Content Marketing, Semantic search, and other easy things to do online
Another week and another ‘new’ online marketing task to learn: I know that things can get very confusing very quickly when you are new to online marketing. Sometimes, it’s enough to say simply: “I don’t have enough time to learn this.”, and give up. Without trying to add more details to your busy day, I believe that these two terms will be spoken about a lot in the near future, so they are worth explaining. It will help your business marketing, they work together, and they are easier to grasp than you may think. So give me five minutes, and we will see if you have an ‘Eureka’ moment.
Semantic Search, is the future of the Internet. At the moment, to attach two websites to each other, you link the two sites through information and content on your two sites. The more links you have that are trustworthy sites, and don’t peddle simply spam, then the better (more expert) your site becomes. In the very near future, all of the data that you as a person, you as a business owner, all of your business information holds can soon be looked at by ‘the ‘net’ as bits of information about you. This will also include all of those people that you are connected to. The current example is Pizza.
Perform a search on this in the morning, and you will get informational links. Perform the same search during the evening, and you will get different results: Those that show actual purchasing decisions, like delivery, special offers, and closest to you. Why? Because Google knows that if you are searching at this time of day, you are probably looking for something to eat.
Semantics can mean, simply, ‘like’, or ‘alike’. Google makes decisions based on all of the information that it knows about you to make that search as immediate as possible. The information you put online had better bear this in mind to ensure that you have the right information going to the right people at the right time.
Content Management simply means how you lay out the information you want to put out to your communities. What do they have in common with the sites you have linked, with the time of year, with the e-mail marketing you are doing. It is ensuring all of the marketing you are doing for your business is not only correct, it is aimed at your communities, based on what they will be searching for, not just what you want to promote about your company.
These two guidelines should be the basis of what you are trying to market, and make it easier for you to aim your correct message to the people you want to receive that message. So, how can you plan with this in mind? Simply approach it the same way you do with any other business decisions:
• Plan: Create a strategic structure for your content marketing: Look at the communities you are aiming your message at. What has worked before, what do they want to hear, and what do you need them to know?
• Team: This may be just you, but do others have some input into your businesses daily operations that have information that you need to add. Can they be added to the marketing loop, and how. What information are they supplying, and is anyone else in the corporation doing?
• Ideas: Generate a steady flow of ideas for your all of your blog posts, e-mails, social media posts and comments. A weekly meeting, or solo brainstorming session may be all that is required, if everyone comes prepared to expand on those ideas that are already doing well online.
• Production and Distribution: Put a marketing diary together that shows what message is going to whom, and when. Stick to it for a few cycles to note what changes take place to your audience figures, and to put natural spikes and valleys in their correct perspective.
• Audience Development: Who is reading, or accepting your message. Which community do they fit into, and do these communities change over a period of time. Do they grow? Do they splinter? Are you, actually, marketing to the communities that you thought you were. Are you aiming at the right communities?
• Convert & Nurture: How do your ‘touches’ with people grow? Do you have definite steps from introduction to purchase, and – if so – are they all following the plan? Where do you lose their interest, and why? Tweak the plan to take this into account.
• Measure & Optimize: Once tweaked, can the message be repeated? Are there more things to do with a more current marketplace? Ensure that your delivery vehicle (Signpost, website, written collateral) reflect these changes.
Most new additions to marketing – especially on the ‘net – are buzzwords based on age-old marketing foundations: Do you know your customers, how to grow that number and turn prospects into customers, and then keep them with you forever, always spending more. All the tools you need to do this are given to you, just plan to ensure you know what is about to happen.