20 years ago we didn’t even think about online presence, now most of us have one. Everything has changed, and so has marketing, that’s for sure. If you want to know what you can do about it, keep reading.
Businesses need to rethink the way they approach marketing and sales if they want to survive in the online world.
More and more prospects are making decisions on information they find in search engines or social networks.
In this scenario, interacting with your target audience and improving your online presence with social media marketing and quality content is crucial.
Consider some social media statistics
- 77% of Twitter users feel more positive about a brand when their Tweet has been replied to.
- 300 hours of video are uploaded to YouTube every minute.
- Instagram has grown to over 600 million users, and users have shared over 40 billion photos and like 4.2 billion posts per day.
- 45% of marketers say blogging is the #1 most important piece of their content strategy.
- B2B marketers that use blogs receive 67% more leads than those that do not.
- Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
The fact is that if you aren’t taking good care of your business’ online presence, you’re missing a tremendous opportunity to increase traffic to your website and generate leads.
So I present you with the six adjectives you need to be to have a great online presence.
User Experience is related to the simple reality that online consumers have no patience. They’re not going to wait for a site that takes too long to load or waste time trying to navigate through a sophisticated interface.
The way to fix this is taking good care of optimizing your site AND analyzing your visitors’ behavior. Not doing so may be way more expensive for your business than taking care of fixing it. UX has become the most crucial issue to search engines and so it will be one of the most critical factors for your SEO.
Be a Listener
Succeeding comes down to offering value. Moreover, you can’t offer any value when you block your fans opinion. You need to hear them and improve based on their demands and feedback.
When you’re trying to implement an content marketing strategy and generate quality content, you need to listen to the market. Go out there, perform surveys, fully understand your client. You can’t have a proper content strategy when you don’t know what your clients need to know or learn.
Great ways of achieving this are reading comments in your competition’s blogs, visiting forums, surveying your clients or using Q&A websites like Quora.
A typical web surfer is lazy. He needs you to show him the way.
Decisions consume willpower and willpower is a finite resource. Try to reduce the choices your potential costumers have to make while browsing your website to its minimum.
To achieve this, you need to tailor your sections to your costumers as much as possible. Try to identify what will offer them the most value and show it to them in a very straightforward manner.
Content is king. That’s the simple truth about online marketing. If you want your brand to improve its quality, you need to start offering free but valuable content to your prospects. Suitable material can include videos, blog posts, info-graphics or long-form content such as free e-books and guides.
If you want to make your brand stand out from your competition you need to establish a better relationship with your potential costumers. You can achieve this by showing them you know what you’re talking about, showing them you can offer them value.
Good content can even become viral, so use it to interact with your potential costumers through Facebook, Twitter, LinkedIn and your website’s blog. So it doesn’t matter how much you spend in PPC or try to reach your prospects, if you’re not offering them something before asking them to buy, somebody else will.
You need to be there for your clients and prospects. To establish an online presence, you need to offer good content and also add to the discussion. Participate in social media, answer questions and be consistent with your content creation process and newsletters. Work as a journalist or magazine and have an editorial calendar. We, humans, are creatures of habit, we need to know when to expect something to feel trust. So you want people to feel trust for your brand.
Being an active part of the discussion also means sharing quality content or even promoting something your community told you about. In other words, you need not only to attract your prospects, but you also need to listen to them and cultivate the relationship.
Rome wasn’t built in a day. You need to cultivate these habits and think in the long term. That’s the way content marketing works, and you invest in your brand. It’s way more tempting to just put money into PPC or ads, but those tactics are coming to an end. People are blocking ads on the internet and hanging the phone to telemarketers, with good reasons. We’re saturated with people trying to sell to us. Content Marketing is a more effective and ethical way of doing marketing, and in the end, you offer value to the world. If you don’t believe it, check the big companies, more and more they’re realizing this is the better way.
What do you think? What are your most significant challenges when implementing this kind of strategy?