The online world is buzzing with the business growth opportunities that can be realised through social media and inbound marketing. Roger Edwards examines the concept.
Content marketing is not really new. It has been around since printing was invented. But it is in the web era that it comes into its own and can channel people towards your business.
So how could it work for you? Start a blog, because this means that you will have regular, up-to-date content that will drive traffic to your website. Blogs are not just about producing search engine traffic, though. They teach, and build trust, which could ultimately increase sales. Always give your blog a strong and eye catching title. Think tabloid newspaper headlines. They draw the reader in.
The beauty of blogging is that you don’t have to be a published author or even an accomplished writer. A blog is meant to be chatty, so write how you talk.
YouTube is the second most search engine after Google. You could set up a YouTube channel and film short clips. Walk around the office and get staff to comment or get the head honcho to talk about the company.
Remember, it’s the content that counts not the production values. Integrate video and text into blog articles as much as possible, because they will show up more in Google searches.
Social media sites
Social media can also drive traffic to your blog. For advisers, a Twitter and a LinkedIn account are the best starting points.
Facebook is generally a socialising site (although it does have a very useful advertising system built in which is worth looking at even for the purposes of ruling it out).
Just to reiterate: the thing to remember about social media is that it forms part of your communications strategy, rather than being the sole focus. Again, you could look to create a following in the local area and use Twitter and LinkedIn to promote the articles on your website. There are thousands of professionals on LinkedIn who are probably the sort of clients that you want.
Social media has allowed companies to humanise their brand. Too much personal information is not good, but a combination of personal and business will reveal a little about your personality and encourage potential clients to find out more about your business.
It is another way for customers to get to know who you are. It is not so much about marketing as about having conversations. It shows a human side, rather than a bland, faceless corporate image.
Anyone, no matter what their age or background, can become accomplished at using social media and work it to their advantage. So, embrace the possibilities of social media. It has a lot to offer advisers.
Roger Edwards is managing director of Bright Grey and Scottish Provident
