So you’re thinking about becoming a full-time marketer? Or you’ve recently completed your studies and are looking for job opportunities? If so, then congratulations! You’ve probably already got what it takes to be a successful marketer.
The key to effectively marketing a business is to ensure that your efforts are focused on the right audience. One of the best ways to do this is by utilizing search engine optimization (SEO). SEO is a method of improving a website or blog’s organic search results on search engines like Google, Bing, and Yahoo. When potential customers use search engines to find services or products, your web content and the structure of your site matter a lot.
In this post, you’re going to learn about some of the various strategies you can use to optimize your website content and the way you structure it for optimum SEO performance.
Create a Compelling Offer That Draws In Clients
The very first step to successfully marketing your business is to create compelling offers that entice potential customers to visit your website, sign up for your email list, or call you with a query. Offers that are compelling enough will almost certainly translate into increased revenues and, perhaps, even profit. A simple Google search for the term’marketing majors’ will reveal a range of job opportunities from marketing consultancies to inbound marketing agencies.
It’s always good practice as a marketer to identify this compelling offer – what’s often referred to as the ‘value prop’ – and to create a single, concise page that summarizes its benefits. The value prop doesn’t have to be complex, but it should be comprehensive enough to justify the time and effort that the customer has been led to believe they’re gaining by making a purchase or using the service or product. Essentially, you’re selling something of value to someone.
An example of a compelling offer that draws in customers is an online store that sells women’s clothing. The value prop of this store is that it offers a comprehensive range of women’s clothing that’s affordable, of good quality, and authentic. The store also offers a money-back guarantee if the customer isn’t entirely satisfied with their purchase. This guarantees the store has a compelling offer and ensures that potential customers are not only getting what they want, but that the store itself is also providing value.
Make Sure Your Website’s Content Reflects Your Target Audience’s Needs
If you’re wondering whether or not your content is meeting the needs of your target audience, then you’re probably focused on the right audience. To ensure that your website content is meeting their needs, ask yourself the following questions:
- Does the content clearly and accurately portray what the customer wants or needs?
- Does it provide value?
- Is the language easy to understand and memorable?
- Does it effectively use keywords and engaging phrases?
- Is the design simple and easy to navigate?
- Does it contain the key information the customer is looking for?
- Is the offer unique and compelling?
- Does it answer all of the questions the customer is likely to have?
- Does it provide a satisfying experience for the customer?
If you’re finding your answers to be ‘yes’ to all of these questions, then your website’s content is most likely serving its purpose and enticing your audience to take action. However, if you’re finding any of these questions to be ‘no’, then it’s time to rework your content strategy to ensure it better serves your target audience’s needs.
Craft an Effective Content Strategy
Once you’ve established the value proposition for your business and positioned yourself as the expert in your industry, you’re ready to craft an effective content strategy. A content strategy is a road map that explains how you intend to use content, including articles, videos, and infographics, to achieve your business objectives.
To craft the perfect content strategy, consider the type of article you’ll be writing, the target audience you’re most likely to reach, and the ideal engagement rate for your intended audience. Bear in mind that your content strategy will form part of a larger marketing plan, so ensure that all of the content you create is tied to a clear, easily identifiable call to action.
As a starting point, it’s often a good idea to review the competition. Just type the name of your industry into Google and you’ll discover a variety of websites, blogs, and forums that cover similar topics. By identifying the top competitors, you’ll be able to determine what content strategy is required to beat them. In most cases, your initial strategy should focus on being distinctive and, above all, on providing value that the competition doesn’t.
Your next step is to choose the right platform for your content strategy. If you’ve decided to go with a static website, then begin by choosing a content management system (CMS) to build your site on. A CMS is a type of software that allows you to easily update content on your site and to make changes to the structure of the site, with new content appearing seamlessly. CMSs also make it easy to manage multiple sites from a single dashboard, so you can focus on growing your business and leaving the micromanaging to the software.
Establish Your Social Media Presence
If you’re not already active on social media, then it’s time to establish yourself as a thought leader on this platform. Your social media strategy will form part of your overall marketing strategy and is often used in tandem with other platforms, such as search engine optimization and content marketing to establish your expertise and encourage engagement and conversation with your target audience. In addition to this, you should also establish a social media account for your business.
If you can’t establish yourself as a social media expert or the go-to person for your industry, then it’s time to reconsider your strategy. Having a social media account is important because it provides a potential audience with a single point of contact for your business, regardless of whether they’re interested in your product or service or in your expertise. Establishing a social media account for your business will also encourage the growth of your network, potentially reaching people who would’ve never given you a thought.
Search Engine Optimization: The Basics
Search engine optimization (SEO) is a form of marketing that can help raise your website’s organic search results on search engines like Google, Bing, and Yahoo. When customers use search engines to find services or products, the content of your website, as well as your links, structures, and keywords matter a lot.
The better your SEO, the more likely your site will show up when customers use search engines to find information. When it comes to SEO, results usually matter, but so does a strategic approach. Like other forms of marketing, SEO is largely based on analytics and metrics that can provide you with objective measures of your progress and show you how much more you need to accomplish to reach your business objectives.
There are four basic pillars of SEO: content, links, structures, and keywords. Let’s take a look at each one.
Content is, simply put, what you put out into the world. The better your content, the more likely you are to gain from SEO. Your content should provide value and be comprehensive enough to justify the time spent reading it. Consider the words and phrases your target audience is using online and whether or not those words and phrases can be easily found in your content. For example, if your target audience is seeking SEO advice, you might want to consider creating content that is deeply insightful and provides a thorough answer to frequently asked questions. This will ensure that when customers or potential customers type in the keywords or phrases they’re seeking, they’ll discover your content and be pleased with the results.
When people talk about SEO, they usually mean the inbound method of marketing, which encourages customers to actively seek out your services or products rather than relying on traditional advertising methods. Inbound marketing means you’re establishing a two-way communication link between your business and a potential customer. This link can take the form of content that’s valuable and interesting to the customer, or it can simply be the fact that you’ve provided useful information on your website.