Sponsored by Power Digital Marketing:
After you quit your job because you were frustrated at how little you earned despite how hard you worked to help your company achieve its bottom line, you may have started your own online business with high hopes of improving your financial outlook.
However, what if, after a few years, you do a financial analysis to diagnose the health of your company and discover that you actually made more money working at your corporate job? What should you do, then? Go back to your previous job where you worked long hours with little to show for it? Double down on your efforts to make your company succeed?
Here’s the thing: working harder at what’s not working isn’t going to change the results. What you need to do to stay in the game is to revamp your marketing. With more traffic, you’ll sell more.
While there are many ways to improve your marketing, the best way is to focus on content marketing. It is not only cost effective, but also the most efficient way to convince potential customers that you have the right solution.
When it comes to improving your content marketing, you have to consider data and content production.
According to Power Digital Marketing, an example of the kind of internet marketing San Diego firms provide, strategy backed by data drives more customers, sales, and conversions. The most relevant data you need to improve your content marketing comes from looking at your hard metrics and from understanding what your audience wants and needs from you.
1. Look at your hard metrics.
Your metrics will help you get insights on key performance data. However, with so many possible metrics, how do you avoid getting overwhelmed with too much information? It’s simple: just focus on a few of your most relevant metrics. Take a look at your traffic, at your leads, and at your sales. These are your hard metrics.
Traffic metrics are how many people come to your website to consume your content; lead metrics are how many of these visitors subscribe to your newsletter; and sales metrics are how many people buy your products.
While there are many other possible metrics that you could also consider — for instance, metrics that measure your level of social media engagement — focus on your three hard metrics first. Only turn your attention to your soft metrics when you have figured out how to get your most relevant numbers up.
2. Understand your audience better.
The next most important data you need is to understand who your audience is and what kind of information they like to consume. Use surveys to research what motivates someone to read your content, sign up for your newsletter, and buy your products.
If you’re already turning out high-quality blog posts, videos, podcasts, infographics, ebooks, white papers, and emails, you might be tempted to skip trying to improve the quality and quantity of your content. However, only by reviewing your content marketing strategy will you be able to see if there’s an opportunity to make your good content great.
Here three steps you might want to consider:
1. Create a documented strategy.
If you don’t have a documented strategy, it’s easy to conclude that content marketing doesn’t work for you. Consequently, you might be tempted to try expensive and less effective advertising strategies to win people over. While using PPC ads, Facebook ads, and so on do work, nothing works as well as creating your own original content. According to Moz, a good content strategy should include categories like, “Content today,” “Content in the future,” “Onsite content,” and “Offsite content,” and “Governance.” The idea of governance refers to your content ecosystem; it includes brand, voice, style, workflow, best practices, SEO, and editorial calendar.
2. Create an overall purpose for your content.
While you might enjoy creating content because you like writing and talking about your favorite topics, you don’t want to just create content for its own sake. While the pleasure of sharing is always a good thing, your content has to have a sense of purpose. It should be leading to some end you have in mind. Simply creating content in the hope that you will indirectly increase sales is too vague to get measurable results. Your content goals might include things like explaining the nature of problems readers in your niche face, providing a list of the best possible solutions, and explaining what solutions have been proven to work.
3. Figure out how you’ll promote your content.
What happens after you’ve created an excellent article, video, or podcast? Do you just publish it on your website or upload it to a video-sharing website like YouTube? While these will definitely get some attention, you should do more to get discovered. Think about how to develop a content distribution system through your social media channels, etc.
Keep the Faith
After you quit your job, you believed that if you maintained a positive attitude and followed best practices, you would eventually improve your financial outlook. When that doesn’t happen, it does not mean you’ve failed. It just means that you need to fix a few things to get the engine humming. There are a few bolts that need to be tightened, a few belts to connect things, and a few spark plugs that need to be changed.