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In this day and age of digital marketing, there are any number of effective ways to reach your target audience (and more are emerging all the time). There is no definitive right way or best way to market online, but there is one universal truth. You must use a variety of digital marketing modalities and put the right content out there. As you know, Content is King.
Let’s first talk about the marketing channels you should consider using. In most cases, sending out a monthly email newsletter simply isn’t enough. Here are some standard and foundational online marketing channels:
Email Marketing – Sent at least monthly
Social Media – You should consider having a presence on LinkedIn, Facebook, Twitter, Instagram, depending on what is appropriate for your business. At a minimum you should post daily, but ideally you should post three unique posts daily.
Blog Posts – Post original and industry specific content to your blog weekly and volunteer to be a Guest Blogger on someone else’s site on occasion.
Website – Your website is your main source of marketing collateral today. It is important to constantly post fresh content on your site so that it stays relevant on search engines. Also, due to ever-evolving technology, you should plan on refreshing/overhauling your website every couple of years.
Podcasts – A podcast is essentially talk radio on-demand. Podcasts are typically audio-only, but there are video podcasts as well. Commuters often like to listen to podcasts in the car, so this is an opportunity to offer them your value add during their windshield time. Committing to a monthly podcast with content important to your target would be great.
Speaking of content, remember that you are an expert in your field. Most likely, you have a ton of content already created. Curating your own content is essential. Content curation means that you discover, gather and produce content instead of simply clicking “share” on someone else’s content. Mix your content up, include videos, include customers – make it fun. There are people I follow whose content I always look forward to reading or listening to. Well-curated content is interesting, educational and fun.
Finally, it is important to track your content marketing. Statistics are everything. What are people clicking on and reading, what subjects are of interest, where are they engaging with you?
Taking advantage of many or all the digital marketing channels available to you (and publishing your own curated content) helps present you as a thought leader and an industry expert; and allows you to build a solid following that boosts your brand and generates leads.
Have any digital marketing tips? Please share them with us!
By Blair Koch
