Use Online Content Marketing To Reach Your Audience

Reach Your Audience Where They Are with

The Internet is a vast place and people have chosen a specific corner of it where they regularly get their content. For some, this is social media platforms such as Facebook or Instagram. Others still prefer to find what they are looking for using search engines which takes them to websites. Others take a daily stroll through the millions of videos available online, while others prefer to download and listen to podcasts as they travel or relax. It may be tricky getting your online content marketing to where people are consuming their content.

In 2020, global online content consumption doubled. People are now finding their online content using devices such as laptops, desktops, smartphones, and tablets. They are spending more and more time online every day. The pandemic has had a massive effect on this, with YouTube seeing the biggest increase in daily usage and the number of hours streamed. Smartphones are also becoming the device of choice.

Any business who wants to do online content marketing will have to understand how to use the internet and find their audience where they are already consuming their content. There are many aspects that go into a successful online content marketing campaign, and taking into account where people are already consuming their content has to be a key consideration when planning a campaign.

To reach them, you will need to know your audience and their digital habits. If you are targeting an older demographic, they are most probably spending time on Facebook. If you are looking to reach younger people, then you will find them on Instagram or TikTok. Business people hang out on LinkedIn during office hours, mainly from Tuesdays to Thursdays.

When you want to reach the audience of your choosing, you will therefore need to understand them very well and know where to reach them.

Create Valuable Online Content Marketing

Owning a business means you want to sell, right? But with so many people trying to sell us something, it takes a special skill to get the attention of a potential customer and convert them into a paying one. Hard sell on the Internet does not really work, especially on social media. People are not on Facebook to necessarily buy something. They hang out there to interact with friends, catch up on news perhaps, and follow interesting and informative links.

The best way to get their attention is by providing them with interesting content in the format that they prefer. Some people like to read, but let’s face it, they are in the minority. Most people will rather react to a meme or infographic than spending ten minutes reading a full article. Others may prefer a podcast, which means they can listen while doing something else. For most people, videos are their favorite medium and they will spend hours watching one after the other.

Now imagine that you have one piece of content and you can convert it into various formats, so that it will have a much wider reach. Your write a blog, using it to record a video and podcast. You convert the main points into a graphic. You post on social media pages and on your website. In this way, the chances of potential customers seeing and interacting with your content increases and so do your chances of turning them into paying customers.

Find Your Niche

As much as we want our content to reach everybody, we have to understand the value of focusing on a niche. By focusing on a very specific market segment, you will be building trust because your specialized content will resonate with them. You cannot be everything to everybody, so rather zoom in on a very specific niche and speak directly to them.

By doing this, you will situate yourself as a specialist. Not everybody can do what you do and by focusing on a very specific niche interest, you are gaining trust and this will eventually lead to people buying whatever it is you are selling.

When you are using online content marketing and social media to distribute the message, you have to narrow down your audience so as to become very specific with your message. When you target it too broadly, your campaign will not do as well as one that is focused narrowly and targeted at a specific individual.

Modify The Online Content Marketing Message

When you are converting your online content marketing into different formats to reach specific audiences, remember to change the tone and approach to suit the demographic you are targeting. Wording for a press release will be much different to the short and sweet nature of a tweet. Reaching your audience will take a specialized skill and talking to them in the appropriate language on the platform where they are will need you to be creative. Modify the message, taking into account which part of your niche you are targeting.

Make SEO a Priority

No matter the content, if it does not reach the audience, it will have been a waste of time. You need to ensure that SEO is a high priority in everything you do. Use keywords and make sure you tick all the boxes to make sure that the message will be distributed in such a way that it finds the people you need it to reach. This takes a high level of skill and know-how, so sometimes an expert will be most helpful.

Last Thoughts

People are eager to hear from you. They want interesting content that will enrich their lives. They will eventually buy something when they trust you enough. Producing the content is one thing, but getting it to your niche is quite another. Online content marketing does work, yet it is up to you to find out where your audience is and target them there.

If you need any help, please contact Baird Media. We have a team of professionals who can help you get your message across.

