5 Ways to Drive More Customers to Your Website with Content Marketing Campaigns

5 Ways to Drive More Customers to Your Website with Content Marketing Campaigns

How to Get More Customers with Well Built Content Marketing Campaigns

Online marketers talk about driving customers more than your average Uber driver – and who can blame them? In the online world, traffic is income, or at least it is if you do your job properly. It is a fact that, for most businesses, if you can’t get people through the virtual door of your website, they won’t buy from you. It’s as simple as that. Well thought-out content marketing campaigns can provide a reliable stream of people coming to your site – find out how.

The trick, of course, is getting visitors onto your website in the first place – and, once they are there, keeping them there, at least long enough to capture their attention. Your competitors are lined up like a row of carnival barkers, each trying to out-yell the others. You’ve got to find a way to make your voice heard above the chaos. Fortunately, the secret to doing that is a surprisingly simple one:

Create better content than they do.

It’s been a long time since Bill Gates famously declared, “Content is king.” That doesn’t mean that it’s not true. In fact, content is still happily sitting on that throne – and it determines how highly your site is ranked by Google and other search engines, whether people will visit it, subscribe to your list, and eventually “convert” or turn into paying customers.

Easier said than done? Maybe, but here are 5 methods you can try to drive more customers with content marketing.

1: Build Social Media Profiles & Engage Your Audience Consistently

There’s no denying that social media marketing is essential for local businesses. In fact, social content accounts for a whopping 93% of all B2B content and it’s responsible for a significant amount of B2C content, as well.

The first step is building your profiles. That means creating a consistent brand image by using your logo and a dedicated brand voice so that someone who finds you on Facebook won’t have any problem recognizing you from your website or other social accounts.

The second step is engaging your audience. You should plan on creating some content that’s unique to social media. You can also share your blog posts, YouTube videos, and other content from your website.

However, you should also be curating content from other sources as long as it fits in with your brand’s message. For example, we found a craft store in Seattle that shares:

  • DIY videos for craft projects from various YouTubers
  • Photographs and videos from artists
  • Information about local events of interest to crafters

The key is to make sure that the content you share is relevant to your followers.

2: Contact Local Content Creators/Influencers

The next thing you can do is to pair up with local content creators and influencers both for content creation and for amplifying your brand’s reach.

Imagine that you owned a restaurant and you noticed that one of your food suppliers had a large following. You might approach them about creating content together or sharing one another’s content to help both of you. People who eat at your restaurant might like to know more about the person producing your ingredients and likewise, the people who follow your supplier might like to know where they can sample their products locally.

Of course, influencers don’t need to be directly connected to your business. Instead, they might simply have a lot of audience overlap to make cultivating a relationship with them worth your while. Use your imagination and keep an open mind for the best results.

You can find local influencers using websites like .peoplemap.co and tribegroup.co

3: Partner with Local Businesses to Enhance Your Content Marketing Campaigns

You might also consider partnering with local businesses to build your brand and attract new customers. Sometimes, a partnership is the ideal way to lift both partners while at the same time providing relevant content to your followers.

For example, a local office supply store might pair up with a CPA to create content about how to organize your receipts and other information necessary for filing your taxes. Or a hair salon could pair up with a local charity that makes wigs for chemotherapy patients showing the process of how donated hair becomes a wig.

Here again the key is relevance. Any joint content you create should be relevant to your followers and give them the opportunity to learn something new – or try something new.

4: Confirm Your Business on Mapping Platforms

Helping people find you online and in person is a key aspect of content marketing – and one you may be neglecting. Here are some examples of what you can do to make your business more visible:

  1. Claim your listings on Yelp and other review sites and update all relevant information
  2. Likewise, claim your listings on Google Maps and Apple Maps
  3. Check your social media accounts to make sure your information is accurate and uniform
  4. Enable check-ins and badges on Facebook and FourSquare
  5. Respond to customer reviews on Yelp, Facebook, and Google

Doing these things will ensure that your business listings are accurate, and that people know you are a responsive and dedicated business owner – and trust us, that matters!

5: Event Marketing (Hosting Events and Experiences)

Finally, check out local events that you might be able to attend or sponsor. While our focus is on digital marketing, sometimes there’s no substitute for the personal touch.

If your marketing is primarily B2B, you might look for:

  • Chamber of Commerce meetings and events
  • Service organization meetings and events (think the Elks or the Lions)
  • Trade shows in your industry or related industries
  • Charitable events with corporate sponsors

B2C marketing requires a slightly different approach, but here are some suggestions:

  • Local charity events
  • Local festivals and holiday events, including street fairs and community celebrations
  • Gift fairs
  • Little league games (you could even sponsor a team)

If you don’t see any suitable events in your area, then you can always create one, either alone or by pairing up with other local business owners. The key is to increase your visibility by getting out into the community.

