Owning a small business in a rural community presents its own set of challenges that are unique to less populated regions. For example, foot traffic is lower in storefronts and buyers are less consistent. This is why small, rural businesses need to implement an effective content marketing strategy that considers these challenges.
Content marketing allows small, rural businesses to reach current and potential customers who are interested in their product or service regardless of their location. The key to effectively deploying a content marketing strategy is to create content that your customers really enjoy and will interact with which ultimately leads to conversions.
Here are a few ways that you can curate your content to stand out in a rural community.
Claim Your Business On Google
While this technically is not content marketing, it is an essential part of your business’s validity online. Customers trust Google and want to see your business take itself seriously. With the rise of entrepreneurship, something as small as a Google business profile validates your rural business and sets you apart from the competition.
To claim your business on Google, follow these steps.
Choose Which Platform(s) You Will Use For Marketing Your Rural Business
As a small business owner, your time is your most valuable asset. So when it comes to deciding which social media platform(s) you will be on, choose carefully because you will not be able to do it all.
How do you know which platforms are right for your business? Think about who your target audience is and what platforms they spend their time on. That’s where you want to be. Take into consideration if your target audience is local clientele or if you plan to offer a service that is not restricted by foot traffic.
Post Consistently To Help Your Visibility
A large key to rural content marketing success happens when you post consistently. Your customers, and potential customers, want to see that you are constantly updating your social platforms. This is another element of building trust within your community. When you show up for them, they’ll show up for you.
Being consistent on social media is not only important to your customers, it is also important to the algorithm. Each platform “rewards” you by giving your content a further reach when they know you will post consistently.
This article gives good tips on how to stay consistent on social media by scheduling your content.
Concentrate On Content That Is Valuable and Grabs Attention
The next key to rural marketing success that is equally important as being consistent is posting content that brings value to your audience. The goal is to create content that is visually pleasing and encourages your audience to engage with it. If you’re constantly posting content that nobody engages with, the social media algorithms will start to push your content further down.
The goal of each social media platform is to have users stay on their site/app as long as possible. So each platform will reward you when you create content that your audience likes, shares, comments on, and engages with.
So how do you create content that is worth engaging with? Your content should always fall into one of these three categories: Entertaining, Educational, or Inspiring. Create the content that YOU would want to engage with. What images or videos cause you to stop scrolling?
The more that your audience engages with your content, the more visibility your post will have. Don’t forget to add links to relevant content to your posts.
Share Your Story
One of the unique advantages of running a small, rural business is that your personal story matters. Think of how many times someone has tried to place you during a conversation by asking who you are related to. Customers want to know who they’re buying from. They want to know your values and why you got into business.
Sharing your story helps build trust and camaraderie with your customers. They are more apt to support your business when they feel connected to you, whether or not they know you.
Involve The Community
Businesses in rural communities have greater success when they work together to create cross-promotional content. This not only builds relationships and strengthens your brand, but it also entices customers to come to your storefront when they know there is more than one business to visit.
Be The Local Expert In Your Niche
While some may think being in a rural area is a disadvantage, it can give you a unique opportunity to position yourself as an expert in your field. Set yourself apart by honing your skills, gaining relevant knowledge, and sharing your expertise with your customers through content marketing. Position yourself as an expert your customers know they can trust for up-to-date information.
The Overall Importance of Rural Content Marketing
The best way to be discovered by customers outside of your community and to generate more sales or leads for your business is through an effective marketing strategy. Utilize these tips to create an actionable plan for your rural content marketing. Stay consistent and let your story shine through your posts. Remember, customers want to feel connected to your brand through your story.