Tag Archives: Social Media Marketing

How To Diversify Marketing Channels and Become Less Reliant on Google

Diversify Marketing Channels

Google is the industry standard when it comes to marketing campaigns online. This is for good reason, however: more than 90.46% of searches worldwide go through Google. When you consider that literally billions of people now have the ability to get online and that 80% of them are searching with Google, that means a whole lot of potential eyeballs that can see your product or service.

Google AdWords, meanwhile, is the standard in the industry when it comes to pay-per-click advertising. A pay-per-click ad is one that attaches itself as the user goes through their searching. This will keep that business in the peripheral of the user and doesn’t cost the company anything until it is actually clicked. It is a cost-effective way to get more leads for your business.

And with their purchase of YouTube, your ads can show up on only Google platforms and still have an enormous potential audience. Being able to have your ad pop up on millions of websites and reach over 90% of users on the internet, it is kind of hard to imagine what your options are if you are either banned by the internet giant or if you are simply looking for other avenues.

If that is the case, you might have to get a little bit creative but there are certain strategies that you can implement that can make your marketing applicable even if you are no longer relying on the powerhouse that is Google.

Spread out your offerings

One thing that will get you restricted, if not outright banned, by Google is advertising something like “technical support by third-party providers”. Still, if you create a blog that is valuable with things like trustworthy tips or discussion trends, you can then pay to promote those specific articles on social media platforms like Instagram and Facebook.

Those two sites are hugely popular, reaching millions upon millions of users each and every single day. You could use these articles to help draw new customers to your website which would then potentially attract a new audience to your services.

Social media is a great way to help avoid the giant that is Google. The aforementioned methods are proven to work with constancy as well as quality content; you could also build a Facebook Business Page as a way to attract users to your page to see what other customers are saying about your business and to get a better idea as to the trustworthiness and reliability of your business as a whole.

Twitter is another fantastic way to drive traffic to your website. When you create the unique content mentioned above, you would then be able to share it out to your audience on Twitter and even reach users who might not know about you or your business using the correct hashtags. Additionally, you can tweet out links to your content which will then drive up traffic to your website. The more eyes that you have on your website, the more potential conversions to actual dollars that you can potentially make.

Nolen Walker Twitter Clip

Use influencer marketing and email campaigns

What exactly is an influencer marketing platform, you might be asking? Well, it is a software solution that has been designed to assist brands with their influencer marketing campaigns. These provide discovery tools for agencies and brands and will offer pretty massive searchable databases for finding potential influencers.

Let’s say that your business is centered around a clothing line. These influencer marketing campaigns would entail finding influencers from YouTube, Instagram, Twitter, and other forms of social media and paying them to advertise your goods or business. Influencers have been shown to have a tremendous and unique impact on the way businesses reach their audience, particularly if they have a younger demographic.

Email marketing might sound outdated but it continues to be one of the most consistent methods for reaching your audience and letting them know who you are and what you have to offer them. Obtaining that valuable user information – name, email, address, etc. – is how businesses continue to grow.

They send out a feeler email offering their services or a discount on one of their products to entice the user. The user will then usually either dismiss it entirely or go to the company website to see more about that business. This is huge as it is the goal of your marketing to drive traffic to your custom mobile website so that users can see what you have to offer. Just getting your product in front of as many eyeballs as possible can make a huge difference towards your bottom line.

Email marketing is also a great way to get customers to leave you reviews. Reviews are one of the most important aspects of an online business for several reasons. If you are not banned from Google, having good reviews (and a good amount of reviews) can make a huge difference in your SEO ranking, making your website that much easier to find in Google search rankings.

Reviews are also the quickest way to vet your business. Obviously, most businesses will tell you how great they are; few are going to say that they are mediocre or bad at what they do. So, you need to be able to vet that they are in fact what they say they are, right?

Reviews left by others who have used your service or business is a great way to build trust with potential clients. If you have a ton of positive reviews, it should not take long to build a level of trustworthiness with the audience that you are attempting to reach.

Even if you have negative reviews, that is okay so long as they are not overwhelming in number. Addressing negative reviews in a constructive manner will show whoever is looking through the reviews that you cared enough to take the time to address the situation. It is obviously better to have positive reviews but addressing that criticism positively will go a long way.

