How to reach a larger audience
Situation:
Mike originally came to us for help in updating his flyer and marketing materials, but our conversation took another path. Mike wanted to know how to reach a larger audience. “What should I do?” he asked. The answer was social media, but that is a complex issue.
Solution: I wrote a guide to online marketing.
• PRIMARY OBJECTIVES
Attract: Your website is your main online informational/marketing tool- It is important to attract attention to your website and stand out from the crowd. It is also important to attract traffic to your website.
Convert: Conversion occurs when a person responds to your call to action (subscribes to your newsletter, makes a purchase, fills out a form)
Conversion turns a stranger into to a client or customer
The more expensive the purchase or complicated the service, the longer it will take to convert someone to a customer
Conversion is not a one-time event; you must work on it constantly
Some conversion tools: Customer testimonials that describe your expertise, client centered approach, resolution of their issues
Case studies that showcase successful service and solutions to clients’ problems
Online newsletter that provides unique and valuable information. A newsletter requires advanced planning and writing
Regular posting to your Facebook, LinkedIn, Twitter or other social media sites
• WEBSITE
Your website is your ultimate marketing tool—your primary instrument for defining your business, enhancing your brand, gaining new leads
Key website elements
1. Design: attractive, easy to navigate, logical layout
2. Structure: simple, ease of finding information
3. Content: educates, builds credibility, proves expertise, and helps you to stand out from the crowd.
4. Search Engine Optimization: makes it possible for search engines to find, index, and read your site
5. Maintenance: active management of site, frequent changes and additions, updating with new information, value-added messages, and images
Results: This improves search engine optimization (SEO)- Moves you up the “search results” ladder- Gives people reasons for repeat visits- Google loves fresh content
• BLOGGING- Set up a blog for your website and learn how to post to it. WordPress.org is recommended.
Content should be submitted regularly.
Content is broken down into “posts.”
Posts are displayed in a reverse chronological order or by category.
Readers can leave their comments (you can make these public or private).
Content can be syndicated (published in multiple places at the same time via Really Simple Syndication [RSS] feed, which also allows people to subscribe to your blog. Anyone can subscribe.
RSS feed (really simple syndication is a web feed to publish frequent blog entries.
• SOCIAL MEDIA- Social media is not a selling tool; it is an networking tool
Doing a little bit often is better than doing a lot once in a while or doing nothing at all.
Social media makeover tips: http://www.thesocialpath.com/social-media-makeover.html
Popular social media tools: Facebook One of the most popular social media networks. You can have a personal page and a fan page (for businesses or organizations).Twitter Instantly connect to what’s most important to you. Follow your friends, experts, favorite celebrities, and breaking news. LinkedIn This is a social network for millions of professionals. LinkedIn members can stay in the loop on your company news, products, and services, business opportunities, changes in your status, and jobs. Pinterest A content-sharing service that allows members to “pin” images, videos, and other objects to their pinboard. Also includes standard social networking features.YouTube Visit YouTube charts to see a ranked list of popular videos and search for your business market.
Read up before you start: A simple how-to guide on line that will lead you through the steps of getting started with each of these social media tools: http://www.socialmediaexaminer.com/getting-started/
These ideas are just the tip of the social media marketing iceberg. I suggested to Mike to start small.
Begin with blogging on his website and choose one network, such as LinkedIn to build business connections.Talk to N-K about reaching a larger audience.