Marketing Monday #6 | Here's how to start (Introduction)

Introduction:

You’ve learned that you don’t need a hefty budget to start marketing online. By leveraging free tools, platforms, and strategies, you can create content at scale without breaking the bank. But now that you’ve mastered content creation, the next question is: What do we do next? How can you effectively use that content to build your brand, grow your audience, and convert prospects into customers?

In this post, we’ll break down exactly what you need to do next to get started with your digital marketing efforts and begin seeing results.

1. Define Your Goals and Objectives

Before diving into any marketing activity, it’s crucial to know what you want to achieve. What’s the purpose of the content you're creating?

• Brand Awareness: Are you looking to make your business or blog more well-known?

• Lead Generation: Do you want to build an email list or drive prospects into your sales funnel?

• Sales: Are you aiming for direct sales from your website or content?

One of the best ways to start is by setting clear goals. Take it from my experience with Appalachian Outlaws. When I started this project, my first objective was to spread awareness about the event to the competitors. They needed to know what it was all about, how they could participate, and what set us apart from others. Once I had competitors involved, I shifted my marketing to letting the fans know about our events and where they could come to watch.

By setting clear, measurable goals, you can determine the best type of content to create, how to distribute it, and how to measure success.

2. Identify Your Audience and Choose the Right Channels

You’ve already created content, but who are you creating it for? Understanding your target audience is a pivotal step in getting started.

• Who is your audience? Think about their demographics, interests, pain points, and goals. What problems does your content solve for them?

• Where do they hang out? Choose platforms where your audience spends their time, whether that’s social media (Facebook, Instagram, LinkedIn, TikTok), email newsletters, or your blog.

• Which channels suit your content? Some types of content work better on certain platforms. For instance, video content is king on YouTube and Instagram, while long-form blog posts work best for SEO purposes.

Let’s take a look at two of my businesses to illustrate this:

• Appalachian Outlaws, for example, targeted competitors in niche events, and social media (especially Facebook) was the best platform to connect with them. These competitors wanted real-time updates and information on upcoming competitions.

• On the flip side, Limitless Marketing has a different target audience: business owners and entrepreneurs who need marketing services. For this audience, LinkedIn and email marketing are effective platforms, while social media serves as a channel to share marketing insights and thought leadership.

Once you know your audience and the platforms, create a content distribution plan tailored to each platform.

3. Create a Content Calendar

Consistency is key when it comes to digital marketing. One-off blog posts or random social media updates won’t move the needle. Instead, plan your content ahead of time with a content calendar.

Here’s how to set one up:

• Choose your posting frequency: Whether it’s once a week, bi-weekly, or monthly, make sure you’re creating content on a regular schedule.

• Mix up content types: A successful content strategy includes a mix of blog posts, social media posts, emails, and maybe even videos. You can repurpose content across channels (for example, turn a blog post into an Instagram post).

• Track holidays or key events: Plan around seasonal events, product launches, or industry events that might be relevant to your audience.

Use tools like Google Calendar, Trello, or Notion to organize your content plan.

4. Optimize Your Content for SEO

Creating content is only part of the equation. If people can’t find it, it won’t do much for your business. SEO (Search Engine Optimization) is the key to getting organic traffic from search engines like Google.

• Keyword Research: Identify keywords relevant to your audience and niche using free tools like Google Keyword Planner or Ubersuggest. Aim for long-tail keywords (phrases that are more specific) as they are easier to rank for.

• On-Page SEO: Incorporate keywords into your blog post titles, headers, meta descriptions, and image alt text. Keep your content valuable and well-structured.

• Internal Linking: Link to other relevant posts within your website to help users find more content and improve SEO.

  
  

5. Distribute Your Content and Drive Traffic

Now that your content is ready, it’s time to put it in front of people! Organic reach takes time, so be proactive in promoting your content.

• Social Media Sharing: Share your blog posts, infographics, or videos across your social media channels. Use relevant hashtags, tag other creators, and engage with your audience.

• Email Marketing: Send your content directly to your audience’s inbox. Use a tool like Mailchimp (free version available) to send out regular newsletters or updates.

• Content Repurposing: Don’t just post a blog once. Repurpose it into social media posts, video clips, infographics, or podcasts to get more mileage out of the content.

Consider collaborating with others in your industry for guest posts, social media shout-outs, or co-branded content. This helps expand your reach without spending a dime.

6. Engage With Your Audience

Marketing isn’t just about broadcasting content; it’s about building relationships. Engage with your audience to foster trust and loyalty.

• Respond to comments and messages: Whether it’s on your blog, social media, or email, make sure to reply to comments or questions. Show your audience that you value their input.

• Ask for feedback: You can use surveys or ask questions in your posts to gain insights into what your audience wants or needs.

• Create a community: Start building a loyal following around your content. Encourage people to join your email list, follow you on social media, and share your content.

The more you engage, the more likely your audience will become advocates for your brand.

7. Analyze Your Results and Optimize

Content creation and promotion shouldn’t be a “set it and forget it” task. Track your results to see how well your content is performing and adjust your strategy as needed.

• Check your analytics: Use Google Analytics for website performance, Facebook Insights for social media, or Mailchimp reports for email marketing.

• Key metrics to track: Traffic, conversion rates, social media engagement, email open rates, and sales.

• A/B Testing: Experiment with different headlines, calls to action (CTAs), or content formats to see what resonates best with your audience.

Over time, you’ll be able to refine your approach based on the data and create more effective content.

Conclusion:

Now that you know how to create content affordably, it’s time to take action and build your digital marketing strategy. Start by defining your goals, understanding your audience, and choosing the right channels. Keep your content consistent, optimize for SEO, distribute it widely, engage with your community, and always analyze your results.

Remember, every business is different. For example, Appalachian Outlaws focused on building awareness for a specific group (competitors) and then expanding to the fans, while Limitless Marketing targets business owners and entrepreneurs through LinkedIn and educational content. Tailor your approach to your audience and objectives to ensure your marketing efforts pay off.

The world of digital marketing offers limitless potential for growth. With the right approach, even a small budget or a bit of time can help you make a big impact. Take the first step today and watch your content start driving results!