You’ve probably heard a lot about the influence of the internet on society, and how it has changed our world. Now, more than ever, the internet is a place people go to learn about the things that interest them, be it sports, hobbies, or upcoming events; you name it. As a science center marketer, you can take advantage of this trend and use the internet to connect with potential customers.
There are a variety of approaches you can take to market your science center online, but before you begin to implement any kind of digital marketing strategy, it’s important to define what you mean by “marketing.” When you think about traditional marketing, you may be tempted to think that you need to have an ad campaign in the form of a mailer, email blast, or billboard to make money online. But that’s not necessarily true. In fact, you may already be doing some of these things, whether you realize it or not. So, if you’re reading this, it’s probably safe to assume you’re already marketing your science center online — though perhaps not in a traditional way.
Keyword Search Strategy
The first step to making money online through marketing is to establish and implement a keyword search strategy. Simply put, a keyword search strategy is the process of choosing the right keywords and creating content around those keywords to draw in potential customers. If someone is searching for “Boston Marathon,” you don’t necessarily need to have a web page about the Boston Marathon to attract their attention. You could have a “Boston is awesome!” blog post that contains some of the keywords they are searching for. In fact, if your content is informative and provides value, you may even find that people are searching for your offerings even though they aren’t directly related to your science center. For example, if you’re a biology center and someone searches for “bee venom,” you could have a post about the effects of bee venom on humans. However, the most important point to keep in mind is that your content needs to be relevant to your target audience. If you’re unsure of who your target audience is, start with your existing customers and ask them to help. You can also use surveys to gain insight into your audience’s interests. The more you know about your target audience, the more you can tailor your content to make them interested in your offerings.
Once you have a clear idea of who you’re targeting with your content and what types of things they’re interested in, you can develop content strategies. This is the process of deciding what kind of content to produce and in what quantity, based on your target audience. For example, if you’re an astronomy museum, you might decide to produce a few podcasts or videos about different topics in astronomy. Or, if you’re a zoo, you could create a blog post series about different animal behaviors and their significance in the animal kingdom.
There are a variety of benefits to having content strategies in place. First, you can plan out your content schedule in advance, based on what’s going on in the world and how you intend to engage with your audience. This gives you an idea of what content to produce and when. It also helps you decide what content is going to be “viral” and what content you should try to stay away from, if you don’t want your reputation to be damaged.
Digital Marketing Campaign
Assuming you decided to create content for the internet, the next step is to develop a digital marketing campaign. The type of marketing you do for your science center will depend on several factors, including your target audience and the platforms they prefer to use. But, most importantly, it will depend on how much money you have to spend. If you’re looking for a quick and easy way to make money online, you may want to consider investing in ad campaigns on platforms like Google Adwords or Facebook Ads. This is the most common and effective way to make money online. However, it’s important to remember the type of content you’re producing for these platforms. To maximize your return on investment (ROI), you should be investing in content that is highly relevant to your target audience and has the potential to drive sales. Ultimately, you want to create content that helps people solve problems and achieve specific results. The more you know about your target audience and what they want, the more you can tailor your content to help them.
Last but not least, we have analytics. Analytics are simply tools that give you insight into how well your strategy is working. You can use many different types of analytics to track the success of your digital marketing campaign, though the most important thing to keep in mind is that you can’t directly correlate any specific metric (such as pageviews or social media mentions) to revenue.
You should look at analytics in two ways. First, read the summary reports that give you an idea of how your campaign is performing in general. Then, look at the details, which give you a better understanding of what’s working and what needs to be adjusted. For example, if you see that videos are drawing in the most viewers, but your target audience isn’t interacting with your content the way you intended, you may want to consider adjusting your strategy. Alternatively, if you notice that people are staying on your site for a long time, this may mean that your content is interesting and provides value, even though you don’t directly sell anything on your site.
Converting Blog Post Ideas into Digital Goods
If you decided to create content for the internet, the next step is to develop digital goods — that is, physical objects that can be sold online. The benefits of having these digital goods are that you can instantly provide your audience with value, regardless of where they are. This is extremely important if you want to make money online. Think about all the content you’ve ever read that claimed to have all the answers. If you think about it, all of these “answers” were almost certainly worthless. But, because these products offered quick fixes or promised easy results, people were willing to give them a try. This is why it’s so important to develop digital goods — so you can provide your audience with value without having to rely on questionable claims.
To be clear, not all content will translate into digital goods. For example, if you’re producing an informational blog post series about birds, you don’t necessarily need to have a digital good to accompany this content. But, in most situations, you can create a variety of content — including videos, infographics, and webpages — and then decide what material can be turned into a physical product.
As you can see, there are several different ways you can make money online. Some of these methods may not even require you to have a science center, though you could certainly do so to make things simpler. Ultimately, the choice is up to you, but as a science center marketer, you may want to consider how the internet is changing society and how you can use this trend to your advantage.