Why every small business need content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable,relevant and consistent content to attract and retain existing clientele to ultimately drive up leads, and HERE is why every small business must use content marketing.

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3 keys to effective and successful digital marketing strategies

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Digital aka Internet marketing is the ‘greatest thing since sliced bread’ . This form of marketing promotes products or services using digital channel to reach wide audience online. The key objective is to promote brands through forms of online media such as search engines and social media channels. Digital marketing has ushered new innovate ways of conversing with customers.

In the First quarter of 2018  Facebook daily active users were 1.45 billion on average for March 2018 , an increase of 13% year-over-year and monthly active users were 2.20 billion as of March 31, 2018 , an increase of 13% year-over-year. Google now processes over 40,000 search queries every second on average(visualize them here), which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. Facebook and Google present mammoth numbers of users and continues to lead in social media channel and search engines ,respectively.

Every small business is unique and there are no hard and fast rules to running online marketing campaigns but these 3 methods are indispensable in every digital marketing strategies.

1. Content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable ,relevant and consistent content to attract and retain a clearly defined audience and ultimately drive up leads. Content is king of digital marketing and both social media and search engine marketing(SEM) are nothing without this important piece. In social media marketing , Content has to relevant to the social media channel and informative to users. In the latter then, content must be search engine optimized(SEO) to make it easy for search engines to display in their indexes.

2. Social media marketing

Social media marketing(SMM) is a form of digital marketing that involves creating and sharing content on social media channels. The nature of products or services, customer preference and type of content that the small business offers determines which social media site is best suited to share content. Facebook continues to lead in innovating different types of content to disseminate to customer but is only suitable to business that offers certain products or services. Infographics ,Visuals and live-streaming contents are dominating across all social media sites. Social media sites offers an opportunity to advertise to customers based on their interest, location and age group and guarantees a maximum return on investment(ROI).

3. Search engine marketing

Search engine marketing(SEM) is an overarching concept that include all paid and not paid form of online marketing via search engines. SEM is made up of search engine optimization(SEO) and paid advertising(pay per click(PPC)/cost per conversion(CPC)/cost per thousand impression(CPM)). SEO is a form of search engine marketing ,it includes optimizing content ,structure and keywords on a website to rank higher on organic search results. Paid advertising on the other, includes making payment whenever an ad is click or a client has taken action or when an ad is seen by a thousand clients.

Small businesses are inundated with choosing effective marketing strategies and these 3 methods offers opportunities to unlock unprecedented numbers of leads.

Contact us to take your marketing strategies to the neXT level.


To post ,or not to post content on Facebook?

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The Hamlet’s famous soliloquy that questions righteousness of life over death is a perfect analogy of the Facebook community standards and internal enforcement guidelines. This soliloquy present a new conundrum with posting content on Facebook  and Monika Bickert ,Vice President of Global Policy Management confirmed this as ‘ One of the questions we’re asked most often is how we decide what’s allowed on Facebook ‘. This soliloquy then begs the question of which content should be posted or not be posted.

Facebook has unprecedented numbers of users and business pages and is the darling of social media advertisers. Facebook boost more than 1.35 billions of users worldwide and with more than 16 millions in South Africa only , with more than 65 million business pages in its stable. In the first quarter of 2018, Facebook reported $11.97 billion in revenue and $4.98 billion in profit , with 91 percent of its advertising revenue coming from mobile.

Facebook community standards outlines what is and is not allowed to be posted and serves as a guide for how to communicate on Facebook. There are 6 guidelines on posting content on Facebook.

1. Violence and criminal behavior

Facebook prohibits post that could cause potential real-world harm that may be related to content on Facebook including those of dangerous individuals or organisation ,facilitating crime , coordinating harm or individual sale of non-medical drugs, pharmaceutical drugs and weapons.

2. Safety

Facebook removes content that encourages suicide or self-injury, content that sexually exploits or endangers children and adults , bullying , harassment and content that violates privacy and image rights.

3. Objectionable content

Facebook removes all objectionable content such as Hate speech , any post that glorifies violence or celebrates the suffering or humiliation of others, adult nudity and sexual activity and content that is cruel and insensitive.

4. Integrity and authenticity

Content that lacks honesty and originality are also removed. This include posts that are Spam , those making false misrepresentation , spreading fake news and accounts of users who have passed on.

5. Respecting intellectual property

Facebook’s terms of service do not allow people to post content that violates someone else’s intellectual property rights, including copyright and trademark.

6. Content related request

Facebook complies with users requests to remove their own account or deceased users account or incapacitated users from an authorized representative. Complies further with any request to remove underage account , Government requests for removal of child abuse imagery depicting and legal guardian requests for removal of attacks on unintentionally famous minors.

These community standards are guidelines on the sort of content that is allowed to be posted on Facebook and recently published internal enforcement guidelines and appeals processes are the guiding mechanism and processes to follow for any grievances on removed posts. Like Hamlet, Facebook users must question their content over these community standards before sharing with everyone else.


Content marketing: Valuable tips for small businesses

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In 1996, Bill Gates wrote an article titled “content is king”,in which he touted content as the next big thing on the internet and today a lot has changed yet content still remains the most important piece on the chess board. Content is often underrated but remains the most free means for any small business to leverage and engage their customer with informative and relevant content.

Social media and internet marketing offers a great platforms for small business to communicate their content to a wider customer without shedding any ‘fat’ . Content is the most lucrative exercise for small business and a dormant website or an empty social media page is hindering the growth of any unwary small business. About 88% percent of business-to-business companies and 78% of business-to-customer companies reported using content marketing in 2015.

