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There's so much less willingness for many companies to build a fanbase of sorts through regular video, blogging, and social media. In the affiliate world this is known as content marketing and it's the main focus of this blog.
Organic traffic is the holy grail of cold traffic. I'm not talking about being an influencer per se, but why not have content that is bigger than your business itself? Some have jumped into the space with memes as their go to weapon of choice. I don't blame them. Others that are more story-based are able to leverage the power of long-form blog posts. Even more than those who take action are those that stagnate during this shifting landscape.
The prospect of keeping up with the comments and interactions alone can be stifling. On top of that, the idea that fresh content should be constantly on tap makes many companies that could otherwise leverage attention in this way to decide that the social element might not be for them to devote resource to.
I'd agree to this, but with a grain of salt.
The opportunity is lost to earn organic traffic in a world where chance encounters can lead to large transactions. I've noticed it in unique situations where the value of a “walk-in” has gone under the radar far too long.
Our world has shifted from a walk-in literally being someone who finds your business on foot, to an opportunity to connect with millions that stumble upon your site online. Through being a student of SEO and Social Media, I have been able to personally earn 100 organic visitors daily. Furthermore, understanding why those visitors appear has put me into even better position to expand on and extend the reach of certain content.
If you know where to look, you can uncover pockets of people searching for relevant topics, phrases, and keywords.
The beauty of this line of work is that it plays on two factors for me personally. 1) As a trader I tend to analyze and make decisions based on what is seen and also which is implied. 2) Curiosity bares the best fruit in data and analytics. I've found awesome opportunities by running queries and comparing data sets between competitors. In most cases it's not whether or not a niche will have a dominant force, it's more about when.
I'm not going to lie. It can get super intimidating. Especially if you are new to online business or perhaps you're the type that only has a site up because you had to and your brick and mortar is where you place the bulk of your attention.
The difference here is that you now have a chance to think like an Ad man and put your best creativity to use in building a brand that is much more than just selling a product or service.
If you're not quite up to it you can use a great copywriter to put together a vision and think of angles for you.
However, I highly suggest you at least consider doing some of the work.
I totally get it (but I don't agree).
Creating an online presence doesn't need to be a painful process, but it is a valuable part of the marketing mix and a major factor in whether or not fresh leads come your way in many cases. Obviously, personal referral will always be a high converter. But what if you could do essentially the same thing online?
I'll explain that later, but first I want you to realize that even if you have nothing to sell online. You can still book appointments, showcase your projects, and encourage visitors to call or stop by your brick and mortar.
Digging in can be a daunting task to say the least, but strong SEO management along with social media presence can inform so much more than just the online experience.
Know Your Audience
I see some of the best use this well. They email, DM, and text clients to get a better understanding of what they like and why. Not all content that you put out has to be as frivolous as the hilarious cat video shared on Facebook. Likewise, not every moment of communication has to be about your business, design, architecture, or whatever it may be. We are human first, remember that.
Using your platform to build relationships not only lead to a desire to refer friends and colleagues for business, but you earn eyeballs that can become useful when you need them most!
This alone is one of the most misunderstood aspects of email list building, social following, client lists, etc.
Your clients are social proof, they provide opportunity when you treat them well. You don't have to go cold on them and disappear completely from view. This doesn't mean you have to be as active as a Kardashian either. I'm all about balance, find what naturally works for you. I can help with that.