Content Marketing Goals for 2021

Content marketing’s goal is consumption, then behavior. Social media goal is participation, then behavior.

 

Content Marketing goals really depends on your overall business challenges. If your website has lack of visitors, then Content creation should center around getting website visitor traffic (“clicks” and “time on site”). If your product lacks branding or “awareness,” content marketing should center creating high-quality content that speaks to your target audience’s pain points will position you and your company as a helpful, knowledgeable subject matter expert. Other goals we can drill down to include: Revenue, Lead Generation, Trust, SEO, Target Audience, Returning Visitors, Customer loyalty, Website Bounce Rate…the list can go on and on depending on what stage your business or service is currently at.

In order to be successful with and of your content marketing efforts, you need to be great at setting, measuring and communicating your goals (and progress). Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads. It takes time, organization, and creativity to grow a successful content marketing strategy. If your business doesn’t have the resources to meet your goals, reach out to freelancers for help! Freelancers are a great low cost, effective source of helping any type of content marketing effort.

Content Posts: Facebook vs Instagram vs Twitter vs LinkedIn

Don’t post the same EXACT content or same post on each platform. The platform and the audience using each, are unique and as such require a unique post. Where does your business fit into all this? The main key to knowing which social media platform is right for your business is firstly knowing exactly who your target demographic audience is.

If you post the same content on each platform, you run the risk of customers “unfollowing” you on one if not all of your platforms. Customers (or audience) will grow tired of the duplicate posts/content. Posts can be similar, but not exactly the same. Facebook is the most popular social network among middle-aged adults. Instagram is mostly accessed via mobile and is more heavily-used by affluent youth. A majority of Instagram users are under 30, and many are in their teens. Instagram users are primarily looking at images and/or videos as posts or as Instagram Stories. Twitter has become a conduit for news, particularly with users between 18 and 29. Twitter provides a way for users to follow real-time news feeds. Popular with celebrities, politicians, journalists and news outlets, it is also well-liked by businesses in the tech sector. LinkedIn is a professional network that was initially created as a corporate recruitment platform. Now, it boasts many features similar to traditional social media sites, including status updates, blogging capabilities, and private messages. LinkedIn is better for lead generation.

Your content type will depend upon which Social Media platform your business will utilize.

Online Marketing Juice on Twitter

Online Marketing Juice is on Twitter! Get your daily original digital and social media blog post updates…as well as added “curated digital marketing” with a Financial Advisor & #FINTECH specialization. Head over to the Twitter platform here: @Online_Juice

I cover digital marketing and social media strategy. Keep you up to date on the latest in SEO, Financial Advisor Marketing, Social Media, Digital Marketing & Tools, Website Design & Optimization, Landing Page tips, Content Strategy, Automation, #FINTECH, and much much more!

 

Social Media Outreach in 2021

From a product or services firm perspective: Pick two or three social media platforms and concentrate on mastering those (if resources allow). If resources are limited, concentrate on Facebook and Twitter first. Determine which serves your brand or service better. Whether you are a seasoned social media marketer, a marketer looking to venture into social media marketing, or a business owner looking to leverage on social media, it’s helpful to know the most popular social media sites around that will amplify your brand. Choose the most popular platform based on your company’s product or client demographics. For example, Financial Advisors would choose Facebook, LinkedIn or Twitter over Instagram. Actual product marketers that need more “visual” branding would gravitate towards Instagram or Pinterest.

First things first. Establish Trust. People naturally look to other people as a guide for their own behavior. Don’t get spammy with your posts or tweets. Post social media content that is quality and  compelling (always include an image). Encourage free exchange. Be open to change and continuous learning. Social proof (trust) typically rises exponentially, and it will become a self-perpetuating force.

Remember to establish reasonable goals once you start gaining momentum. Listen to your customers or fans (followers). Always gain feedback and adjust accordingly (iterate). Figure out what to measure when putting together goals. Example: do you measure “followers” or “likes” “retweets” or “retention” or “sales”?

Your goals should be distinct, in that you have a specific, defensible reason for participating in each platform. Take a look at your outreach strategy and review the reasons your business is implementing a social media marketing outreach plan. What do you want out of your social activities? Are you trying to drive visitors to your website, your blog, via Twitter or your Facebook page? Are your competitors on social media? Focusing on your ultimate goal will guide your next steps: what you do (what other channels you will use going forward), when you do it (what schedule you will aim for? Night or Daytime according to your demographic), and what content to share. Be vigilant and always participate every day (even if you have to schedule and automate it). Social Media marketing is a slow process that will pay off dividends in the future!

