Tag Archives: online marketing

How to Unlock Where Online Your Content Will Thrive

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You’ve spent precious time, energy and other resources creating content, a blog, video series or audio training, with some of your best ideas.

You feel accomplished and you’re stoked for it to catch fire online. This one’s going viral and you know it.

You post it everywhere and wait. Then…

Crickets (ok, well maybe a couple website visits and a few social media “likes” if we’re lucky).

What happened? Why?

Maybe you just have to be patient, consistent and persistent. You’re audience will come around then.

Right?

But maybe something is missing. Maybe you’ve overlooked something.

Because when you know your stuff, write a great post or shoot a killer video it should spread like wild fire…at least that’s what you see with your favorite marketers, experts and thought leaders.

Promoting Content Online

What we often overlook is that content creation is just one part of the equation. You have to promote your content as well. And you have to do it well. Let’s look at how to unlock where your content will thrive online.

Stand In Your Brand– What’s your brand purpose? What does your brand promise? What’s your brand persona? What are your brand skills and strengths? Understanding these help cultivate a brand voice that’s consistent and influential. Knowing your brand will help you decide where you and your content will thrive.

This is the priority for showcasing your content in the best light. Although video is a hot content medium currently, if you’re no good on camera then YouTube, Facebook Live and Instagram stories could be detrimental to your success. Start with narrowing down what you’re good at (better yet, great at) in order to WOW your audience.

Persona Precision– Get very detailed with your customer profiling and buyer personas. Very specific demographics and psychographics can help you define your audiences interests, where they spend their time, people they follow, characteristics the relate to, needs they have and ambitions they want to fulfill. All these and more can be powerfully informative.

Such as…Do they prefer to read, listen or watch? Will they favor short and quick or long and thorough? Is it information or inspiration they want? Or are they ready for implementation and integration? Know them so well that you’re practically in their head.

Priority Platforms– Promoting everywhere is great, but not until you’ve really fine tuned a core 2–3 platforms. Even focusing your efforts on one until you have a streamlined and effective process can be more beneficial than being spread too thin. These platforms should be the places where you excel as well as where your audience engages frequently.

Always take into consideration the elements of each platform. For example, if you’re a great writer then you’re potentially benefit better from platforms that have a publishing element or if you’re talented behind the camera then engaging on platforms that have video elements may be best.

Also consider groups on platforms. Although some platforms aren’t great in general they may have topic specific groups that have extremely engaged audiences. Take this into account and choose the spots where the audience engages both with the content as well as a community.

Catalytic Content– Decide the type of content relevant for your audience. It’s very important to take into account all of the above in order to determine what content works best where and when. Knowing your buying cycle and where each audience is on that cycle can help you in deciding the content type that will have the greatest impact.

Understanding, who, where and when will ultimately impact what content will be best. It could be the difference between a quick, simple infographic for one audience on one platform or a researched and thorough report on a different on. Learn even one of these and you’re ahead of the masses just throwing stuff up on social media.

Share with Your Subscribers– Don’t forget your subscribers! You can’t believe how often I work with businesses so focused on trying to bring in new customers that they forget about the audience they already have. Your subscribers should be your primary audience you deliver content to. Send them it directly first, package it or re-purpose it in a simple and valuable way.

A Newsletter with best monthly content is always good or a weekly “What You Missed” e-mail works great too. Sending a quick blog summary with a link back to the original is a great way to increase traffic to your website. Find ways to share the variety of content you create with your subscribers without bombarding them (every audience is different).

Seamless Strategy– Be strategic first!!!! Take time to really think these things (and others) through. If you’re just throwing things at the wall, hoping something sticks, the odds are you will waste a lot (too much) time, energy and resources. On the other hand, do not over analyze and become paralyzed. Find the happy medium and take action.

What is the goal of your content promotion? Is it to generate brand awareness, website traffic, lead generation or selling your products or services? Define your strategies, take action and be consistent.

Test, Track and Measure– Things don’t always go as planned. Actions must be taken to know if things are off in your strategy. Remember, every business is unique, every audience is different and the platforms and markets are constantly in flux. You may think a platform is perfect, but get zero traction. You may believe an audience will be massively engaged, but they’re not. And you may create what you believe to be the perfect piece of content, yet it gains minimal traction.

Be willing to explore. If you’re not getting traction test new and different platforms that still fit the above criteria. You never know when you’ll find a gold mine. Test, track and measure everything to find what is truly working in your business and for your audience. Invest in and leverage the technology and outsourced help when possible.

Where to promote content doesn’t have to be a guessing game, nor an uphill trek. Be clear, be strategic and evaluate your work. You’ll find a spot, if not several places, where your great content will receive the love it deserves.

If you still have questions, feel free to leave them below in the comments section or join my subscribers community and shoot me a message.

