Nail Down Your Small Business Digital Marketing Strategy
How is your content marketing and demand generation strategy doing this year? If you are just now tuning in, two weeks ago I published 26 Things Great Marketers Get Done, Shown in Infographics, Part 1.
It's been viewed over 500 times and shared more than 20 times in two short weeks. All I did was put great design behind real experiences and discuss the things I've been expected to know about in my marketing career.
If you are a young professional or even an experienced content guru PLEASE stick around, continue reading and check out the infographic below. There is so much more you'll be expected to do in your career journey than creating and publishing content.
G is for Goals and breaking them down to each individual or team's contributions and projects they are responsible for. Many times in marketing, even after starting my own company, I've been hired with no defined scope of work, allocation of resources, team members willing to work with me, milestones to aim for or existing strategy in place.
If a company is struggling to get leads/revenue in the first place, take a look around. Are people in the office? On social media for business? Engaged in building relationships? On the phone? Are customers? Or is majority of the business too quiet, going through motions, scripts and closed off?
H is for Heart and fully believing that the products and services you represent work and provide value. Passionate people are more likely to take risks, be honest and will fail many times, but not be defeated. When passion is missing from you or a company leader, you will struggle to captivate an audience and the content you produce will be bland or vague at best, no matter how pretty it "looks."
I is for Incentives and clearly communicating the milestones employees, customers or even partners assisting your business must reach to obtain them. It's not so much every one gets a trophy or bonus you need to worry about as much as the overall lack of trust and opportunity our youth is seeing from leaders. Break the cycle.
J is for Jargon and all the current buzzwords which you should shy away from using in content and conversations. If you are involved with solutions in big data, agile marketing, innovation, contextual marketing or employee engagement (all buzzwords), make sure your front line is prepared and can provide real value on these subjects. Prospects or customers will ask after they see it on your blog or social media.
K is for Knowledge and keeping an organized database of notes you can access anytime and anywhere (I love Evernote). Keep a log of customer interactions, requests, feedback, industry seminars or webinars, what your competitors are up to online, upcoming challenges of concern and emerging business opportunities/solutions. If you thrive on learning, you will have to accept that you are going to be that passionate person that will jump up out of bed while trying to fall asleep to write down an idea or take a note for tomorrow.
L is for Listening and remaining engaged in conversations and meetings at all times while you are working. Marketers are always going to be busy, behind their goals and completing a large volume of tasks online, so find your stride. Every day, there are so many small interactions and new insights that can help your company improve or enable you to build stronger relationships.
If you're not feeling it, only working for money, security, wasting some time just to get to 5PM or being counterproductive, talk to your peers, a friend, your mom, boss, another department or take a short walk. Do not bask in your own misery and keep working, the quality of your work and vibes you put out there will go down.
I am most productive in the early mornings before most people even show up to work, and begin to struggle, feel burned/numb throughout the afternoon, and have a second wind in the evenings. Due to chronic health reasons at times I have difficulty completing even the most simple task in the middle of the day and will react poorly to those around me. It took me ten years of trucking through this and proving myself to not feel guilty about voicing I need a mid day break to perform my best.
To be a Successful Marketer, Fail Sometimes
I begin with an idea and then it becomes something else. - Pablo Picasso
Over time, some business blogs and content strategies have become tasks, lost sight of originality, and therefore are not performing or meeting the company's expectations. In my former role as a Chief Marketing Officer at an inbound marketing agency, blog after blog would be produced and published for customers that were small businesses with as low as two to four total views on them.
Clients would leave when their contract was up, bring initiatives in house, use what was being done as a blueprint, only to yield the same (or worse) results. People would be let go. Time and time again, I would jump in and produce a piece of content that would get over 10,000 views and engagements, only to be followed by another two view post that was only shared by the company 20 times and no one outside.
Every piece of content in your marketing strategy that you publish or reference on behalf of yourself or company should be original from here on out. Period. Include an experience, education, valuable takeaway, tutorial, solve a problem, or listen in until you are able to. Stay tuned for part three, and revisit the first in this series here.
P.S. Anxious Creations and #dailywebsitetips are on Instagram @anxiouscreations513
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