Effective Content Marketing Strategy for Small Businesses

Content MarketingIn this digital age, content marketing has become one of the most powerful tools for connecting with your targeted customers. Inbound marketing combines search, and social media services to exhibit your insight so as to draw more audience to your website. Top enterprise brands rely on content marketing agencies for their marketing strategies to execute on a global stage and stay organized.Many content marketing companies have sprouted up the marketing strategies to help brands educate and earn the trust of the audience. That’s why more than 80% digital marketing professionals advise business owners for strategic marketing in the year 2017 that will help increase sales and growth.Why Content Marketing Strategy.• Less expensive
• Enhance brand awareness
• Generate traffic to your websiteContent marketing is a process that requires regular, consistent delivery of focused content to increase your visibility and demonstrate your expertise. It’s important to document your marketing strategy that should include your goals, research, tactics, and metrics to get useful results.Below there are some points to go through that will make your content as the center of your digital marketing strategy.1) Make an authentic brand storyCreate content about your product or services that meet your customer interests, needs, and expectations. It is the most important part of content marketing strategy that helps to connect with your potential clients.A brand story must be real, authentic, and honest that describes your company existence, product description, brand names, titles, and taglines.If you don’t have a brand book or formal rules for preparing a brand story, begin by looking into similar brands over the Internet.2) Build brand awarenessYou can build brand awareness by highlighting the features and benefits of your product through marketing contents and promoting it on social media sites and other business sites.Writing fresh contents on your website or blog, creating infographics content, videos, animations, etc. are some of the practical ways that can drive-in traffic or convert the visitors on your site.3) Effective content marketing formatsWhile creating content, you should know the topic to write, and the format to use for business success. The content marketing formats contain the full range of contents used to resolve the customer issues at each stage with detailed information.Some of the marketing formats like blog posts, articles, reviews, video contents, newsletters, whitepapers, eBooks, etc. are very helpful in attracting new customers and closing leads.4) Monitor your sales performanceWithout appropriately measuring outcomes, you can’t know whether your marketing strategy for content is working. You can’t see the mix-ups, and can’t even recognize your chances.There are several content marketing metrics to focus on like website traffic, links, likes, shares, comments, sign-up, downloads and lead conversion.By measuring the right metrics on-and off-site content, you can easily set your objectives and desires and see the content marketing results.5) Paid Content PromotionPaid advertising platforms allow you to promote the content to a particular group of audience, qualified drive-in traffic, and leads, and develop your customer base. Paid ads are expensive and help you generate high ROI.Some of the paid advertising methods that used for promoting contents are Facebook advertising, Google AdWords, LinkedIn, Twitter, email newsletters, events, etc.Promoting your content via paid media or ads can help the targeted audience to notice your contents that result in better conversions.ConclusionMarketing will see a change towards being more customer centric rather than conceptual. People are getting hammered thousands of times a day by marketing now, and we need to make it accurate and relevant for them to take interest as well as actions. We are looking to find the niche market our customers are in rather than focusing on only what we do. These are some of the content marketing strategies that can help your online business presence.

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  • What Investors Should Know About Property Management Reports

    Each month your property manager will send you a monthly report. Each company has its own format, using different property management software and internal processes. However, you should receive the following:
    A one-page summary that highlights key issues about the property, e.g., one tenant is 30 days behind on the rent.
    Income & expense statement. This should be a short statement showing the base rent, Common Area Maintenance (CAM) charges for each tenant, rent and CAM payments received from each tenant. It also shows maintenance expenses and management fee; so you may quickly determine if each tenant has paid rent or not. This statement itemizes all of the income and expenses which may include:

    Late fee: when the tenant pays late, he has to pay the rent plus the late fee. The late fee amount is normally stated in the lease. Normally, when the tenant pays late, the property manager has to do extra work to collect it. The amount of work depends on whether the tenant is too busy to mail the rent check, does not have the money or simply does not want to pay. The property manager will try to convince you that he is entitled to the late fees as an incentive to collect the rent. However, one can debate that it is a reward to the property for a lousy job. You as the investor suffer the damage when the tenant does not pay you on time so you should receive it.

    Management fee: this fee is usually a percentage of the monthly income from the property that both you and the property manager agreed in the management contract. If you have a very stable property with the same income every month, then the management fee is the same. Otherwise, it varies from month to month.

    Leasing fee: you typically see this when there is a new tenant or a renewed lease. This fee is normally around 6% of the base rent for the life of the lease. However, when the property manager is also the leasing agent you should ask for 4% fee.

    Security/Fire Protection: your property may have fire & security monitoring services.

    Electricity: this is most likely for parking or common area lighting as each unit normally has its own meter.

    Water: this is for both drinking and irrigation.

    Disposal: this is for garbage collection paid to the city.

    HVAC repairs & maintenance: this is the maintenance costs for Heating, Ventilation and Air Conditioning. Usually, there is a service contract for HVAC whereby the maintenance company will inspect the HVAC twice a year: once before the winter and once before the summer. So, you may receive the service bills only twice a year.

