Content is king. But you need effective marketing strategies to market and position your content so that more people will see it and respond to it. What does it take to create and market great content that gets results? Most people know the markets to use to promote such content, but they are still making mistakes. Mistakes that can cost them in the long run.
Here is a look at 5 of the most common mistakes people make when trying to promote their content and some suggestions on how to improve your marketing strategies to maximize your ROI (Return of investment).
1. Facebook Tools- Everyone knows about Facebook. But you may not be using its full potential. Facebook posts are only one way to market your content. They also have a number of tools on their platform you should be utilizing for maximum results. Customized ads that you pay for much like a PPC campaign are one way. Simply sign up for a Facebook ad account and you can customize your ad in any way you want to include specific demographics such as age, gender, geographic location, and even interests and preferences of your viewers. With this kind of specific tool available, there’s no reason why you can’t maximize your exposure on Facebook in big ways. And with 1.39 million monthly users at the last consensus, that’s a lot of potential customers!
2. Google Analytics- I just finished doing a 12-part video series for Universal Class in which they paid me $3700 to explain to people how to use Google Analytics. Why? Because Google Analytics is a powerful tool for businesses. It allows you to look at data on all levels of your website such as demographics, geographical locations, time on page, conversion rates, and much more. This makes it a very important (and free) tool that gives you an in-depth analysis of how your websites are doing at any given point. Specific tools like filters, segmenting and goals even allow you to cut out information you don’t want to see, set goals that reflect your business goals, and look at a cross-section of specific populations to increase your conversions. You can also do split A-B testing of one version of your site with another to help you determine which version of your site is resulting in the most conversions. With tools like this at your fingertips, you can’t lose. But you’d be surprised how few people are using this to their advantage by using ALL of the tools that Google Analytics has to offer.
3. SEO- Too much or not enough? Both of these are problems with website owners when it comes to SEO. They are either scared to use it at all due to Google’s frequent updates involving zoo animals (Penguins and Pandas, etc.), or they overuse it, resulting in lowering of their rankings by Google. So what is the answer? Integrity. That’s right. Google just wants your site and business to be honest. A term called “transparency” is what they frequently use to illustrate what they want in websites. Searches should reflect what your site truly has to offer, not another niche area. For example, if you own a coffee shop, don’t use words like “iPod” just so you’ll get more hits. This kind of “black hat” technique will only get you penalized by Google and users won’t appreciate the trick either. This kind of misleading search engine technique to increase traffic makes you also lose the trust of potential customers, who will then go to your competition which offers more relevant search results for their query. So when it comes to trying to outsmart the search engines, think again and just “Don’t Do It.”
4. Video Marketing- People have a peripheral understanding of the importance of video marketing. But they don’t seem to understand that it should be the focus of their digital marketing campaigns. Video drives sales. It is estimated that 65% of people who see a video act on it shortly thereafter. It is also the #1 reason people make a purchase online and YouTube has over 500 million searches per month. So think of ways you can use video to drive traffic. But again, make the search terms in your video descriptions relevant to your website and your message.
5. Blogging- Despite what you may have heard, blogging is not dead and is still considered one of the best tools you have for your marketing strategy. The key is that you should credit guest bloggers with a short BIO when possible so that people know they are real and credible, and make sure the content offers something of value to viewers and is relevant to the searches. Blogging can also include videos embedded from YouTube to increase your readership and views. And remember, if you have a video on YouTube, you will get extra hits from people doing an internal search via YouTube that you may never see on your blog statistics or website data.
In the final analysis, integration is the key. You should use every tool you have at your disposal to increase your level of engagement and interaction among viewers and visitors. Use Google Analytics to keep track of what is going on on your pages, incorporate video into your blogs and websites, use all of the tools available on social media, and stay honest with your SEO techniques. If you keep these principles in mind, you will start to see big improvements in your results over time.