4 things your online strategy is missing that could boost your brand awareness

April 14, 2020
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April 14, 2020 Stanley Ship

So, you want to go online. (YES! That’s Good!) 

It’s a great plan especially at this kind of time where almost everyone is in the Internet.

It’s definitely not too late for you either, but you’ll have to be strategic.

Easier said than being done. Many people are not strategic when launching their online business & campaigns. They follow the trend and do things just because everyone else is doing it.

If you’ve been trying to promote your business online or trying to come up with an online strategy, the initial decision or reason why you want to go online is because your competitor is doing the same thing. Or your friends who are in business tell you to explore online marketing.

“Get an Instagram Page!”

“Have you tried getting leads in Facebook?”

“What? You don’t have a website?”

These could be their reaction when they found out that you’re not doing much with digital marketing. I get these sometimes too when I just started out.

Peer-pressured to do online marketing

You don’t have to be embarrassed about it, let me tell you that even though they have an Instagram Page, it may not be optimized. That means that they may not have a clear strategy as to how having an Instagram page can bring benefit to their business. 

Their engagement rate could be low. 

Average Instagram Engagement Rate in Industry

Source: https://blog.iconosquare.com/

Iconosquare did a research Instagram accounts from 6 top industries, the average engagement rate of Instagram for these industries are 4.7%. the nearer you are to that number, the closer you are to the average of people who are doing okay on Instagram, although they are actively putting content and have a sizeable following. Many factors come into play 

Well, perhaps their page is there with a big following just for social proof and to “wow” people.

That’s not the point!

In this article I’ll cover the 5 things that you shouldn’t miss out in order to improve or even get started in your online marketing strategy.

There are 5 things that I have observed missing in an online strategy of a business.

They are:

#1 Not having a website that is driving traffic
#2 Not creating shareable content
#3 Publishing Content without promotion
#4 Not properly using social media

These are important because if you are able to include all of these 5 points, I can safely say that you have an all-rounded and proper online strategy with a funnel in place that can move your audience from just a stranger to a loyal customer.

If you think you’re doing well online, well, think again. I always believe in better. I’m not here to point out the mistakes that you are doing, but hopefully these points help you to consider what you can do better to grow your business.

Let’s get started.

#1 Not having a website that is driving traffic

Up till this date, there are already 1.76 billion websites. If you don’t have a website, you’re really missing out on all the opportunities out there! 

Every second passing is another 3-4 website created. The name that you want to be your website’s domain may already be taken!

But think about this, only 200 million websites are active. That means most bought domain are just bought but does not have an active page. Kind of like registering a business name but not doing anything about it.

Give and take about 75% of the websites are not active.  This tells me that there could be those who don’t know what to do with their website, or bought a domain and hesitated to build a website. Some of them perhaps abandoned their website because they don’t know what to do with it and optimize it.

You don’t have to fall into that category. Because if you really make good use of your website, the potential is massive. I mean take a look at this list of websites that are generating an insane amount of user traffic to their website just by searches alone.

Potential Searches and Traffic a blog can receive

Source: iwannabeablogger.com

Okay, what’s so great about having traffic? 

Here’s the thing:

When your traffic increases,

  1. You drive more people from the top of your funnel, leading them down to consider and perhaps make a decision to purchase from you. So, more traffic = more sales.
  2. It means that there are people who find your website to be helpful, they gain lots of value from visiting and checking out your stuff. Most likely, they will share with their friends and family who needs to take a look at your stuff. So, more traffic = more shares.
  3. Every time someone lands on your website, if you have a cohesive brand, people will remember and recognize you the next time you show up in either promotion or advertisements. So, more traffic = more brand awareness.

Are you convinced? Awesome.

So what can you do now to put things into action?

Start small and simple

Every successful business with a great website probably would have started 10-15 years ago until they become giants. Don’t worry you don’t need to take that long.

10-15 years ago, many people are still experimenting with the right tactics and methods to grow their website. Now, there are so many experts providing free valuable information on growing your website. I came across this blog at one time by Neil Patel that covers good tips on how to increase traffic to your website.