The Importance of Basic Content Marketing in 2021

Besides driving traffic to your company’s website, good sticky content reinforces your brand – The brand becomes a more noticeable name online as people share your content and start commenting on it, retweeting it, and helping it to build trust. These effects “gel” over time and you will see the website traffic increase, SEO benefits (rank higher on Google) and hopefully a conversion (website funnel strategy) in the end. Strong pieces of content can help you become more visible online, both on search engines and in social media. Your social media platforms are one of the best ways to connect and share content with your target audience.

Content creation success is measured many ways including:

– Spike in visitor traffic and page views on a specific content post.
– The number of Shares, Likes, Pins, ReTweets on Social Media.
– Media mentions and stories covering your business or firm.
– Website ranking (SERPs) increase.
– Conversions. Actual product sales or new clients (example: Financial Services).

If you lack the resources for generating content, outsource to an agency or freelancer for help. The basic purpose is to create content and try to post at least 2-3 times per week. Content is scalable and you can add as needed or when more resources become available. Content Marketing is important! Without it, you’re going to struggle to attract the attention you need to collect leads and convert them into sales or clients!

How Much Does A 1-Second Web Page Load Response Cost in 2021?

In its simplest terms, page load time is the average amount of time it takes for a page to show up on your screen. It’s calculated from initiation (when you click on a page link or type in a Web address) to completion (when the page is fully loaded in the browser). Usually it’s measured in seconds.

A 1 second delay in page response can result in a 7% reduction in conversions. This chart also shows how a user remains impatient once we click through that top result Google gave us: half of us will abandon a Web page that takes more than four seconds to load. The stakes are getting even higher as more traffic moves to mobile devices: 40% of shoppers accessing an e-commerce site with their smartphone give up after just three seconds of waiting for a page to load. If you are in the Financial Services industry, that visitor giving up while the page continues to load will lead into a lost client acquisition.

Put yourself in the shoes of your customer or possible new client, and you will realize people hate waiting for a website to load! Web page load time not only impacts user engagement with content but also impacts the wesbite funnel strategy, and thus your site conversion rate.

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Drive Website Traffic Home with Content

Picture of wordpress post

My best advice for new website owners: Just write!

It doesn’t matter how much content. Long form or short micro form (1-3 quick sentences and a great image to go along with the article). Complete your thought process before publishing. Don’t over stuff it with keywords and spam. Just write good, quality, sticky content. Write ideas down on paper & pad when creativity  and new ideas hit you. You can always go back to the content you wrote down on paper and flesh them out when creating a blog post.

Content is king, especially when first starting out. Don’t get overwhelmed by all the SEO tricks and page optimization guidelines. Fresh content increases search engine rankings (SERPs) and traffic as well as getting quality links from other sites. If there’s not enough relevant content for your brand or business, it pretty much defeats the purpose of having a website in the first place.

Write the content first, grab a solid image that will go around the content theme. Once its up in “draft” mode and completed, pick the SEO low hanging fruit and edit:

    • Add a few keywords that sum up your article theme and target audience. Don’t spam keywords.
    • Make sure your images are catchy, contextual, and load fast.
    • Add basic Meta tags like Title Tag, and Meta Description Tag. You can go back and add more fine tune the other type of tags such as Meta Keywords Attribute, rel=”canonical” Link Tag, etc., when you get time.

The basic purpose is to create content and try to post at least 2-3 times per week. Keep iterating. Keep in mind that as you build this habit, the more easier it becomes as well as the quality of the article post. Once a new article post is published, make sure to “share” on on social media platforms like Twitter, Facebook, and LinkedIn.

Do you have a Financial Advisor Website with Amazing Content?

Content Post

Do you have a Financial Advisor website with amazing content? Original blog posts? Sticky landing pages? Videos? eBooks? Social Media is THE perfect platform to post & link all your SEC and FINRA compliant original content.

Social Media helps amplify the firm’s brand awareness. Showcasing original blog posts on social media will help push visitors (client leads) back to the home website. Presence on social media is also must if you want to get noticed and be respected. 79% of Twitter users like to discover what’s new, making it the top platform for discovery. Around one-in-five U.S. adults (22%) say they use Twitter