Acquire more customers online via content marketing, search engine optimization (SEO), social media marketing, and paid search and social. Let us help you plan and implement your marketing campaigns.
Search Engine Optimization (SEO)
You can have the prettiest website and most clever content in your industry, but if you don’t use the language your audience uses, no one will find you. So, although content is king, SEO and keyword research remains relevant.
Good SEO requires attention to these three elements:
- Content on the site – relevant, useful, addressing target keywords,
- Technical aspects of the site – the details under the hood that influence search engine results, and
- Inlinks to the site – links to the site from other websites, including social shares.
Let’s make a plan to improve your site’s visibility through SEO. An SEO campaign will include the content marketing plan, a punch list for technical fixes, and link outreach.
Social Media Marketing Campaigns
The content you publish on Facebook, LinkedIn, Pinterest, Twitter, and Instagram expresses your brand, your value, and builds relationships with your potential customers online. If others promote your content on social sites, it helps new people learn about you.
A social campaign requires the same type of editorial calendar as a content marketing campaign, and often includes promoting content on your site.
However, on your website you are expected to talk about yourself. On a social networking site, it’s impolite to be too self-promoting. Try the 80/20 rule – use 80% of your space in your social account to provide useful and non-self-promoting information. Share other people’s good news. And promote yourself a little, not a lot.
I prioritize website content before social media marketing. Once the SEO plan has been started, it is time to plan the social media marketing campaign.
Online Advertising Campaigns
SEO can take time to plan and implement. Paid advertising takes less lead time, but often more budget.
Where your customers gather online is where you should conduct marketing campaigns. The intent of that visitor on that site matters.
When someone types “yoga props” into a search engine, they are closer to a purchase than when surfing a friend’s baby shower photos on Facebook.
Advertising that gets customers when they search or shop for a product or service is timely, for that reason it can also be expensive. Search advertising on Google AdWords is the place I like to start, because it works. Extending a successful campaign to Bing and Yahoo is often a way to gain more customers online.
The social sites also offer advertising. I find the advertising on Facebook, LinkedIn, Twitter, etc to be a distraction from my reason for going to these sites. Yet, these ads pay off, can be finely targeted, and can be cheaper than AdWords. Intent matters, but so does volume and price.
Let’s review your customer profiles and business goals to craft the right advertising plan for your business and your budget.
Metrics & Optimization Matter
Any marketing campaign plan must include tracking via marketing analytics. Once launched, the real fun comes in monitoring and improving your campaigns.
Ready to get started? Get in touch!