3 tactics to grow your online marketing in 2019
It happens every year.
You return to work after a relaxing break to a constant flux of information telling you exactly what you have to change to be better in the New Year.
Whether it's to lose weight, shop in the sales, get more organised or start exercising five times a week, you're probably bored of reading about all the things you NEED to do.
So I'm not going to give you a massive list of all the online marketing tactics you don't have time to do and expect you to implement them. It's not realistic and I know there's probably a million other priorities floating around in your head at the moment.
But just imagine for a second that you could make one change, fix just one thing that isn't working, and explode the success of your online marketing in 2019.
Now that doesn't that sound like a New Year treat?
In today's post, I've listed four common issues my customers are coming up against and a solid action plan to turn it around in 2019.
All you need to do is pick the one you want to change most, and get to work.
If your blog posts aren't hitting the mark... get to know your ideal customer
The internet knows a lot about us. As a result, companies with bigger budgets are tailoring their online marketing the things we're sharing, liking and searching. This means when we search online, we've been conditioned to expect the exact answers to our questions, and we don't have much time for content that beats around the bush.
The best way to get around this without spending a whole ton of money on targeted ads? Get to know your ideal customer deeply. Talk to them, read up on them, analyse their wants, needs and pain points. Then create blog, video and social media content that speaks directly to them.
There's a lot out there about getting to know your ideal customer. But in my eyes, you don't need pages and pages of useless information to do a deep dive on your ideal reader. I work off a paragraph that covers absolutely everything I need to know to create great blog content that connects.
Create an ideal customer bio using the advice below.
First, introduce your ideal client. Give them a name and identify their gender, age, job (if you are a B2B business) or the type of consumer they are (trendy, on a budget, savvy etc.). Outline the difficulties they have with similar products out there and what is ultimately driving them to buy what you sell.
Next, we need to delve a little deeper. Discuss your client's true passions, what quirks they have and what kind of attitude they keep. It's also worth considering their weaknesses here too. What might keep them from investing in your and your product or what weaknesses do they have that your product can help them turn into strengths.
If you're stuck on what to post...take some time out to create a schedule
If you're planning what to say the day you create it, it will 100% take you longer. Having no structure or solid plan of action for your online marketing will leave you overworked and confused and it will show in your content.
The best place to start is with your goals. Think about what you want your content to achieve. Do you want to increase traffic to your website? Drive sales? Grow your social following? Keep your customers informed?
Once that's decided and you understand why you're creating content, the rest can be mapped out in a couple of hours using the steps below.
Download a monthly calendar (or use one in your planner or Bullet Journal) and mark each day you're due to post content with a dot. If you have multiple online marketing streams (such as social media, blogs, videos etc.) use a different colour for each one. If you prefer to do things digitally, you can do this on a task management app such as Trello or Asana.
Take your blog categories and assign a different one to each week (if you only create content once a week) or day of the week (if you create multiple pieces of content every week).
Spend an hour or so searching for content inspiration that fits within your categories. The first place to look is in your own business. What questions have your customers been asking? Have you seen a rise in enquiries for a particular service? What are their pain points?
Once you've exhausted that, there's loads of places online you can look to get ideas: Pinterest, YouTube, competitor blogs and Google are just a few. When you find something that piques your interest, write it down. Remember this is all about inspiration. Don't use this as an exercise to copy what other people are doing. Read what they have to say and come up with your own unique spin.
Once you have plenty of ideas for each category, fill each one into a space with a coloured dot in your calendar.
Voila, you have a clear structure for your online marketing for the next month. Repeat this process every month and you'll never have to worry about what to post again.
If you're struggling for shares... experiment with paid social media
Sadly, the days of organic growth on social for smaller business are numbered. With Facebook recently moving towards friend and family biased feeds and away from publishers, there's never been a better time to get to grips with social advertising.
And it works. One of my customers saw a month-on-month increase in both growth, reach and website click-throughs the month they started to experiment with Facebook advertising.
You can spend as little of as much as you want but my advice would be to start small. You can advertise to a small audience across a week from as little as £10 on Facebook and Instagram so I'd start there. For LinkedIn and Twitter, you're looking at more of an investment so the Facebook owned platforms are great for first-timers.
I would suggest applying a 'boost' to a post first. This is where, for a small fee, you can push that post higher up on your audiences news feed. How much you spend depends on how many people you want to see it. As a rule, 'boost' a post that has already performed well in terms of engagement as you already know your ideal audience relates to it.
Log into your businesses Facebook page.
In the analytics, see which post has performed the best in terms of engagement.
Apply a 'boost' to that post, choosing a budget that best suits your needs
Sit back and watch how it performs
I hope this has helped to give you a bit of focus for some of your online marketing plans in 2019! Give these a try and let me know how they go!