When creating content for the web, we all strive as small business owners and marketers to target the creators (10-13% of the citizens on the net), with hope they react and create more content/buzz which will spread to the large group of spectators/bystanders who simply watch and read.
Spectators are the largest collection of active citizens on the net, 33% of the total (see image below); they read blogs, watch videos, listen to podcasts, download music, but they don't join networks, they ...
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When creating content for the web, we all strive as small business owners and marketers to target the creators (10-13% of the citizens on the net), with hope they react and create more content/buzz which will spread to the large group of spectators/bystanders who simply watch and read.
Spectators are the largest collection of active citizens on the net, 33% of the total (see image below); they read blogs, watch videos, listen to podcasts, download music, but they don't join networks, they simply consume.
"Well here is the problem...", says Todd Defren of the informative blog PR-Squared, "How do you reach Spectators when there are no relevant or interested Creators to reach out to, i.e., in a 'neglected' market."
Here are six ways to turn them in to your Small Business Fans
- Locate what websites and social media websites your small business spectators are getting their information. You can begin by searching for your niche on Go2Web20.net
- Evaluate the content available for your potentional spectators and determine what you can do better or different to stand out. You can create stronger brand awareness for your small business by creating and using similar brand imagery throughout all content. For example, Will it Blend?
- Locate important and redeeming keywords for your small business that can be used for titles, descriptions, tags, and other description fields.
- Develop meaningful content that packs a punch. In our opinion, videos are the most effective for spectators, post all videos on at least YouTube; here are some tips for video creation:
- Keep it Short: Only 30 seconds to a 1-minute
- Educational: Your small business is an expert about something, share that with potential customers.
- Humorous: This is difficult to achieve, but if nailed, your video will result in positive brand awareness.
- Superb Production Value: This is also painful to achieve, especially by a small business owner with a tight budget, but the better the value of the production, the more trust you'll earn.
- Get Away from the Television ad: Try to capture the real essence of your small businesses inside the video (or any other content). Get as far way from creating an outright television advertisement as possible!
- Offer the video and other content to mainstream media websites, such as local newspapers, plus organizational and industry newsletters and magazines.
- Start a blog, once a spectator finds your small business blog and enjoys your expert and life-changing content, they'll come back for more!
If you've nailed at least some of these stseps, you'll eventually turn more and more spectators to fans who will slowly turn in to your evangelists and clients!
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