Joe Hyrkin is CEO of Issuua leading content publishing and marketing platform.
The local economy is going global. Small businesses and solopreneurs have access to tools that enable them to “punch above their weight” like never before. We are in an era of massive growth in the creation of tools and services—not to mention a booming distribution ecosystem. The creator economy has increased by 119% since 2020, with creators making up 23% of people worldwide.
It seems as though everyone has the opportunity to be a creator and publish content—even reaching people around the globe. As the CEO of a content publishing and marketing platform, I’ve witnessed this firsthand. For small businesses, the optimization of new tools and services provides innovative ways to market worldwide and achieve greater growth. Marketers and creators are now embracing digital content formats, as the previous “digital-first” mindset has largely turned into a “digital-necessity” mindset.
With a combination of tools, an individual has a powerful suite of tools that are inexpensive, work well together and provide the basis for scale. Businesses should identify the right set of tools and workflow that fits their offering.
Adopt Cohesive Workflows
There is a huge opportunity for businesses and creators alike to get the right content in front of their targeted audiences all over the world. This may present challenges for those without the expertise, tools or resources—making it imperative for businesses or solopreneurs to adopt a cohesive workflow and optimize marketing efforts globally.
• Build an ecosystem of partners. When using technology to grow faster and stronger, make sure to choose tools that work well together and align with business goals.
• Establish each stage of a workflow. Identify tasks that need to be completed and schedule a timeline for milestones to be reached.
• Clearly define roles and responsibilities. Establishing ownership and responsibilities sets clear indications for tasks to be completed efficiently. Once identified, leave room for collaboration and encourage employees to share innovative ideas.
• Audit and analyze results. Monitor progress updates and adjust. Give yourself room to evaluate strengths and areas for improvement.
• Make sure to learn from your mistakes and analyze the opportunities presented. The metaverse, for example, is still quite unknown, and only time will tell if all that it promises can come to fruition.
Globalizing Small-Business Marketing
Previously, many small businesses focused on localization—even hyper-localization down to a minuscule radius—and were often limited by geographic constraints, but these businesses now have the opportunity to become a global brand. Additionally, digital marketing and e-commerce have become a paramount for businesses looking to grow. In fact, global retail e-commerce sales are estimated to reach $8.1 trillion by 2026. With this, individuals and businesses have the capability to become a global entrepreneur and brand.
Many small businesses are utilizing smart tech to reach the right audience on their preferred channels. By adopting these tools, small-business marketers are nuanced automated, complex digital ecosystems and focusing on reaching marketing goals and creating marketing content. Here’s how to get started:
• Evaluate your current tech stack, including design, marketing technology, billing, publishing, etc.
• Research self-service platforms. You may want to consider those who don’t require training.
• Test regional or localized pricing. Account for the costs.
• Start small, and ask team members to test solutions. Grow and expand as needed.
• Consider reach and accessibility. Focus on publishing content that is automatically SEO optimized, accessible on every channel and readable on every device. Make it easy to disseminate and share the message.
• Be aware of the challenges. For example, many companies lack dedicated resources for design and copywriting. Don’t be afraid to hire out—there are resources for finding freelancers and getting quality content produced at fair prices. Don’t let this bottleneck and prevent you from publishing digital content.
Improving The SaaS Industry
SaaS companies now have a responsibility to adapt their offerings to support individual creators and small businesses who need to market and disseminate digital content worldwide. I suggest my fellow SaaS company leaders evaluate how their tools can better streamline creators’ complex workflows amid many channels to set them up for success and adapt accordingly. By providing easy-to-use, accessible offerings to both individual content creators and small businesses, the tech industry can propel localized marketing globally.
In addition to ensuring seamless publishing for users, it is best practice for tech providers to keep their end users in mind when offering tools and services; this can include anything from social post templates that utilize multimedia-rich content, SEO optimization or personalized, targeted content. By providing these helpful tools, SMB marketers can easily create engaging content optimized for cross-platform publications to effectively reach each target audience globally.
SaaS companies play a vital role in globalizing digital content. The world of online creation, distribution, monetization and consumption has been elevated to a global scale, and it is important for everyone from a one-person startup to an established company to create an effective and streamlined workflow. It is up to SaaS companies to ensure that their solutions are adapted to meet the current needs of globalization, and it’s up to those using them to optimize their workflow to scale.
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