Why your online business needs a marketing and content strategy
Every online business needs a solid marketing & content strategy to survive.
Why am I boldly announcing this?
Well, quite simply, a marketing & content strategy allows you to grow your business online.
It also helps you to market your products and programs according to a dedicated schedule.
This strategy, in return, leads to the survival of your online business my friend.
So, you need a marketing and content strategy…but how do you create one… and what is it?
The first part in creating your strategy is deciding on the strategic content you will be creating online.
Once you have decided on this, you should plan your marketing strategy.
This graphic is an overview of the content and marketing strategy which I teach in my Marketing and Content Academy.
Let’s look at each step of this strategy in a bit more detail.
Starting with your strategic content and marketing roadmap
Before you start doing anything online, you have to understand who you are creating content for.
For this reason, identifying your audience is key a key element to implement or activate your marketing & content strategy.
If you have been in business for some time, you can use your existing clients as a starting point.
Alternatively, as a new business owner, you can start by understanding who would benefit most from your services.
For each of your ideas products or services, ask yourself:
❤ Who are you most passionate to serve?
❤ Who really needs your product/service?
❤ Who could really benefit from your product/service?
❤ Who is willing and able to buy what you have to offer?
1. Your strategic content
The first part of the strategy, is your strategic content.
Strategic content is more than simply posting something on Facebook.
It creates a link between your products and clients and builds your email list in a highly strategic way.
Once you have identified your audience, you will be able to create content which speaks to your audience and connects with your products and programs.
The content you create online as part of your marketing and content roadmap will depend on your products and needs to relate directly to this.
Therefore, a good place to start is to work back form your program and create content which relates to each module in your course or topic included in your coaching programs.
You can also create content around FAQ’s or questions you get asked by customers and clients – or questions you wish clients asked.
2. Your lead magnet or freebie
A lead magnet or freebie is a valuable piece of content which you give away to your ideal client in return for this client to join your email list.
Creating anything from a video series to an e-book or pdf as lead magnet will work well for most audiences and businesses.
The key element is to build the know, like and trust factor with your audience which shows you as a person of authority.
I’ll give you a few ideas of how you can create your perfect lead magnet in upcoming blog posts.
Until then – you can download my free content calendar below:
3. Your opt-in page / your landing page
You need to build an opt-in page to offer your lead magnet or freebie to your audience and ask for a name and email address in return.
There are many creative ways for you to build a landing page or opt-in page.
A few ways you can build a landing page is on your own website or using landing page builders such as Leadpages.
I personally love using Leadpages to build my landing pages as it is easy to set up and create a landing page using their drag-and-drop builder.
Leadpages also has an extensive library of templates you can use.
You can see an example of one of my Leadpages below:
4. Your online marketing strategy
A marketing strategy allows you to market your freebie to a new audience regularly.
You can select between organic or paid marketing strategies – the key is that it works for you and you remain consistent in doing it.
The best use of marketing strategies is to combine both free and paid methods.
5. Your Facebook ads
This will be life changing for your business! Trust me on this one.
When I finally implemented Facebook ads in my business I saw a 100% increase in my sales.
If you have not yet learned how to use Facebook ads – I would highly recommend that you set aside the time to learn how to use them.
I teach Facebook ads as part of my Marketing & Content Academy.
6. Your email sequence
After a client opts in for your free content, they should receive a sequence of emails which connects with them and shares your offer in a sincere way.
Your audience will get to know you and your product through these emails.
For this reason, you have to make sure that they connect with your audience in a personal way.
It is key for these emails to explain who you are, why you do what you do and offer your products to your audience again in a sincere way.
If you download my Content Calendar below – you will get access to my email sequence. Have a look at this for inspiration.
7. Your sales page
Once you lead people through your funnel, your sales page converts people who click on the links in your emails into paying clients.
For this reason, it is super important to understand which stage of awareness your lead is in when creating your sales page.
This will allow you to create a sales page which speaks directly to them.
To understand stages of awareness – have a look at the graphic above and make sure that you match your content to each stage.