It’s the Little Things
One of our clients invited us in to meet with his entire team to bring all of them up to speed on what we were doing. We were excited about the chance to enlist them to help us generate real, relevant and authentic content. We didn’t want them to write blog posts, do status updates or distribute their newsletter–that’s our job–but we did have a few little requests we knew would pay off with big dividends.
We asked them to:
- Send us questions – Talking with their customer service and salespeople, we asked them to send a short text or email every time a customer asks them an interesting question. If people are asking the questions, you can bet other people are using those questions to fuel their online search. A blog post which answers a real question is one of the best traffic magnets you can create for your website.
- Take photos regularly - Even if the photos seem boring or repetitive, getting the team in to the habit of taking photos as a regular part of their meetings with clients will ensure a steady stream of content we can share on social platforms.
- Like and share status updates - With this client, we update their Facebook and Google+ pages regularly. By encouraging their employees to like and +1 the information, it will expand the reach of the content. Not every employee needs to share every post, but if team members take turns sharing and liking it is more likely their friends and family will be exposed to the company.
- Testimonials! Testimonials! Testimonials! - This client has been in business 20 years and has raving fans; it just never occurred to the business to ask any of their clients for a testimonial. Now we collect emails addresses for clients they worked with in just the last 30 days and send them a short note with a link to Yelp or Google+ asking for a review. The goal? Just 3 – 5 recommendations a month will put them light years ahead of their competitors.
Ultimately, it will be the little things which will move this client forward. The same is true for your business. You don’t have to have a professional marketing firm handling your content to take advantage of this strategy. Simply include these little things in your routine and you will be amazed by the the results.