Digital growth can be achieved by doing a few simple things well.
Essentially, the key growth that most businesses and organisations are looking for is in engagement and sales. It’s much better to have 1,000 committed readers who come back often and interact with your content than 10,000 casual visitors who click through and find nothing of interest.
The focus should be on creating content and products that people want, and reaching out to them in the right places. Digital growth means more good stuff and less rubbish that is simply sent out to maintain some kind of content schedule.
Here we look at three key areas that your company should be focusing on.
1 Email is king
If you are going to achieve digital growth it isn’t enough to simply produce good quality content – it needs to be seen in the right place. Don’t be holding up a sign for a garage sale while you’re stood in your kitchen.
Social media is, of course, an incredibly important tool for reaching out. Facebook videos, LinkedIn think pieces and tweets related to your sector will all serve a purpose. But social media is unreliable because your success is dependent on algorithms and so many other external factors that you can’t control.
In contrast, an email distribution list is yours and yours alone. Build up your list and choose when you want to contact them. Email is often denigrated as being passé. It’s all rather Y2K, you see. But while email might not have the sexiness of a Snapchat campaign, your distribution list is stable and full of customers far more likely to convert than your other online audiences.
Email is versatile, so make sure you use a variety of messages in your campaign. Send out special offers, competitions or an embedded video. Make sure you add links so that recipients can easily access your landing page or maybe share with a friend. Build your contact list by using opt-in forms strategically – on your website, next to employee signatures on email or on your Facebook page.
An email distribution list is yours and yours alone. Click To Tweet
2 Quality content
Whether it’s email, Facebook or phone calls to someone you’ve just met and you fancy like mad, let’s just rein it in a little. Focus on quality and not quantity. If you call someone you’ve just met every five minutes, you’ll scare them off. So, by the same token, don’t share LinkedIn posts 10 times a day. It reeks of desperation. Let’s at least try to seem as though we have important work to do and we are not spending all our time on social media.
As well as bugging email recipients and Facebook followers, there are other good reasons to reduce the supply of content if you want to achieve digital growth. Any schedule that is too ambitious becomes too prescriptive. Spend more time thinking about what you can share and less time actually sharing. Leave time for brainstorming fantastic content ideas, doing the research to come up with truly valuable information and investing in pleasing and eye-catching graphic design.
Think about the companies you receive emails from or follow on social media. Who gets it about right? Who doesn’t engage enough? Who bugs you too often?
Of course, tracking metrics is the best way to understand the success of your campaigns. Look at click rates, traffic by channel/source, time on site and interactions per visit.
3 Going deep with keywords
We can all add a keyword to our CMS, but is that enough to really reach out to our audience? Is a single specific word going to appeal to a wide range of people? Is too general a word not really going to appeal to anyone?
Consider you are marketing an e-commerce site that services and sells parts for vintage cars, from tyres to engine parts and mirrors. You could write 2,000-word article optimised for ‘wheel replacement’, and you might well generate some organic traffic.
But people who search for ‘wheel replacement’ could be looking for anything from a 2017 Audi to a 1919 Ford Model T Speedster. It’s virtually impossible to create content that will engage and address the needs of everyone who queries those keywords.
Now imagine that you wrote a detailed guide on restoring vintage cars and optimised it for primary and secondary long-tail keywords on the topic (engine rebuilds, upgrades, accident repair, coach trimming etc). Visualise the person who searches for that hyper-specific information and compare it to the person who searches for ‘wheel replacement’ and think about the needs and passions of each.
Your vintage car guide will definitely satisfy the needs of pretty much everyone who searched for those keywords. If you’ve linked to other valuable content on your site, such as your product page and video tutorial on how to repair paintwork, your visitor will stay on your site for a long time, interacting with several pages. He may even sign up for your email newsletter, or perhaps give up his email address in exchange for your ebook on panel work.
The guide is both general and specific. The time taken compiling it – and the other pieces of quality content that you have created – will together play their part in achieving digital growth.
At GrowthMinds we create great content as part of the growth hacking methodology we offer to our clients .