You are probably asking yourself, “Where did I go wrong?” You don’t see improved results after going on a massive blog binge and creating endless social media posts and email campaigns. Considering you followed all the proper steps in creating an effective content strategy for your business, it is important to realize that you are not alone and that there are plenty of other business owners just as confused as you are. Let’s start from the beginning to see what the issue could be.
Understanding Your Target Audience
Finding your target audience is considered the most important yet challenging part of creating a successful content strategy. Deciding which direction to follow can be overwhelming and is usually the core of an unsuccessful strategy. Most of the time, businesses follow trends similar to those of their competitors, which can be helpful, but just because a trend works well for them doesn’t necessarily mean it will work for you, too. Following popular trends can be crucial because it may steer your business’s motives in the wrong direction, causing you to not connect well with your audience. The last thing you want to do is waste your audience’s time or, even worse, your time. Make your content strategy clean and assertive, and directly deliver the main point you want to make to your intended audience.
Establishing KPIs
Now that your target audience and content messages are clear and understood, it is time to create a list of achievable key performance indicators that will be constantly monitored throughout your content strategy.
Some KPI examples of monitoring should include:
- Traffic to your website
- Lead Generation/Conversions
- SEO Metrics
- Engagement Metrics
- Content Effectiveness
The best course of action when monitoring KPIs is to create a timeline indicating your goals and what they should look like by a certain date. Start by making your goals small and achievable. As time progresses and more progress is made, you should start targeting more considerable outcomes within your strategy.
Lead Generation
Although every business owner wants to see their lead generation increase consistently by the minute, you should slightly take your foot off the gas pedal to ensure you are not emphasizing lead generation too much. The truth is that not all page visitors are trying to make an immediate purchase when visiting your page or website. Some users may be too overwhelmed by how much you emphasize purchases and contact information, which can scare them away. An intelligent alternative may be to create paid advertisements, which increases your conversion rate but will also cost more. The bottom line is that your page should not overflow with generating leads, and you should focus more heavily on your company’s brand awareness to gain more organic traffic. By doing so, you are creating trust between you and your site visitors, which will eventually lead to strong customer relationships and loyalty.
Need Help with Your SEO & Content Strategy?
If you need to improve your business’s SEO and content strategy, contact Boston Web Marketing today! Call us at 857-439-4062 or fill out our contact form to learn more about our services!