Blog posts, Facebook, Twitter, websites, newsletters, ebooks – there’s so much to keep track of when it comes to your digital marketing strategy. How can you manage it all?
Take it one step at a time. Don’t have things just to have them or do things just to do them – know what each piece of the puzzle is doing for your business and your bottom line. It’s especially helpful to go through step by step if you are:
- Getting a website for the first time
- Redesigning your website
- Changing the focus of your business
- Seeking advice on how to make the most of your online presence
Step 1: Review and Optimize Your Website
You don’t have a website simply to look pretty or inform people. You have a website to persuade people to take action! If your ideal client comes across your site, they should be so impressed by what they see, they take action.
Is your website doing this?
First, whether you work with a designer or not, make sure your site is nice to look at and easy to navigate. Then get your website copy up to snuff. That means writing readable web copy where:
- Your company’s message is conveyed clearly and persuasively
- The call to action is clear
- The length, use of keywords and key phrases, heading tags, and other elements of SEO (search engine optimization) are being used to their fullest potential
Your “call to action” may be buying something directly from your site, emailing you for more information, or calling you on the phone for an appointment.
Once your website is optimized – not just for search engines but for people – move on to the next steps.
Step 2: Examine Your Blog
Have you ever gone to a site and clicked on their blog only to find that the last post was from, say, May 2009? It doesn’t instill confidence. In fact, you may wonder if they’re even still in business. Don’t let this be you.
Blogging must be done with some regularity (not to say frequency). Your posts should reinforce your brand or message. They should be relevant to your potential customers. They should be interesting. That’s a tall order, and even for people who love to write, blogging can become a burden. But there are many compelling reasons for a business to maintain a blog (not the least of which is better SEO), so if you don’t have a blog yet, I encourage you to consider getting one. And if you have one you’ve abandoned, resurrect it.
Ideally, the content you create will be so interesting to potential clients they will find you online through a blog post and check out the rest of your site.
Step 3: Adjust Your Social Media Presence
Current Wisdom: You have to be active on all major social media platforms!
But do you really?
I know many businesses that have a Facebook page because they were told they should have a Facebook page. They have a Twitter account because they were told they should have a Twitter account. Ditto LinkedIn. Ditto Pinterest. Ditto Instagram…
Here’s the truth: Not all social media platforms are right for every business.
The idea that every kind of business, from a mom-and-pop grocery to a Fortune 100 company, delivering every kind of product or service, from lollipops to jet airliners, needs to be on all social media platforms is, frankly, dumb. Each company should look at what it does, who they want to reach, and how best to do that. They should also consider what kinds of resources they have to devote to social media. Maybe spending time developing a following on one single platform is better than spreading yourself thin across several.
That’s step 3: Figuring out a strategy for your social media presence and making sure it’s integrated with the things you’ve already got going, i.e., your website and blog. Look at each social media platform’s strengths and weaknesses and select the ones that make sense for you and your business.
Step 4: Think About Supporting Materials
Up to this point, we’ve evaluated and improved your company’s online presence. Now consider how great copywriting in other written materials can also help your business, things like ebooks and email newsletters. (Print materials like brochures, white papers, and printed newsletters fall in this category, too.) Each material type will reach and resonate with a different group of potential customers, so it’s worth trying a few out to see what they can do for you.
No matter what you choose, make sure your supporting materials fit in to your existing marketing plan and echo the message and tone you’ve already established in other areas.
For help with any or all of these steps of your digital marketing plan – whether writing or consultation and advice – contact me at Lowcountry Copywriter.