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5 Ways to Improve Your Online Business by Connecting with Your Audience

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When growing an online business (or any business), especially a start-up, there is so much going on it’s hard to know what deserves priority. I’ve found thinking about building your online business like you do building a friendship to be a very helpful. Let me quickly explain, when you initially meet someone the relationship is a little awkward, until you find something that you both have in common or connect on.

Business is similar, however I recommend you be a little more strategic.  Start with a some deep introspection to better clarify what your unique talents are. Then you can think about that all important connection point where your unique talents insect with a very specific type of person who would be interested in learning what you know.  It’s this intersection point that kicks off the initial first impression and you work to build the relationship from there.

Sounds fairly simple right? Then why do we have such a difficult time acquiring new business? 80% of entrepreneurs fail…yes, four out of every five.  I don’t want you to end up like this so it’s important to understand you can’t attract the attention, interest and desire for your services without building an audience.  More importantly, relevant, engaged, and valued relationships with them.  Here are 5 steps to improving your business through connecting with your audience:

1. Share Good Stuff- When we first meet a potential friend it’s almost a natural instinct to impress so we share our most interesting or funny stories. We want them to feel excited to connect, welcome, and with a desire to learn more about us.

This is a great place to start with your content.  Share some (a lot is better) of your best inspirational and educational material.  Think about what would resonate with them the most.  What do you know well enough to help solve their current most pressing problem? What insight can you share to inspire them to take the next step? What content format would they most likely use to absorb it and help increase your credibility?

2. Listen to Your Audience- As you continue to share with your audience it’s time to shift your focus a bit.  It’s time for you to get to know them better.  You’ve done a good job gaining their attention, but now it’s important to create further engagement.  The best way is to listen and gather information they share.

You can continue to keep this process informal by asking powerful questions within your webinar or at the end of a blog or video.  Do this with a clear call-to-action to leave replies to in your comments section.  It’s then up to you to sift through the comments they leave on your blogs, social media posts or within forums.

You can also create a formal short survey and follow the above process or send it to your e-mail community & private groups.  I recommend keep it short (less than 10 questions) and simple and only ask what you believe will help bring more value to your audience in the future.  With good, engaging content your audience will often tell you what they want or wish they had before without even asking, however you have to have an open ear.  Listen to for your audiences frequently asked questions.

3. Find Their Attention Triggers- With an open ear you’ll probably recognize some consistencies as in your audiences problems, demographics and psycho-graphics.  If not, look for overarching themes related to their physical, emotional, social and logical desires. Themes can help you better pinpoint where and what is keeping their attention.

If you’re hungry to make a difference then you’ll want to target the same places they spend their time and money.  These places have either a large number of potential customers or a very targeted group with a specific desire you know you can support.  Where is your audience spending their time online? Is it Instagram, an industry forum, LinkedIn, etc.? How are they getting answers to their problems or finding inspiration now? What mediums do they consume their information?

4. Choose an Intersection Point- The better you understand your audience the more clear you’ll become on where and what you can do to inspire and assist them.  The greatest point of connection will occur when you have a detailed solution to their specific struggle. This is typically the point where your best talent or skill intersects their current need.  This intersection point is a big bridge builder between you and your audience.

If you can deliver (over deliver is better) a simple, but effective solution to a nagging frustration then you and your brand just increased in value in their eyes.  At minimum, help them feel more confident and sense of progress and they’ll look into a further relationship with you.  Simply shoot to change the troubling emotional state that’s been bothering them and they’ll trust you more. Where do your talents help “close the loop” for your audience? When do they need this solution most?

5. Get Personal- If you want an audience to stick around for a long time then it’s important to get them to “plant roots” in your community.  Continue to add value, grow your relationship, and now find the way to their heart. In essence, be authentic and consciously, yet carefully share your personality with them.

Be the professional in their circle who they know, like and trust better than the rest.  By strategically sharing your values and beliefs, stories of struggle, how you’ve conquered goals, helpful insights along the journey and more you can help your audience better understand what you stand for.  Decide early what you’re going to share with your listeners, subscribers and customers.

Although getting your audience’s attention is very important, it’s even better if you can be the one who captures their heart.  Create a community they want to grow in and they will keep them coming back.  What’s an important value that will ring true with the majority of your audience? What story of struggle will help them better relate with you?

Moving Forward

A great business helps to make a difference in the community while sustaining a profit for continued growth and impact.  However, it’s extremely difficult to do so without having an audience that enjoys listening and learning from you.  That’s why building and connecting with your audience must be one, if not your primary focus when trying to improve the bottom line of your online business.

Many entrepreneurs succumb to fear, self-sabotage or a simply a lack of productivity.  Don’t be an entrepreneur treading water.  If you want to be and stay relevant then you must keep your online business moving forward. The truth is, if you’re not connecting with your audience in today’s fast paced market then you’re treading water and actually going backwards.

What do you do to keep you and your online business moving forward? You can start or join the conversation by leaving a comment below or on our social media outlets.

 

 

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