Remember, great content and content marketing campaigns will always win out…

It may feel a bit daunting to have to constantly come up with fresh content, but the strategies outlined above can help to demystify the process and ensure that your content marketing strategies always help you to stand out and get noticed.

Find out more about content marketing campaigns in our “Knowledge Base”

 

Scoop.it Lets You Curate Content With Ease

Scoop.it Lets You Curate Content With Ease

Content Marketing & Content Curation With Scoop.it

Scoop.it is a clever and very effective content marketing and content curation platform that enables you to build your website’s visibility, Trust Flow and Domain Authority by curating content from all over the web that is relevant to your own site’s content.

Scoop.it Logo

Content marketing is a complex subject with many different meanings and interpretations. If you have the capacity to be able to produce lots of good quality content for your website from your own resources then you may not need a platform like Scoop.it – or will you?

The fact is, you will probably never have enough home-grown website content to keep you at the top of the pile alongside your competitors. It’s a constantly changing battlefield with your own efforts – which might be perfectly good, being eclipsed by those with greater resources and content marketing budgets. In cases like this one solution may be to make use of relevant content produced by others and this is a package that makes that possible.

That’s why, in my opinion, Scoop.it has a place in the content marketing lives of many website owners and marketers. Put simply, it enables you to curate – such a widely used term these days but this is what it actually means – relevant content from other sites, fully acknowleged and credited of course, and place links to it from your own.

There is a superb chrome browser extension, free of charge, to help you to do this effortlessly. It works really well, I use it all the time.

Scoop.it comes with a free version that, although limited, is perfectly usable and certainly enough to give you a feel as to how Scoop.it might be of help with your content marketing efforts. Paid versions open up more features at a surprisingly reasonable cost – this is certainly a recommended tool for content marketers and one that you should check out, for free, as soon as you can.

Here is the link to the website and that free trial: https://www.scoop.it/ 

Scoop.it

Where To Find It
https://www.scoop.it/

Product Type
Content curation
Paid/Free
Free (limited) & Paid Options
Free Trial Available
Yes
Price
From $14.99/month

Social Media Influencer Marketing & Analytics With Klear

Klear is a Social Media Marketing & Influencer Location platform that combines comprehensive social media page analytics with an influencer identification service that enables you to search for social media influencers by skills or location, or both.

When you carry out an influencer search, Klear will identify 10 influencers in a number of different categories, e.g. power users, celebrities, casual, and so on). You can use the Klear platform, in a limited way, for free, which is just as well because the entry level for paid subscriptions is $249/month which puts it into the realm of being for professional users only, $249/month being out of the reach of most small businesses for a platform which, in and of itself, will probably not be sufficient to carry out the full Social Marketing function.

Anyone who carries out Content Marketing on Social Media, (or anywhere else for that matter), will know how important it is to identify influencers, people who write about a particular topic and who are looked upon as authorities in that topic. There are tools around that can help with this, possibly the best known being BuzzSumo, but Klear have focused on it and have made a really good job of it too.

The Klear “Influencer Search Engine” boasts over 500 Million user profiles in over 60,000 categories along with 5 years worth of historical data. This is surely enough to meet the needs of even the most sophisticated content marketer. Klear is almost certainly the number one influencer search engine out there.

Klear Influencer Search Engine

Klear finds influencers in almost any subject – like this example for Yoga in USA.

As if Influencer searches were no enough, Klear includes a very detailed and in-depth Anlytics function for analysing your own social media pages as well as those of your competitors or anyone else you may be interested in.

Klear Social Media Analytics

Social Media Analytics Klear style

With this tool you can compare your own page’s performance with that of your competitors, and others, and see metrics such as Engagement, Influence and Reach all calculated for you to use when crafting your next content campaign. As of yet there isn’t a tool to compare several pages on screen, e.g. you vs. your main competitors, but the dat ais all there – you just need to shape it to meet your needs.

Add this to the extensive audience demographic data on offer from across Twitter, Instagram and Facebook which can help you to understand whether yours, or another’s audience fits your target audience requirements and you have a winning combination on your hands. This includes Gender, Influence, Location, Interests Spaces, Domains they share, Hashtags they mention and more.

I believe Klear is well worth you investigating if content Marketing and Social Media Marketing play a part in your overall digital marketing strategy and it is difficult to imagine a business where those elements will not be a part of the strategy, at least to some extent.

