Online marketing- Like brushing your teeth!
Your online marketing routine should be like brushing your teeth.
Every day, sometimes twice!
If you’re not brushing your teeth every day, quit reading and go do that!
I digress!
REPETITION. Like shooting a free throw or a jump shot…it takes regularity to become an expert and see results.
Like so many other things in life, CONSISTENCY is key to online marketing. There is no rule about how many times you post! On social media, Google, your website…Keeping the content fresh and new allows for the customers to see that you are an active business.
We keep fresh, interesting, entertaining, educational content constantly cycling through our online platforms and slowly (or quickly) build a follower count.
This group of people that follow you may not be buyers TODAY, but being regularly reminded of your existence and being “top of mind” will often inspire them to work with YOUR business when there are many other options available.
That is the beauty of online marketing.
Potential customers go on Facebook, Instagram and other social media outlets daily and we’d like them to see our content when they are ready to buy.
Customers see your content regularly, you become the trusted expert. That leads to a much easier sale because the viewer is “pre-sold”. They know who you are and what you do…they have a good idea of what they’ll get. That adds another layer of security and trust.
Imagine meeting a prospect who has been watching you for years, doesn’t need a sales pitch ---they just want you to come to work and they easily hand you a check!
That’s the power of online content consistency.
We also stay consistent because we are building HISTORICAL DOCUMENTATION. An ONLINE JOURNAL documenting everything our companies have been doing over the passage of time. Imagine two companies, side by side…one has built up their online footprint. Their “online journal” is PACKED with content…the other…has nothing.
Which one is more valuable? We’re making our companies more valuable and more legitimate by building a massive online footprint. The public knows who we are and what they will get.
Say it with me…CREDIBILITY.
Regular online posting adds credibility because you are the type of person that sticks to things. You’re the type of person that, rain or shine, good days/bad days…you’re posting to promote your business and educate the public.
You’re also providing a SERVICE to the public by posting educational content to compare to other outfits in the market. A company that provides educational and informational content is a SERVICE to the public.
You’re a homeowner searching for a bathroom remodeler. You know NOTHING about bathroom remodeling…it’s a reality that there are dishonest businesspeople out there. You watch informational content online and because of that content you are armed with knowledge, so you don’t get ripped off by a bad business.
THAT is a SERVICE to the public.
So, what are examples of online posts that we can regularly make?
· Photos
· Videos
· Infographics
· Blog posts
· Advertisements
· Testimonials
· Inspirational quotes
· Memes
Where can we post our content?
· Our website
· Our Google business profile
· Our blog
· YouTube
· Tik-Tok
· Linked In
· Next Door
What do we post about? Where do we find the IDEAS?
If one is not a naturally “creative” person, this question is a challenge, but let’s be realistic—if you do a thing, you can always put a camera on a tripod and take a picture or a video of what you’re doing. This is the simplest form of content.
Take the picture or video and write an ad based on the picture or video. Then you may ask, where do I get the idea for the ad?
The easiest place is to figure out who you want to work for and speak to that specific client’s needs. You have an idea of what people complain about---bad work, things breaking, unreliable people---create your ads to counter those thoughts.
I like to keep a business book handy where I can get fresh ideas when crafting ads. Any sales or marketing book is PACKED with different topics to talk about to attract your ideal client. Put that couple sentences of text under a photo you or your work…DONE.
With any piece of content ALWAYS have a call to action:
“Visit my website.”
“Give me a call.”
“Look forward to hearing from you.”
Be sure to have your business logo embedded on the photo so it’s RECOGNIZABLE amongst a SEA of other photos and videos online. In a perfect world---your logo will have
· What you do.
· Where you’re located.
· Your website or phone number.
These items would preferably be PROMONENT on the logo, so they are easily seen when people stumble across your online content. We want to make it easy for people to see us and contact us.
“Oh, this company is local to me, I’ll give them a call.”
“Oh this company does what I need, I’ll call them.”
So, imagine…EVERY DAY---EVERY OTHER DAY---posting to the internet. Without faltering or failing. Simple content, complex content---CONSISTENCY IS KEY. People are reminded and your company is TOP OF MIND.
You’re also getting valuable practice in content creation. Don’t pay somebody else to do this when it’s something you can make a habit of and gain a skill.
Another thing to keep in mind is that all of these online platforms Google and all the social media platforms---they like when you USE their platforms. They will promote the user accounts that are regularly utilizing their platforms.
“Posting and ghosting” does not work. INTERACT with any account that INTERACTS with you. Follow accounts within your niche and interact in the comment section, if you’re using social media for promotion!
Most importantly, again, keep your online content fresh and interesting. Be active and provide value through your online presence. This will build credibility, which will help more people and make you more money.
There are many SKILLS that need to be developed to be able to build the content to post consistently.
· Photography
· Video editing
· Copywriting
· Social media management
· Graphic Design
· Blogging
· Website building
Every social media platform has an essential knowledge base and every skill listed is a RABBIT HOLE of education. We don’t need to be EXPERTS at any one thing, we simply have to have a “Talent Stack”.
A talent stack is a concept created by the Dilbert cartoonist Scott Adams. It’s the idea that you can combine normal skills until you have the right kind to be extraordinary. Get “just good enough” at a lot of different things to become a force, overall. We don’t have to be experts at graphic design or web site building, but we want just enough competence in those things to make it work for us.
REMEMBER:
You are a MARKETER now. Not just a laborer or a skilled tradesman, but a marketer.
Instead of spending your time DOOM SCROLLING, CREEPING ON THE EX-GIRLFRIEND, CHECKING IN ON THE NEWS, GAMING, LOOKING AT ALL THE THIRST TRAPS, SHOPPING..
Whatever you do to WASTE time online…
Now you put that time into building your business, the operation that MAKES YOU MONEY.
It’s a complete MENTALITY SHIFT, but you are a BUSINESSMAN now. This is what we do. We attract the people we want to work for and close business with them FOR MONEY---repeatedly.
Post and repeat.