5 Reasons Why Your Business Should Prioritize Content Marketing

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SPOTLIGHT INDEX 5 Reasons Why Your Business Should

PRIORITIZE CONTENT MARKETING

To many sewer, septic, and portable restroom contractors, marketing is a dirty word. It's that activity that you delegate for somebody else to do. But, let's face it, marketing drives new business, and most buyers use the internet to find contractors, so you need to invest in marketing to help your business grow. Content marketing is the one strategy that helps your business get found on the internet for less money than local search advertising and direct mail. So let’s take a look at the reasons for prioritizing content marketing for your business.

1

Traditional Advertising Methods Do Not Work

A few years ago, contractors used yellow page advertising to promote their business. It was expensive, but it was the only show in town. The internet changed that business, and now business directories are replaced by Google ads and social media. Instead of placing a full-page ad in your local phone book, you buy online ads and pay for clicks to an online form. You’re spending the same money and dealing with a lot of phony prospects and expensive ad campaigns. Content marketing is a way to help your business get found on the internet by people who want to do business with you. This is how it works. First, you write a blog post and create a video about a topic important to your customers. For example, take a clogged sewer line. Who wants raw sewage backing up into their home? Nobody. So people read your

...you have the opportunity to position yourself as a local leader. For example, one week, you can write an article about the benefits of sewer system maintenance...

articles and watch your videos. Then, when it’s time for them to hire a new contractor, they think of your business.

2

Position Yourself as an Industry Leader

Since you work with homeowners, municipalities, and businesses, you have the opportunity to position yourself as a local leader. For example, one week, you can write an article about the benefits of sewer system maintenance written for DPW managers. The following week, you create a video for tips on inspecting a septic system. Then, in the third week, you participate in a podcast with a building maintenance manager and talk about sanitation practices on a renovation project. Over time, your customers will start reaching out to you as a local expert.

3

Create a List of Prospects for Email Marketing

When prospective customers visit your website, you have the opportunity to collect their contact information. Then, you can place a form on your blog to subscribe to receive future posts. You can also ask them to register to view your video or attend a webinar. Now you can send emails to the people on the list.

4

You Connect with Prospects When They are Ready to Buy

The most significant advantage of content marketing is that website visitors voluntarily provide their contact information and are interested in your services. As a result, you don’t have to browbeat strangers to do business with you.

5

Create a Resource Library You Can Reuse

If you create content based on a specific event or promotion, it has a limited shelf life. But, if you develop content based on general educational topics, it will be relevant forever. Marketers call this evergreen content. In addition, as you create more content, you can reuse it for different purposes. For instance, if you create a series of blog posts on sewer inspections, you can compile the posts together into an ebook, record a video on the topic, and even sponsor a podcast. Then you can send a series of emails to your subscriber list based on the blog posts.

CONTENT MARKETING HELPS GROW YOUR SEPTIC, SEWER, AND PORTABLE TOILET BUSINESS

Generating new business is costly and timeconsuming. If you don’t have a content marketing program, you will have to spend a lot of money on advertising and direct mail to find new customers. Content marketing costs money to create. However, once developed, it will continue to produce leads for your business for many years into the future. If you don’t know where to start, speak to a content marketing agency. They will sit down with you to develop a content marketing strategy so you can focus on running your business.