They help drive the sales cycle. The best way to get qualified leads is with rich quality content.
Here are three companies who have had success with content marketing for small businesses:
Company # 1: Security Management Solution Company
Problem: This company provides a specific solution to manage security incidents and events. Their earlier market was specific and narrow. After introducing a new product with a lower price, the company wanted to expand its market.
Campaign Goal: To open up their solution to a wider audience and to compete effectively against their 22 competitors. Their focus was to become the go-to website for customers who wanted information on their industry.
Work Done: The company hooked up with experts in their particular field to produce a variety of content including articles, white papers, and podcasts. The content focused on sharing information instead of hyping their products. The company implemented careful tracking of leads and their interests. This allowed sales staff to engage the prospects intelligently and effectively.
Outcome: Qualified leads increased by 171 percent within a year. The conversion rate for leads to customers increased from 42 percent to 75 percent at the same time. Revenue increased by 38 percent.
Company # 2: Law Firm Specializing in Consumer Law
Problem: A law firm had the chance to capitalize on the use of Chinese drywall in construction. The drywall caused health problems for residents of buildings where builders had installed it.
Campaign Goal: The law firm wanted to become the go-to firm for victims of this drywall problem. Because other firms were going to move on the same issue, this firm wanted to move quickly and effectively.
Work Done: The law firm grabbed a relevant URL related to the problem. Within a few weeks, the website was full of rich content with up-to-date information added all the time. The content provided information. The mention of the law firm was subtle. With a solid SEO base of content, the law firm took to social media to spread the word.
Outcome: The law firm holds their own on the first page of search engine results. Almost 4000 unique visitors come to the site monthly. Fifty percent of the law firm's leads come from the blog and website currently.
Company # 3: Environmentally Friendly Thermoplastic Manufacturer
Problem: This company produces environmentally friendly thermoplastics. The company faces high levels of competition from traditional thermoplastics manufacturers. Potential customers hesitated to use an untried product.
Campaign Goal: To educate potential customers on the environmentally friendly thermoplastics available.
Work Done: The company commissioned a white paper focused on the benefits and reliability of the company's products. The white paper focused on one of their customer's use of the technology. They placed the white paper on their website for customers to download and read.
Outcome: The white paper generated a great deal of interest. It caught the attention of an industry magazine who wanted to feature the company in its pages. Over 500 leads came directly from customers reading the white paper on the website. Existing customers increased their purchases after reading the innovations outlined in the white paper.
All of these companies were the small businesses trying to play with the big companies. They used content marketing to give their companies the boost necessary to go to the next level. Companies of many sizes can use rich content. When it comes to marketing for small businesses, content rules the roost.