It still takes time & patience. However, if you follow the advice from the experts and continue to experiment, you’ll get there some day. I am still aiming to get more traffic, so we’re in this together 💪🏼

Here’s what you need to do:

  1. Determine your objective of growing a website (getting sales, leads, showcase your product, there’s actually just a few good reasons why you would need a website).
  2. Buy a domain and build a website (Google “how to buy a domain,” and “website builders,” It’s really easy, or I can do it for you).
  3. Start planning for a blog
  4. After creating your first article, promote it in any way you know.

For number 3 & 4, Neil Patel gave a very comprehensive, step-by-step framework in which you can follow.

#2 Not creating shareable content

This is the part where I’d say, if you don’t have a website, a Facebook page, an Instagram account, or a Twitter account. Let’s not begin talking about making it better.

But if you do, in any of these channels, if you want to reach more people, you have to make content worth consuming and sharing.

Let me explain what is shareable content.

In the simplest way, it means that the content that you create really matters to people and people care about it. There only a few reasons why people get online and start consuming content on the Internet. 

Among these, I want to highlight the 3, which is:

  1. Gathering information
  2. To be entertained
  3. Keeping themselves updated

If the content that you are creating does not align with these reasons as to why people are getting online, then of course people won’t bother to share what they have consumed. It just simply does not matter to them!

When they don’t consume it, they won’t share it. If they don’t share it, you won’t get a wider reach.

Among the 3 reasons, the easiest to fulfil is gathering information. That means it’s time to educate your audience, my friends.

Remember: Teach, don’t sell

In the article, the reason to purchase things online is not listed. People don’t get online to be sold. They look for solutions. And if you happen to be the solution, they’ll buy from you!

But how do you get them to consider you and decide to buy from you? Through establishing yourself as the go-to person, or the authority.

How do you do that? You do it through teaching and providing value to the market by educating.

If you’re in business, you really have to be good in what you do, so that you can create content that educates your prospective customers.

When start to consume informative content from you, they will start to trust you and feel safe if they should ever buy from you. That’s because they are convinced that you’re the right person for this problem that they have.

Here’s what you need to do:

  1. Find out what you’re good at
  2. List down everything that you know about that thing that you’re good at
  3. Start with “How to… (do the thing that you’re good at)”
  4. From there, you’re pretty much flexible to turn it into an infographic, or a written article.
  5. Better still, shoot a video about it explaining the know-how.

Tip: Use canva.com if you’re creating anything graphic. Great tool and easy to use. It’s not an affiliated link, go check it out. 

#3 Publishing Content without promotion

Again, at this juncture, I’d say that if you aren’t creating content, there’s nothing for you to promote (except promoting yourself or your business, which people hate self-promotion).

It’s one thing to create content, but if you’re not reaching out and promoting your content, you won’t get anywhere. In fact, promotion is actually more important than creation.

If you have limited time to create content, then spend it on promoting the content that you’ve created instead. You can afford to create lesser, but not to promote lesser.

The internet is noisy and getting noisier. You have to push your content to be out there.

I mean, look at how much data and content are being generated EVERY MINUTE.

How awful much is data and content created every minute

Source: https://www.socialmediatoday.com/

You need to figure out ways to get your content to reach more people. 

Remember, there are 1.7 Billion websites in the world right now, and after you finish writing every time, you cannot expect that it will pop up in someone’s search when they look for “digital marketing 2020.” Don’t rely on searches alone. That’s what we call organic promotion.

Spend minimal amount if you have the budget to do so. Or you can invest time and reach out to people manually.

Promotion gives people reason

When you are more intentional in reaching out and promoting your content, people will have a reason why they should check out your stuff.

For example, one way of promoting is to go on forums and checking out the questions that people have related to your industry.

If you find someone asking about something that you have post about (in your website or social media), you can provide a brief answer in the forum thread and then tell them to check out the post you made for more details.

You fulfil three things by this very simple act:

  1. You showed up = brand awareness
  2. Plus, you provided value and helped = the person is happy and remembers you for it
  3. And You promoted your content = the person may visit your post and that’s an added traffic to you

Oh, one more thing to mention, if that person happen to be someone who needs a solution right away, they will know that they are your customer if you have a service provided for the problem they have. 

Here’s what you need to do:

  1. Find out your best content
  2. Post the link in your social media account and give 3-4 lines of summary
  3. Run ads on it with minimal budget
  4. You can also go to forums and find questions to answer and invite them to check out your page
  5. For more ways of promoting your new piece of content, check out Neil’s blog about it, and here.

