Like most small business owners, you’ve got to save time and resources when you can. One of the best small business marketing secrets is learning how to repurpose your website for print marketing.
Here are a few tips for turning your existing website content into direct mail pieces,
emails and other marketing materials.
Get the Most Value from Your Content
You can do yourself a big favour by taking a more all-inclusive approach to creating a piece of content for your business. Think about how a webpage, blog post or tradeshow flyer can be repurposed to fit multiple uses.
Website Content to Direct Mail
If you’ve already got a website, you’ve got a lot of good information just waiting to be repurposed. One of the easiest ways to do that is to turn it into direct mail pieces that can be used to target specific customers.
Take topics from different web pages and make them the focus of direct mail pieces such as brochures, flyers, postcards and more and use those mailers to point people back to your website to buy. Include a limited time offer on the mailer to create a sense of urgency.
Webpage into Blog Post
If you want to increase your blog content, just take the main points of your webpage and re-work them as a blog post. Avoid copying and pasting. Exact duplicates of a webpage will flag your site as low quality in search engines like Google and bump you down the list of results of searches for the topic in your blog.
Blog post to Social Media Posts
Social media is critical in today’s business world. You may feel that you don’t have the time or resources for it, but if you’re writing reusable content, it’s easier than you think. Each blog post you create should be able to generate four or five different social posts.
A good social media post is a short write-up that identifies a problem your customers face, has attractive photos of your products, customers or staff and includes quotes from the blog post that grab the attention of readers. Link the social media post back to your blog or the webpage that’s applicable.
The key to a successful social media campaign is to be social, which means you need to engage, talk and become part of a community. If you’re short on the time it takes to manage multiple social media profiles, there are free tools you can use. Using these kinds of tools can help you broadcast your message far and wide with a minimum amount of effort. They work by letting you schedule blog posts weeks in advance and give you access to data showing how people are engaging with your posts.
Blog or Webpage to Email
Take the same webpage or blog post and turn it into an email for your current customers. Keep it short and sweet; think of the email as a teaser to what you’ve already written. Use a strong call to action to point the reader to the next destination once they’ve read the email. Maybe you want them to visit your website or blog. Tell them exactly what to do.