Launching our new Online Media Company with a Special Offer

There’s a new online media company in town!

Father and son team Hendrik and Ethan Baird have just started up their brand new company, Baird Media (Pty) Ltd. And to celebrate the launch, we have a special offer valid for the month of August 2021.

We know how hard it is to start up a new company. We also know that times are tough and many small businesses are desperate to move online in order to reach a larger market.

Everybody knows that a website is an essential tool for start-ups and small businesses, but they can be very expensive. When you’re like us and capital is scarce, you have to find innovative ways to get ahead.

Being in the online media business, we understand exactly what needs to be done to develop an online footprint. We also know content is king, so a website is just the first step towards getting the attention of potential customers or clients.

We have a team of content developers who are experts at writing blogs, editing sound and video for podcasts and YouTube, and managing Social Media. This is the type of content you need to get noticed and keep your audience engaged.

But none of this is possible if you don’t even have a website to start with.

You need a website to act as a business card, to showcase your products or services, as well as a way for customers or clients to get into contact with you. This is also where you will start posting articles, videos, podcasts, and other content to keep your audience engaged, telling them what you are doing, informing them of special offers, and everything else you want to communicate on a regular basis.

So if you don’t already have one, your first step is to get a website. But they’re expensive, right?

Well, we’re here to help.

For the month of August, we’re prepared to design a free start-up website for you, consisting of three pages, to get you going. We work on WordPress, which means we can get something basic up and running relatively quickly. All we need from you are the photos, logos, and wording, as well as the internet hosting fee for a year.

We will design it completely free of charge and take care of registering the website, as well as taking care of all the admin for the hosting.

So let’s be honest, it won’t be a fancy website with all the bells and whistles yet, but we will do our best to make it look as professional as we can just as we did for swimmer Wendy Cook.

Take it as a starting point. In time you can expand and improve it as your budget becomes available. You can also start posting regular content. If you don’t have the expertise, we can help you with that.

There are 31 days in August and so we are prepared to give away free design to the first 31 people who fill in our online form, supply us with all the required information, and pay the yearly hosting fee of R 850 upfront.

Once the site is up, we can look at how we can work together to promote it, improve it, and create content for it. We are happy to give you advice in this regard or for our team to do the work for you.

If you want to take us up on this offer, fill in this form

If you have other online media needs you want to discuss with us, we will gladly arrange a short Zoom meeting to get the ball rolling. Simply send us an email with some suggested dates and times and we will set it up.

We are excited to meet with you, get to know you, and understand what your media needs are. We are standing by to help you reach new heights.

Let’s talk

Do You Really Need a Website?

The pandemic is wreaking havoc with the economy and people are turning to online shopping in ever greater numbers. Without a website, you are left out in the cold.

Deon’s Dilemma

Covid-19 has been devastating, not only in the number of lives lost, but also in the number of businesses that are suffering and closing. Having a website has become crucial as a way to keep in touch with customers and to keep a business afloat. Those who are not yet in this space are losing out on valuable business.

Take my friend Deon (not his real name) for instance. Deon is in the business of making furniture and he has been selling his products from a brick and mortar store since who-knows-when. He has done vey good for himself when he was in a shopping center where many people came through his shop every day.

He moved to another location far from a shopping mall and retained a steady stream of customers, mainly because he has built a good reputation and his customers followed him to his new location. Like many in his shoes, he cannot only depend on previous customers, he has to continually find new ones. I mean, once you have bought a dining room table and some chairs, you won’t be needing another for a few decades or so, right? Maybe you will need one or two other pieces of furniture, but how much you end up buying from him is based on how much space you have at home. There is a limit.

Since most of his costumers are very happy with his service and the quality of his products, they share pictures of their purchases on their social media pages. They talk about it and recommend Deon to their friends. A lot of his business comes from referrals. He runs most of his sales through a very active WhatsApp group and it has served him well.

Then came the pandemic and lockdown restrictions.

