Time and again when we attend marketing conferences or provide training, the question arises: “Is content marketing a good option for small businesses or even personal brands? The answer is yes and the reason is that these companies tend to have their more defined niches and therefore content creation, attraction, engagement and loyalty are easier to build. Of course, it is difficult to believe someone without evidence, so today we will talk about a simple case, an ultra-common business and therefore, practically with a lot of competition, Canadian CFO Email Lists let’s talk about Pet Sitters in Ireland, a pet care micro-business that emerged only in 2010 as a family business; Kate McQuillan and her husband had started this basically because they hated leaving their pets in kennels when they went out, and when they were looking for an alternative there was nothing but asking friends or family, who do not always welcome the request. After researching the market, the couple realized that pet care was a service that other animal owners just like themselves wanted and needed. After six years in business, Pet Sitters Ireland is Ireland’s number one pet sitting company, with thousands of visits every month from hundreds of pet owners across Ireland. Most of this growth is attributed to its content marketing strategy .
Here’s how they did it. When the couple started the business, they thought that traditional marketing methods could attract customers. They handed out flyers, hung up posters, put up some advertisements in the newspapers, and handed out business cards. In the first year of activity, they attracted 40 clients. It is not fatal, but they were stuck there and it was clear that if they wanted to scale the business, they had to do something else. So they set out to redesign the website and test out some Google PPC ads which is one of the best working channels for sales. However, like many small businesses, the problem was cash flow. They simply did not have thousands to spend on advertising, nor did they want to pay those amounts that Google sometimes asks for certain keywords . It wasn’t until 2012 that they started a content program that led to high growth with little cash outlay. The couple had read enough online to know that social media and content had to play some important role in business, but they couldn’t connect the dots. Nor was it that they wanted to declare themselves experts in pet care, and they didn’t think they had enough credibility to say that people were interested. In 2012 they watched a video by Marcus Sheridan talking about the concept of blogging as a way to answer customer questions.
Up until that point, their first blog attempts had been mostly comments, telling people what events they were attending, and general announcements about themselves and the business. In other words, nothing interesting. But the new idea made sense – they could certainly blog and answer customer questions as well as create content that interested them. By consistently answering questions on the blog three times a week, in 18 months they had achieved over 10,000 website visitors per month and developed a Facebook page with over 30,000 fans! The content acted like a magnet on the website with the help of social media promotion. It was the moment of a great decision. Last Review They thought that this content model could be scalable and they knew that if they wanted to expand, they had to jump into franchising to grow locally. In three years, their revenues grew 450%, mainly supported by their successful content marketing model. They now have a full-time manager and three franchises on board. Opportunities have arisen to work with brands on pet-related products and have been interviewed by the media due to the success story. In early 2016 they were finalists in the Irish Franchise Awards. Following interest in their story, they are now even helping other business owners grow through small business content marketing.