Content Marketing for Small Business: 4 Practical Strategies

Small business success hinges on your ability to nurture relationships with your community. 

To bring shoppers through your door and maintain a steady stream of sales, you have to spark potential customers’ interest in your shop, educate them about your offerings, and earn their trust. 

While providing top-notch customer service and an excellent selection of products is a must for achieving these goals, they aren’t the only relationship-building tools at your disposal. 

That’s where content marketing comes in. Content marketing is a small business strategy that expands your reach, connects you with potential customers, and establishes your store as a trustworthy brand. 

In this blog, we’ll take a closer look at content marketing for small businesses and share four strategies you can try today. 

What Is Content Marketing?

Content marketing is about creating and sharing valuable content with your small business’ audience. 

Your content should help potential customers understand your store’s mission, what kinds of products you sell, and why they should shop with you. It should also engage your existing shoppers, letting them know about your upcoming promotions, building their excitement for your newest product arrivals, and encouraging them to remain loyal to your business. 

Done right, content marketing can grow your customer base, boost your sales, and set your small business apart from the competition. 

This approach might sound daunting, but that’s why we’ve put together this list of four straightforward content marketing strategies you can put to work for your store. Let’s dive into each. 

1. Leverage SMS for Promotions and Coupons

One of the quickest and simplest content marketing strategies is SMS messaging. You can send direct messages to customers’ mobile devices, putting your small business at the top of their minds. 

Since SMS messaging requires a list of contact information and consent to receive texts, it’s a great way to engage your existing customers and remind them to stop by your store. Here are a few of our best tips for crafting compelling texts:  

• Keep it short: To hold recipients’ attention and to keep costs low, keep your messages as short as possible. 
• Send timely notifications: Since recipients will see your message right away, make sure it’s time-sensitive. For example, you might send a text about a flash sale or a limited-edition product. 
• Make it personal: To surprise and delight your customers, consider sending a personalized coupon to entice them to make a purchase the next time they stop by your store. 

To implement your SMS strategy, look for an SMS marketing tool that integrates with your store’s point of sale (POS) system. This will allow you to sync your SMS contacts and loyalty program members, making it easier than ever to stay connected with your customers. 

2. Create an Email Newsletter To Keep Shoppers Engaged

The next small business content marketing strategy on our list is email. 

Sending regular email updates to your customers keeps them informed and excited about what’s happening in your store. 

Along with notifying recipients when you have an upcoming sale, you can use your email newsletters to highlight new arrivals, seasonal products, or even fun events you have planned. 

Sending emails to your customers is similar to sending SMS messages. You’ll need their email addresses and a marketing platform that integrates with your POS system and lets you create and send eye-catching emails. 

3. Build a Social Media Presence

If your small business isn’t on social media yet, you’re missing out on the chance to attract new customers and make more sales. 

By posting to platforms like Facebook, Instagram, and TikTok, you can reach people who would have never interacted with your business, introducing them to your mission and products. 

Here are a few ideas to inspire your first post: 

• Share your small business story: Explain how your business got started and why it’s your passion. 
• Introduce your team: Share the friendly faces your followers will see when they stop by your store. 
• Spotlight your products: Showcase your newest arrivals or most popular items.

To make the most of this content marketing strategy, commit to posting regularly, and set aside time to interact with your followers and answer their questions in the comments of your posts. 

Pro tip: Respond promptly to any negative comments and complaints. This shows you’re engaged and care about your customers.

4. Launch a Blog To Educate Your Customers

Another way to build your small business’ online presence through content marketing is to start a blog. 

While time-consuming, this strategy is a fantastic way to earn customers’ trust and establish your store as a pillar of the community. 

For example, if you own a hardware store, you might write how-to articles about home maintenance tasks or basic repairs, including a shopping list of the tools and materials DIYers need. After skimming your article, readers will stop by your store for all the supplies they need — and they’ll remember your blog the next time they’re wondering how to tackle a home project. 

Adding a blog to your online store is the easiest way to implement this strategy, so check with your e-commerce platform provider to learn about next steps. 

Cultivate Your Customer Base With Content Marketing

Whether you’re sending an email newsletter about how your store is growing, spotlighting your amazing team on social media, or sharing your expertise through blog posts, content marketing is about cultivating a relationship between your small business and your community.

Since an effective content marketing strategy will bring a wave of new and returning customers through your door, make sure you’re ready by upgrading to a modern point of sale system like POS Nation. 

With our software, you can offer your customers a speedy checkout experience, keep your shelves perfectly stocked with robust inventory management features, and boost your sales with a customer loyalty program. 

See POS Nation in action by scheduling a live demo today.