Really Helpful Content Tips for Small Business Owners

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If you run a small business, you already know how important it is to put yourself out there for potential clients and readers to discover you.

Creating content that helps your business grow can feel overwhelming, but it doesn't have to be.

The good news is you don't need to follow every trend or post every single day. You just need a plan that makes sense for your business, your audience, and your goals.

This looks different from business to business depending on your bandwidth, whether or not you want to create blogs, video content, or maybe even podcasting. No matter which marketing avenue you choose for your business, as long as it's sustainable for you.

Here are some really helpful content tips for small business owners who want to stand out and help their community without spending all hours of the day on their marketing efforts.

Start with Your Story

Have you ever sat down and taken the time to write your story?

Every brand, no matter how big or small, has a story. When I started my business, I was showing up online in all the places, and yes, I was getting clients, but I was tired, and I wanted to learn a framework that was sustainable. I left my 9-5 because of burnout, so, obviously, I didn't want another one.

That's when a friend of mine recommended that I read the book Building a StoryBrand by Donald Miller. (This is not an affiliate link, by the way; it's a book that truly changed my approach to marketing.)

When you learn the StoryBrand framework, you easily adapt to incorporating it into everything you do.

Whether you choose to get the book or not, take time researching the StoryBrand framework, and you will learn how to make your content more impactful and connect with your community on a deeper level.

Remember that people connect with people, people buy from people, and having a sustainable way to share your brand story is key.

So, if you haven't done so already, take time to think about this. Why did you start your business, or why do you want to start it? There is a reason you got to where you are today; everyone and every brand has a story to share.

Use Pinterest Marketing to Get Long-Term Results

Pinterest is one of the most underrated platforms for small business owners. It's a search engine (if you've been around here for a while, you know I'll correct anyone who refers to it as a social media platform) where people actively look for ideas, products, and services.

People go on Pinterest because they are looking for a solution, they want context, and they want tangibility.

Here's why Pinterest works so well for small business owners.

• Pins last longer than social media posts. Some people say that Pinterest pins last about 4 months, but that could not be further from the truth. Content on Pinterest takes time to get indexed, and once it does, if your content is optimized, it can come up in searches for months or even years. It's not uncommon for me to pull up reports and see pins shared five-plus years ago still driving traffic for myself or my clients.

• Users come to Pinterest ready to take action. They are ready to learn or buy, and it's now up to you to help them take the next steps with the experience you offer outside of Pinterest.

• It's perfect for service-based and product-based businesses and even bloggers who want evergreen traffic.

• It's an incredible way to grow your email list on a sustainable basis. I grow my list by 150-300 new subscribers each week.

How do you get started with Pinterest?

1. You want to make sure that you set up a Pinterest business account. It's free and will allow you to install your Pinterest code to properly access and review your analytics.

2. Then, you want to optimize your profile for SEO. This will require you to do Pinterest keyword research. Hint: If you want to make sure you are using the right keywords for your needs, I do offer done-for-you Pinterest keyword research services.

3. Once you have done your keyword research, you can optimize your Pinterest profile. That means ensuring that you have relevant keywords in your profile and that you make it clear what your account is about.

4. It's time to start thinking about your content strategy. Create Pinterest pins for your blog content, freebies, videos, products and services.

5. Bonus point if you focus on top-of-funnel content. Pinterest users love context; they want to learn something or know what the end result looks like. When you send traffic to blog content, video content, or a free guide where you capture their email, you have the opportunity to continue nurturing them and hopefully get them to work with you.

Video Marketing and UGC Creators Build Trust Fast

If you sell products or if you're in the SaaS niche, UGC video content will help your community connect with your brand on a human level. Let's face it: every brand can benefit from leveraging AI tools for various needs, but it should never replace the need for human connection; this is where UGC comes in.

You don't need a big production budget to leverage UGC video content effectively; you can find talented creators for every budget and niche.

The good news is that if you hire someone to create how-to content or show various features of your products (physical product or tech), that type of content is evergreen and can be shared on an ongoing basis.

Why do I recommend UGC for brands?

