Digital marketing does not start and end with your website, your audience and potential customers are everywhere so you should be too. Twitter, Facebook, LinkedIn, Instagram are just some platforms that will help grow your digital footprint and put your brand in front of your audience.
Share, Share and Share
When you write a new piece of content or want to promote an existing, create a post and share. The more it is liked, shared by others etc. the more links and popularity you build. Google will pick that up and you will see your content achieving better organic positions in result pages.
Not every social post has to be self promotion. Show your audience what you are up to, share images of the people inside your brand, share things that people will find interesting, and use it to show the kind of brand you are. Please note though, I will unfollow you if you share fluffy kittens or use a thousand hashtags, it’s just not needed!
Boosting and advertising is important in today’s social media world.
Why write a piece of content once and let it sit there when you could make use of it time and time again.
If you write a great piece of content you might decide to gate it i.e. ask your audience to share their email in order to access it. This can be great for lead generation and we see many brands having great success with this strategy. Datasheets, Whitepapers or access to some research piece are often gated pieces of content. I find most companies miss a trick with this technique though. Search engines will not be able to find and read your gated content, so you are making it harder to find for the real people that are interested in it. I always suggest that content is dissected into bite sized chunks, normally blog articles, that are indexable in search engines. It means one whitepaper could lead to a series of blog articles, generating several more pages on your website. Recycling what has already been written gives yet another opportunity to create more indexable pages, all of which can contain a call to action to download the larger, gated piece of content. Entice and excite your audience with one section and they are more likely to part with their contact info.
Pull out stats
Go through your blogs, case studies and any other research you’ve done. Create infographic(s) and write a summary for a new article. Get social promoting parts of the graphic with your audience across your channels. It’s a great way of creating frequent, easy posts to drive traffic to your site and increase your popularity.
Turn videos into pages
If you’ve shot an explainer video, case study, or company intro, don’t just embed it once and forget about it. Take things said and create articles that expand, explain or simply say what’s in the video. You've guessed it, it’s another opportunity to create pages you can market and in my experience, one of the quickest wins.
Don’t be scared to email
Ok, so the rules of emails are changing (or have changed depending on when you read this) with the whole GDPR thing. If your customers or potential customers have given you consent, use it. Email your latest article, guide or case study and don’t just wait for it to be found.
Use more than one platform
For a bigger and better digital footprint, don’t just use Youtube, upload to Vimeo too. Put your PowerPoints onto Slideshare and upload photos to Instagram as well as Facebook. The more you spread the word, the more your brand will be found with next to no additional effort.