If you always have something to say to your customers, then you have the fuel for the Google search engine – a regular supply of information for a dedicated audience
Deliver this content the right way and you’ll find new clients and expand your business. But what is the ‘right’ way?
Your website
Your website is the centre of your business. The bulk of your marketing time and energy should be invested here. Your content needs to be well-structured for both the convenience of your site visitors and to maximise your search engine optimisation. This is where you establish your authority and reputation, and why Google will return your content in search results.
Mailing list
Build an email list. In digital marketing, the campaigns that generate the biggest return on investment (ROI) are email ones, by some distance. Don’t put all your new content in your email; only a teaser and a link to your website content.
The campaigns that generate the biggest return on investment (ROI) are email ones, by some distance
Two reasons: keep your emails short (under 100K) to reduce the risk of being considered spam, and you need your subscribers to click through and visit your website.
Social media
Never post any information on social media that is not already on your website, and never post anything to social media that does not link to your website. When you have new content, create a teaser with a link to your website post on social media. ‘Likes’ don’t buy anything; visitors to your shop do.
Look at the numbers
Track the analytics for your website. Google supplies extensive, free services for monitoring your traffic, and there are other free services which provide invaluable information.
In particular, see which pages in your website get the most attention, which referrers send you the most visitors, and how many visitors find you via search engines (and which ones). You can then see where to invest your time and energy; maybe Facebook is sending you lots of visitors, while Instagram is doing nothing for you.
Your setup
- A well-structured website built for optimum user experience and search engine optimisation;
- Check your website’s health in Google’s PageSpeed Insights and GTmetrix,
- Analytics accounts for monitoring and analysing your website traffic;
- A bulk email account for your mailing list;
- Social media accounts, just the ones that work for your business, and
- Have multiple systems for protecting and backing up your content.
Your activity
- Post new content to your website first and foremost;
- Bulk mail to your subscribers with a teaser linking to your new content;
- Post teasers to social media platforms linking to your new content;
- Check your analytics to see how your content is performing, and
- Back up all your content.
… and repeat.