Like the rest of us, he was forced to stay at home and for the first few months his business ground to a halt. Being the ever industrious Deon I know and love, he used the time to make extensive vegetable gardens at his shop’s location, keeping himself busy and making sure he has more fresh food he could possibly eat by himself, sharing the bounty with friends and those less fortunate.

Business in Lockdown

Lockdown eased and business trickled back in, but not nearly to the levels it was before. He still had to pay rent and utilities, which of course proved to be a great challenge. Somehow he has survived, proving his tenacity and grit in the face of great adversity caused by the microscopically small virus that has wreaked havoc around the globe.

Subsequent lockdowns have taken a further toll, with the last lockdown brought about by the Delta variant again bringing his business to a standstill. I saw a desperate Facebook post of his yesterday, wondering when it will ever end, asking if others are in the same desperate position as he is.

The South African economy was already under severe strain before the pandemic, which has just amplified the problem. To say that it is having a harsh effect is the understatement of the decade. Production levels have fallen dramatically while demand has gone into shock. The gross domestic product (GDP) is down dramatically and the economy has contracted. Unemployment levels, already at an unacceptably high level before the pandemic, have shot up. Businesses are closing left, right, and center. That Deon’s shop is still open is a miracle. But how long will he be able to last?

The Importance of a Website

One dramatic change brought about by the pandemic is the way online shopping has increased. Shops such as Shoprite, Checkers and Pick ‘n Pay are doing brisk business through their online shopping portals, as is Takealot. Monthly online shopping has grown by a massive 40%. The average purchase size is 25% more than pre-pandemic levels, while the transaction frequency has increased by a third. Online shopping is the big winner. Shopping malls, restaurants, and liquor traders are the big losers. As are small businesses such as Deon’s.

I have been nagging Deon for a long time to at least get a basic website up and running, even going so far as to gift him one for Christmas, an offer he has refused to take up. He has stubbornly clung to the old way of doing things and, sadly, he is now reaping what he sowed (or more correctly, not reaping, because he never sowed.) I fear for my friend’s future.

When people are unable to come to your shop because they are scared of getting infected with Covid-19, it is more important than ever to change your thinking. Instead of waiting for them to come to you, it is your responsibility to find ways to reach them. There is no better way to do this than with a website. This is the time of business unusual and those who are not going to make the change are going to face closure, of that there is no doubt.

There are many advantages for your business to have a website:

  • A website helps people to recognize your brand;
  • It makes it easy for your customers to buy from you;
  • Having an online presence helps you to stay competitive;
  • A website makes other forms of online marketing easier, for instance through social media;
  • You can cater to every kind of customer through your website;
  • You can clearly showcase your products;
  • You can stay in touch with your customers.

Most importantly, a website can be the tool that keeps your business afloat during this crisis. The choice between sinking or swimming is an easy one. When a website is a flotation device, it would only be a fool who chooses to sink when a lifesaver is close at hand.

And it does not have to cost an arm and a leg. Indeed, there are companies out there who will build you a fancy state-of-the-art website that will cost you hundreds of thousands of rands. This is not necessary. You could start with something quite simple, even do it yourself using some of the free website building platforms available. You just need to start with some online presence and in time you can refine and improve it.

Get a Free Website

In fact, the situation is so dire, that we here at Baird Media have decided to design a startup three page website absolutely free of charge in an effort to help you get going. You only need to pay for the hosting fee for the year. This is our small contribution to helping those who, like Deon, have been left behind and urgently need a website to get back in the game. More detailed information about this special launch offer coming soon!

A website is a bit like an online business card. Who will notice and remember you, let alone know how to contact you, if they never even get to see your business? A website is of course only the first step in an online journey. Next comes the content to keep people interested and informed, converting them into buying customers. But that you can deal with down the line.

I sincerely hope Deon reads what I have written here and that he takes me up on this offer. I would be very sad to see him lose his business because of his stubbornness to change. A website won’t solve all his business woes, but it would be a starting point.

The pandemic is not going away anytime soon. Adapt or die, the saying goes. So adapt. Adapt right now. Before it’s too late.

To arrange an online meeting to discuss your media needs, contact Baird Media today.