content marketing, seo strategy, digital marketing

SEO and Content Marketing have become a word that you can’t walk 10 ft without hearing if you have a website, have a business, or use google search.  It’s an important part of a business and something no one can ignore.  The kicker is, we are overloaded with quick tips, this and that, etc.

My hope in adding to the mix is looking at a couple of the foundational items often overlooked when talking about SEO.

SEO requires 3 key components that you may think have nothing to do with SEO at first – but they can make or break your long-term success.

content marketing, seo strategy, digital marketing

Have a solid marketing plan and strategy in place to succeed

Content Marketing

Content takes on many different forms and fashions depending on your business.  At the heart of SEO, it developing relevant and timely content.  It’s sharing that content with your audience (more than once in some platforms).  It’s ensuring you talk about the right parts of the content that your audience is searching for.  Use google search to see what people are looking for.  What headlines are showing up?  What related searches are available?  This all can help you generate content that is both timely and relevant to your audience.

Time Management

You will need to set aside the time to address SEO.  Whether it’s writing a blog post(s), optimizing photos as they are loaded into galleries, or scheduling social media content to drive traffic; All of this plays into driving traffic to your website.  Just like you would schedule time for a team meeting or client meeting, so too does your SEO efforts need to be planned and scheduled out.  Like any skill or task – it gets better with time.

Consistency

SEO is run by robots and algorithms with some human review.  The system is designed to recognize patterns and associations.  When you’re consistent in the overall SEO efforts, it’s recognized and will be rewarded over time.  You need to aim to post your blog posts on the same day of the week and same time of the day, EVERY TIME.  Once you select and set a schedule, you have to stick by it.  Most blogging platforms allow you to draft, edit, and schedule post.  This ensures you are remaining consistent to the algorithms which will know to come back and see what you are up to.


As with any new venture or program – nothing happens overnight, and the beginning is the hardest part – those who succeed are those who DO and don’t overthink their efforts.  What are your tips to staying consistent with content marketing?

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digital marketing, mobile friendly, social media

What is content

Content marketing as a term may limit itself in what it actually means/accomplishes.  Content has to be looked at holistically, across all platforms, and everything your company/brand says to its customers.  Even what your customers say about you.

Everything you put out ties into a larger marketing strategy that encompasses all platforms (plus future platforms) you use to promote your business.  Branding and the voice you want to project plays a huge role in this as well.

content marketing, marketing strategy, digital marketing, social media

Where is your business in it’s Content Marketing Strategy

Why are you sharing content

Think of your business in the context of a relationship.  You have to know, like, and trust a person to allow them into your space…customers are no different.  Being effective and having a great brand requires a great product and a great relationship with your customers.  They want to be informed and they value something they can use.  If you know your customers, you know where they hang out online/offline to capture their attention and fit seamlessly into their lives.

Every aspect of social media is content.  And your customers are all over the place.  The larger the age range of your customers, to more effort you need to be putting into marketing.  If you aren’t staying front of mind, your competitor is.  The old adage of 7 touch points doesn’t work in an environment where content is oversaturated.  As you work through your marketing strategy, the balance of how much will show up through the data and analytics.

Are you effective at it?

The hard truth is most content being produced isn’t effective.  Social media doesn’t change the foundational aspects of marketing, it presents opportunities to expand and grow at scale.  Conversely, it presents a challenge which is the aspect of 2-way communication on social media.  2-way communication seems to be the barrier to entry with a lot of small businesses on social media.

The content you are producing goes up against hundreds of other ‘like businesses’ in the marketplace.  While you may have those diehard fans, customers are easily swayed.  Only when you dive into your customers and your unique value proposition can you create amazing content for them.

If you aren’t thinking hard about content, what you are producing is surface level.  You can also call it white noise content.  When you don’t provide value, no one has a need to listen.

Marketing goals, digital marketing targets, targeted marketing

What goals do you have for Digital Marketing

Helping you win

The first step to take is an in-depth audit of your business and the content you are currently producing online and offline.  Business goals and plans have a direct tie-in to the brand and content you need to be producing.  It’s in this process you have to ask some questions about the business:

  • Use your current client/customer base to build out who your ideal customer is.  Maybe there are a couple profiles.  Knowing these people inside-out gives you the opportunity to identify what they need and what they value.
  • Who are your competitors?  What does their content look like?  Surely you can do better.
  • How can you trigger ways to create content around every aspect of your business.  How does that content relate to your customer?  What are the secondary aspect of your business your customers have needs and questions of?  Ex. Realtors talking about lawn care or H.O.A.s

Building a marketing plan

A marketing plan should have highlighted business goals and customer information.  Beyond that, your marketing plan is going to be a fluid document you are constantly changing and working over.  You’ll have to be auditing your marketing strategy on a regular basis.  There are aspects of trial and error which are called A/B split testing in the marketing.

