The 4 Essential Content Platforms You Need to Promote Your New Business.
So, you’re new to business. Congratulations – life is about to get amazing for you. I’m talking Nutella mochas by the beach at sunrise amazing. But, I’ll bet these early days have led to some super freak out moments. Freaky deaky hair pullin’, wine scullin’, nail bitin’ freak outs.
Like, for one - how to use your content to sell your business! What the heck is it, what are you s’posed to say, and where should you say it?
But, content doesn’t need to be difficult. And, it doesn’t need to scare you. In this post, I’ll cover the key platforms you should be focusing on to build awareness, connect with your audiences, and convert more sales.
Content is all the stuff you produce online for your business - the words on your website, blogs, and emails, the information in your videos and podcasts, social media posts, yaddah yaddah yaddah. Communicating a clear and consistent message and value across all your platforms builds audience trust and brand recognition of your product or service, and eventually leads to sales. Tick!
But, I get it. It's easy to be overwhelmed by all the information you find online - so, as a new business, keep it simple and focus on these 4 content platforms.
4 Essential Platforms to Promote Your New Biz
1. Your website
First thing’s first – create a valuable website! Most of the people I talk to have slapped a quick website together without thinking about brand position, audience, key messages – or overall value. I was the same when I started out. Just get something up there, already!
Your website must be a big, warm hug on arrival. It must tell an enchanting story through imagery and compelling content. Above all – it must encourage your audience to respond!
Book now! Buy now! Learn more! Sign up!
Give your website an audit and ensure it presents a solid brand message with colour, fonts, and language. Most of what you do online will send traffic here – so it needs to be consistent with everything else you do and say.
2. Subscriber list builders / opt-ins
Once your website’s up – it’s time to design your email subscriber opt-in. In a nutshell, your opt-in is a juicey, juicey, piece of irresistible content – a little treat that packs a punch your audience can’t help but sign up to see. And, it’s free.
Your opt-in is an opportunity to connect with new audiences, build your subscriber list, and demonstrate your knowledge/authority on the topic. Better yet, your audience will see your golden freeby and think Oh flip! If she’s giving this gold dust away, imagine what she’s selling! Ka-ching!
So, what’s your gold dust? Do you have:
- a handy checklist?
- a workbook?
- a cheatsheet?
- a recipe book?
My opt-in is a 10-part email course to help business owners write better.
There are so many valuable ideas – pick one, and promote the shit out of it. Create an account with your preferred email marketing service provider to set it up and watch your list grow. I use Mailer Lite – it’s free to use for your first 1,000 subscribers (note – this is an affiliate link).
3. Email marketing
Alrighty – opt-in sorted, so it’s time to move onto your email campaigns. The purpose of email campaigns is to build a relationship with your audience. You pop into their inbox once a week with your quirky personality dropping valuable gems to help them get better at life.
They get to know you, come to expect you, and eventually they’ll lean on you to help them out. This is where they cough up some cash and pay for your golden eggs. But, there is a strategy involved here too.
Long-term, your emails should include your best evergreen content. Stuff that is relevant to your audience all year ‘round. Valuable advice, tips, and commentary on your specialty topic. But, it's important to note that emails should only ever be moderately salesy. These are your new friends, after all.
You can’t smack ‘em in the face with sale after sale after sale because you lose your authenticity and value. It’s a personal relationship, and like all relationships you can’t take, take, take. You need to give. So, spend most of your time giving, and then every so often - jab ‘em with your sales hook.
Relationship first – then sale.
Here’s a helpful guide to setting up your email welcome sequence from the Freelance to Freedom Project.
Frequent, quality content creation strengthens relationships, builds brand awareness, enhances your authority – and boosts your search rankings. Google <3 quality content.
Pick a primary topic for your blog that’s complimentary to your business and then jot down 5 subtopics that you can write about in detail. Aim for one blog a week, but again, only publish something if you’re providing value.
When I started, I felt obligated to post weekly so, I was writing and posting about anything I could throw together! Some of it I still consider to be quality – but not all. I was quite literally spewing out stuff just to keep my name out there. However – this strategy can be detrimental to your brand.
Tip: Plan your content a month in advance and spend a whole day writing all your precious gems. Schedule their publication using an app like Hootsuite or Buffer. Automate your content as much as possible so it frees you up to make your money! Batching and automating your work like this will also help you to maintain momentum (and stop you throwing blog writing to the bottom of your to-do heap!).
FInally - convert your blogs into emails as much as possible and reduce your overall content ‘creation’ efforts.
Before you get started on your content plan – I recommend having a read of this article to double check your values / business alignment / purpose.
Some exciting news...
If this post has you all charged up but still feeling #businessoverwhelm – get your fingers out of your mouth and move on in. Shiz is about to get real.
I’ve put together some awesome content marketing packages that're all that and a bag of potato chips. My caffeinated content plans take the time, energy, and stress away from you so that you can chug down that wine feeling relaxed, not rattled.