Most companies I work with have come to the point of recognizing that they need some help with their online marketing after years of building success in other areas of their organizations.
While they have been focused on handling the thousands of details that go into making their business work, that one other issue, the one about marketing their company online, has been twisting in the wind somewhere beyond the back factory door. Somehow, while they were knee deep in refining their product line, developing their manufacturing processes, streamlining their transportation schedules, managing their sales staff, and putting out hundreds of fires every week, they missed the memo that anxiously reminded them that they needed to develop an online marketing strategy that leverages the power of the internet to create more sales.
Small wonder! But it’s not too late.
There are many, many aspects to online marketing today and the field is in a continual state of evolution: what’s current and effective today is going to change. As content marketing strategists, writers and project coordinators, my team and I help tell the stories that will start conversations that lead to sales for our clients. There are almost always elements of our projects that can be developed further or fine-tuned to help a business get more leads and generate more revenue, and it’s really fun to watch a project take shape. The key task is to build a strategy around the unique aspects of the business’s product, service and ideal customer base. And the company story needs to be told with authenticity and enthusiasm across all channels.
There are other methods of online marketing that are effective as well, such as paid search and pay per click campaigns, website development projects that include conversion strategies and conversion architecture, and more. But, in my opinion, without strong content that positions you as the hands-down choice for the businesses and people you are here to serve, your other online marketing efforts are doomed.
Content marketing is about creating a substantial body of content related to your business and the needs of your ideal clients and sharing it through online platforms such as your website and your LinkedIn, Facebook, Twitter, YouTube and Google+ profiles. You want the content to tell your company story authentically so that it generates trust and calls upon your viewers and visitors to take another step in a growing relationship with you. To start a conversation, in other words, that might lead to a sale.
If you do it well, human visitors and search engines will reward your efforts and you will generate greater revenue as a result.
When a company hires a company such as Crossman Communications, to develop and execute a program for them, me and my team spend a lot of time initially working quietly behind the scenes to assess their online presence and compare it with existing industry standards and their competitors’ activities online. It takes a substantial amount of time to create the infrastructure of a successful content marketing strategy and we often find surprises: missing passwords for online marketing platforms, administrators that have long since left the company (taking their key information and background research with them), databases that need to be built from scratch and analytics programs that were never connected to the company website.
And that’s why your business needs help.
Want to know more? Contact me and let’s talk about how my team and I can put the power of the internet to work on behalf of your organization.