The free version of Klear will suffice for many whereas others will need to consider a paid plan. You can set up a trial for free so there’s no excuse not to.

TextExpander – Content Creation Tool

TextExpander is a very useful tool for content marketers and others who need to produce quantities of text-based content which comprises, to some extent, of standard text material.

It enables you to gather snippets of information as you come across them, or write them, and put them all into one place so you don’t have to type them over and over. Anything you need to write with accuracy and frequency is there in TextExpander.

TextExpander also enables you to easiliy implement a consistent look and feel to your content across your whole team. If you always describe, for example, your position on refunds using the same words so as to avoid misunderstandings, then TextExpander will enable you to have a standard paragrpaph(s) on the subject that everyone uses.

The same approach can also be used to share messaging, signatures, and product descriptions across your whole organisation.

TextExpander lets you Communicate Smarter
As you build up a library of text snippets, TextExpander become your productivity multiplier with a knowledge base from which you can communicate easily and effectively across all of your devices.

TextExpander “Expands” What You Type
As you work on a piece of context you can quickly insert “snippets” which could be email addresses, signatures, development code, standard letters, images and so on, as you are typing. This could be by using a simple keyboard shortcut, or by adopting customised abbreviations. This not only saves time and effort but cuts out typos and the need to copy/paste.

Your “Second Brain” Kicks Youp Productivity up a Notch
Now you can start to think beyond just simple text blocks.  You can personalise messages that you send frequently with custom fields and automation to make the perfect message every single time.

TextExpander is Consistent, Accurate & Current – Anytime, Any Place
Now you can have all of your snippets readily available on all of your devices which will keep you productive at work, at home, and whilst travelling.

It works with……..

I’ve personally used it with MS Word, Gmail and Google Docs and it works great. If you do any amount of writing with these applications then this could save you hours of work.

Pricing
There’s a free trial for 30 days and then monthly plans start at $3.33 if you pay annually or $4.16 if you pay monthly.

TextExpander

Where To Find It
https://textexpander.com
Product Type
Content Marketing Text Editing Tool
Paid/Free
Paid, Various Options
Free Trial Available
Yes- 30 days
Price
From $3.33/month

Searchmetrics – SEO Tools, Reporting and Analytics

Searchmetrics – SEO Tools, Reporting and Analytics

Searchmetrics is a market leader in the provision of top-end SEO tools and resources for digital marketing research and reporting.

Searchmetrics data is often used as a reference point or a benchmark for digital marketing research and reports and there is a high level of respect for them in the industry.

This is a very comprehensive SEO platform covering almost every aspect of digital marketing and online, or partially online, business. We have listed the service for a full in-depth review and there is a link on the right hand side for that which will be activated when the Searchmetrics review is complete.

Here is a brief summary of what to expect from the powerful  Searchmetrics SEO Platform

Searchmetrics Local SEO

Searchmetrics currently lets you analyse your local SEO rankings for a total of 14 countries including, of course, the UK and the US. With so many searches now being carried out on a local basis, and Google placing much more emphasis on local searches, this is an important area to address for many SEO professionals.

Research Cloud – Data for Search & Content Marketing

The Searchmetrics Research Cloud comprises over 250 billion individual items of information that are constantly updated, covering Search, Content, PPC, social and mobile marketing.

Website Performance Monitoring with Searchmetrics “Visibility Guard”

The Visibility Guard function is useful in that it monitors your site(s) 24/7 and reports immediately any issues that will adversely affect performance and which may incur losses in traffic and conversions.

Make your Content Measurable with Searchmetrics Content Performance

How well does your content work and does it meet your audience’s needs? With Searchmetrics Content Performance your content becomes measurable and these questions may be more easily answered.

Social Media Optimisation

Searchmetrics Social SEO helps you to interpret social media popularity which is measured by social signals in a way that you can use to integrate your SEO, social media marketing and content marketing strategies. This enables you to detect, track and measure the social impact of your domains, landing pages and other digital communication.

Searchmetrics Backlink Analysis

Backlink Analysis can be found in most SEO platforms but they vary tremendously in terms of quality, quantity and accuracy with the benchmarks being set by such providers as Majestic and Ahrefs. Searchmetrics’ backlink analysis will provide you with a clear view of your website’s backlink structure. Metrics included are link type, link source, industry, popularity, and link strength. You can also analyse incoming backlinks in order to evaluate their potential use in optimization. Searchmetrics claim that their database offers more than 150 billion links which certainly puts them well ahead of many of their competitors.