The content you produce is going to vary based on the platform you are working on.  Each one lends itself to a slight variation on the language and use of language.  Your audience is different on each of the platforms as they are on the platform for different things.  Generational aspects create different ways to present your message and content.

Setting yourself up early on, or making changes now will provide you with long-term sustaining growth and adaptability to the marketing landscape.  As new platforms come and go, this type of strategy will hold up against any new platform that comes along.

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Snapchat has seen a surge in growth, users, and activity over a very short time-frame.  And if you think about it in the right context, it’s no wonder.  One of the biggest factors is the total immersion experience you have on the app.  Snapchat takes up the whole screen!  No distractions, no one else’s content; simply an experience with one individual at a time.

Why Personal Snapchat

Social media thrives on 2 very important emotions:  Attention & Emotion.  Regardless which side of the screen you are on, you’re either asking for of expecting these from your followers.  When you are on Snapchat, you are in it 100%.  Engaging with friends through visual and written content.  Being connected to people near and far and sharing in their lives gives us a feeling of being there.  Of learning and growing with someone.

The other component to this is Time.  On one side, you want to consume information on your time.  It’s how the world runs now.  In Snapchat’s case, time is a deadline.  The public stories we are creating and building come at a catch.  24 hours.  Users have to continue to come back to the platform in order to keep up with their followers on Snapchat.

This is a goldmine for Snapchat, but also for the businesses who understand the market.

Why Business Snapchat

snapchat, jasonfreshly, follow, social media

Follow @jasonfreshly on Snapchat to learn and laugh.

You need to ask two very important questions before starting your marketing strategy:  What are your business goals and who is your ideal customer.  With very few (far and few) exceptions, any and every business should be looking at Snapchat and the future role it plays in their marketing strategy.

Your customers are there.  People who are your potential customer are there.  Why aren’t you incorporating your business into their daily lives?  Translating the unique characteristics of your brand can only enhance the ‘Know, Like, Trust’ factor.  This is key in creating enormous loyalty from your customers.  Here’s just a small sampling of strategies your business can take advantage of:

  • Involve your team.  Let them showcase their perspective
  • Tell stories.  Through photos, video, drawing – make your products and services come to life
  • Engage your audience.  Respond back to their photos, question, etc.
  • Showcase client success stories

There are countless other ways you can use Snapchat to your advantage grow your customer base and increase loyalty from your customers.

Snapchat GeoFilters

These are for anyone.  Throwing a party, hosting an event, wanting to engage your community?  Creating custom geofilters are  only going to increase.  As the name suggest, you are creating a filter that is targeted to specific locations.  While Snapchat has their own, you can further enhance your and your community experience by creating your own.

Questions about creating a geofilter?  Want help making your own?  Give us a yell and we are happy to help you design, create, and implement your filter.  Great option for a mitzvah, birthday, surprises, corporate or social event, weddings, and the list goes on.

 

 

snapchat, jasonfreshly, social media

Scan this code while in Snapchat to follow me!

So, looking for something to do this weekend?  Download Snapchat and start playing.  There’s no right or wrong way.  It’s taking the action and doing it!  Need help, let me know your questions here, but better yet, interact with me on Snapchat for immersion lessons :).  Happy Snapping!

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blogging, blog, content marketing, digital marketing, social media
blogging, blog, content marketing, digital marketing, social media

Are you blogging?

If you are ready to jump into content marketing as a small business, setting up a solid foundation will give you lasting results.  When referring to content marketing, I’m talking about your website blog.  Your business is now becoming a news source for your ideal customer.

Once you start up the content marketing engine, you have to keep at it.  Taking these steps before you start will ensure you don’t run out of steam.

Content Marketing Steps

  • Set a schedule:  Find out what you (or your team) can manage.  You need to keep a consistent schedule day(s) of week and time(s).

 

 

  • Finding content:  Look at websites you use currently for reading content.  Set up Google Alerts around keywords and topics you are interested in.  Look for questions people are asking and answer them in a blog, then tell the person to check out what you wrote.

 

  • Linking rule of thumb:  In most blog post you write, there should be one internal and one external link.  Post will come up that require multiple, which is fine.