Focus on building your brand, reputation, and SEO

Even if you are looking for a way around making Google a focal point, optimizing your SEO strategy will only help to make your site more of an authority. Websites that have exceptional SEO, with content so good that it generally ranks in the top three of the results on Google, will only be outranked through the Google AdWords network.

Not only that, websites that did not have to pay for users to find them generally are deemed as more trustworthy and far more clickable than those who have the ad marker next to its name. Building that level of trustworthiness makes your website an authority in the industry and makes the user more likely to click on your page.

Likewise, building your brand and reputation is equally as important. Let’s say you are a new business and don’t really have that many reviews or much of an online footprint. Working to get positive, quality reviews as soon as you can help to make your brand more trustworthy.

Additionally, when consumers begin to recognize your business for being trustworthy and a reliable source within the industry, you not only begin to become an authority on the subject but your brand becomes more recognizable for that specific thing.

Brand recognition is one of the most important aspects of getting users to notice a business and it is something that businesses everywhere strive for. If you can get your customers to begin associating your type of service or product with you specifically, you have successfully developed brand recognition.

Nolen Walker YouTube Marketing

Make use of alternative ad networks

Even though Google AdWords is the standard in the industry, that does not mean that it is the only option out there. Even if your industry isn’t one that is in a restricted sector, you should still try to expand your overall online advertising platforms.

Depending on your goal, you can expand your reach, narrow your reach if that’s your prerogative, and lower your cost per click rates. What you might not have realized is that it is possible to get too many clicks in Google AdWords if the clicks are lower in quality.

The broader your industry is, the better your chances are of racking up low conversion rates and higher advertising costs. When you get into a more specific niche, you are competing for less clicks but ultimately are looking at higher conversion rates. This is what your business is after.

Pay-per-click is a marketing technique that needs consistent, almost constant optimizing. When you use something like Bing Ads, for example, you can unlock a huge network of users that don’t have much in the way of Google crossover. This means that the only way to attract them is through the Bing Ads network. Likewise, the aforementioned social media platforms make as excellent ad networks that can reach areas of customers despite not having a Google influence play its part.

There are many things that you can do to help your marketing grow even without Google on your side. It just takes a little work and creativity.

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Is Content Marketing Still Worth the Effort?

Sometimes, the indirect approach offers the best results. As the tide of online research swelled in the last decade, content marketing rose to meet it. Nowadays, many people won’t even buy shampoo without performing considerable research on the most popular products. Take that hunger for information for these simple commodities, then consider just how even deeper that desire can be for large purchases. Bathroom remodels, roof replacements, landscaping projects, and other crucial investments rely on weeks (even months) of research.

While some skip to shopping directly, most consumers begin their consideration process via local guides and industry experts, through the medium of content marketing. Today, we’ll dig into the concept and what it means for your business. More importantly, we’ll show how to establish your own initial strategy for long-term growth.  

A Content Marketing Blog Post About Consumer Air Filtration

Content Marketing Offers Direct Insight Into Your Industry or a Related Consumer Problem.

A Short Intro to Content Marketing

We’ve all had more than our fair share of salesmen. In fact, it’s safe to say that the majority of us would be willing to go a lifetime without another telemarketing call. But every once in a while, you come across a professional that is so exceptionally skilled at their job, you’ll actually call them for advice on business or home-related challenges. These are the seasoned experts we all aspire to imitate, even if we aren’t working to sell the latest Honda or insurance bundle.

Content marketing is your chance to become an established authority within your company’s industry. That’s no easy task, especially when thousands of companies flock to Google Search with their latest content. If you can cut through all the poorly crafted blogs, videos, and guides however, your business will forge wonderful new growth opportunities!

Kicking Off Your Content Marketing Strategy

Just remember, the goal of content marketing isn’t to sell but to inform. In some ways, this form of marketing demands greater skill than with advertising, because professionals must generate valuable content for their target market. It doesn’t require the same level of graphic design or coding experience as developing a new website, but informative content does require skilled writing and industrial expertise. There may also be crucial technical skills involved.

Content Marketing Through a YouTube How-To Guide

How-To Videos Offer Fast Answers for Your Clients. Share Them on Your Website and Social Media.

