Great marketing in an online world is essential, with competition and stakes so high. Let’s talk about the kind of approaches you can take to ensure your business gets its fair share of views and conversions.
Let’s assume you know about content, and already have regular blogging to improve your search ranking. If not, it’s a good place to start. Remember, it’s not just about humans coming to read the words you’ve written, its also about the algorithms search engines use, and the ways in which your website is analysed in order to decide where you ‘deserve’ to be – page one or page nineteen. Ensure the content is well-written, readable, relevant and has an intelligent use of the keywords that people search for when looking for your kind of business.
If you already have a fair amount of content, what then? Have you tried a content audit to determine whether some of your content might actually be holding you back? Use Google Analytics and think about keywords, and effective calls to action, and higher conversion rates, and cull any content that isn’t serving you well. In some cases, deleting the unnecessary content on your site will be enough to drive traffic.
You could look at your existing content and improvement it with more relevant keywords, updated information and some contemporary references. Another option is to consider the content on your site that really gets people excited, and repurpose it for other platforms. Can you make it into an infographic? How about a video or animation. If your content is onto something that has life in it, people will consume it again and again in different forms.
It’s not all about the best blog posts. How about writing some convincing case studies. The stats show that case studies are a highly effective approach for marketing, and well worth writing in a persuasive way, demonstrating how real-world situations have benefited from the goods and services you provide.
At the end of the day, marketing is about narratives that are relevant to people who are looking to spend. If you can pick up real-life examples where your business has done something well and made life easier, you have the gold dust. Use it.