What is the Facebook Ad Library?
You’re probably aware that Facebook and its creator, Mark Zuckerberg, have come under some intense scrutiny since the 2016 presidential election due to the use of the social media platform for “fake news” ads. One of the tools that Facebook has made available to address the criticism is the Facebook Ad Library.
On the surface, its intended use is to provide transparency in advertising. You can plug in the name of any Facebook page and see the ads they’ve placed – with a special emphasis on political and issue-based ads.
The search option defaults to issue, Electoral or Political ads, but there are two other options available:
How to Use the Facebook Ad Library
The key to using the Facebook Ad Library is understanding how it works and what to do with the information you find there.
The first step is to make a list of your competitors. Make sure to note the exact name they use on Facebook – you’ll need that information to view their ads.
Next, go to the Facebook Ad Library. Then follow these steps:
The one thing you can’t do is spy on their targeting, but that doesn’t mean that you can’t make inferences from what you find.
Tips for Using What You Find on Facebook Ad Library
How can you use what you find with Facebook Ad Library? Here are some tips and best practices to help you make the most of your espionage.
Dynamic Creative Ads
One of the best ways to capitalize on what you learn from spying on your competitors is to let Facebook do some of the work for you. If you’re not already using Dynamic Creative Ads, which is Facebook’s automated ad creator, then you’re probably missing out on a chance to connect with your audience.
Dynamic Creative Ads will help you create ad combinations you might not have considered on your own. You’ll need to make sure you have the types of content you want to use in your library, but you can do that easily enough after you spy on your competitors.
Basically, Dynamic Creative Ads will mix and match your options to allow you to reach your marketing goals. You can choose goals that include:
My suggestion is to dedicate some time early in the new year to scoping out what your competitors are doing with their Facebook advertising. Use what you learn to create the kind of content that’s going to help you divert traffic from them, increase your conversion rate, and grow your business.
To keep things simple, I’ve put together this local SEO resource for you to use to get the new year started right. I’ll focus on the quickest and easiest things you can do to ensure that your local SEO is up to scratch – and that the people in your target audience can find you.
Optimize Your Google My Business Listing
I’m not going to go into detail here about Google My Business because I’ve written about it extensively before. That said, please don’t ignore GMB in 2020! An optimized listing is your best friend when it comes to local SEO.
Make sure your listing is complete and up-to-date. Add pictures and your company logo if you haven’t already and do everything you can to encourage people to review your business on Google. It’ll help – I promise.
Standardize Your NAP Listings
NAP (Name, Address, Phone number) listings are another topic I’ve covered extensively, but they’ve become more important than ever before thanks to Google’s Hawk update in 2017. Having even one listing that’s not standardized can and will dilute your online presence – so don’t skip this step.
Google your company and make sure that your NAP listing is identical everywhere it appears. Remember that even minor differences (Ave instead of Avenue) can cause a problem. I know this is a painstaking, nitpicky job, but it’s important.
Specify Your Service Area
You own a local business and that means you have a service area. Even if you can technically ship anywhere, it’s still important to let potential customers know where you are.
There are two quick and simple ways to specify your service area without overhauling your entire website. You can:
Create Geo-Targeted Landing Pages
One of the changes included in Google Hawk is that Google made the target search areas smaller than they used to be to (at least in theory) prevent businesses from being elbowed out of search results. What I suggest is creating separate landing pages for each of your service areas. Here are some tips:
Optimize Your Citation Pages
Did you know that it’s common for consumers to spend only a few minutes on a business website before converting? That might sound unrealistic but it’s true – and it’s because they spend far more time on citation pages before buying anything.
Some of the best-known citation pages are review aggregation sites like Yelp and Yellow Pages, but there are dozens of others – some of which are specific to certain industries.
To get a jump on optimizing your citation pages, check out this master list from Moz, which lists common citation pages by industry. Then, Google your business and make your way through each citation. Keep in mind that, in some cases, it may be worthwhile to upgrade to a premium account, so you can add images and make the most of your business listing.
Use Schema Markup on Your Website
Another local SEO factor that you may have overlooked until know is Schema markup. Schema tells Google how to display your pages when they come up in search – and it can make a big difference in how local customers feel about your page.
You should use Schema markup to provide potential customers with vital information about your business. Many small businesses don’t bother to include a ‘rich snippet” with their Schema markup. You can find more information about how to use Schema markup to boost your SEO here.
