highlight the post‘s educational nature on Linkedin.
Show it in a series of pictures on Pinterest.
4.
Create a content marketing
plan. your plan should specify what types of
content you will share, where you will share it,
when and how often, and your goals for each piece. assign
responsibility for creating content. if you don’t have the
staff or talent in-house, look for freelance copywriters and
designers at sites like upwork or freelancer. if you’re going
to do it yourself, canva is a great resource for creating
infographics, charts and other visuals.
5.
Keep it short. forget the long, involved
newsletters. not only do they take longer to
write (delaying sending them out), no one
reads them anymore. Send one-subject emails to highlight
one relevant piece of advice. in this way, the customer will
read it quickly and the company will get the brand
reinforcement they want. in my experience, it now takes 21
brand reminders for a prospect to remember you.
6.
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Optimize for mobile. Especially if
you are serving consumers directly, people
are looking at email, social media and
APriL 2019
websites on their mobile devices. Every piece of your
content must be readable on smartphones and tablets.
check how mobile-friendly your website is for users. if
your website is not able to pass the test, work with a
developer to use “hamburger menus”, larger fonts and
compressed images.
7.
Include a call-to-action. you cannot
achieve the goals you set in step one if you
don’t include a clear call-to-action (cTa) with
each piece of content you post. your cTa might be,
“contact us for ten tips on how to relax in ten minutes or
less” or “set an appointment now”. Each cTa should link
to a relevant (and mobile-friendly) landing page where
viewers can take the next step, such as providing their
contact information, making a reservation or filling out a
form.
8.
Always be selling. it is acceptable to
mix educational messages with sales ones.
over time, condition the audience to always
be expecting offers from the company while they are
being educated. This will increase your “at ready”
prospects and eventually your sales.