Content marketing on a budget

Marketing is an extremely important part of a business, if not the most important part. Unfortunately, it is often ignored and seen as not as essential as the financials, sales, and other areas. Having a business and running it is tough work. There are many different aspects to take into account that must be balanced. On top of that, you have to hire the right people, make sure they can work well with others, pay rent, take care of your office and workspace, create a company culture, make sure everyone is working towards the same goal. It all keeps adding up with time and if we ignore paying attention to something like marketing we may put ourselves in a situation where we have a lot of expenses and no rising business.

I’m a big believer of starting off on the right foot. Marketing is a huge part of doing so. Your market, specifically your target market, the ones that are going to propel your business must be clearly researched and defined. If you don’t have this down, you are setting yourself up to fail. Stop now and go back. As a marketing firm. We have seen it happen time and time again. Lack of knowledge about the customer. Find them first, make sure there is demand, know where it is and know who the people are who can help you grow exponentially as fast as possible will be. Connect with them first and get them involved in the project. Perhaps as advisors, partners or whatever you choose. The point is to get them behind you.

The next step once you’ve got all that is to incorporate a simple yet time costly investment. That is content marketing. It takes time to research what your customers want to know and what will drive them to your business. Once you do know this, you then have to create the content. That can be quite hard. You can hire writers from freelance companies. You can do the same with photographers and videographers or you can give the job to someone in-house who is not only great at expressing themselves with the written word but also understand the business and what drives people to work with you.

The key to whatever you produce is adding value. Focus on the client\ customer.

Creating content can be expensive. Creative work once again can be done in-house or through freelancers. The price tag of the work is in our experience related to the quality. You can go on a site like Fiverr and pay 10$ or less but you won’t get the dedication and quality you’ll get from a firm that perhaps charges more but will really do great work. Of course, it is a matter of luck and you may find great work done at an affordable price. Stick with them if you do. Understand, however, that good quality has demand and price will go up.

If you are like most small business owners and entrepreneurs you may be looking to do it all on your own and cut your costs.

Here are some steps to consider:

What are your customers searching for?
How can you create content that will answer those questions?
Where will you get it made or will you do so yourself?
What is your budget for this?
How much time can you reasonably spend each week, day or month on this?
Why are you doing this and what is the clear objective?
Where will you find what they want?

The first thing you want to do is go to and put in the keywords of your business and industry and place your country. Then download all the results as an excel file. You will choose some of the most relevant things people are searching related to your niche and then you are going to do a search on Google or Bing. Take the top sites and get ideas for your article. Copy them into a word file and take the best ideas. Then rewrite the article in your own words using the best content you gathered. Use examples and storytelling. Allow people to connect with your writing. Everyone needs to feel like they can achieve what you are saying. You must keep hope alive, but never satisfied. Keep them wanting more. Consider cliffhangers at the end of the articles or videos that make people want to come back and be glued to your content. That is what great writers, TV series, and soap opera constantly do.

By doing this you will be able to develop a content marketing strategy that pulls customers to your business because you answer their questions and you will be adding value which will make them want to stay with you and work with you and hire you and buy your products or services.

It’s simple but it does take time. These tips will allow you to maximize the use of your time and be effective. Check out Cinq Wines – Vinos Guatemala Instagram account for inspiration or guidance. (For more reading on marketing strategy take a look at this other post)

Building some powerful but easy-to-get backlinks

You have a website but you have no visits. You work hard on creating amazing, quality content but no one gets a chance to see it. It’s not a good feeling. It happens to most people.

Businesses fail because they have no traffic and as a result make no sales. Some people have great conversation and are great to talk to, but if other people never get the chance to meet them then they are both missing out. It is not enough to just put yourself out there and hope you get traffic.

You have to target the right people and you have to find the ones who are going to be most responsive to your message. That in itself is quite hard and perhaps one of the most difficult aspects for many small businesses. Many of them have no idea who their customers are or where to find them.

This requires research and a better understanding of our business and industry. You have to get to know the key people and the few people who do buy from you or visit you or listen to you. You must get good at observing.