Focus on Reviews
There’s no denying that social proof is the name of the game when it comes to local marketing. The research shows that almost all consumers pay at least some attention to online reviews, with many giving them as much credence as a personal recommendation.
You should start with Google My Business because those are the reviews that people are most likely to see when they search for your business. After that, you should look at review aggregation sites such as:
Then, make it a company policy to ask customers for reviews. You can decide what makes sense. For service providers, the best bet is probably to reach out to clients when a job has been completed. For retail, you may want to have your cashiers remind customers to leave reviews when they check out.
For extra credibility, consider linking directly to your review pages from your website. That kind of transparency is something customers value and it will help your local SEO, too!
Getting optimized for 2020 doesn’t need to be complicated and you don’t need to spend a lot of time doing it. The quick fixes I’ve provided here will help you fine-tune your local SEO and grow your business in the new year.
Google Search Console
Google Search Console is my first pick. It’s a terrific tool that allows marketers and local business owners to understand how people find their businesses on Google.
This is a free tool that you can access via your Google account. The only preliminary step you must take is to verify that you’re the owner of your website. Once you’re verified, you can:
Revive by Animalz
One of the biggest threats to your online visibility and viability is stale content. If you’ve been blogging for a while – or if your site hasn’t been updated in a few years – you probably have some content on your site that’s languishing from a lack of attention.
Revive by Animalz is a tool that’s designed to help you address the issue of stale content. Without it, you’d need to review every post on your site to determine which posts are outdated and in need of a refresh.
With it, you can simply plug in the URL of your website and let Revive do the rest. It will crawl your site and identify posts that are in a state of decay. (That sounds awful but really it just means pages and posts that are trending in the wrong direction.)
Revive is a free tool. To get your report, you’ll need to provide access to your Google Analytics account. In return, you’ll get a report that identifies the pages, blog posts, and other content that’s in need of an update. You can then use it as a roadmap to refresh your site and attract more traffic than ever before.
Have you ever wondered what your competitors are doing online? If the answer’s yes – and it should be! – then SpyFu is a marketing tool you should know about.
SpyFu allows you to “spy” on your competitors’ keywords and determine which ones are the most lucrative. You can use it to:
SpyFu is a paid tool with pricing starting at $33 per month. The basic plan should be plenty for most businesses.
Hustle is a WordPress plugin that allows you to capture email address quickly and efficiently. It allows you to design pop-ups, slide-ins, email opt-ins and social following bars.
What I like about Hustle is that it’s fully integrated with just about every email marketing service. (I use a combination of Mailchimp for newsletters and InfusionSoft for nicely passed follow-ups to opt-ins.)
As a bonus, Hustle includes exit-intent, which displays a pop-up or slide-in when a visitor is about to leave your page, and Google ReCAPTCHA to prevent spam. Best of all, it’s totally free.
Proof is a tool that makes it easy to display your – you guessed it! – social proof on your website. To install it, all you need to do is copy and paste their pixel onto your site page.
Once you have installed the pixel, it will integrate with your site or your CRM and show your targeted customers:
Pricing for Proof starts at $29 for the basic plan. They offer a free demo as well!
Flashyapp is a marketing automation platform that can help you improve your conversion rate in a variety of ways. You can use it to:
If you want to try it out, the Starter Plan is available for just $7 a month and the professional plan is $40 per month.
Tailwind is a scheduling tool that’s designed specifically for Instagram and Pinterest. It will walk you through creating an optimal posting schedule based on your audience engagement, traffic, and virality. Then, it will re-post content for your according to your schedule.
If your business is active on Pinterest, I think Tailwind is a must. It’s just as useful for Instagram. They offer a free trial that allows you to schedule up to 100 posts or Pins without a time limit. After that, the pricing is separate for Instagram and Pinterest, coming in at $9.99 per month for each platform.
Here are a few honorable mentions that I think deserve some love in 2020:
1. is a free tool with hundreds of design templates. If you don’t have the money to hire a professional designer, you can use Canva to create beautiful newsletters, presentations, and social media posts. Their basic plan is free, or you can upgrade to the Pro plan for $12.95/month.
2. is a readability tool that you can use for free online or download to your desktop for just $9.99. I like it because it helps eliminate complicated sentences that might deter readers.
3. is a site with a decent collection of free stock photos. You can use them without attribution. Their selection isn’t huge but if you don’t have the budget to pay for photos, this is a great option.
