Digital marketing, it’s pretty simple, right? Draft up 500+ words of amazingly educational and entertaining content, upload it onto your blog, maybe sprinkle on a little SEO magic and you’re good…right? Well, let’s just put it this way: if you have teenagers, they’re rolling their eyes at you. If you have dogs, they’re staring at you with that head-cocked-to-the-side look they give you when you’re missing the obvious.
Ok, maybe it’s not as obvious as pick up ball…throw ball, but if you spend any time reading about online marketing, you’ve got to know how important of a role your blog can play in growing your client base. Don’t worry, though, you’re not alone. It’s surprising how many established and emerging businesses underestimate the power of their blog. With a few added steps, you too can realize the amazing power of your blog.
Active Content Distribution
When you were planning your wedding or "Sweet 16" party, you didn’t spend hundreds or thousands of dollars on gorgeous invitations just to leave them in the box, did you? Of course not! You sent them out into the world so they could tell the world the exciting news.
The same concept rings true for your blog content. They key is to actively push your content out into the world so people can line up to dance with you, money in hand. You want to get your content out on as many channels as you can. So this means:
o Tweet out your headlines and grabbers with a link to your content
o Post a summary of your content to Facebook
o Add your blog to your Google+ and LinkedIn Feeds
o Upload the cool images you post with your blog article to Pinterest and Instagram
o Turn your blog into a podcast or video and upload to YouTube
o Find out where your clients are hanging out and get your content out there!
It may sound a little daunting, but most of that can be done in one step using online tools that will help you to schedule your releases to touch your prospects and clients on a daily basis. Aim for 2-3 releases per day.
Depending on your business, your sales funnel can look much different than the business next door. So, without getting into too much detail, let’s take a high-level look at what a sales funnel is and how your blog and other web content plays a role.
Typically, your blog articles will have one or more links to other pages of your website. You can be strategic about this and push ("funnel") them to where you want them to go. The page(s) that you’re pushing your readers to may have a certain call to action that encourages them to give you their email address in exchange for something they find valuable. This could be a free white paper, free trial, webinar or other free consideration to obtain that valuable email address.
Once you have the prospect’s email address, you can now trickle out relevant content (likely from your blog) into their brains via email. You’ll have additional links to free content or additional sales pages that your prospects can click to when they’re ready to make their purchase.
The sales funnel is all about grabbing that email address and using it to establish yourself as an expert in the field so that people will trust you enough or like you enough to buy what you’re selling.
Too many business owners think they have to do everything alone. This is not only sad, but also a dangerous fallacy that may be choking off your business revenues. One of the big keys to building your business is teaming up with other complementary (not competing) businesses to expand your reach.
According to Andrew Davis, author of "Brandscaping: Unleashing the Power of Partnership" businesses that partner usually experience rapid success with their content. The key is to make your content noteworthy, so when you reach out to potential partners, they’ll be impressed and want to work with you.
There are a host of ways to initiate strategic alliances. They all start with recognizing those businesses that complement your product or service and share your audience. From there, consider reading their blogs to see what they’re writing about. Send them an email proposing a guest blog article that would be of interest to their audience and a link to your site. That opens a dialogue that can lead to tremendous collective success.