Building A Content Marketing Strategy

What Exactly Is Content Marketing?

The first thing to keep in mind when creating content is to keep it simple. The more complicated you make things, the less of an impression you’ll leave. Consistent, simple information over a span of time eventually will influence the behavior of your audience.  

Instead of spending tons of time trying to identify the exact lingo you’ll use, when you’ll post it, and who you’ll target, just remain consistent about what you’re trying to convey, in simple terms, for a long period of time. 

Why Use Content Marketing?

Content provides continuous value to your audience, which results in gained trust and increased engagement. Over time, your content will be shared and commented on and eventually you will become the resource they go to when they need both information and services. 

Tips When Building Your Content Strategy

Set Some Goals

What do you want to accomplish with your content? Make sure your goals are clear and concise. Knowing exactly what you’re trying to do will help you decide on what you’re going to create. Looking for more web traffic? Newsletter or blog subscriptions? Maybe, you’re just looking to become a resource and thought leader within your industry. Regardless of your goals, consistent content marketing can help you achieve them. 

Listen To Your Audience

Think about your ideal customer: what are they looking for? What do they want to know? What are their pain points? Once you complete this market research, you’ll have the opportunity to create content that will speak directly to your ideal client.

Don’t Create Content Just To Have More

Although having a full content section of your website is both healthy and important, don’t create low quality content just to have more. Doing so will result in lack of trust and will make you a less credible resource which is counterproductive to reaching your goals.

Client Retention Is More Important Than You Think

Once you sign a client, it’s easy to be excited about the sale and move onto selling someone else. But, what if you shifted the time and energy spent on sales and acquisitions and spent more of it on client engagement and retention? 

Nurturing the relationships you have with your current clients will increase long term revenue, build trust, and eventually result in a possible upsale. So, how do you nurture those relationships and constantly add value to your current clients? 

Email Marketing

Email marketing is an excellent and highly effective method for adding value to your current clients, helping them to learn, and continuing to connect with them on a regular basis. 

When designing your email marketing campaign, consider spending time thinking about ways to re-engage and educate those you’ve already done business with. Not only will this entice them to possibly do more business with you, but it will also keep you top of mind when it comes to referrals. 

Social Media

Many want to look to social media to increase web traffic and get more eyes on their content. But, that isn’t all that social media is for. It is important to know that proper utilization of social media platforms can keep current clients excited about what you’re offering and ensure that you remain credible online.

Driving Business Through Digital Marketing

Digital marketing is arguably one of the most imperative aspects of business. Meaning, in order for your company to reach its full potential, it is extremely important to establish a digital footprint and to deliver value and resources to your audience online.

When constructing a digital strategy, it is important to keep in mind that customers need a simple way to contact you and to learn about your products and services in a simple, clean way. This can be achieved through website, email, phone, social media, and more.

Additionally, we’ve compiled a few extra ways to engage your audience and earn their trust.  

  • Work on your Google ranking. This means possibly re-designing your site, or even buying or bidding on important keywords that your ideal client will use when searching a service like yours.
  • Double check that all social media platforms link directly to your website. While building a following and cultivating a community across diverse platforms is important, it is imperative that everything links back to your company’s website.
  • Make sure you know your audience. By studying analytics, you will know what types of content perform best with your audience and who engages the most. This information will help you to audit your social media strategy over time in order to cater to your ideal client.
  • Use the right language and hashtags to help with brand recognition and promotion. Over time, specific phrases and words will automatically make your audience think of you and what you offer.
  • Promote something fun. A digital strategy is not only about being informative, but you also want to incentivize people to get in the door. What are your products and what are your offers? Do you have any discounts?

Five Ways to Improve Your Social Media Profiles Today

If you’re anything like the rest of the world, we know you’re busy and don’t have the time to spend an entire day giving your social media profiles a makeover. The good news, though, is that these five tips can be taken care of in an hour or less.

Use The Same Profile Image On Every Network

In an effort to stay top of mind and achieve brand recognition, it is important to stay consistent across all platforms. Make sure that each of your profile photos are the same so that you’re easy to spot when your followers are scrolling through their news feed.

Keep Your Handles Consistent

Another way to make your brand easy to recognize is it make sure all of your handles are the same across all platforms. This way, your audience will find it easy to search you, your products, and your services.