With the right tools in your marketing toolbox, there’s no reason that 2020 shouldn’t be your best year yet!
You’ll still be able to see your Likes in your analytics, but the new reality signals a sea change in the world of Instagram engagement. Here are 5 things you can do to engage your customers that go far beyond a simple Like.
#1: Organize Your Stories into Highlights
Instagram Stories can be a terrific marketing tool, but they only stick around for 24 hours – or do they?
One of my favorite tips for Instagram Stories is to feature them as highlights on your profile page. Your stories can provide new subscribers with an overview of who you are and what you do. Here are the steps to follow:
#2: Use Geotags for Local Engagement
For local business owners, the Holy Grail of Instagram marketing is attracting local followers. After all, these are the people who are most likely to patronize your business and turn into loyal customers. One local follower is worth hundreds of followers who only look at your photos and never buy from you.
One of the easiest ways to amp up your local engagement is to use geotags when you post on Instagram. You can create a Geotag specifically for your business, but you can also use state, city, and even neighborhood geotags to pinpoint your location.
As a bonus, geotags can have their own Stories on Instagram. If you use a geotag for your city, your posts will become part of that day’s Story, making it that much easier for local customers to find you and your business.
#3: Post Videos to Get More Comments
In their 2018 Instagram Engagement Report, Mention revealed that videos on Instagram receive 46% of all Likes. Since there are far more photos posted on Instagram than videos, these numbers show that videos are engagement superstars on Instagram.
With the importance of Likes on the decline thanks to the new algorithm changes, it’s also interesting to note that videos get more comments than photographs as a rule. If you haven’t already started posting videos on Instagram, 2020 is the year to start.
The current rules for Instagram video are as follows:
#4: Create More Savable Posts
One of the things about Instagram is that it’s easy to miss posts or to gloss over them. But what if there was a way to keep your audience engaged by getting them to revisit a post frequently?
There is! More brands are recognizing the importance of creating posts that their followers will want to save and return to. That’s unlikely to happen with a simple photograph, but there are ways to create content that’s suitable for Instagram and provide ongoing value to your followers. Here are a couple of ideas:
#5: Add Instagram Stickers to Your Stories
Instagram Stories are great for engagement, especially if you let your followers now how you want them to engage with you. One of my favorite ways to boost Story engagement is by using Instagram Stickers.
Instagram Stickers appear on Stories and offer your customers an easy way to interact with you. The options available include:
Fortunately, you don’t need to spend that money – especially when you look at Facebook Live Video, which is free to anybody who wants to use it.
Because these videos are live, they’re usually held to a lower standard in terms of quality. You don’t need to be scripted – in fact, it’s better if you’re not. You can use Facebook Live to shoot how-to videos, give a behind the scenes tour, or answer questions from your followers. Then, you can edit and post the video to your blog or YouTube channel.
#2: Become a Hashtag Expert
Hashtags are like social media signposts. They’re free to use and they point potential clients in the direction of your content. The key is to choose and use the best hashtags – the ones that are most likely to attract people who’ll buy your products.
One option is to focus on community hashtags such as #ThrowbackThursday or #givingback. Just make sure to use them appropriately. You can also create your own hashtags that incorporate your business name or most popular product, along with locational tags that will help you reach a local audience.
#3: Blog Regularly
Blogging for business is hardly a groundbreaking marketing strategy, but it’s one that you can do for free. Blog posts can be short or long and if they’re relevant to your business, they’re a great way to attract new people to your website.
The key is to choose blog topics that are highly useful to the people you want to attract. For example, you can do a series of blog posts answering common questions about your product or service. Add some relevant images and tags and you’ll be sure to attract some traffic – without spending money.
#4: Cross-Post Everything
A lot of small businesses making the mistake of creating content for one outlet and not reusing it. That’s not ideal because it limits your scope and means you need to spend more time and money creating content.
Instead, come up with a cross-posting strategy that makes sense. For example, you might:
#5: Create Free Graphics
You’ve probably noticed that infographics and other graphic images are popular on social media. While you could hire a designer to create images for you, there are also plenty of tools you can use to create them for free.
One of the best free tools is Canva, which has a ton of templates and tools to create social media posts, infographics and more. You may also want to check out Venngage to make infographics.
#6: Encourage and Respond to Reviews
You already know that online reviews are important. Most people read reviews before purchasing products. You can use reviews to your advantage without spending any money.