• UGC allows your community to connect

• It's affordable

• Some creators offer quick turnaround times

• Hire on the go or on a retainer for long-term collaborations

• There are UGC creators for all niches

No matter where you are in your business, you will benefit from UGC (user-generated content).

Make It Easy for People to Take Action

No matter how beautiful or helpful your content is, if people don't know what to do next, they will keep scrolling or move on to the next post.

In your content, you should always add specific calls to action. Many small business owners don't realize that sometimes, readers or potential buyers are more likely to take the next step if the call-to-action is crystal clear.

Here's an example:

If you've enjoyed reading this blog and want to explore UGC content for your tech brand or lifestyle brand, send me an email.

Another example could be:

If you are not sure if you are using the right keywords for Pinterest but don't have time to learn how hire me to do your Pinterest keyword research for you.

Give people the next steps. This applies to blog content, social media content, video content, and whatever format you are using; always tell people what to do next.

Here are some examples of specific CTAs for engagement:

• If you want to implement [enter topic] for your business, save this Reel.

• If you need [enter service] services to help you [enter end goal], comment on the word [enter word].

• If you finally want to stop feeling [enter feeling], register for this masterclass by [enter the action.]

• If you know someone who will benefit from [enter product or service], share this Reel with them.

• If you're ready to finally learn how to [enter objective], click the link to get started today.

Growing an Email List

Disclosure: This blog section contains affiliate links. This means that if you make a purchase through these links, we may earn a commission at no extra cost to you.

Growing an email list is a highly effective marketing tactic that you can use no matter what platforms you are working with.

In other words, it doesn't matter if you use YouTube, Instagram, Pinterest, TikTok, or any other platforms for your marketing efforts; you should always have a funnel set up to grow your list.

Save time by using this template to create your first (or next) eBook or workbook. Whether you want to create a lead magnet or a digital product, you'll love this 138-page template.

Get the template

In this section, I will share a few simple funnels to help you grow your email list.

First, you need to create a free (or low-cost) resource for your community. Think about a specific problem that you can solve for them. I have a few different lead magnets, and my two most popular ones are my FREE Pinterest keyword masterclass and the other is my Pinterest Quiz.

Both help my community with something specific. The first one teaches them how to do keyword research, and the second helps them identify where they are at in their Pinterest journey and recommends various products and services that I offer.

When you grow an email list, you get to continue nurturing that list in order to get people closer to working with you or buying from you.

The tech stack:

I recommend Systeme.io to all my clients who are just getting started because you get to try it out for FREE, and even the paid plans are affordable compared to a lot of other tools out there.

Systeme.io includes everything you need and gives you the ability to create funnels, grow an email list, sell products and services, build a course, set up automation, and more.

Now, if you want your lead magnet to be engaging, a quiz is the way to go. Quizzes are versatile, and you get to customize the answers to recommend various products and services. Whether or not you have a website, you can use a tool like Interact.

You can also integrate both Systeme.io and Interact together so that when people take your quiz, your leads are added to your list in Systeme.io.

Here are some ways to grow your email list:

• Add your quiz or lead magnet sign-up to your email signature.

• Embed your lead magnet in various blog posts.

• Promote your lead magnet as a pop-up on your website.

• Promote it in a lot of social media content.

• Share the link to your lead magnet page in various Pinterest pins.

Here’s a simple funnel to grow your email list:

• Promote your freebie in your blog posts.

• Nurture your list with your low-ticket offers. (This is where you set up an automated sequence.)

• Promote your mid-high ticket offers in your freebies.

Stop Trying to Be Perfect

What kind of tip is this? Well, so many people think that they need to have the perfect solution and the perfect background to record a video; they compare themselves to others or wait for the "perfect" moment to do something.

There will never be a perfect time. I know that this is easier said than done, but when I tell you that I didn't have a plan when I quit my 9-5 to freelance full-time, that's the truth.

And hint, hint, you don't need to quit your 9-5 to start a business; start with what is comfortable and sustainable for you. A lot of people build widely successful side hustles.

I believed in myself (and still do), and I knew that I would do no matter what it takes, including showing up when it's hard and embracing imperfection.

No matter where you are in your business, there is someone who can benefit from what you have to offer. They won't be able to find you if you don't show up.

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