A study recently conducted by Borrell Associates (“Local Advertising Hits A Tipping Point, June 2015 Industry Paper) found that 82% of the 7,228 small and mid-sized businesses that they surveyed have a website or social media page (such as Facebook). Borrell’s recent findings also show that 72% of those are purchasing digital services to support their online presence.
Meanwhile, the survey found that spending on traditional advertising channels – such as newspapers and magazines, radio, television, outdoor and direct mail – has declined precipitously. From the executive summary of Borrell’s report:
“We are clearly at the end of Golden Age of Advertising. Both the present and future belong to digital and the targeting capabilities it offers. We are witnessing the dawn of the Golden Age of Geomarketing. It’s a complicated environment, but the good news is that millions of local businesses are in need of marketing leadership. Their digital savviness is lacking, as we outline in this report, and they yearn for someone with a marketing plan that makes sense of it all.”
Small business owners are tasked with so much on their plate; content development is one task that is easy to outsource to freelance writers. Sit with a creative content provider for an hour to exchange ideas, let them wander around your store and ask you a few questions about how you want to portray yourself and your merchandise in your social media campaigns, and ask them to provide a proposal that includes a few sample Facebook or blog posts. Once you have a level of comfort with how you and your store (or professional service firm) comes across and you agree on a price, voila! Having a robust site full of fun and meaningful content helps ensure followers, likes, comments, feedback, inquiries, calls, and revenue.