“Simplicity is the ultimate sophistication.” At least, that’s what Leonardo da Vinci said. Have you ever noticed that some of the biggest and longest-lasting brands in existence have some of the simplest logos? Nike’s swoosh has been around since the seventies. HBO has simply used its initials for decades. When it comes to internet marketing for your Toronto business, keep things simple. The best way to do that is to be authentic when communicating with your online audience.
The Change in Toronto Internet Marketing
Internet marketing tactics are switching away from blatant advertising that makes companies look desperate for cash. Instead, smart businesses are seeking to build a relationship with their customer base. This marketing strategy is even easier for local businesses because they often have a local identity and directly involved owners. For single-owner companies, your company’s personality is an extension of yourself.
What could be simpler than being yourself? Modern consumers don’t fall for the overly staged marketing schemes of the past. They’ve seen that kind of manipulation too many times. Instead, convey authenticity by developing a consistent voice for your company and providing honest information. This technique is called content marketing, and it’s changing the way businesses represent themselves across the Web.
Why? Well, who would you rather associate with—someone who always appears to be hiding something and constantly tries to trick you into ignoring their faults or someone who is well-intentioned, sincere, and open to discussion? Your customers have the same answer you do.
How to Get Started with Content Creation
In order to succeed at content marketing, you’re going to need to focus your attention on content creation. But, what kind of online content can you create for your audience? The truth is that the only limit is your imagination. You don’t have to deliver your information in the same style as every other website. That being said, here are a few ideas to get you started:
Write a Blog Post— If you don’t already have a blog for your business, you’re missing out on a great way to get information out to your clients or customers. Blogs help you to keep your brand relevant by providing useful information. When you regularly update your site content with a blog, it increases your visibility on search engines. In addition, you can add RSS to your site as a non-aggressive strategy for letting people know when you have new blog content.
Upload a Video— One of the simplest types of video to add to your site is a tutorial. Can you teach your audience something useful? A video, especially one in which viewers can either see your face or hear your voice, connects you on a more personal level. You’ll be amazed at how effective a human connection is with potential customers. If you’re an accountant, make a tutorial about how to set up an expense spreadsheet, for example. If you walk dogs, make a video on how to approach an unfamiliar canine. Tip: Don’t just make the video an advertisement for your business.
Send Out an Infographic— The great thing about infographics is that they allow your audience to get a lot of data quickly. It’s something they can glance at without having to devote too much of their time. The easy-to-view graphic and text combo makes infographics a perfect content delivery vehicle for your company’s social media sites.
Podcasts— Once you get into the swing of content creation for Toronto clients and customers, you may want to consider investing your time in a Podcast. This is similar to updating a blog regularly, except the information is transmitted via a recording (usually audio). Again, hearing your voice really makes a more personal connection with subscribers to your Podcast feed. You can even record videos for your feed, sometimes called Vodcast. Are you unsure if this technique is right for your business? Check out the advantages discussed by Shelley Frost of Demand Media.
Proper online marketing is about forming relationships with the right people. Don’t be afraid to be yourself—no company can please every individual. Instead of worrying about who you’re not reaching, focus your efforts on reaching the people who are most likely to “click” with what you do. The easiest customer to acquire is the one you’ve already done business with, so keep those connections strong. TenPoint Solutions can help you connect by building a consistent brand (personality) for your business.