Are you doing everything you can do to reach your customers online? Most businesses are not, but that's not because they don't want to be doing as much as they can within their budget.
Often, it's because they don't know what they don't know. There are a lot of components to an excellent online strategy.
It's standard for businesses to get a few of them right while missing others because they don't know about the opportunities they have.
One of the best ways to make sure you have a well-rounded approach online is to work with a team that can give you the tips and updated processes you need to stay on top of shifting trends in online traffic.
Even then, it helps to do some research yourself so you can bring new ideas to your team if you spot them before anyone else does.
Build Great Content Across Platforms
Our first batch of tips goes to your authority as a source of information and the visibility of that information.
A blog is a perfect place to start with content creation because it allows for keyword optimization and regular updates, but what comes next?
Many brands pivot to web sites and social media platforms without any idea how the content on them can complement their blogging efforts. Here are some ideas.
- Provide informational posts and threads on social media in addition to shares of content from other platforms
- Use infographics and other shareable content to get more traction
- Cross-promote content that does well in one sphere to another platform to gain followers on both
- Create articles and other pieces of content for third-party sites
- Use your platforms to create links to each other to strengthen search standings and create synergy
Never Underestimate the Power of an Independent Voice
Brand-created content is vital for maintaining a relationship with your customers because it lets you communicate, answer questions on social media, and establish a voice for your product or service.
It's not the only way to get great content, though. Online marketing success and social media exposure both require the help of others.
That's why it's a good idea to look to social media personalities with strong followings who regularly cover products or services like yours.
These lifestyle influencers can bring your product to a new audience with an informed, authoritative voice that also speaks independently.
It's a great way to find a new audience quickly and to get content with a broader range of creativity while showing how your product or service helps customers realize their goals.
The Web Loves Fresh Information
In an ever-changing world, the most successful online strategies are the ones that keep their information up-to-date.
That means more than just running a blog with updates that roll out on time. On top of the regular updates to your blog and social media, you'll want to revise and re-optimize the content on your static pages.
Be sure to include product descriptions, the company history, and other pieces of copy that customers encounter while deciding whether to buy your product or service. This does a few things for you:
- Allows you to change keywords and optimize new ones as your research grows
- Refreshes your last updated date in search engine indexes
- Gives you the opportunity to add new updates or eliminate outdated information
All these things help you keep the customer experience fresh and approachable as your business develops.
Ask Your Team for Help
Whether you're outsourcing your content marketing strategy to a dedicated firm or you're building an in-house team, it helps to run regular evaluations of your efforts so you can get quantitative measurements of your success as you implement new online strategies.
One of the best ways to get these insights is by asking the team that does your marketing to evaluate the approaches and tweak them to fit new best practices.
Often, this is already on their radar, but requesting a refresh or a new content marketing approach when you notice a shift in your marketing momentum is a great way to make course corrections early.
After all, you're the one with the big picture view of the situation. Don't be afraid to ask your people for content marketing tips and suggestions regularly to keep your approach fresh.
The best way to be successful online is to put many minds together to create great content.
Content marketing success is built around the idea of many contributors interacting with information, after all. Use that to your advantage and watch your marketing take off.