    Garbage dumping: sometimes people dispose their unused furniture, mattress on the property because there is no one around at night. The maintenance crew may have to clean up these things. Normally, you or the property manager will want a picture of the dumping to make sure that it is a legitimate bill.

    Landscaping: this is often the biggest expense item. Typically, the landscaper signs a one year contract to maintain the landscaping on the property, such as mowing the lawn, trimming the trees/shrubs, and planting flowers. Thus, the monthly payment should be the same for the whole year.

    Sweeping: the parking lot is usually swept daily, either late in the evening or before the tenants open for business. In the winter, there may be an expense for snow removal.

    Steam cleaning: the concrete sidewalk is normally steam cleaned once a month. This is done by the same company that handles the sweeping and landscaping.

    Roof maintenance: the roof of a commercial building is often flat and requires regular maintenance especially during the rainy season. The roofer may charge each time he is called to fix a roof leak. So, this is not something you see on the statement on a regular basis.

    Supplies: there are various things on the property that have to be replaced periodically: light bulbs, trash bins, sprinklers, etc.

    Bank charges: sometimes the tenants pay by check with non-sufficient funds. The bank will charge a fee each time the check is bounced.

    Legal fees: you may see this if the property manager has to evict a tenant.
    As a rule of thumb, you should not spend more than 30 minutes to review the management report of a retail property with 10 tenants. If you have to spend much more than that, then your property manager has sent you too much information or not organized the report properly.The property management company often proposes an annual maintenance budget for the property based on the prior year’s maintenance expenses. Each tenant is then billed a fixed monthly amount, proportional to the size of his unit. Thus, the base rent and CAM charges are the same each month; so, the tenants may expect to pay a consistent amount each month. Annually, between January and March, the property manager reconciles the accounting for the prior year. If the actual expenses exceeded the budget, the tenant will have to pay his share of the difference. In the event, the actual expenses were less than the budget; the tenant will be refunded or credited back the difference.Do’s and Don’ts
    Use email for most of your correspondence. This will allow you to have records (date, time) of all issues sent and received between you and the property manager. You may want to set up the mail option such that it automatically will save all out-going mail. In addition, you may want to create an email folder for each property and keep all email messages related to that property in that folder. This allows you to find information quickly.
    Ask the property manager to email to you the monthly reports. You should save all of the reports on your computer. Time and time again, you will need to look at a report from a previous month. The easier and faster you can access them, the more likely you will do it. Paper reports are much more time consuming to retrieve.
    Have a copy of the rent roll handy with rent rate, lease start date, lease expiration, and CAM share portion. When you are asked to approve a new lease, check to make sure it does not expire on a year when you have several other leases expiring. This minimizes the risk of high vacancies on your property.

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    Word of Mouth Marketing – A Neglected Online Marketing Partner

    Word of mouth marketing has been around long before the dawn of modern electronic communications, and long before the Internet. It is therefore amazing to see that up till today, the two concepts are being seen as mutually exclusive and not complementary to each other.What is Word-of-Mouth Marketing?This form of marketing is often also referred to as Word of Mouth Advertising, which entails the process of actively encouraging and influencing an organic word of mouth discussion about a product, brand, resource, or even a specific corporate message or event. It is then left up to your employees, clients or customers to spread the news and advocate the core message. A more commonly used phrase for this, is to refer to it as viral marketing.It is well-known that it comes with the pros of being positively embraced if reaching an intended market. It does however have its cons if the message is unclear and has an intended bias to a certain group, whether racial, cultural, sexist, religious, rich, poor etc.Online marketing on the other hand needs little introduction as we are being bombarded with it daily via websites, social media and other digital media platforms. In more formal terms it is about capturing and extending the customer experience at crucial points. It is also about building a relationship and continuously adapting across different channels in order to reach specific customers.So where is the synergy between Word of Mouth Marketing and Online Marketing?The answer is undoubtedly with affiliate marketing which is about selling or promoting someone else’s goods and services and then getting paid for it. This can be either physical goods via Amazon or say digital goods via online marketing platforms like ClickBank. The affiliate simply searches for a product that has high external or personal appeal, then promotes that product or service and gets rewarded in some form or other.In many instances, companies encourage their workers to inform friends or families about new offerings and will issue discount vouchers etc. The employees in turn will be incentivised depending as per the level of engagement. In this instance, the marketing will most likely be Word of Mouth, but essentially the employee now acts as an “affiliate marketer” for the company.Online marketing has the potential to make people huge money irrespective of the very differences mentioned earlier i.e. race, gender, social standing etc. It has a very low barrier to entry and a multitude of companies to affiliate with. Another advantage is the global, reach so you are certainly not restricted to only marketing in your local or country geographical zone.If an affiliate marketer has a very good product and use a correctly executed word of mouth strategy as a free form of advertising, it will cost significantly less than any paid marketing channel. Potential buyers usually tend to search online for reviews and information before making a buying decision. A substantial amount however also relies on friends, family and colleagues before making the buying decision.It is therefore obvious that the vast potential of integrating the above two concepts has not been fully explored. I would suggest that people looking for methods on how to make extra cash, seriously consider getting a good grip on affiliate marketing, and using word of mouth to extend their client base.