Additionally, consistent handles will also keep you top of mind to potential consumers.

Remove Inappropriate Tags

Check all photos or posts you’ve been tagged in and make sure they all align with your brand and the persona that you’re trying to display online. Your audience will not only look at the posts that you’ve created, but will also look at the posts you’ve been tagged in, and it is imperative that they reflect your values as a business.

Built Social Proof

Ask customers and friends for reviews of your products and services. This way, you’ll have the ability to gain the trust of your audience not only through your own content, but the content that others create as well.

Pin Your Most Important Content

After publishing a piece of content, you will be able to tell within a couple of days if it performed well or not. Pinning your best content at the top of your profile will make it easy for new followers to gain information and see that others agree with and support what you are posting.

Tips To Keep in Mind When Copywriting Facebook Ads

Keep It Simple

Do your best to keep your writing simple. Because you want as many people as possible to engage with your ad, you don’t want your audience to work harder than they need to.

When your audience scrolls through their feed, you have a small window of time to gain their attention and add value. In an effort to keep your copy simple, remove any extra adjectives and replace long words with shorter ones.

Edit Edit Edit

Yes, that means three times. We know that it can get tedious, especially after you have taken the time to put together different ad formats, but it’s imperative that you make sure there are no mechanical errors or inconsistencies. It can also be beneficial to get a second set of eyes on your copy as well.

Know Your Audience

Make sure you’re writing to your audience and more specifically, your ideal client. Keep in mind the pain points and the problems that you can solve for your ideal clients and make sure you understand specific language that your target audience wants to hear.

Use A Call To Action

It is important to use language that will make it clear to the reader that your service will benefit them, and that they will receive that benefit by clicking. The call to action that you use should make the result clear, encouraging them to buy.

Converting Leads To Sales

Just because you receive a lead, doesn’t mean you’ll actually close the sale. Leads need to be nurtured, meaning it is imperative to explore the multiple ways to meet the needs of your prospective clients before they decide to purchase your product.

Evaluation

When a lead comes through, the first step is to evaluate it and decide where falls in your sales funnel. Having an effective method to score leads that come through can help you to prioritize who you follow up with, and when.

When evaluating a lead, consider the different demographic credentials to determine if it matches who your “ideal customer” might be. Then, take a look at how much time the specific lead spent on your site and what type of content they interacted with. Finally, take a look to see if you can determine if the lead has an intention to make a purchase. Did the lead come through a webinar registration, or did they just click through blog posts?

Nurturing Leads Through Email

Email marketing, which has an ROI of $4,300, is an excellent way to provide valuable and relevant content to attract and serve an audience. When putting together an email campaign, make sure it is trustworthy, relevant, and conversational that will encourage your audience to engage, and then to respond.

Make Lead Nurturing A Priority

Neglecting your leads can result in a loss of sales to competitors. But, when nurtured correctly and engaged with properly, b2b leads can and will convert into sales.

Tips to Writing and Curating Relevant and Engaging Content

When it comes to creating web content, we find that some encounter blocks when it comes to ideas for blog topics. Although the writing piece can seem challenging, it does not always have to be, which is why we’ve listed out our top ten tips when it comes to getting blog content on your website.

  1. Reach out to different staff members who have different backgrounds and experiences and ask them to write a couple of pieces for the site.
  2. Find different guest bloggers and get them to write for you. Provide them with a link to your site and have the blog post on their site as well. This is an excellent way to drive traffic from another industry.
  3. Utilize your best content. Go back to your favorite posts and rewrite them with updated information.
  4. Interview a thought leader in the industry. Getting an expert in front of your audience will gain trust and credibility by explaining new trends or insights into the business.
  5. Generate branded infographics that can convey your products in a different way.
  6. Utilize your blog post to gain feedback from your audience by asking specific questions and making it simple for them to answer.
  7. Make the customers want your top priority. When it comes to writing content, try to be more useful than creative. Strong writing skills and grammar mechanics are important, but don’t stress too much about the artistry of your work.
  8. Statistics are your best friend. Posting interesting stats will make it easy for readers to remember information. Go with statistics. Use interesting tidbits to create a tweetable fact that links back to your blog.
  9. Inspiration is everywhere. When it comes to content marketing, look for ideas in every aspect of life and keep it in the back of your mind. At the end of the day, it’s all about what your customers want to know.
  10. Try various types of content from video, to case studies, to infographics, in an effort to see what your audience likes the most.

