Small Business Should Embrace Content Marketing
Content marketing is a tactic any small business owner can use to promote their business.
Content marketing is a tactic any small business owner can use to promote their business.
The paradox: marketing your business online is cheap and effective. But, it is time consuming. The effort involved is a commitment many overworked, independent business owners cannot afford. I can relate! There are too many other things to do to keep the lights on—particularly if your business is so “micro” that you’re the entire marketing department!
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Hey, Rich Women!
Thanks for dropping in. I’m pleased to be the latest woman profiled on Kim Kiyosaki‘s site “Rich Woman“. (Thanks, Sara Korn!)
If you are curious about real estate, you can see my Victorian restoration project for sale here.
Questions? Happy to discuss my content marketing and commercial writing business (this website). Or, if you want to discuss the challenges and joy of running a business with your life partner, I’m happy to do that, too. As the profile mentions, my husband and I jointly own and operate George Bowers Grocery, an independent specialty grocery based in Staunton, Virginia.
Thanks for stopping by – hope to hear from you about your creative projects, too.
Sincerely,
Katie
@KatieMcCaskey
Challenge:
Raise awareness about state and local funds available for new entrepreneurs and existing independent business owners
Solution:
A series of connected radio spots to air early 2010
Client:
Local micro-finance lending agency
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Script 1: Stream of Consciousness
target: new entrepreneurs
:60 seconds
SFX: SMALL CITY SOUNDS: TRAFFIC, PEDESTRIANS, CONVERSATION, BIRDS, etc. UP & UNDER (:03 seconds)
ANNCR: Have these thoughts crossed your mind?
MALE 1: No one works harder than me. Why not strike out on my own? It’s time. I have the knowledge. I could—
FEMALE 1: —be my own boss. Why wait for someone else to give me an opportunity? Life is about creating—
OLDER FEMALE: —new opportunities. I had a satisfying career. Now that I’m retired, I’d really like to focus on my dream, which is to open—
OLDER MALE: —a new business. It’s been tough looking for a job. Seems like the perfect time to take control of my future and start a business.
ANNCR: Did you know that some of most successful businesses in the United States were started during a recession?
ANNCR: Did you know the Staunton Creative Community Fund is seeking motivated, dedicated entrepreneurs? You may be eligible for up to $34,000 in loan money to start your own business.
ANNCR: Isn’t it time to be your own boss? Call XXX-XXXX or go to XXXXXXX.com for more information.
SFX: SMALL CITY SOUNDS: TRAFFIC, PEDESTRIANS, CONVERSATION, BIRDS, etc. UP & OUT (:03 seconds)
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I’ll say, emphatically, that I love the book Six Pixels of Separation by Mitch Joel.
The premise of the book is neatly summed up in the secondary title: “Everyone is Connected. Connect Your Business to Everyone.”
(Perfect example: to the right you’ll see Chris Penn of the Financial Aid Podcast, who is profiled in Six Pixels of Separation. I met Chris while at the financial start-up, Geezeo.com.)
Six Pixels of Separation is an important book for anyone starting or running a business today. In particular, Six Pixels of Separation should be read by people who do not come from a digital media or marketing background. Why? Well, the book summarizes a variety of practical tools for digital marketing and branding. It also explores current technological trends and how they may impact small business in the near future. The entire book is easy-to-understand and sure to be thought-provoking.
Those who work in digital media and social marketing take these principals for granted. Yet, they are still remarkably new to the general public and many small business owners. My experience talking to other local entrepreneurs here in Staunton (a rural city in Virginia, for anyone unfamiliar) is that some, but very few, are using these tools.
When my husband and I started our corner grocery store last year we immediately embarked on a digitally-based, targeted marketing campaign. Nothing fancy: an email invitation to the store’s opening, a website, and a Facebook presence. This was met with great enthusiasm. We quickly met the handful of other small businesses in town using social media (e.g. Pufferbellies Toys & Books) and enjoy exchanging tips.
Not surprisingly, we also received perplexed, downright indignation from some corners of local traditional media advertising. (What do you mean you don’t want to paper the town with fliers? Why don’t you want to spend money on the radio or Little League jackets?)
It wasn’t that we felt we were better than these outlets. We just knew we were on a strict budget. Like anyone else, we wanted to reach our target audience as quickly and efficiently as possible.
Personally-speaking I was really impressed with Joel’s chapter regarding online reputation. I think it’s interesting to observe what some might call the “over-share shift”. How is it defined, and how is your reputation (as business or individual) managed?
Based on our experience marketing the grocery exclusively via social media, I believe Six Pixels of Separation should be required reading for anyone starting and marketing a business.
TweetBuilding Small Business Brand Through Blogging
Learn how to communicate effectively and build brand awareness through blogging. We’ll discuss the strategic use of a blog to enhance your online reputation and act as a lead generation tool for your small business.
NOTE: This class is extremely limited due to the personal and direct attention given to all participants.
This class assumes you already have a blog. If you do not yet have a blog, sign up for a free blog at Blogger prior to the class.
You will learn:
Class is two hours long.
Price: $200
Location: 9 South Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Saturday, October 10th
Reserve your space now by paying online via debit or credit card.
You may also pay at the door if enrollment space allows.
For more info: 540-466-4141

Online Brand Management for Small Business
“Your brand is not what you say it is; your brand is what Google says it is.” — so why do so few small businesses manage their online reputation with the same zeal as their brick-and-mortar reputation?
Learn the basics about how a brand is built online through SEO (search engine optimization) and NSO (natural search optimization). We’ll work together to create an online brand-building and/or brand-management plan for your small business.
NOTE: This class is extremely limited due to the personal and direct attention given to all participants.
WEEK 1
We’ll discuss what affects your brand online. This will include the basic principals of SEO and NSO. We’ll discuss where you’re “located” online and what this conveys about you to an unknown prospect. You’ll leave with a homework assignment.
WEEK 2
We’ll review your homework assignment and begin to outline an online brand-building or brand-management strategy. We’ll discuss practicalities as well as pitfalls. We will also discuss the value of interacting with customers or clients online. I will also show you tools to use to track your online reputation so you can respond immediately. You will have another homework assignment.
WEEK 3
We’ll review your Week 2 homework assignment. Each participant will brainstorm additional methods to increase brand awareness. You’ll be introduced to online tools used to measure and track effectiveness of your efforts.
WEEK 4
We’ll review all the online brand-building and brand-management tools discussed in class. Each participant will leave with access to a collection of tools to continue their online brand management efforts.
Each class is one hour.
Price: $200
Location: 9 South Augusta Street, Staunton at the Staunton Creative Community Fund offices
Next Session: Monday, October 5th
Reserve your space now by paying online via debit or credit card.
You may also pay at the door if enrollment space allows.
For more info: 540-466-4141