It comes as no surprise that the one thing that fuels your online marketing and content strategies is: Traffic. Without traffic, you can’t grow, scale or monetize your business or brand. Great content, fancy conversion funnels and all the freebies in the world won’t matter if no one is showing up to see it.
Search traffic and organic reach today is more competitive than ever, even in micro niche markets. As an entrepreneur / small business owner it is vital that you position your content so that search engines and social media platforms serve your content to your target audience.
Recently Social Media Examiner, in their 2019 Social Media Marketing Industry Report, stated that 2019 has seen a sharp decline in organic reach on social media platforms due to the increased profits generated from advertising.
Social media marketers report that in the last half of 2018 and 2019 their content organically reached only 6% of their total audience. This represents a huge decline in the amount of traffic that is being driven to their businesses and brands.
As social platforms are squeezing organic reach to boost profits, having a solid organic content strategy is more important today than ever before. So how do you position your business or brand to improve your organic reach across the major social platforms?
I’ve got 3 easy to follow tips that keep you ahead of the curve.
#1. Build Your Presence & Authority
Building your presence on social media isn’t about how many followers or likes you have; it’s about attracting the right type of audience to your brand. Your goal should be to position yourself as a key person of influence in your niche so that you can command your audience to action.
Attracting an audience that is genuinely interested in your business will drive higher engagement, share rates, and conversions. This type of engagement will also trigger the social media algorithms, and search engines to serve your content to more people who have similar interests.
The more relevant your content is to your specific audience the greater chance you’ll have of showing up in your prospect’s newsfeeds and search results.
#2 Publish Evergreen Content
You need to be strategic when it comes to your content strategy. Don’t just post to post. All your content across the top social media platforms should work together to serve your goal; build your audience and drive sales. The best way to accomplish this is by creating evergreen content.
Evergreen content is always relevant-much like the way evergreen trees retain their leaves all year around. Interesting and relevant content that does not become dated is necessary in order to be found online by search engines.
This type of content helps deliver traffic to your websites and holds a valuable position in rankings for months or even years from when it was first published.
Some of the best ways to produce evergreen content is to answer frequently asked questions, provide industry tips, “how to articles” or advice. Making the effort to create evergreen pieces for your brand / business will help you provide your target market with useful content that they can refer back to time and time again.
#3 Focus on Providing Real Value
Everything comes down to one thing, Return on Investment (ROI). As an online marketer, content creator, you are working to get the best return on your time or the biggest bang for your buck. You want to show measurable improvement in things like website traffic, leads, purchases and engagement.
Numbers don’t matter if your audience isn’t acting. Every platform has the goal of improving the user experience to serve more of what they are interested in so that they engage with the medium. Today’s consumer no longer wants to deal with blatant advertising attempts or poorly designed websites. They want seamless, fast, and entertaining experiences across all platforms.
Your content strategy should be focused on the following to provide great value and meaningful relationships. Helping your audience solve a problem, encouraging your audience to engage, sharing personal stories of triumph, and giving your audience a clear call-to-action in the content you create.
This strategy will give your customers a reason to engage with your business / brand and tug at their emotional strings. People interact with, engage with, and buy from those they have relationships with.
If your target market feels like you are truly invested in their well-being and success, they will return the favor by being loyal, committed, champions of your brand.
Focusing on these three strategies will help you stay relevant in the organic reach game and position your brand / business as the go-to authority in your market space. Not only will you be on your way to improving your organic reach, you’ll become more skilled at navigating the ever-changing landscape of digital marketing.
Charles Watson, M.B.A., T.M.
Digital Content Strategist / Founder
Connect with me on LinkedIn