Keyword Research

There’s a Keyword Discovery function to help you to see which keywords your competitors are using and to create keyword lists with which to try and dominate the search results. There’s also a PPC research module with the suite of tools available to you. These are essential elements of any SEO toolkit.

There’s so much in the Searchmetrics platform, you really need to check it out – they offer a free demo but not a free trial, as far as we can tell. If you need top-end SEO tools then this is probably where you need to be looking. As to pricing, well they are a bit secretive about that, publishiong only the very basic “Essentials” plan which costs $69/month and is only available if you pay a year at a time – or so I’m told. It doesn’t give you many of the features and time restictions apply as to the amount of historical data you can use.

Every other plan requires you to contact them so maybe that’s the best option. They haven’t geared this up for the smaller business and maybe that’s deliberate, if you need this level of data and research capability then the price probably won’t matter.

 

 

 

 

Where To Find It

Search Metrics Home Page

Paid/Free?

Paid, Various Options

Free Trial Available?

No.

Price

Essentials Plan $69/month. Higher levels not published.

Acrolinx AI Based Content Improvement For Content Marketing

Acrolinx claims to be the only software that can actually  “read” your content and then make suggestions as to how you can make it better.

A bold claim and one which many authors would chuckle at – I’d love to feed it a few pages of James Joyce’s Ulysses and see what it makes of that. I know, I know, that’s not what it’s intended for and I’ll be serious from now on.

The main premise from which Acrolinx’s proposition appears to have been developed is that “Better Content = Better Business” and they’re certainly right about that, at least when it comes to online text-based content marketing. I’m not sure that this approach is going to be much help when viewed in the light of the fact that a high proportion of content marketing is gradually, (in fact quite quickly), transitioning towards video with text included simply as an adjunct.

There are versions of Acrolinx available as extensions to popular packages such as Word, Google docs, Excel, and so on. I suppose its a bit like having your English Grammar teacher constantly looking over your shoulder and, for many content writers, that would be no bad thing. Does it really work? I don’t know – you’ll have to judge for yourself in the light of the writing talent you have available. The trouble with AI is that it is unlikely to be of much use to those with exceptional talent – image how Picasso would have reacted to an AI painting advisor telling him he had got the eyes in the wrong place or Hendrix being told he was playing the guitar in a way that conflicted with almost every known acceptable way of doing so – but still managing to sound like God playing on a very special day.

Unfortunately, most businesses don’t have that kind of talent and Acrolinx would probably be a Godsend to them.

It seems that many of the world’s greatest brands trust Acrolinx? Whether their content is designed to generate leads, social interactions such as likes or shares, or to generate conversions or sales,  Acrolinx claims that it can help deliver better results.

They also have a content scoring system and claim that their  research “has proven that content with a higher Acrolinx Score increases brand trust, conversion rates, and reduces content production costs.” They have research that seems to bear that out and there is  no surprise in learning that content that adheres to a certain, proven, “formula” can engage and convert at a higher rate.

If content marketing is important or, more likely, unavoidable, for your business and if you do enough of it to justify the cost, then Acrolinx could well be the one for you. They are one of those irritating businesses that don’t publish their prices – instead you will have to talk to one of their experts, AKA salesmen/women in order to discover the likely cost.

It could well be worth the arse-ache of doing that however because, my cynicism aside, there is a lot of rubbish churned out under the guise of content marketing. I’ve always been of the opinion that a lot of businesses are really good at what they do but couldn’t market their way out of a paper bag – that is particularly true of content marketing when many talented business owners really struggle to put things into words on paper in a way that will actually stimulate engagement and sales and often have to hire others to do it for them.

I’m sure that Acrolinx does a splendid job of helping content marketers to produce copy that maximises and optimises the brand values of the organisation using it and ensures adherance to the optimum style and voice for that organisation and that brand. How it would fare when working with skilled copywriters, especially sales copywriters, I remain to be convinced.

Acrolinx Platforms and Workflows

Acrolinx works with many enterprise marketing systems, such as Adobe Marketing Cloud (AEM), Salesforce.com, SDL, WordPress, IBM WCM, and many more. They also support agile development processes having worked with systems  like GitHub and SonarQube. It isn’t just English either, supported languages include Chinese and Japanese – no mean feat, together with German, (it is developed in Berlin), and others.

As the pricing is not published it is difficult to come to any conclusion as to value save to say that, for most smaller businesses, their money may well be better spent hiring a really talented copywriter. Come on Acrolinx, prove me wrong.

Acrolinx

Where To Find It
https://www.acrolinx.com
Product Type
AI Content Improvement
Paid/Free
Paid
Free Trial Available
Not published
Price
Not published