Online marketing of any sort strives to funnel traffic back to your website where visitors can engage more with your brand, get to know more about your business, and start conversations that might lead to a sale.

Your content is one of the most important tools available for helping that relationship develop. Going back to that interesting idea of searching your company name online, you should find that your website is one of the places that shows up on the list of sites that the search engines find. And, if you have been doing a reasonable amount of content marketing, all of the places where you have been posting content should show up as well.

Although people who haven’t heard of you yet will not be searching for your company name, it’s possible that you might meet someone at a trade show or networking event who will run a search for your business afterwards. If you’re telling your company story in a number of places online you will be helping them develop a strong sense of what you do, how you do it, how you can help them, and why they should do business with you. Different online platforms give you the opportunity to share different aspects of your business. For example, while all of your online profiles need to be completely professional in how they portray your business, you might decide to post a photo of the company picnic on Facebook…but probably not on LinkedIn. Your blog might talk about some of the challenges you’ve faced in building your company to where it is today, and your YouTube videos might show how amazing your equipment is and how great your customers think you are. But every platform is another opportunity to tell another piece of your story in a way that invites visitors to take another step along the road to discovering how you can help them.

The people who don’t already know about your business are not going to search for your company name and see what shows up. They are going to search for what they think they are looking for, and see what shows up. In other words, they are going to key into the search box the words that they feel relate to what they are looking for, and the search engines are going to spit out millions of entries that they think relates to those words.

If you would like some guidance around your online content, and if you’d like to find out more about how you can make it work more productively for your bottom line, please get in touch!