The first, crucial step of online marketing: figure out why you are doing what you are doing!
Many content marketing plans fail because businesses are clueless about what they are trying to achieve. They just “do content” because someone went to a workshop and heard that it was a good idea.
What should the aim of all your Online Marketing Efforts be? Conversion! Conversion from potential clients to clients.
Of course, to get there we will have to add a few steps (or measurable goals). What these steps are will be different from company to company and we shouldn’t jump into content marketing without solid planning.
Brainstorm with your team or partners to establish these measurable goals. Determine an acceptable time frame for reaching those goals. Gather data and evaluate regularly. If something works, keep doing it. If something isn’t working, accept that and move on.
As I said each business is different and what works for you, may not work as well for Joe Soap down the road. Once you figure out what works, get better at it.
Let me give you an example of a measurable goal you may set:
- Goal: Establish our brand in social media
- Objective: Get 1000 Facebook fans
- Strategies: Provide reasons for people to become Facebook fans
- Tactics: Offer special deals; Share news and buzz
Here are a few other Organic tactics (and their aims) you may employ in your online marketing efforts:
1. Help & Educate – Give before you get. Educate and help your online community and they will be more willing to listen to what you have to say. Find out what their needs are and see how you can help them by supplying useful information. This will also help to establish you as an expert in your field.
Blog and blog some more, this is a great way to get people to your website where conversion will take place.
2. Build a Community – Building a community is about building relationships. People are more likely to trust you when you spend time building a relationship with them.
Keep in touch with your clients and potential clients via your newsletter and social media pages. Keep your ear to the ground, listen to them and they will do all the hard work for you.
What are your goals? Have your tactics worked? What could you do differently? Share your thoughts in the comments below!