Managing an online presence effectively is a lot of work. It’s good to set expectations with clients: If you build it, will they come? Not necessarily. Through patience, research, trial and error, I’ve discovered the keys to better success. Let’s take a look at the marketing skills involved in building a brand—online.
Web Technologies and User Experience. Complete Blog/WordPress design and management. This is about the technical things related to WordPress and everything that’s connected to it. In other words, I handle a client’s blog from the front AND back end.
Social Media Management. I manage and administer the client’s social media platforms. Included is creating integrated content distribution campaigns across paid, owned and earned media.
Visual Content Management. Most people know that you can get increased engagement and sharing if you use visuals. This is so true on Facebook and Twitter! Studies show that up to 100% more engagement is driven by a visual post vs text. Impressions and engagement all go up with clear, bright, custom and relevant images.
Blogging / Writing. I’ve found myself more and more taking on the role of writer for my client’s blogs. Often I work with bullet points, sketches, and rough outlines. The idea is to create outstanding, engaging, shareable content that is visible on the first page in Google. Use Facebook insights to research which content your audience prefers and will share—digging deeper to find the content that resonates with each audience. I’ve found that roughly 70% of content should be created and 30% curated from relevant sources. Viewers appreciate being exposed to new sources of 3rd party, independent content.
SEO. It can be much more difficult to earn credibility in this space. The search algorithms are so difficult to decipher in the first place! Generally, this magic formula consists of a relevant page title, overall body content, the number & quality of links (backlinks) pointing back to your site, and social media influence.
Google Pay Per Click (PPC). Start by writing an ad that tells people what a client offers. Choose search terms that will make the ad show in the Google results. Set a daily budget for clicks. Potential customers see the ad on Google if their search term matches the keywords. Ideally, this creates a significant increase in web traffic from SUPER qualified leads.
Lead Generation. The most critical aspect of lead generation is the concept of “give and take”. You ask your prospects for just enough information that they’re comfortable opting-in to your email list. In exchange, you offer them truly valuable and relevant content—by way of a regular newsletter, e-Books, webinars, recipe or any other proprietary special offer. The trick is being creative with the offer.
Email Marketing. Exceptional email marketing campaigns are always highly informative, personalized, and relevant to the recipients. Make sure to launch them in a regular and timely manner. Tuesday, Wednesday, and Thursday have traditionally been favorite days to send email campaigns, as email marketers seek to avoid the Monday angst and the TGi-Friday crowds.
Content Marketing—Handling everything related to creating, publishing and then promoting your content on the web.