Once you truly understand you have to go where more people like them hang out and then connect with them. A person that enjoys drinking wine may like to eat good food, they may subscribe to food and wine magazine and Wine connoisseur (see vinos Guatemala). Perhaps they are also foodies or there are foodies that are also wine lovers. A big part of finding your customers is to test and experiment. Once you find them, invest your energy in providing value and create a pull strategy (inbound) marketing to attract them towards your product, site or service.

The next thing you want to do is build links. What does that mean?

A good analogy would be that link building is the equivalent of networking and creating connections with new people.

What would happen if your network of friends and colleagues was full of billionaires, healthy, fun, active, smart people with great relationships? Could that somehow improve your life?

So now you have to go out into the online world and create a relationship with people who cater to your target market and provide value for them. Create a relationship, perhaps send them interesting articles you’ve written and they may share it and post it and you’ll get a powerful link in return.

That is one way. It takes time and while it is worth it, you may have a hard time going through the waiting period.
The other alternative is to create your own links with high domain authority sites.
Which ones?

How about creating links to your business or article from Facebook, Twitter, YouTube, Instagram, Business directories, audio sharing platforms, blog aggregators, 1-800 number sites, images and videos you create, social profiles,, link roundups. There are so many ways you can get good quality links.
Just use a search engine and find places to place your links.

Here is an example of two profiles you can set up:



By no means should you go out and spam blogs and other people’s sites. That is not a long-term strategy that works. If you do that you will be penalized. If you haven’t been penalized, time is not on our side.

If you want more places to get links check out Neil Patel’s Link Building guide. It has some great ideas!

Happy linking!

Local Business Creative Marketing Strategy

If you’re having a hard time really engaging with your audience then you need to re-think your marketing strategy (check out Andres Ponciano SEO). Perhaps you need to think outside the box or do something outrageous to really get people’s attention. Everyone seems to be using very similar strategies to create an online audience, send them to their website and then convert them into paying customers. The problem with this type of marketing is it’s not a custom made strategy for your target market. If you use the copy and paste method, you can be sure potential customers will skip right over you.

One of the big issues we are seeing with local business marketing campaigns is that they all seem to be doing the exact same thing. If you are one of those, then you need to stop that right now. Customers don’t want the same thing being thrown at them from left to right. To really stand out, the first thing you have to do is get to know your customer. Sadly, most business owners or marketing teams jump right over that part and go straight into marketing. Unfortunately, marketing to many people is a synonym for selling.

So lets first go over the basic steps of building a simple strategy to market to potential customers. Keep in mind that the strategy you use to market to your current clients should be a little different since they already know you. At least part of the strategy needs to be directed specifically to them.

1- Decide on a measurable objective.

If you don’t know where you are going, you will most certainly end up there. That is not necessarily a good thing. You have to have some type of goal that can be measured. Let’s say your goal for the month of May is to gain ten new clients. At the end of the month, we’ll know if we did a good job of achieving that or if we need to adjust our strategy.

2- Understand your target market\ customer.

Who are you trying to attract as a customer? What kind of person? What are the age, sex, interests of your ideal customer? You have to do some in-depth research in this part. You can analyze who your ideal customer is at this specific moment and build off of that. Perhaps you are trying to attract a different type of customer. You must study them, understand them, find where they hang out online and what they read. Who do they listen to? What other websites or social platforms could you reach them on? Who could help you reach them? What type of content can you develop that would interest them?

Once you have answers to all these questions you have a better idea of what you’re trying to do and with who.

3- Plan out how you will attract your new customers.

Here is where you want to make sure you get creative. It’s all about understanding how your product or service really stands out from your competitors. What is unique about your company? What extra value or service do you provide?What does your company do that is much different or better than what others do? What do others do that you can make 10X better?

You’ll hear marketing and advertising books constantly saying that you have to give people the benefits over the features. While that is very important, there is something that is even better. Think about the business no one knows. This is an old advertising trick from the great Bruce Barton.

A dentist doesn’t make beautiful teeth. A dentist provides beautiful smiles that attract other people to his clients and as a result of that, they are more likely to have many new opportunities in romance, work and not to mention how healthy his customers look. In reality, a dentist provides a better life, full of love, romance, health, wealth and more.

Sit down and think about how you can reframe your business to be much more than just the product or service you offer. Show people how your company makes the world a more amazing, vibrant, and better place to live.