Spring is right around the corner everyone, soon it’ll be nice out everyone will be outside enjoying themselves, eating ice cream, water ice, etc. As a business owner or entrepreneur you always need to be ready and prepared. You need to message and position yourself, so that your ideal customer can see how your ice cream or water ice is different from the thousands that are out there. One way to potentially do this is to develop content that speaks to your ideal customers. You have to know their pains and how your product will help fulfill their needs and have them returning for more. As we have said in previous articles, what is it you have to do first before you can arrive at that conclusion? Well, you guessed it, you need to understand the goals of your business and what you can provide to your customers.
First things first, you need to ask yourself, your team, whoever, what are our goals. What is it that we are trying to market, and how will we go about doing so, what methods will we use, what does our content Strategy look like? Maybe you can reference business goals you already have and see how your marketing goals can help achieve that result. But once you understand what your DESTINATION is, then you can map out how you plan on getting there. I think the saying goes something like this, “You can’t have a DESTINATION, if you don’t have any idea how you plan on getting there”. So, after you outline and build out your goals, you need to find out what it is that you can provide your customers. Knowing what you provide (What is it that you do?), will lead to you better understanding what they look for, and how best to message, visually present, and what methods work to reach them best. Essentially you have to walk in their shoes, living their lives through their eyes. Find out more in the next paragraph!
When it comes to any aspect of marketing no matter how you are marketing or the method you are implementing, the important thing to realize is What About Our Target Audience? Because at the end of the day, you are in business to provide a solution to whether it be another company or individual consumer. If the end-user doesn’t find what you provide valuable then what’s the point, you won’t be in business too much longer. As another saying goes, “The market is determined by the end consumer”, if the market aka the consumer is saying no, then it’s a no. So, all of that is to say, listen to the customer or a better way to put it, know your customer. Know their demographics, interest, income, hobbies, lifestyle, spending habits, etc. The more you know, the better positioned your content will be. Your content will seamlessly speak their language. Which ties into our next point.
How does your audience speak? There are a few ways to bridge that gap. One method is simply going out and talking to them, other methods included reading similar articles, industry news, etc. These mediums will give you an idea as to what they are saying and how they are saying it. The goal is to provide information in a way and format that your audience can relate to. If you write out your content as if your ideal customer wrote it, this increases the chances of that customer doing business with you. The reason why is because you are speaking their language so they can relate to what you're telling them, it touches a soft spot.
This ties into keywords, you want to incorporate the keywords that your audience are searching for and saying into your content. But you have to make sure you do this in a natural way so that it flows with the content. It has to sound like a normal person would be reading this. Search engines frown upon information that sounds like a robot, which would lower the rankings of your site. `
How do you find the right keywords? Before we discuss finding the right keywords, let’s discuss why having keywords in the first place is important. Keywords are important because search engines like Google use these keywords when a user is searching for a piece of particular information,, to find information that is related to what a user may be looking for. So, if your website, blog, etc includes these words, then you increase the likelihood that someone will find your website. Also, keep in mind how often you’re using these keywords on a particular page, and that each page should have its own keyword in which it is ranking for. Using tools such as Keywordtool, mangools, or moz will allow you to understand what words your competitors are using, allow you to see the search volume for a particular word or phrase, and we can go into short-tail vs long-tail words at a later point in time. When it comes to developing the right content, SEO is a key component of creating the right type of content. SEO or Search Engine Optimization is the process of ensuring that your website is SEO friendly meaning people can easily find your site and find the information that they are looking for.
Now that you have an understanding of how to plan your goals, understanding your target audience, and knowing how they speak, now it’s time to actually take the steps to build out that content. As we have mentioned throughout this article, to provide valuable and successful content, your content needs to speak naturally and to the hearts of the person reading or seeing the information. It’s necessary to understand what the purpose of this content is, how long the content should be, and what information is to be included. For instance, let’s say you wanted to write a blog article such as this one, first you need to break down each article into categories (social media, content development, website design/development, etc), then decide on a title for the article, then deciding how you are going to break the article into paragraphs that relates to the overall topic, lastly doing research on the topic incorporating factual information and links to related articles throughout ensuring your incorporate images as well.
As with any other aspects of your business, you need to make continuous improvements. After every month, take a look at how you have done, see if you have achieved your goals, and if not what needs to improve. Possibly, maybe you need to post more, or maybe you are not utilizing the right hashtags, or what you are posting, and how you are messaging it isn't being relied properly on to your audience.
We have now arrived at the point everyone has been waiting for. You know what it is, you have done all your research, built out a plan, now it’s time to put that hard work to use and let the world see your vision. It doesn’t just stop there, you need to have a process in place to test whether you are hitting the goals you set early on. You need to determine whether the keywords you have attempted to rank for on each page of your website is actually attracting traffic. Or if once someone visits your website, are they following the journey you want them to take and performing some type of action whether it’s contacting you, making a purchase, or providing their email address. One possible way to see what’s happening behind the scenes is to have your Google Analytics in place. This can be done multiple ways, by generating a code that google analytics provides, and then placing this on your website (You’ll need a little coding expertise to do it this way. We are here to help with that!). You can also depending on what Content Management System (CMS) you are using (Wordpress, Joomla, etc) download a plugin such as MonsterInsights that allows you to have google analytics right on your admin dashboard. There are paid versions that you may need to consider depending on your needs. The second thing you’ll need to consider is Google Console. This tool will allow you to see which keywords/phrases are bringing users to your website, the number of clicks, impressions, etc that are being generated, and receive information related to if your site has any bugs and issues that can improve your website’s index and searchability. Having these tools in your arsenal will allow you to properly test, and make changes that will make your online and business goals a reality.
Just a quick recap, in-case anyone has forgotten the main points, I know there was a lot of content to take in. It’s important to have goals, build a plan around those goals, speak to your audience and speak their language, really understanding who they are, find the right keywords to use within your content, then build out that content and portraying yourself and business in a natural flowing way, and lastly when all is said and done, test out and improve your content. If you have any questions or would like to learn how MonoDestination Designs can help with your content, please feel free to hit us up at email@example.com.