First, you can encourage your existing customers to leave reviews of your business by asking them in person or in an email. You can also link to your review pages from your website. Once people post reviews, make sure to reply to all reviews, positive and negative, to show reviewers that you care about their opinions.
#7: Film or Write Customer Testimonials
A customer testimonial can do the same work as a review in a slightly more formal way. People are happy to be asked their opinion and many of your customers may be eager to help you out by filming or writing a testimonial.
Testimonials can be shared on your website, blog, or social media pages once they’re completed. They serve to inform people about your business and demonstrate what you can do for people who buy your products.
#8: Publish a Newsletter
Email marketing is easy and affordable. If you have a small list, you can manage it using a free version of autoresponder software – and a newsletter is a great way to keep people informed about your business.
Newsletter articles can be very short, even as short as 100 or 150 words. Your goal should be to keep people updated on what’s happening with your business. You can also use it to preview new products and services.
#9: Pair Up with Other Business Owners
Whatever your business does, the chances are good that you know other business owners who sell products or services that complement yours. For example, perhaps you sell furniture and there’s a boutique in your area that sells artwork and decorative items.
Identify business that mesh well with yours and cross-promote each other’s products and services. You can do this for free. You can even offer joint packages or deals to attract more customers.
#10: Get Involved in Local Events
Finally, one of the best ways for local businesses to attract new customers is to get involved in local events. Does your town have an annual tree lighting or charity ball? Participating can help raise your profile and earn you some goodwill from the people who are most likely to buy from you.
You may also decide to:
Marketing doesn’t need to cost a fortune – or anything at all. The 10 free ideas here will help you kick-start your marketing even if your budget is non-existent.
The benefits of geolocation marketing are clear:
Tools to Use for Geolocation Marketing for Your Business
There are three kinds of geolocation marketing that you can use depending upon your needs. They are:
The type of geolocation marketing you choose depends on what you hope to accomplish with it. If your business is highly dependent upon foot traffic, you may decide that geofencing is the most cost-effective and useful form of geolocation marketing.
Tips for Using Geolocation Marketing
Now, let’s talk about some specific tips to help you make the most of geolocation marketing and grow your business. There are lots of ways you can use this technology. Here are some suggestions.
The key with geolocation marketing is to determine which method will deliver the returns you want. That means defining your marketing goals and choosing the tech that’ll allow you to achieve them, whether it’s a beacon or a geofence.
Update Your Page
The first step is to update your page. Look at your profile and make sure that it includes:
Decide on Social Media Goals
The next step is to set some reachable goals for your social media marketing. Marketing is most effective when you have a clearly defined goals – something you want to achieve with your social media presence. Here are some examples:
Create Original Content
If you’re going to reach any marketing goal using social media, you need original content to do it. You don’t need to spend a lot of money on content creation, but you do need to keep your brand and goals in mind.
Original content can take many forms, including:
Keep in mind that you can create original content on your own or hire someone to do it for you. For example, you can hire a freelance writer for your blog or commission a graphic designer to make infographics for you.
You should intersperse original content with curated content that you get from relevant websites and publications. Always be sure to put your own spin on the curated content you share.
Create a Content Posting Schedule
Social media marketing is about consistency – and that means you’ll need a schedule to follow when you post social media content. The good news is that there are lots of tools that can help you set up and stick to a schedule.
Facebook has built-in scheduling tools that you can use to set up posts ahead of time. The one thing I don’t like about it is that you can’t share posts from other pages on a schedule. You’ll need to open and copy the link to use the scheduling tool.
If you’ve got a social media presence on more than one site – say Facebook, Instagram and Pinterest – then you may want to consider using a paid social media scheduling tool to help you keep track of everything. I like Hootsuite because it allows you to schedule posts and track their performance.
Speaking of scheduling, it’s a good idea to think about your posting frequency as well as your content. You should post:
Eliminate Pages Based on Performance
What if you don’t have time to manage a Facebook page, an Instagram feed and a YouTube channel for your business?
I’ve got good news for you: you don’t need to. You are perfectly within your rights to choose to focus on just a few social media sites and let the rest go. If you have pages set up on Facebook, Pinterest, Instagram, YouTube and LinkedIn and only your Facebook and Instagram pages are generating significant income, you can (and should) simply deactivate your other accounts.
