One of the things that really excites me about marketing today is the ability for one to take a concept and use it across several different platforms and media. I like to make the best use of the client’s investment, reach more people, and achieve the maximum benefit from my efforts and for my clients.
Here’s how I think and work.
The blog articles I write for my website are meant for social connection, to help others, and possibly impress potential clients.
The articles I write professionally for clients are meant to inform, educate and expand our sphere of influence. I hope that the articles provide benefits for both the reader and my client. When I am able, I prefer writing stories from the first person point of view. With other articles, I do significant interrogation and/or research. While not exactly college style papers with reference to sources, etc., they are meant to be as accurate as possible.
Once I post an article to a website, it is used for additional purposes such as an email blast to my client’s list, and posted to social media like Facebook or LinkedIn.
Here’s an example of a blog article my client and I wrote and posted to promote the Poinsettia Pavilion. https://tinyurl.com/sondgeroth-blog-article Then, here’s a simple rework of the article which was sent to the Pavilion’s database. https://tinyurl.com/sondgeroth-email-article Depending on how the client’s email database is stored, I often am able to send the email blast directly from the article on the web host.
For social media, the full article is not posted … rather I post an intro image with a headline and link to the full article on the website.
For a client who is offering a product or service, I use a blog article, then an ad related to the subject to create some sort of call to action. Whenever the budget allows, I also will spend $40 to $100 per Facebook post to boost it which allows us to reach hundreds if not thousands of new people who may not know of us (referring to my client).
In the case of my client Carson and Acasio Dental Group, the partners wanted to reach out to people affected by the recent devastating Mountain Fire. I created an ad, posted and boosted on their two Facebook pages, and emailed it to our 2,000 patients. In a week, we reached nearly 20,000 people, and built a ton of goodwill and community support. This only cost $125.00.
With this approach, we do not take up a lot of real estate on the social media sites with lengthy content, and we draw people to the client’s website where we hope the reader will look around and learn more about what the client offers. Additionally, I am able to track all visitors to the website and where they came from. Thus, I can measure the effectiveness of our entire digital marketing effort through reviewing detailed webstats.
Blog articles are a simple means of expanding content on a website with new, current, and timely information and help improve the client’s SEO and organic search on the Net.
Creating and having a good working website is only the tip of the iceberg. Without a content marketing plan, and the utilization of some of the many content marketing tools available, a client is missing out on the majority of opportunities to accomplish their objectives.
Comments