The real world and the digital world are two very different places, but they’re both places that your clients (and prospective clients) live. It might sound intimidating, but creating web-based content for your company is a lot less complicated than it sounds. In fact, if you’ve ever interacted with customers in real life, then you’ve already got the tools you need to succeed online. Here’s how to do it:
- Produce content.
Everybody loves an expert! Content marketing (creating blogs, videos, and other digital materials) is an easy way to let your customers know that you know what you’re talking about. Frequently publishing content bolsters credibility and positions your company as a thought leader in your industry. Plus, the research that you do when you write a blog helps you grasp new concepts and trends in all aspects of business, which helps you stay in the loop.
If there’s anything that all advertisers know to be true, it’s that nothing reigns people in like giving something away for free. That’s exactly what content marketing does – it offers your readers a free benefit. Give them advice, explain a difficult concept, or report on a current trend. Once a prospective client has read what you have to say, they’re more likely to check out the rest of your site and see what your business has to offer. Plus, content marketing helps with your company’s search engine optimization.
- Engage your audience.
So, you’ve got your content marketing strategy under way, but now you have the obstacle of getting people to see it. Engaging with people online is exactly the same as starting a conversation with somebody in the real world. It might be awkward at first, but there are some definite ways to facilitate the process. Social media is the biggest source of online referrals, so make sure your company is active on Twitter, Facebook, and Instagram, at the very least. Participate in the digital conversation by using popular hashtags to label your posts. Think about what people might search for to find a company just like yours, and tag your posts with that hashtag.
Online engagement is all about participating in a conversation. Joining relevant groups on LinkedIn is great for networking, but only if you’ve got something to offer. Don’t just post your company’s promotional material, instead engage in a discussion about current events in your industry. Be helpful, not annoying, and people will be likely to engage with you further. In digital marketing, you’ve got to win people over before you can sell to them, so get creative with your approach. Be positive, add value, and let your company’s personality show.
Once you’ve acquired a following, be sure to check in. Ask your followers questions in order to get them involved. Asking for feedback is a great way to engage people, as well as to receive actual responses to your products and services. Companies like Bizyhood can help you find new customers, stay connected with your existing client base, and reward continuing customers for their loyalty.
- Take the next step.
Once you see just how effective digital content marketing is, kick it up a notch. Delve into the world of online advertising. Demand Side Platforms, like Yashi, let you show your ad to specific users based on items like demographics, behaviors, purchase habits, and interests. Beyond that, you can actually target users by location – down to latitude and longitude – and show your ads to people within a customizable radius of your business. That way, your ad is being seen and your company is being recognized by the people who are most likely to become customers.
By proving your expertise, engaging your audience, and building your brand, you can easily convert content into customers. Success may not come overnight, but building a foundation for your company’s web presence is one of the best long term investments you can make for your business.
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