Use Content Marketing to Grow Your Business

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Presentation transcript:

Use Content Marketing to Grow Your Business Cecelia Henderson Owner WSI Marketing Edge

Cecelia Henderson Wayne, NJ WSI Marketing Edge is a full service digital marketing agency focused on helping businesses leverage the internet to drive revenue growth.  

Web Presence is fast becoming a requirement to do business Validates your company Supports the online research that consumers do before they call you Consistent with changing demographics of consumers and business decision makers Expands your horizon beyond your normal contacts and brings you new leads Helps create a relationship between you and your potential and existing customers Measurable Return on Investment ©2017 WSI Marketing Edge. All rights reserved.

But none of this can be achieved if you can’t be found ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. Getting found? Search engines such as Google, Bing, Yahoo Paid advertising on these search engines and on related sites Links from other websites, social media & email campaigns ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. Getting Found? Our focus for today: getting found via search engines and not by ads – organic results Done via Search Engine Optimization a.k.a. SEO SEO has two major components On page Off page SEO is the process of impacting site’s visibility in a search engine’s unpaid results ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. How do you get found? Optimize your site and other content for what we know about how search engines find their results Google’s algorithm includes 200+ factors that are not all known Quality of content on the site How closely your content matches the search term How many sites link into yours, including social media How many sites your site links to, including social media Is your site being discussed on social media Volume of visits to your site Freshness of material, has it been updated recently Age of your URL (web address) Number of citation listings Can google see the information on the site – doesn’t see pictures Mobile compatible website – eventually mobile first ©2017 WSI Marketing Edge. All rights reserved.

So what can content do for you? GOOD CONTENT Content can drive web traffic Content can generate sales Content can generate high quality leads Content can generate quality feedback ©2017 WSI Marketing Edge. All rights reserved.

What is Content Marketing? Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy… ….. the art of communicating with your customers and prospects without selling A core component of “inbound marketing” http://contentmarketinginstitute.com/what-is-content-marketing/ ©2017 WSI Marketing Edge. All rights reserved.

Inbound Marketing vs Outbound Marketing ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. Why Content Marketing? Your customers do research online to learn what they need to know to make a decision Information of value is what they are looking for MORE THAN JUST PRODUCT OR SERVICE INFORMATION You can attract people to your product or service if you address relevant challenges they have - how what you offer can be a solution…think about questions customers ask most frequently ©2017 WSI Marketing Edge. All rights reserved.

Examples of related content Law offices Potential content How do know when you need a lawyer What should you expect from your lawyer How to prepare for a meeting with your lawyer What certifications should you look for in selecting a lawyer Do you need a lawyer or an accountant Contractor Potential content How to select a contractor How to work with your contractor What kinds of certifications should your contractor have What services should your contractor provide you ©2017 WSI Marketing Edge. All rights reserved.

Content Marketing Overview Identify your objectives, metrics Identify your audience(s) Determine your channels – where will you deliver these messages Craft core messages & Optimize Create tactical plans & Execute Manage your metrics Make required modifications Repeat…… ©2017 WSI Marketing Edge. All rights reserved.

Identify Your Content Marketing Objectives, Metrics “If you don’t know where you’re going you’ll end up someplace else”, Yogi Berra Content marketing objectives should include the target audience, what you want to provide them, and what the outcome should be From the perspective of the target customer…how do you want them to perceive you You should be able to determine the metrics that will let you know you’ve been successful ©2017 WSI Marketing Edge. All rights reserved.

Identify and Segment Your Audience Who are your buyers? What distinguishes them? Their Motivations? Their Demographics? Their Geography? Create a persona or model of your customer (s) A representation of your client Makes it real to you Helps you communicate with them ©2017 WSI Marketing Edge. All rights reserved.

Identify Your Digital Marketing Channels This is where/how you execute your tactics Website E-Newsletter Social media Youtube Facebook Twitter eMail Understand standard performance Metrics for each channel and set a target by channel ©2017 WSI Marketing Edge. All rights reserved.

Relevant and Valuable…Behavior Changing Information Craft Your Messages Relevant and Valuable…Behavior Changing Information Optimize it: do keyword research, understand what terms your customers are using to find you. Craft your messages around these terms ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. Craft Your Messages Alignment Consistency Discipline Simplicity ©2017 WSI Marketing Edge. All rights reserved.

Execute the Tactical Plan Channel Q1 Q2 Q3 Q4 Website TOPIC E-Newsletter Facebook Twitter Keep alignment during a given period Different “channels”, but same message (tailored to the channel type) Reinforcement over a period of time ©2017 WSI Marketing Edge. All rights reserved.

Focus on how your efforts are working and refine, refine, refine Watch Your Metrics Set a target for each channel Analytics for your website: number of visits, clicks, inquiry forms submitted Social Media Posts: reach and engagement Open and click through rates for emails, e- newsletters Research for generic performance metrics Benchmark with your past history Focus on how your efforts are working and refine, refine, refine ©2017 WSI Marketing Edge. All rights reserved.

Content Marketing Overview Identify your objectives, metrics Identify your audience(s) Determine your channels – where will you deliver these messages Craft core messages & Optimize Create tactical plans & Execute Manage your metrics Make required modifications Repeat…… ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. Questions Contact me: Cecelia Henderson WSI Marketing Edge 973-727-0039 cahenderson@wsimarketingedge.com ©2017 WSI Marketing Edge. All rights reserved.

©2017 WSI Marketing Edge. All rights reserved. Thanks! ©2017 WSI Marketing Edge. All rights reserved.

Top TEN Activities to Claim and Own Your Web Presence ©2017 WSI Marketing Edge. All rights reserved.

Top 10 list: claim your “web” presence “Google” yourself Build and brand your social profiles LinkedIn, Facebook business page, Twitter, & Google+ Leverage your business cards /other print materials by including web address, LinkedIn, or relevant social media profile) Update your email signature ready (web address, social media profile links) Ensure a consistent message about your business across all of your properties Monitor and update your profile as needed ©2017 WSI Marketing Edge. All rights reserved.

Top 10 list: claim your “web” presence Follow relevant businesses on LinkedIn, Twitter, Facebook, etc. Business Directories – get listed in them. You can outsource this Remember the personal and the professional blend – personal Facebook, professional Facebook. Actively post, actively recommend, comment – social media, blog. You can outsource this Solicit reviews (Facebook, LinkedIn or appropriate rating service) Actively manage negative reviews….respond online and take it offline if need be, seek professional help if needed ©2017 WSI Marketing Edge. All rights reserved.

20+ SUCCESSFUL YEARS IN DELIVERING DIGITAL WHY WORK WITH WSI BEST IN CLASS SOLUTIONS 20+ SUCCESSFUL YEARS IN DELIVERING DIGITAL SOLUTIONS WSI DIGITAL MARKETING LIFECYCLE GLOBAL NETWORK OF AGENCIES RESULTS-ORIENTED METHODOLOGY

DIGITAL MARKETING SERVICES from WSI Marketing Edge DISPLAY & REMARKETING PAY PER CLICK CONTENT MARKETING VIDEO MARKETING WEB ANALYTICS INBOUND MARKETING WEB DESIGN & DEVELOPMENT SOCIAL MEDIA MARKETING SEARCH ENGINE OPTIMIZATION LANDING PAGE OPTIMIZATION EMAIL MARKETING MOBILE MARKETING & MARKETING AUTOMATION