Content marketing is a strategic marketing approach focused on creating and distributing valuable,relevant and consistent content to attract and retain a clearly defined audience -and ,ultimately ,to drive profitable customer action. Small businesses have the necessary ‘runway ‘ with content marketing and whilst increasing sales and building brand engagement.This ‘democratization’ of content is pioneering new innovative ways of engaging customers.

Internet marketing

Search engine optimization(SEO) is a big word in the realm of internet marketing. SEO is the unpaid form of internet marketing ,it includes optimizing the structural and content on a website to make it easy for search engines to display on its index. Google accounts for approximately over 96% of all mobile searches traffic worldwide and the user experience of these mobiles searches must be priority. Small business websites must be optimized for mobile handsets and the content must be compelling enough to engage customers.

Social media marketing

Social media evolution have presented a new dynamic in content marketing ,and small businesses have to create content that is appealing and relevant to different social sites .The average daily social media use in South Africa is +/−3 hours and for every 100 there are 27 people who are on social media. Social media sites such as Facebook,Twitter,Linkedin,Youtube and Instagram present new opportunities for small businesses to engage and entertain new and existing customers.

Social media sites are proving very popular with users(customers) and the relevant type of content to a particular site is king for the day. Facebook continues to dominate the social media landscape and new innovate ways to create,publish and distribute content that is relevant to its users. Today visual content is growing popular among social media users and video will account for 79% of global internet traffic by 2020.

The democracy of internet marketing is helping small business disseminate valuable content about their product or service and failure to produce quality content that is relevant, consistent and valuable would get the king in a check mate.


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e-Marketing v/s traditional marketing, Which is an efficient choice for SMEs?



Many Small and medium enterprises(SMEs) in South Africa are bootstrapped for marketing budgets,which between traditional and e-Marketing would help brands communicate their voice on a compact budget. The choice between different marketing strategies remain a huge challenge in the SMEs functional operations with most making costly mistakes in deciding on efficient strategies. These marketing method are wrestled against each other to present a best choice.

The first round is decided on the type of business the SMEs is involved in. The second round on the form of campaign objectives envisaged. Third round on the audience numbers that the business is offering its goods/services to and then cost and return on investment(ROI) is a top priority in gauging an efficient marketing strategy and thus a final factor in awarding this title.

  1. The type of business

It is crucial to determine whether the SMEs is in the business to business(B2B) or business to customer(B2C) space. The landscape in South Africa is interesting to observe, out of the 2,3 Million SMEs , almost half operate in trade and accommodation. These service industry dominate the features of SMEs landscape in South Africa.

Traditional marketing is focused on mass targeting with the same advertising which is better suited for B2C in the space whereby the customer share a common interest(for instance food). e-Marketing accommodate both B2B and B2C businesses ,in the online space ,customer are not mass targeted and each and every customer is reached in their unique way.

2. Campaign objectives

Marketing plan forms a huge integral part of the objectives of any small business, is the business running an awareness campaign? is the business looking to drive up sales ? before any action can be taken, SMEs must answer these questions first.

e-Marketing offers solutions to achieve any marketing objectives, including a search campaign to reach customers who are actively searching for a brand online. Display campaign to build brand awareness for customers who have interest that are similar to what the brand offers. A video campaign to engage and stimulate audience with visual content. A website conversion campaign to drive traffic to a SMEs website and a shopping campaign to encourage online purchases or booking of services.

Although traditional marketing offers some of these campaigns ,it delivers these campaigns in a rigid manner. A brand looking to build awareness among potential customer would be forced to focus on conversions also. The instantaneous is denied and customers are alienated from interacting with brands.

3.  Audience numbers(Potential customers)

The number of audience for a particular media remains a selling point for most SMEs ,South Africa boost a huge population of adults at 38,7 million (age 15+) . This create an opportunity for SMEs to target a particular media consumption as opposed to a futile one.

Traditional media consumption has considerable numbers with television viewership at 89.9%(34 million) on audience that watched yesterday. Radio listener-ship comes second at 69.9%(27 million) and cinema goers at 0.2%(77520) for July – December 2016.

e-Marketing media consumption on users figure has piqued considerable over the years with those adults who used internet at 38.8%(15 million) ,then users who had read a newspaper article online at 11.0%(4,2 million) and those who had magazine article online at 3.9%(1.5 million).

4.  Cost and return on investment

SMEs operates on small margins ,accounting for every expenditure on a bootstrapped budget therefore cost of marketing and return on investment is a bigger picture in choosing an effective marketing strategy. A CMO survey in 2015 found that small business to business firms spent around 7-8% of their annual budget on marketing. That figure rose to 9% for small business to consumer companies.

The average cost of an ad on Google AdWords is currently R 27.84 per click .The average cost of an ad on Facebook is currently R 20.64 per click and an average standard banner cost R 396.50 on major online media site ranging from business and finance to interest on women lifestyles.

Traditional marketing is popular with large business that command a bigger marketing budget ,The average spot on SABC1 spread 19:00 to 22:00 between September 2016 and August 2017 cost R 78,669. In this period the station delivered 4,785,400 adults daily at an average cost per thousand of R 27. Daily sun is a major  newspaper published by Media24 in English, distributed weekdays mornings. Its ABC circulation April-June 2017 is 164 900 and a single column centimetre Full Cover is R 444.00(2017, exc VAT & agency commission).

In the four rounds ,traditional marketing is undefeated in the ‘potential customers ‘ rounds but its knocked on the other three rounds in the ring by e-Marketing. The former remains exclusionary and dead place for creativity and innovation, the latter may reach half of the ‘potential customers’ but its method are best suited for SMEs on a limited budget . e -Marketing offers tailored made solutions to the type of business the SMEs might be positioned, with ample campaign options at varied cost and high return on investment.


Contact us for any e-Marketing solutions for your SME