Your customers have more options than ever before, and if you’re not present where (and when) they need you, someone else will be. Even if you already have a strong understanding of your marketing strategy, it can be challenging to make sure your brand shows up exactly when and how they’re looking for you. Below, we’ll explore ways a well-thought-out marketing strategy can help your business get found at the most critical moments in your customers’ journeys. Plus, common strategies that amplify visibility when it matters most. 

Advanced Techniques with Content Marketing

Successful content marketing requires strategically designing and distributing a variety of content pieces. These can be videos, podcasts, eBooks, infographics, blogs, and more, which all cater to every step of the buyer’s journey. Each content asset will also serve a specific purpose, whether that’s to entertain, inform, persuade, or add humor. A single, standalone blog post may not always scratch that itch.

How To Serve your Market

1. Move beyond standalone posts. Build interconnected content around a central topic (pillar pages), supported by related blogs and supplemental resources that you can provide, like Lead Magnets (which also funnel the user into your email list!). This content variety also boosts SEO when completed properly and improves the user experience.
2. Make static content dynamic. Engage audiences with quizzes, calculators, and polls that encourage participation while also gathering valuable data and feedback. 
3. Guides, how-tos, and educational content help customers solve problems, building trust over time. Tutorials and live Q&A sessions perform well across platforms. Come up with a combination of content that works for you and press send on it.

Pro Tip: Repurpose long-form content like webinars or whitepapers into bite-sized pieces for social media, email campaigns, and blog posts. Pull that ROI out of your content efforts!

Beyond the Basics of Social Media Marketing

You already know social media is about more than just posting your content. It’s connection. The real question is, are your smaller social content pieces aligned with your overarching marketing strategy?

How to Align It

1. Each platform has unique algorithms and audience behaviors. Optimize your strategy based on the platform’s strengths. For example, Instagram thrives on visuals and reels, LinkedIn works for thought leadership, and TikTok favors short, trend-driven videos.
2. You can also monitor brand mentions, hashtags, and current industry trends to inform your strategy in real time. Tools like Hootsuite and RivalIQ can give you deeper insights on the performance and engagement of your content (and across different platforms).
3. It’s easy to get caught up counting likes, comments, and shares. While these metrics can signal audience interest, they don’t necessarily translate into sales or lead generation. Shift your focus to driving traffic to your website or landing pages instead. Add your website link prominently in your social media bio, so you can guide visitors into a more strategic buyer journey.

Pro Tip: Leverage retargeting ads. These allow you to re-engage users who’ve interacted with your brand but haven’t converted yet, keeping you top-of-mind when they’re ready to make a decision.

Maximizing Search Visibility with SEO

You’re already familiar with SEO’s role in driving organic traffic, but are you optimizing for today’s algorithms?

How To Hit The Algorithms 

1. Google emphasizes Experience, Expertise, Authority, and Trustworthiness. Highlight your credentials on your website (such as certifications, awards, and years of experience), link to reputable sources in your content, include author bios with relevant expertise, and make sure your tone and formatting convey professionalism and credibility!
2. If your business serves specific regions, optimize for Local SEO with Google Business Profile, location-based keywords, and locally relevant content.
3. Beyond keywords, fast load times, mobile responsiveness, and error-free pages keep both users and search engines happy.

Pro Tip: Don’t neglect voice search. Optimize content for natural language queries, especially in FAQ sections, to capture users who rely on Siri, Alexa, or Google Assistant.

Your Website Is The Hidden Opportunity

Your website is your own central hub of your content, your strategy, and your brand. It’s your best, fully-branded chance to convert visitors without interference from other platforms or competitors. While you likely have the basics covered for your site, continuous optimization will help it remain a high-performing asset.

How To Make It High-Performing

1. Google prioritizes fast-loading sites. Use tools like GTmetrix or Google PageSpeed Insights to pinpoint performance bottlenecks.
2. Make it easy for visitors to find what they need. A simple addition of a search bar improves user experience and helps reduce bounce rates, or visitors leaving the site because they can’t find what they need.
3. Every page should have a strong call to action (CTA) to give users a conversion path. Whether it’s scheduling a discovery call, downloading a guide, or making a purchase, guide them to their next pit stop.

Pro Tip: Don’t treat your website as static. Use testing tools to experiment with headlines, images, or CTAs. (Did you know that big guys like Amazon test everything down to the color of the button? Don’t be scared to put several variations out there to see what works for you and consumers.)

Tying It All Together For A Better Marketing Strategy

You can always do more and never see the visibility you’re looking for. Instead of doing more, focus on doing it better. These strategies aren’t isolated, either. They thrive when completely integrated. To do this:

• Share blog content on social media to drive traffic.
• Use SEO pros so that content ranks in search engines.
• Build a user journey on your website to turn traffic into customers.

Let’s Improve Your Marketing Strategy

A strong marketing strategy is what makes it easier for customers to find you, and helps you stand out from the competition. Need help fine-tuning your tactics to be sure your brand is there when customers are searching? Our team specializes in creating strategies that work to maximize visibility and impact. Just fill out the form below to get started and we’ll get back to you soon!