Before you charge into the realm of blogging, video, and how-to’s, ask yourself (and your marketing team) a few key questions.

  • Do we have the talent to support a content marketing campaign?
  • What sort of metrics for success should we rely on?
  • How much time, money, and effort are we willing to invest?
  • What is our underlying purpose behind content marketing?
  • Which channels should we focus on creating content for?

You may not have the answers for these questions just yet. Below, we’ll explain how you can make these crucial decisions and craft the foundation for your content marketing initiative.

Creating Metrics

Establishing Metrics for Success

Before your company can enjoy content marketing success, you first need to define what a successful campaign looks like. While there are dozens of potential metrics available, finding the right ones may be surprisingly challenging. What does your team expect to get out of your time, money, and effort?

Potential Metrics for Content Marketing

  • More Direct Leads (Calls, Emails, etc.)
  • Stronger Brand Development
  • Better Rankings in Local Search
  • Email/Newsletter Subscriptions
  • Additional Business From Existing Customers

If you want additional ideas for potential metrics, check out SEMrush’s article on the subject! For companies just starting out, content marketing offers great tools for customer retention and search engine optimization (SEO). However, it shouldn’t be used as a primary sales funnel unless your new business specializes in digital services. Instead, focus on crafting better website traffic and conversion rates.

Investment

Determining Your Planned Investment

Next, you’ll need to establish just how much time you’re willing to put into developing content on a regular basis. Unlike advertising, you can’t expect the same material to stay relevant for years at a time. Company blogs, for instance, require monthly posts at minimum. Again, start by answering a few key questions for your industry.

Crucial Investment Questions

  • How often do my competitors produce new content?
  • Can I do better than other local businesses?
  • How many channels will I need to keep up?
  • What’s the cost (in labor hours)?
  • Will I need to hire a professional?

As our seasoned content writers at Nolen Walker will tell you, developing worthwhile content takes time. You’ll need to conduct research about hot topics in your industry, specifically those that matter most to your clients. Add in keyword research, writing time, formatting, editing, and publishing, and you’ll understand why too many businesses cut their content marketing efforts short!

Channels

Deciding on the Best Channels

Blogging isn’t the only venue for connecting with your target marketing, though it’s usually the simplest. Some businesses focus on video development, social media posts, or even infographics. Start by figuring out what your market’s demographic responds to best. Here’s a couple of helpful trends.

Content Marketing Channels & Their Best Uses

  • YouTube: Tutorials and Reviews
  • Facebook & Instagram: How-To Guides, Idea Lists
  • Twitter: Infographics, Industry Tips
  • Company Blogs: How-To Guides, Infographics
  • Industry Online Publications: Infographics, Case Studies
  • eBooks: Case Studies, Infographics
  • Email: Seasonal Guides

If your industry traditionally relies on extremely visual media for advertising, there’s a good chance your content marketing needs to follow suit. Interior designers, for instance, utilize professional photography in both their blogs and their seasonal idea lists. Videos also make it easy to display your wares without heavily emphasizing sales.

Should your business rest in a more financial or health-driven industry, you may wish to focus on a fact-rich format. Infographics offer a great tool for delivering a high volume of information without overloading your audience, as do case studies. Try finding a popular (and free) industry publication to share your content!

Talent

Assigning Your Marketing Talent

One of the most obvious questions to address in content marketing: Does your company have the required talent to continually produce content for your strategy? If not, you may wish to stick with simpler channels until you do. Social media marketing and blogging offer easy ways to release content without requiring too much technical expertise.

Alternatively, you may decide to take on new talent or hire outside of your business. Plenty of companies offer professional video production and digital services. Just make sure to find one with great references and reviews.

Need a Content Marketing Expert?

At Nolen Walker, our seasoned crew of graphic designers, social media gurus, SEO specialists, and content writers make it easy to grow your business and strengthen your brand. Whether you’re looking for content marketing strategy or fresh website development, we have cost-effective solutions for whatever industry you compete in. Our clients dominate their local search results, earn premium traffic, develop higher quality leads, and enjoy long-term growth.

Want to learn more about content marketing or another online marketing channel? Talk with one of our seasoned experts at Nolen Walker! Call (866) 356-8198 today for your free one-on-one consultation.

Posted: | Updated: Jun 25, 2020 | Categories: Content