Stop Putting Content Out If You are not Going to Promote It
If you’re not promoting content that you produce, then stop producing it. Make sure you create a plan to get that piece of content you wrote for your website in front of your target audience. If you rely solely on making organic social posts, then you’re missing the mark. For example, less than half a percent of people who like your page will see your organic post. Basically, the juice is not worth the squeeze.
The Reality of How Content Gets Traction
Love the Email List
So what do you need to do? Well, first of all, you probably have an email list that you have already built up. If you don’t have one, then get started. There are lots of tactics out there to start building that email list. It could be your current clients. It could be people you’ve run into. There are lots of ways to build that list. Part of your promotion strategy should be sending that content to your existing clients that you have. That’s one thing you can do.
Organic But with Oomph
Let’s go back to organic posting. Yeah, let’s post it on all the different networks that you have, but then you’ve got to put some money behind it. You’ve got to run some ads. It’s just a part of business.
Again, if you’re creating all this content and you’re just expecting that people are going to see it within a search engine – not going to happen. It will eventually happen, but if you know anything about SEO, it’s a long-term play – you’re waiting on Google or Bing to pick up the content.
Meanwhile, you’ve got a hot piece of content that people who potentially need your services are not seeing. Back to the social ads. Put a little money into Facebook. Maybe put a little money into Twitter or LinkedIn ads. The targeting is amazing and allows you to show ads within your service areas, to your potential clients and other relevant variables.
Google Display Ads
Let’s talk about Google Ads. You could make sure content gets in front of customers in the Google Display network. If you haven’t used Display network in a while, or if you’ve never used it, the targeting capabilities are almost comparable to Facebook. Google recently released a pay per lead performance in Display. That’s going to knock Facebook on its side. If we get to this model where we’re only paying for leads when people get to our content, perfect.
There are lots of ways to promote your content. If you’re pumping out content and not ensuring that it gets in front of your potential audience, then stop what you’re doing and don’t do it anymore.