Categories
Client growth

Amplify your marketing content!

Amplify! Six out of six – my final part of six sections to consider in your content strategy (recap: Set Goals, Know your audience, Niche down, measure everything, listen then amplify!).

If you’ve nailed the first five steps, then you’re well on your way but one last thing – put your content in the exact right place for your target audience, the people who are engaging with it, being advocates for your business, for your team- your biggest promoters and your target audience and where they specifically need to see your business name in lights.

The options for ‘amplifying’ or channels are endless;
1) Online – you’ve got social, SEO, PPC, email marketing, google/online ads, virtual events, virtual networking, online PR, WOMM, influencer marketing, partnerships, business listings/ directories and blogs

2) Offline – (took me longer to think of all these!)- physical post/ piece of content printed and delivered, guerilla marketing, advertising, print ads, TV, radio and in-person real life events!

To go back through all six parts – here’s where I’ve posted the first blog so you can scroll through at the bottom of each page: https://lnkd.in/gjDpJRbj and you can also click back and forth through our articles at the bottom of the page.

And here’s a really great quote to inspire you to follow the steps;
“The thing about goals is that living without them is a lot more fun, in the short run. It seems to me, though, that the people who get things done, who lead, who grow and who make an impact… those people have goals.” — Seth Godin” 

Where do you amplify? And what have you thought about the six sections I’ve gone through? Look forward to hearing your thoughts

Categories
Client growth

Listen!

Listen! Part 5 of six on how to have an amazing content strategy. My last post/article was on measuring so this sensible next step is about taking a view from a wider perspective – your account management team, sales people, even influencers – what have they talked about or remembered that you wrote / posted 6 months ago or more? Those insights are crucial; in my view this ‘listen’ part could be more valuable than the measurements, but I know marketers we do love to measure – it proves ROI, but this is qualitative and this also shows that you value the people who are meeting people on behalf of your business.

Ask every single lead that comes to your business – how did you hear of us? Ask people you interview who mention they liked your website- what stood out?

And you can also take your qualitative research further and pose questions on your social channels in the form of polls or Q&As, or you could incorporate questions or feedback requests into a mailer, even incentivise responses with a good deed or prize.

I think this is a really good part of the six I’m going through and I hope it got you thinking. Do you listen to the whisperings or ask for feedback? Comment below or get in touch to chat more

Categories
Client growth

Measure everything!

When it comes to your content marketing strategy, you’ve got your goals written out (my first part of six posts) so it’s watching those results but a bit more too. 

Some examples include giving away a white paper/driving traffic towards web based results, executing email marketing campaigns, receiving direct contact in a sales capacity and social posts (in the capacity of earned media). Google Analytics is clearly a favourite tool for analysing unique hits, popular content pages, referral traffic etc.

The best article I’ve found on what to do to get started in analytics is here: https://lnkd.in/gt3DQW-g

My personal and probably fairly basic go-tos:
1 – Always love a content drill down – what are you most popular case studies or blog posts? That is huge for informing if you PR was successful, which projects are most interesting to prospective clients and hires and what content is the most interesting on your blog.
2- Acquisition / Sources – who is linking to your website and make sure it isn’t unwanted – check who is linking to you and why and what they’re saying for your own reputation management and those sources that are working – maybe think about investing in that platform for your marketing spend for next year
3- Look in All Pages and ‘Average time on page’ are people really reading your content?
4- Same report but then Bounce Rate – if its a high bounce rate then maybe something on that page isn’t working

What do you measure? What do you wish you were measuring but you’re currently not?! Confession time!! 

Categories
Client growth

Knowing your audience for your content planning

In my earlier article, I said for any content plan you need to know a few key things, one of which is your audience. So how do you ‘know your audience’? I have a lot of thoughts on this but I’ll try to keep it brief. 

Firstly, check your google analytics – how much traffic are you getting, from where, phones or web, what are they typing into google to find you and it’s always worth checking who is linking to you as for your reputation and insight into marketing spend, always good to know who- so check over a big timeframe like a year to be thorough. Gender / Age / Interests – you can do a lot of digging! From the age you’ll be able to appreciate what social platforms your audience are potentially using.

Secondly, who responds / engages with your content?

Third point – if you aren’t making much noise across any marketing channels then there won’t be much to analyse, don’t feel bad, ignore the above two points and just think about your TARGET audience!! Who do you want to be targeting, what do you want them to think and feel about the content you’re putting out and what is the action you want to drive them towards?

Fourth – Test, test, test – Try different approaches, different examples in your copy and posts, find what they’re interested in from you and your business’ content.

How well do you know your audience? Do you know exactly who you’re targeting with your content? Get in touch with any qs

Categories
Client growth

How to create your Marketing Goals

We are ideating here at External Marketing about what it means to start your own content plan, inspired by a conversation I’d had recently and so I wanted to go through all the points to offer more insights to help get business owners started. 

The first thing to think about when writing a content or even marketing plan is setting the right goals. Yes, they should be SMART like any goals, we covered this acronym back at uni back in… 2004?! …And it’s still relevant today and probably will be for another x amount of years. 

Here is what marketing goals should do: 

1) Drive inward enquiries via website or otherwise 
2) Generate the right client type and size
3) Raise brand awareness
4) Grow the Founders/ Directors personal brands 
5) Empower influencer marketing internally and externally 

You need SMART goals in order to measure, otherwise there’s almost no point. Being scatter gun is sometimes what’s possible but without reflection and measuring where your new business opportunity came from for example, you won’t know where to focus your time on next quarter/ year.

Hope this helps. Any questions – please get in touch!