 

 

When working with clients, we talk about this as well as how to tie in your social media marketing efforts.  Let us know what we can do to help your business build a marketing strategy.

 

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content marketing, marketing strategy, social media, digital marketing
content marketing, marketing strategy, social media, digital marketing

Are you helping your customers in your marketing efforts?

While content marketing has a shiny new name, it’s been around since John Deere’s first magazine.  The big shift that business are starting to catch on to though is why they need to utilize content marketing.

What businesses haven’t been focused on is how they are formatting their marketing message.  Consumers now have so many options for viewing and engaging on content, why are they interested in yours?  How are you helping your customers beyond the point of sale to keep them talking about your business?

Your marketing message needs to be customer focused.  It’s finding those details about your customers you haven’t needed previously.  As you develop a customer base, find ways to get more details out of customers through the buyers journey.  What questions or fun facts can you learn that tie back to your products and services?

As you learn more about your customers and start sending them information they want and need, you’ll capture their attention.  As that momentum builds, customers will be more likely to spread your messaging to their friends.

Ensure less friction by knowing where your customers are already at on social media channels and go there.  Learn the platform and what the marketing message looks like.  See what customers are doing on the platform so you are providing what they already are looking for and engaging.

You’ll see an amazing return on investment when your marketing efforts focus on content and your customers.  Take steps now before your competitors do for success long term.

 


 

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marketing campaigns, social media, visual marketing, marketing strategy, customer experience
marketing campaigns, social media, visual marketing, marketing strategy, customer experience

Lay out your marketing campaigns.

Social media is such an amazing tool for businesses to get instant access to customers and tons of data based on what your customers do online.  A key things businesses sometimes struggle with is marketing campaigns and content.

This is a great article on using social media, of which I have echoed in previous blogs on making a plan.  I also encourage you to download my digital customer profile e-book to better create your ideal customer before diving into long term planning.

Social Media Marketing Campaigns

So let’s dive into marketing campaigns.  Listed below are open ended ideas that you can implement right away in your business.

  • Use Video:  Chances are the phone you carry around has pretty good camera.  Come up with a weekly informal series to connect with your customers.  Offering How-to’s or answering questions, the personal touch raises engagement.

 

  • Picture of the Day:  OK, maybe 2 a week.  Find something fun around the office.  As a designer, your desk is an important space.  As an artist, your studio sheds light on your work environment.  As a restaurant, specials can entice something to eat out.  Create a series much like the video above.

 

  • Office Life:  While everything you do around the office might not be interesting.  What about that weekly staff meeting?

 

  • Thought of the Day:  You block out ‘idea time’.  Who’s to say a lightbulb doesn’t go off.  A thought came to you that your audience could value hearing.

 

  • Behind the scenes:  Tease what’s to come and get the audience ready what’s next.  Give a little insight into how the magic happens.

Start Now!

These are just a few quick ideas you can run weekly, bi-weekly, or even daily.  It all revolved around your schedule and your time commitment.

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content marketing, digital marketing, customer experience, social media, sales funnel
content marketing, digital marketing, customer experience, social media, sales funnel

Get and keep customers with marketing.

Sales Touch Points

More than creating content for your customers, the content provides them with more and more chances to interact with your business.  In any sales funnel, there are multiple touch points any customer has to go through before making a purchase.

There are plenty of studies and statistics showing it takes buyers multiple times seeing your business and interacting with the business to turn into a sale.  The ability now is determining what those interactions are.

So what are some content pieces you can start curating internally giving customers information and a reason to interact with your business?

  • Posting on social media:  Keep your business front of mind with engaging content your ideal customer is looking for online.  Make sure the content offers people a reason to head back to your website.

 

  • A free e-book:  There’s aspects about your industry and business that can be broken down into a ‘top 10’ or ‘best practices’ or ‘trends’.  This content becomes hidden behind an email sign-up form and the book becomes a lead generation.

 

  • Host a contest on social media:  Do you have something you can offer?  Maybe you are trying to reach a goal in your audience numbers.  Using a 3rd party app on Facebook or other social media platforms, you can monitor, collect leads, and pick a winner.

 

  • Host a webinar:  You’ve been spending all this time generating leads, gathering emails and customers through all this content.  Now take all those leads and give them an opportunity to buy a new product you’ve created.

 

All of this work is predicated on knowing your Ideal Customer.  If you don’t have customer profiles, download our free e-book to create those.

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