Step 6: Long-Term Marketing
Fresh Content – your content marketing strategy is a very important part of long-term marketing. One of the reasons the frequency of your content updates is included in your strategy is because content marketing is ongoing. It isn’ t something you start, and then allow to fizzle out, so trying to publish more frequently than you can manage is like setting yourself up for failure. Publishing only twice a month is still acceptable for small businesses, as long as the schedule is consistent and – more importantly – the content is always very topical and relevant to your audience, or offers very valuable advice that they can use immediately. Keep your audience engaged by sharing relevant content from other websites via your Facebook and Twitter account, and by punctuating your published content with an email newsletter.
The emphasis is always on quality over quantity, because valuable content not only keeps your existing customers happy, it also draws in new customers. But do remember that this is long-term marketing. Don’ t give up on content marketing because of the lack of immediate results, and once you do start seeing results, you need to adjust your content marketing strategy to focus on the type of content that generates the best results.
Set benchmarks – one way of looking at benchmarks is to think of them as rules for winning. You want your business to succeed. You want to achieve the benchmark stated in this article’ s headline. But the only way to do that is to set smaller benchmarks and to work hard at achieving each of them. Start by setting a small, realistic sales goal for each month, breaking this down further into a sales goal for each week. Once you start achieving your goal consistently, begin increasing it in order to keep pushing yourself to grow. At the same time, you should be benchmarking yourself against your competitors. While benchmarking your performance against them might not be realistic, you can benchmark your practices, especially marketing, against them, ensuring you don’ t lag behind them and your industry as a whole.
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