Digital Marketing Trends for Success

In order to keep your marketing strategy relevant, and ultimately, successful, it is important to keep these few trends top of mind in an effort to attract and retain business.

  1. Provide a platform to post reviews. Regardless of whether your clients are posting Google reviews or Facebook reviews, a website testimonials, or anything else, this element of social proof will prove to be important when prospective customers see that you’ve had previous happy, loyal patrons that are eager to spread the word.
  2. Quality over quantity when it comes to content. Rushed website content, or blog posts stuffed with key words for the heck of it will never replace a well researched article or a professionally designed website. High quality content will always out-perform half-hearted blog posts.
  3. Use visuals. Although there are many who do enjoy reading articles, you have to remember that others might enjoy infographics or videos as well. Creating videos explaining your service or talking about your culture may be both more engaging and user friendly than just content.
  4. Google yourself. As a business owner, it is imperative that you know what users see when they google your company. From that search alone, they’ll be able to see your contact information, hours, and other important details. Working with an SEO professional can help you accomplish this by setting up a Google My Business profile.

How To Properly Implement Hashtags Into Your Social Media Marketing Strategy

Hashtags can be very useful on social media both as part of a post, or in the comment section. When used properly, hashtags can be an extremely effective way to increase engagement and cultivate community online by serving as a tool to categorize ideas and unite like-minded people, resulting in an excellent way to build relationships with potential followers or customers.

It is all too common that many in social media marketing overuse hashtags and post as many as possible wherever they can. This, unfortunately, results in confusion and sometimes will completely change the intended message – eventually causing hashtags to work against you, not with you.

So what is the correct way to use hashtags?

Hashtags are best used with the intention to grow a conversation or to keep it going, thus, we’ve included a few tips below to help you get there:

Choose hashtags that are relevant. If you pick a hashtag that doesn’t make sense with your content, you’ll confuse your readers, almost looking like you’re spamming them. As an example, if you’re posting a photo of a meal in an effort to promote a restaurant, and you use the hashtag #kitchen, it can drop your image into a “bucket” of actual kitchens or home remodeling conversations as opposed to where you intended for it to go.

Investigate. Sometimes, you’ll find that a hashtag you were planning to use, might not mean what you think. Online, the meaning of your chosen hashtag is not always obvious just from the term you’ve chosen, which is why we always suggest taking a look before attaching your piece of content to that specific online category. A few spaces we’ve found that are especially tricky include brand names, anything to do with politics, or a hashtag related to charity.

Keep up with the trends. Different hashtags trend at different times, and knowing which ones are the most popular at the times you’re looking to engage will help you to capitalize on your hashtag usage. For example, if posting an old photo on a Thursday, you may choose to use the widely known hashtag #tbt, which stands for “Throwback Thursday.”

When used properly, hashtags can help communicate meaning and engage your followers. Used improperly, hashtags can result in mixed messaging and a confused audience, which is why we suggest keeping these tips in mind for a more streamlined social media marketing strategy.

4 Subtle Ways to Network Through Digital Marketing

Though traditional, in-person networking will always hold value, the growth of digital marketing has allowed business professionals the ability to network and nurture relationships remotely. In our fast-paced, busy world, we felt it would be important to share with you our top four ways to network and grow relationships on the internet.

Comment On Posts

Commenting on posts of your connections, showing your support, and engaging in general is an excellent way to show that you care about what your audience is doing and what they’re posting. Additionally, it creates the opportunity to spark a conversation that may result in a lead or a referral.

Follow Up Via Private Message

Following up with connections through a private message and being intentional about making an effort to network with every one of your connections will not only create relationships with your network, but it also heightens the chances of those connections becoming a referral source. Additionally, if there is no response, we suggest another follow up after the initial message in an effort to learn about the individual and strengthen that business relationship even more.

Generate Blog Content

Creating and posting engaging and relevant content on your website and sharing it across social media platforms shows your audience that you genuinely care about them and are passionate about sharing educational and resourceful information. Over time, your audience members will utilize your platforms as a hub for relevant and useful information and material.

Respond

Whether there is 1 comment, or 100 on your posts, responding to anyone and everyone will spark a discussion and show your commitment to every member of your network.