Why? Because a dormant or inactive page is worse than no page at all. If people find you on YouTube and see what you haven’t posted a new video in years, it’s not going to impress them. There’s no rule saying you must be active on every social media site – so don’t be. Pick the sites that give you the biggest ROI and let the rest go.
Focus on Engagement
Engagement is what happens when someone comments on your post, shares it with their followers, or clicks on a link. In the world of social media marketing, nothing else matters.
Here are some pointers to help you engage with your social media followers:
Track Your Results
Finally, you should track your results on social media and refine your strategy based on what you learn. For example, you might notice that when you post a video on Facebook, it gets 10 times the engagement of your written content. That’s useful information because it tells you that it’s a good investment to make more videos.
Metrics can also tell you:
The bottom line is that it’s never too late to bring your social media presence back from the dead. The key is to be practical, methodical and realistic – and to listen to your audience!
Instead, it’s your job to sort through content online, choose the things that are most likely to appeal to your target audience, and then put your own spin on them – providing real value to your followers while building your authority.
It might sound complicated, but there are tools and resources that can help.
Pocket is an app and a great organizational tool for content marketing. If you’re like me, you might have a ton of favorites bookmarked on your browser with the idea that you’ll come back to them later. I’m willing to bet that many of them are now outdated – and you’ve never used them.
Pocket can change that. It keeps track of articles, images and videos you want to use in one convenient place. It also integrates with more than 500 other apps, so you can use it in a way that suits your needs.
Tweets come and go quickly and even if you check your Twitter feed throughout the day, it can be easy to miss worthwhile content. The solution? Twitter Lists.
Twitter Lists allows you to organize the people and companies you follow into categories. Then, you can easily access their Tweets and links using the app. It also integrates perfectly with Pocket!
Scoop.it is a paid tool that costs $67 per month, but it’s worth the price if you do a lot of content creation and need some help doing it. The tool scours the internet and grabs content related to the topics you choose, presenting it in one easy place for you to select what you want to post and put your spin on it.
What I like about Scoop.it is that it sorts articles and links by relevance. It will also suggest other Scoop.it users for you to follow, all of which makes the job of content curation very easy.
Sniply is also a paid tool. It won’t help you find content to curate, but it will help you automatically add a call to action to any curated content you choose to share with your followers.
If you know anything at all about online marketing, you know that including a call to action is a must. It’s what tells your followers (and potential customers) what they need to do next. The right call to action will make a huge difference in your conversion rate and ROI – and that makes the low price of this tool one that’s worth paying.
Quuu is another free tool that I recommend because it will pull suggested curated content based on the parameters you set. You can then browse through the recommendations and choose the content you want to share with your followers.
It gets better. In addition to finding and recommending content to you, Quuu also integrates with most social media scheduling tools. That means that after you find content using Quuu, you can also use this tool to schedule your Tweets and Facebook updates.
Facebook Pages Feed
I’d be remiss if I didn’t mention something that’s built into Facebook and can be used, free, with any Facebook business page. To find it, simply:
Feedly won’t find content for you, but it will help you aggregate the websites and accounts you follow in one convenient RSS feed that you can access from anywhere.
Once you’ve added a website or social media page to your Feedly account, you’ll be able to view the content on your feed from your computer or mobile device.
Curata is a high-powered content curation tool that takes finding content to a new level. It uses a combination of keywords, bookmarked sites, and other tools to scour the web, identifying the content that is most likely to appeal to your target audience.
Because Curata’s algorithms offer a service that goes above and beyond what some of the other tools on this list do, it costs more. Pricing is based upon your usage and you’ll need to contact the company for a free demo and a quote.
Publish This is like Curata in that it uses a sophisticated algorithm to identify, aggregate, and suggest content for you to share.
In addition to curating content, Publish This can also be used to:
Curating content can be time-consuming if you try to do it one link at a time. Fortunately, there are tools to make the job easier. The ones I’ve listed here are some of my favorites – and they can help you round out your social media presence, attract new followers, and grow your business.
So, what is a chatbot and how can your business benefit from one? Sit tight! We’re about to unpack everything you need to know.
What is a chatbot?
A chatbot is an automated messaging system or computer program that interacts with your customers on your behalf. Chatbots are integrated into the back end of your website and pop up as a chatbox on the front when a visitor reaches your website.
Welcome to the future!
In 2001, A.I. might have spurred images of a young Haley Joel Osment. Jump forward 18 years and A.I. (artificial intelligence) is at the heart of modern-day advertising and marketing. In marketing, the role of artificial intelligence is to anticipate the customers’ needs and provide the information or resources they need to make a purchase decision.
