Five Tips For Home Service Businesses To Effectively Content Market
Content marketing is rapidly emerging as the status quo for many businesses who are revamping their online presences.
Not only does content marketing help you out in search engine results, but likewise, content marketing is materializing as an effective means of highlighting the expertise and knowledge of your company in the industry as well as offering high quality content that will encourage return visitors to your site.
However, many home service businesses struggle with content marketing, and it’s very true that content marketing when your muse is carpet cleaning, landscaping, or in our case, sod grass, isn’t always easy.
That being said, there are several things you can do to get to building a great content marketing campaign for your home service business.
1. Don’t Assume It’s “Not For Me”
The number one mistake that home service businesses make when it comes to content marketing is not getting involved in the first place.
We recognize your concerns, and we were definitely concerned at first when we started our blog on something as mundane as sod grass. We thought, “who would want to read that?” However, content marketing is quickly becoming the norm in many industries — including home services.
Just because your business doesn’t seem apt for the creation of interesting or informational content, that doesn’t mean that it isn’t.
More than ever, people are turning to the web for information, and often times that information isn’t out there. You’d be surprised what kind of traffic we draw in just from running a blog on grass and yard care, because a lot of the resources that exist for that information have failed to adopt to the rise of the internet. Many of that information is still circulated in gardening and landscaping magazines, which is quickly becoming an outdated medium.
If you can offer special expertise on a topic, why not use that to your advantage?
2. Make Some Videos!
Blogs are a great tool, but let’s be honest: they’re not always the most stimulating or interesting pieces of content you can create for your website.
Whether they don’t have the time, don’t want to read, or simply, to put it bluntly, are a little lazy, not everyone will want to read a blog on your website.
Rather, it is important to produce varied, interesting content that doesn’t just include blogs. As a medium, video can be much more liberating and often are more engaging than even a very well-written blog.
That being said, don’t rely on videos as your sole source of content marketing. They can be a great resource for those getting into content marketing, but search engines aren’t as adept at “analyzing” videos (search engines cannot “watch” videos, and instead must rely on information you provide such as titles, meta tags and other key information). Therefore, making a video for your site has benefits, but blogs are often a much easier and successful tool for SEO purposes.
Consider a balance between several different types of content and experiment to find out what works best for your business.
3. Offer Valuable Information
The reason that content marketing works for many businesses is simple. Content marketing is a way of offering valuable information to customers that make them want to return to your company or company’s website.
Since content marketing’s initiation with John Deere’s launch of The Furrow, a magazine that provided farmers who used John Deere products with information on how to maximize the profits of their farms, content marketing has been a strategy based upon useful and valuable information. If the information you offer to potential customers is useless or simply just filler material, you simply won’t reap the same benefits as if you are providing high quality, worthwhile information.
The goal of a content marketing campaign is to become a source of information and to establish your expertise in an area. If your business’ website fails to do this, then any content marketing campaign may be for naught.
4. Set Reasonable Expectations
Chances are, you’re not going to set the world on fire with your blog on home services. After all, even you probably aren’t all that interested in spending your free hours of the day reading up on carpet cleaning, landscaping, patio design, or whatever it is your company offers.
It’s important to recognize content marketing for what it is. It’s a chance to bring in users who are looking for information in a very niche topic and establish yourself as an expert on that niche topic. While this can often drive extra traffic to your site, and bring in new customers if done well, by no means is content marketing a simple way to get yourself #1 on Google and sitting in fat stacks of cash. Therefore, it’s important to set the bar at a reasonable height for the success of your home service business’ content marketing campaign.
5. Be Entertaining and Interesting
You don’t know how many content marketing campaigns out there that are boring, lame and wholly uninteresting, but I assure you it’s many.
Again, most home service industries do not have a gold mine of engaging topics to write or talk about, and when you have an author or marketing team with no creativity and no personality, then you only make reading those guides or watching those videos a massive bore.
Though you may not initially believe it to be important, actually dedicating some time and effort to make the content you create interesting and enjoyable for readers is a key part of running an effective content marketing campaign.
Think outside of the box, and create content that engages and encourages viewers to return and share with friends. While in the past, home service industries might have been associated with the mundane and received a lot of yawns from a reader, that doesn’t mean it has to be that way in the future. Make your content interesting, entertaining and something you would want to read or watch.
Category: Internet Business Blog |