In this case study post, we'll walk you through the results of one of our…
Recently we were approached by two local small businesses to help them with their overall content marketing. One was an individual real estate agent that was looking to grow her personal brand with a goal to drive more qualified sales lead through organic traffic and the other was a local painting business.
We applied the same content marketing strategy for both of them and was able to help them increase their inbound leads and organic awareness using one simple content marketing strategy.
This strategy works for ALL local businesses and can be applied to startups as well.
So what did we do?
Consumers are ALWAYS into stories
Storytelling is huge…
This is especially true when it comes to content marketing.
Consumers ALWAYS want to hear stories that relate to them.
For a local customer, the first thing they do is look for inspiration and stories. They look for things like what color, or what style of X they want, etc… they’re looking for pictures look to see if it’s something they really want to do.
Or they start looking for more information about their problems. Maybe they have a leaky faucet and they want to know what that means–they want to know if it’s going to become a huge problem.
So with this knowledge, we helped the real estate agent put together a bunch of “story-related content”. Instead of how to guides like we would do for a software company, we wanted to share success stories from the agent’s previous customers along with pictures.
An example article that we put together would be something along the lines of, “How these two married couples went from living broke to owning a home in LA”
Remember folks, PHOTO is KING.
Which would you stay in? Haha…
Knowing the power of photos, we would include a lot of photos of the couple’s houses in the post and go in-depth about their life story and how they achieved their dream of owning a home in a competitive and costly city.
Make sure you have a call to action
When it comes to content marketing, having a story is not enough. You need to remind the reader that they need to do something after reading it.
Too many companies and individuals leave this out or forget about it.
We ensured that every article ended with something along the lines of, “Looking for a home like these couples? Get in touch with us now!”
With this, we saw a 10x increase in contact form submission, and it’s still growing more and more today.
Take advantage of social media
Too many small business and real estate agents forget the need of building their personal brand on social media. I mean, think about it, people are always asking questions on social networks like Twitter, but how many real estate agents do you know of that has a strong Twitter account or any real estate agent that’s actively answering real estate related questions on Twitter?
Probably not that many..
Knowing this, we ensured that we put a good amount of focus on growing the real estate agent’s social media following and accounts.
That way in the future if she has new listings or updates, she can post to all her local followers.
Over the course of 6 months, she now gets 3-5 qualified leads from Twitter alone.
Also, take advantage of Pinterest.
So many people forget about the power of Pinterest.
I’m not going to dive into Pinterest marketing too much, but if you want to learn how you can take advantage of Pinterest, check out our other article here. – The Top Tips For Growing Your Pinterest Account in 2020.
You’ll be surprised how big of a search market you’re missing out on if you don’t leverage Pinterest in your content marketing strategy.
Additional tips and action steps
If you’re going to implement a content marketing strategy for your local business, make sure to include stories.
For example, if you are a restaurant, you can come up with food origin topics or even inside stories of your famous behind the scene chefs.
- Start a blog if you don’t already
- Make sure to create social media accounts on all social platform
- Start brainstorming “inspiring and motivating stories”
- Start building a list of journalist’s contact and send them the stories.
- Start collecting emails on your blog so that you can continue to send them new stories.
There’s obviously A LOT more you need to do such as SEO optimization and keyword research and every local business is different, but this is a good start.
Hope this helped all those small business owners out there!