If you’re trying to get your head around how artificial intelligence is used in marketing today and how you can leverage it in your business, start with understanding and using your own chatbot.
How does it know what to say? Chat
Your chatbot is prepopulated with a series of questions, answers and resources to help your customers through their purchase journey. Think of it like a smarter, more engaging FAQ channel. The prepopulated list of questions and answers is meticulously mapped out and tells your chatbot how to behave or respond when certain actions are taken, or questions are asked.
More advanced chatbots and virtual assistants can be customized to do a lot more than handle customer queries. They can be integrated with booking systems and other communication platforms enabling people to make reservations and purchases.
Chatbots for the hospitality industry (hotels and restaurants)
20 years ago, you might have found Trudy or Kenneth at a desk answering the phone and taking reservations in a dusty old reservation book. In 2019, you’ll find Trudy and Kenneth enjoying the finer things in life while their chatbot takes care of bookings and reservations for them.
Benefits of chatbots for hotels and restaurants
Here’s what you can expect from effectively implementing a chatbot on your hotel or restaurant’s website:
Best chatbots for the hospitality industry
Our recommendations for chatbots in this industry are Trilyo, HiJiffy and LivePerson.
Chatbots for the retail industry
Simplicity makes sales. If retail brands make it easy for their customers to buy from them, they will! Chatbots help retailers make more sales by providing customer support and customized suggestions to shoppers, increasing the chance of a sale.
Benefits of chatbots for the retail industry
In retail, some of the benefits of implementing a chatbot include:
Best chatbots for the retail industry
IBM Watson Assistant, Bold 360 and LivePerson.
Top 3 best chatbots in 2019 and 2020?
There are hundreds of chatbots available to you. Some paid, some free. Some basic, some customizable. Here are our top picks for chatbots in 2019 and 2020.
The thing we love most about LivePerson is that it is suitable for all industries. Text messaging, Google Rich Business Messaging, Apple Business Chat, Line, Facebook Messenger, WhatsApp, and Google AdLingo can all be integrated into the chatbot.
Designed for the needs of enterprise brands Inbenta has a simplistic interface and can handle simple demands with a high level of intelligence. The best feature Inbenta has to offer is the ability to detect when the conversation needs a human to step in.
IBM Watson Assistant
Suitable for big brands and businesses, Watson Assistant has been designed by IBM, the leader in A.I. solutions. This chatbot is a lot more advanced and recommended for larger businesses who require more extensive support and chatbot capabilities.
Regardless of your personal views on talking to a robot, customers set the demands and don’t really have a preference when it comes to dealing with a robot or a human, as long as they get what they need*. Your business could very well be a chatbot away from better customer support, happier customers and more sales. So, what have you got to lose?
Now, they prioritize local search over everything else.
What does that mean? In short, it means that creating compelling local content isn’t optional. It’s as necessary as oxygen. You’ve got to show potential customers that you’re part of a community – and that means that you’ve got to think about more than giving out your address.
The Basics of Local Marketing
I’ve already written a lot about local marketing, but I think it’s important to include a summary of how to optimize your website and content for local search. Keep these pointers in mind:
Tips for Creating Local Content
Once your site is optimized for local searches, it’s time to focus on creating local content. That means more than simply putting your local keywords into general content. You’ll need to show casual visitors to your site that you’re a part of a local community.
Here are some pointers to get you started.
What is the Intent of Your Content?
One of the most important things to remember when you’re creating local content is that every blog post or social media update you write should have a clear intention that’s related to your business.
What do I mean by that? Simply that you can’t waste time blogging about things if you don’t understand why you’re writing about them. Sometimes the intent will be clear. You own a hardware store and blogging about predicted winter snowfall might help you sell some shovels and snowblowers, or at least some Ice Melt.
At other times, though, the intention may be a bit harder to pin down. There’s nothing wrong with that but make sure you don’t skip this step. If you’re creative enough, you should be able to find a way to tie any piece of content you create back to your business.
For example, say you want to blog about a local charity event, but you can’t figure out a way to connect it to your business organically. Instead of giving up, you might consider donating a portion of your sales to the charity or collaborating with other local business owners on a fundraising effort.
The key here is to make your local content relevant to your business and to your target audience. You can still share general content, too, but local content is a must if you want your business to grow.