Several types of content exist that go hand-in-hand with digital marketing. Professionals can employ to best in online marketing their business by optimizing their content. It is likely, however, that someone looking to market their product or service in a new or fresh way will turn to a different platform in order to accomplish this goal. When this happens, though, professionals may not be familiar with the system they’ve chosen to market their business. While they can figure out the basics of the operation, optimization of specific types of content is not exactly intuitive. This article will offer several helpful tips and tricks to make the most of both social media marketing and digital content in general.
Customize content for each platform
For example, when applying for a job, people often receive the advice to write a generic cover letter, then tweak it slightly to the specific requirements of each application so the employer gets the perception that it is a custom-made letter. The same applies for content. While a business’s content can, and should, be spread across several different platforms, the exact same material should not be posted on each different platform. Rather, it should be thoughtfully edited with the new audience in mind. For some websites, such as Twitter and Instagram, this editing will be automatic as both platforms have limits on how much text a user can upload per post. However, this editing should be just as intuitive when drafting text for an email blast. If the main message of the material is taken from a tab on the company’s website, make sure that the information does not read verbatim. Instead, craft a new paragraph and revise a few sentences to better fit the topic of the rest of the message.
Link content to website pages
Create a circle within the company’s postings that will cycle a reader through each different platform and page on a website. Websites should have links to the business’s social media available on each page of the site. When users click on those links, they should automatically connect to a posting on Facebook, for example, which includes Twitter hashtags that, when followed, will link them to an Instagram post and so on. Another easy way to optimize content is to include social media links in each employee’s email signature. Furthermore, emails can be sent out when the business opens a new social media platform or updates its website with new and exciting information that clients should be informed of. Did the firm just get a new appointment scheduler? Let clients know! Did the dental office just learn a quicker way to conduct exams? Inform the patients! The options can be endless, but they should also be purposeful.
Don’t harass clients with new content
While a daily update from a business has come to be expected on platforms such as Facebook, Twitter, and even Instagram, the same cannot be said for email subscriptions. Clients can easily become frustrated by too much information from a business, even if that content is helpful. They will feel as though they are being hounded, and will become annoyed with the company, as opposed to more appreciative of it. Keep this in mind when composing new emails to send to clients. Try to limit the amount of blasts they receive, and ensure that the content is as concise as possible to guarantee readability and impact. No one is going to read paragraphs upon paragraphs of information when a few sentences will suffice.
Ultimately, digital content marketing, and social media marketing more specifically, are both useful tools to keep existing clients informed and to reach out to new clients. While much of this article has focused on the former, the latter is equally as important, and just as simple to accomplish. On the website, design a pop-up to appear as soon as a person navigates to the page. This pop-up will prompt users to subscribe to the company’s email list, perhaps with a small promotional offer as a bonus. Once viewers subscribe, they are simply added to the mailing list, and nothing further needs to be done! Similarly, when posting across various social media platforms, be sure to branch off into new areas that may contain new clients. The posts are already online, so make them do as much work as possible! With a little practice, the optimization of digital content marketing for professionals can be simply and efficiently accomplished.
To learn more about global content marketing for professionals and how to fully optimize their platforms, contact a team of digital marketing professionals today for more information.
Eugene Aronsky is an SEO specialist with over 10 years of experience in SEO. Eugene enjoys writing and doing research.