Don't Let Cost Define Why You You Aren't Making Content For Your Small Business
Success in marketing is no longer dictated by the size of your budget. Social media and innovative branding strategies have “leveled the playing field”, allowing small businesses to stand toe-to-toe with corporate giants.
Let me create some urgency with this one…
POV: You are a business owner right now reading this.
Go to ChatGPT or Perplexity, NOT GOOGLE; lets start getting you used to using AI, and type in a competitor of yours or another small business nearby.
The search landscape is undergoing a shift. Traditional search engines like Google are no longer the only way to search. Large Language Models (LLMs) like ChatGPT and AI-powered search platforms like Perplexity are revolutionizing how people find products and services online. These AI-driven tools provide more conversational, context-aware responses that often directly answer queries without requiring you to click through multiple blue links.
Let’s look at the comparison by inputting “top 5 bakeries in evanston, il” into both Google and ChatGPT:
So, What clearer information do you get from LLM vs. a basic Google Search?
✅ Curated, specific details about each bakery's specialty
✅ Clear categorization of what each bakery does best
✅ Precise locations
✅ Unique selling points and signature items
✅ A more conversational and user-friendly format
The key benefit of LLM search is its ability to synthesize information into a clear, actionable format that directly answers the user's query without requiring additional clicks or filtering through multiple sources. It's like having a knowledgeable local guide versus sorting through a jumbled directory.
Social media content is increasingly becoming a crucial source for LLM training and real-time information gathering. When businesses maintain an active social media presence, they create multiple touchpoints for LLM discovery. The AI algorithms powering social platforms now prioritize engagement and relevance, making well-crafted content more visible not just on social platforms, but also in LLM responses.
and again, its FREE to make content.
It might not be that way for long so step on it!
Myths You May Have About Social Media Success
You need to be on every platform.
Reality: Focus on the 1-2 platforms where your audience is most active. Quality over quantity wins every time. Larger Companies have the luxury to have a team of people to work on different social media platforms and create tailored content for each platform.
👉Tip: Content can be the same across all platforms, but tailor the copy to the platform. The way you speak and write copy on X (Twitter) is different than how you speak and write copy on LinkedIn. Keep in mind….it’s Freeeeee!
More followers = more sales.
Reality: Engagement matters more than numbers. A highly engaged small audience will drive more business than thousands of passive followers. You can buy followers, but relationship building is free.
You have to spend big on ads.
Reality: Organic content and engagement strategies can yield impressive results without breaking the bank. When a piece of content overperforms, analyze why that content did well. Then use that content as an advertisement piece of the overall Ad. In a later article I will deep dive into strategy behind this strategy and when to paid for Ad space.
You need expensive equipment and software.
Reality: Your phone has more technology that spaceships built decades ago! Most phone have amazing video and picture taking software. Accompanied by a catalog of creative tools that are designed for mobile phones and free as can beeeee! Tools like Canva, CapCut & AI based tools like Fotor are at your finger tips.
Posting more often leads to better results.
Reality: A consistent, high-quality posting strategy is far more effective than flooding your feed with low-value content. If you are a beginner, make good content even if it takes a little time. Some people can make a great video in 5 mins and some may take longer, there is no rush, just be consistent.
Make Your Brand Stand Out Without a Big Budget
Lets talk about how your brand can stand out for free.
Authenticity over perfection Customers resonate with real, raw, and relatable content more than overly polished ads. You don’t need a budget to be authentic. In fact , you can pick up your phone right now make a video just talking about why you love your product and service and people will interact with that interaction far more.
Bold, opinionated messaging Don’t be afraid to take a stance on industry trends or topics that matter to you and your audience. Taking a stance on industry trends builds credibility and engagement by showing your audience you have a clear perspective, but it can also be polarizing if not handled thoughtfully. Ensure that your stance doesn’t alienate some people in your community. Focus on educating and communicating with all. This approach keeps your brand bold but inclusive and solution-oriented.
Humor and personality: Brands like Liquid Death and True Classic Tee’s thrive because they inject personality into their content. If you have the creative mind to make content that is funny and bring personality to your brand, do it!
Short-form video dominance: Platforms like TikTok, Instagram Reels, and YouTube Shorts reward engaging, bite-sized video , content. If you can master short form video content that can help push Ads easier because you know what is working. It then can be turned into more long form, story telling engagement that converts. Like Liquid Death and True Classic Tee’s.
Crafting a Brand Story That Stands Out
A compelling brand story isn’t just a tagline. It’s the emotional connection between your business and your customers. People don’t just buy products; they buy into the stories, values, and mission behind them.
Ask yourself these questions:
What inspired you to start your business?
What problem do you solve for your customers?
What values and beliefs guide your brand?
What makes your business different from competitors?
Then, turn these questions into pieces of content. This is when LLMs come in handy.
👉 Pro Tip: Head over into ChatGPT or Perplexity, in this case I would use ChatGPT because of it’s better creative element, and brainstorm. In a later article I will deep dive into the differences of LLMS and how to utilize them in strategic ways!c ways!
Finding and Engaging Your Niche Audience
Instead of trying to reach everyone, focus on a niche audience that truly connects with your brand.
But how? Let me explain…
Remember the bakery search I did for Evanston in ChatGPT above? Lets use Hewn Bakery as an example and I'll explain how to engage existing audiences while expanding to adjacent audiences.
Hewn bakery focuses on "artisan bread & pastries" with locally sourced ingredients, appealing to health-conscious food enthusiasts. They maintain their core audience by emphasizing "hand-crafted" and "small-batch" qualities.
Primary Niche: Artisanal bread enthusiasts
Potential Niche Audiences:
Home bakers interested in sourdough techniques
Local food sustainability advocates
Health-conscious foodies
Restaurant industry professionals
The every day artisan bread lover browsing on social.
Instagram Reels, YouTube Shorts and Snapchat are great places to share beautiful bread photos/videos, behind-the-scenes content, or even quick tutorials on bread-making techniques.
👉 Pro Tip: Don’t worry about giving away the “secret-process or ingredients”… well maybe not all the ingredients. But, make your audience feel like they are apart of the business. Maybe, have them send in their video’s of them using the technique and post them to your story!
Create processes that are professional on LinkedIn to connect with restaurant buyers and food industry professionals who might be interested in Hewn making artisan pastries for their event. Hell, maybe someone scrolling on LinkedIn, sees your video content and decides they want to take artisan pastries to the office the next day and they drop in to purchase something.
The great thing about posting on all platforms is you never know who your content may get fed to, pun intended 🥧 The key is maintaining authenticity with your core audience while adapting your content format and messaging to appeal to related interests on each platform. This creates multiple entry points for new customers while keeping existing ones engaged.
Let’s get this bread 🍞
If you’re just starting or want to revamp your content ideas, here are some ideas
Define Your Brand Voice & Message and scream it on social media!
Choose 2 Social Media Platforms and 1 new one you haven’t explored.
Create a content calendar, nothing too demanding, but be consistent.
Experiment and Measure Results because each platform has different analytics. Analyze your content to make data driven moves.
You Have Everything You Need With Zero
Every business is rich in ideas, don’t worry about what others think.
You have creativity.
You have a story.
You have an audience waiting to connect with you.
Please drop a comment below and share your thoughts!