The U.S. Census provides “quick facts” about U.S. jurisdictions, including business facts. While the business facts are ten years old, they still provide an indication of business health.
For Rancho Cucamonga, the U.S. Census Bureau has documented over 15,000 firms, over $3 billion in manufacturers shipments, and over $2 billion in retail sales. These figures have presumably increased in the last ten years.
This post concentrates on the services that Bredemarket can provide to businesses in my local area. Read on if you own a small, arty business in the Emporia Arts District of Ontario…
…or perhaps a larger, less arty business north of Holt in Ontario, or perhaps even a business in one of the other cities that I mentioned, or one of the ones I didn’t (sorry Narod).
There are a lot of local businesses out there
Even if you don’t count sole proprietors (such as myself) or freelancers, there are somewhere around 7.7 million businesses in the United States. (This figure is from 2016; I’m not sure if it’s gone up or gone down in the last five years.) Now if you include sole proprietors in the total, then you’re talking about 32 million businesses. (This particular number may have actually increased over time.)
Obviously I can’t target them all. Well, I could try, but it would be a little ridiculous.
So what if I took a subset of those 32 million businesses and tried to see if Bredemarket could serve that subset?
The local small business persona
When you want to market to a particular group, you develop a persona that represents that group. You can then develop a profile of that persona: the persona’s needs, aspirations, and expectations; the persona’s underlying goals and values; and perhaps some other elements. The persona may be developed via extensive research, or perhaps via…a little less quantification.
When I initially looked at this topic last September, I concentrated on a particular persona, but my thoughts on this topic have evolved over time. While I will still serve artists as I initially proposed last September, I’m now thinking of other businesses that can best use the type of content that I provide.
For example, the business may be an incorporated business that is based on the Inland Empire West, provides its products or services to customers in the local area, provides excellent service that is loved by its existing customers, and needs to get the word out to new potential customers by creating content that can be downloaded from a company website, shared via a company social media account, or handed out at a trade show or other in-person event.
Regarding the values of this particular persona, you can probably already deduce some of them based upon the customer love for the company.
The business puts the customer first and strives to provide services that satisfy its customers.
However, the business also prioritizes the well-being of its employees.
While the business may not have explicitly articulated a vision, its actions testify to a vision of excellent service, customer satisfaction, and care for employees.
But what does this business need in terms of types of content? For my example, these businesses are ones that need customer-facing content such as the following:
A document (online or printed) that explains the product(s) or service(s) that the business provides, and that discusses the benefits that the product(s)/service(s) offers to the customers. This document may take the form of a product/service description, or it may take the form of a white paper. For example, your business might issue a white paper entitled “Seven Mandatory Requirements for a Green Widget,” and the white paper just might happen to mention at the end that your green widget just happens to meet all seven mandatory requirements. (Coincidence? I think not.)
A document (online or printed) that tells a story about how an individual customer benefited from the product(s) or service(s) that the business provides. You could call such a document a case study, or you could call it a testimonial. Or you could call it a casetimonial.
These types of documents are more valuable to some businesses than to others. Your average convenience store has little need for a 3,000 word white paper. But perhaps your business has this sort of need.
How many words should your content contain?
When I originally wrote this last September, I started off by discussing my two standard packages, based on word length. But now that I’ve thought about it a bit more, there are some questions that you need to ask BEFORE deciding on the content length. (We’ll get to content length later.)
(Owen Lovejoy) “How long should a man’s legs be in proportion to his body?”
(Abraham Lincoln) “I have not given the matter much consideration, but on first blush I should judge they ought to be long enough to reach from his body to the ground.”