I help clients develop digital content strategies designed to grow their businesses. One of the challenges of the digital marketing world is that it’s very fast-paced and difficult to keep up with, especially when you’re a small business owner or a manager trying to balance all facets of your business.
What I’m finding through experience and research is that businesses that focus their attention on developing and maintaining a relevant digital content strategy tend to be successful. One doesn’t have to implement a complicated SEO strategy, which may or may not prove beneficial to your business, in the long run, to be a winner in the digital marketing era.
Here are 3 key factors to consider when developing a long-term digital content strategy:
1. Build a Mobile-Friendly Website.
- Is your website easy to read and interact with on a mobile device? With more than 50% of Google users searching for information on their cell phones these days, the search engine gives preference to those sites that are “mobile-friendly.” (Also referred to as “responsive” sites.)
NOTE: For travel and tourism businesses, while your website might be responsive, be sure that the online booking agent your site uses is also mobile-friendly since a growing number of travelers are reserving their hotel rooms and vacations via mobile devices.
2. Write High-Quality, Relevant Content.
- Is the information on your website and social media pages current?
- Can customers easily find the information they seek (phone, e-mail, address, current hours, a list of products or services, etc.)?
- Is the content on your website well-written? Does it explain your services and offerings accurately?
- Does your site’s content answer those frequently asked questions that you and your staff often get asked?
- Are you using high-quality images and videos on the site? While original photography is preferable, high-quality stock images that reflect your firm’s brand can easily be obtained and should be used to increase the visual appeal of your site.
3. Increase Online Reviews.
- Have you claimed your listings and locations on review sites such as Yelp, Google, TripAdvisor and Facebook? Direct your clients to review your business on these sites and other online review sites that may be relevant to your industry.
More and more users are going to these online review sites to find out if you’re running a reputable business. These reviews can be hugely helpful in driving quality leads to your business. And don’t be afraid of negative reviews. Respond to them in a positive manner and then move on. It may be hard to believe, but negative reviews can actually lend credibility to the positive reviews of your business on those sites.
There are certainly other things one can add to their digital content strategies, such as pay-per-click campaigns which tend to drive qualified leads to a business, but these are three things to get your business started on the path to smart digital marketing strategy.