#4 Not properly using social media

Social media is not only a place for you to be entertained and keep in touch with your old friends. Well, at least that’s what the majority use it for.

But you’re not the “majority,” you’re a highly-esteemed entrepreneur, if I can put it that way. 

If you’re not on social media, I don’t know what to say. C’mon, half of the world’s population is on social media (based on Kepios’ data)

Some business owner say that social media is high maintenance. They spent a lot of money and time growing it but it seems like it doesn’t yield the result that they want.

That’s because they don’t have a property strategy when it comes to promoting their business and brand on social media.

When I say “not properly…” it means that they are spending too much time and money without knowing what is it for, much less seeing the result. Or, they have seemingly good accounts, big following, high engagement, but it’s not converting into leads, sales or good brand awareness (the few things that matter in business).

The big question to ask is: Why should you be on social media?

Just because your peers are and other businesses are doing it? Heck No.

What are you looking to achieve through social media?

Answering important questions like these will greatly validate your efforts and activities done in social media.

Social media is like a bridge that connects your brand to your audience.

One of the biggest advantages that social media gives you is the opportunity for your brand to connect and interact with your audience genuinely. Telling them what’s happening behind the scene and giving them some sneak peak of exclusive content. It’s easier to reach them via social media compared to emails, your website, text messages etc. Social media is like a bridge that connects your brand to your audience.

When your social media marketing is done properly, the people’s trust towards you and your credibility will grow. This will eventually bring in sales.

Here’s what you need to do:

  1. Define your objectives of being on social media
  2. Define the metrics (Comment, Message, Leads, Purchase etc) that are primarily and secondarily important, make sure they are aligned with your objectives.
  3. List down the 5-10 ways how you can use social media to reach your objectives
  4. Consider the resources that you have (time, money, and people) and see how many channels you can use. If you have limited resources, just stick to 2 and focus i.e. Instagram and Facebook
  5. Reactivate your audience by interacting with them and asking them what they want to see more from you.
  6. If you don’t have a really big following (less than 10,000), determine who among your audience are prospects and engage with them more.
  7. From number 5, you can find out several things:
    • Why they follow you?
    • What are their challenges?
    • How about the content they wish to see?
    • What questions do they have in regards to (what you do?
  1. Social media is called “social” for a reason, you need to frequently engage with communities and appear in front of people.
    • Think of the online groups that you can join.
    • Make sure to participate in the group
    • Ask & answer questions
    • Give & receive feedbacks

Conclusion

Now these are 4 things that you may want to pay attention to in order to better your online strategy.

I can probably talk about 10 other things that you can optimize in order to skyrocket your business; we’ll leave that for another time before your brain explodes (just too much to cover).

There are also many more details that I can cover in those 4 points but I’ll leave it for another 4 separate articles (stay tuned!)

But I hope that this is enough to get you started. One thing I like about learning is whenever I don’t understand something, I’ll search it up online. So, I encourage you to do the same if you want to get deeper into each specific point that I talked about.

The key message from me is not to be complacent when you think everything is working fine.

Many people miss out these things when there’s actually many ways to 3X, 5X or 10X your business.

Like I said, I believe in possibilities. There’s always a possibility to make what you are doing better.

Keep on learning, keep on growing, keep on getting better.

Let me which are the points that you’re going to check out first in the comment section. One thing at a time!

P.S.

Thank you so much for finish this blog. I really appreciate it (but if you skipped until the end, go back to the top and read it 😉 gotcha).

Just want to let you know, Right now until the end of May, I’m looking for 8 more business owners that are already creating content but want to map out a clearer strategy so that those content creation efforts actually lead to business and sales, and in turn able to generate more content to get more results. We’re talking about getting traffic, leads, and sales for you.

For this 8 more business owners, I’m giving a beta-service that cost a fraction of the real price, If you’re interested, click the button below.

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Stanley Ship

I'm a Marketing Strategist and the founder of Renesis Group, which is a marketing agency. I help business owners grow brand presence and continuously get new customers by executing clear marketing strategies. If you're looking for possibilities and opportunities in growing your business, you definitely need a marketing strategy (and a good one).

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