Every business would welcome more qualified sales leads, and setting up a system where this can happen online is an important consideration for companies today. The key in making it happen is a cohesive digital marketing strategy.
Most times when I’m invited to do consulting or a digital marketing audit, one of the first findings is that the marketing is splintered. What is done on Facebook is not connected to the strategies used on the website, or what is tweeted has no connection to lead capture initiatives on the website, etc. It’s essential to get that corrected.
The online digital and inbound marketing strategy for a business needs to be integrated and cohesive, with all parts working in sync. One of my goals is always to make the complex simpler, and one way I do this is by breaking down the overall digital marketing strategy into basic parts. In this case we can break things down to three key elements, or funnel parts, that are central to organizing a digital marketing plan. These three elements are the building blocks and they provide a simple and “doable” framework for owners and marketers to use and I’ll outline the basics of each part below.
KEY #1: Attraction and Engagement: This is the top of the funnel and should comprise 50 percent of your content strategy. When I say “content” I mean blog content as well as social media posts, videos on YouTube and Instagram, podcast episodes, and images on Pinterest, Instagram, and other social networks. Each of these items is a form of content. You do not need to do all of these. You need to do the content forms that help you connect best with your audience and fit your company.
Attraction and Engagement content needs to be broad, searchable, geared to do just what it says, “attract and engage,” and be relevant. This is where you are seeking to grow your audience by reaching out, “planting seed and watering” or put another way it is “chumming the waters” to attract your desired audience. This is not the harvest. It is content that is helpful and serves your audience. It is NOT product specific to your business. This post itself is an example of “attraction content”. I’m simply offering you guidance and help, that can assist you to begin thinking through your digital marketing efforts and needs.