Even with the best products on the market, getting discovered and earning leads can be incredibly challenging without the right marketing strategy.
So, in this blog post, we’ll be covering how you can effectively utilize organic digital marketing tactics to promote your business, and earn leads. In other words, how to grow your business without paid advertising!
In part one of our series on getting discovered online, we covered how you can attract your target audience by releasing tailored social media content in order to bring more leads to your profile. But for part two, we’ll be covering marketing tactics that will not only give your social media profiles more exposure, but your website too!
The first Digital Marketing tactic that we’ll be covering in this blog post is content marketing.
Unlike typical advertising, which works by promoting your business through an ad directly, content marketing promotes your business indirectly, by providing entertaining or educational content tailored to your target audience.
- To clarify, some of the examples mentioned in part one of this series are examples of content marketing, however, this tactic isn’t exclusive to Facebook and Instagram.
For example, let’s say that you’re the owner of a skateboard shop here in Vancouver. If you wanted to get discovered by a particular audience online, you would need to consistently release content that relates to exactly what they need, or want, in order to attract them. So, If you wanted to attract new skaters, you could create a video series on beginner tutorials. Alternatively, if you wanted to attract locals, you could create a video series reviewing every skatepark in greater Vancouver.
Essentially, content marketing boils down to consistently releasing great content, and providing brand building entertainment or educational value… And in time, the people who view your content will convert into paying customers.
But, if videos aren’t your thing, don’t worry! Content marketing can take on a variety of forms if you’re camera shy. In fact, this blog is a form of content marketing.
In addition to YouTube and social media videos, content marketing also includes blogging, newsletters, podcasting, e-books, and more. For example, let’s say that you’re an online personal trainer. If you didn’t want to make educational content on camera, you could release a downloadable e-book instead!
Similar to getting discovered on social media, content marketing works by indirectly attracting and converting your target audience by catering to their interests with entertaining or educational content. The only difference here is that your content isn’t exclusive to platforms like Facebook and Instagram.
The second Digital Marketing Tactic that we’ll be covering is SEO, an acronym for Search Engine Optimization.
Similar to content marketing, this tactic earns you more online leads by making your website more discoverable when potential customers make Google searches related to your business. More specifically, with SEO you can make your website appeal to Google criteria, and in-turn, Google will reward you by bumping up your website’s search ranking.
So, if your leads typically come through a cold Google search, SEO can be extremely beneficial if you want to get discovered online.
Typically, SEO tactics fall under two categories, on-page SEO and Off-Page SEO. On-Page SEO tactics refer to the different ways that you can tweak and optimize each page of your website so that it aligns with Google’s requirements for a user-friendly experience. And, as the name suggests, Off-Page SEO tactics refer to the different actions you can take outside of your website, so that Google deems it relevant and trustworthy. While quite different from each other, both forms of SEO work to make your website a top Google search result by appealing to Google’s website criteria.
Here are some on-page SEO tactics to consider:
- Organizing website structure and navigation
- Adding or optimizing alt text
- Organizing headers
- Reducing image files size
- For a more in-depth look on on-page SEO, check out our blog post – Here.
And, here are some off-page SEO tactics to consider:
- Google business profile optimization (GMB)
- Google business profile posting
- Backlink building
- For a more in-depth look on off-page SEO, check out our blog post – Here.
After completing these tasks, and improving both the functionality and credibility of your website, Google will then reward you by giving your Google ranking a boost. In other words, after optimizing your website and Google Business Profile, your website will appear higher in Google’s search results whenever a potential customer makes a search related to your business.
With that being said, if you find that your leads typically stumble upon your business while doing research on Google, SEO is a marketing tactic that you need to consider if you want to get discovered online, and earn more leads.
In conclusion, in part two of our series on getting discovered online, we covered two marketing tactics that you can use to gain leads organically, content marketing and SEO. So, now that we’ve given you a breakdown on how to create customer attracting content, as well as the basics of both on and off-page SEO, you can start building your business without paid advertising!
However, if you’re interested in your advertising options, in our next blog post we will be covering how you can use Social Media Advertising, and Google advertising, to drive more traffic to your website, so you can collect more leads FAST.