1- BUILD A CONTENT STRATEGY
Behind every great plan, there is content. But the mantra, “build it and they will come” does not apply here. A content strategy comes with planning and includes an editorial calendar, a social plan, engagement efforts, optimization, measuring conversions and more. If you want to ensure that your content gets seen by your target audience , then a content strategy is your best bet. So before you sit in front of your computer and start belting out article after article, you need to figure out who you’re addressing and what you plan to achieve. What are goals and KPIs? How will you measure success: Is it by gaining visibility? Increased registration at your events? Every marketing effort has to be measured. It is an essential element of any successful digital marketing plan.
2- IMPLEMENT SEARCH ENGINE OPTIMIZATION (SEO)
In keeping with content, a solid digital marketing plan includes SEO and ensures that your content is not only reader friendly, but also search engine friendly as well. If Google can’t find your message, you can bet that no one else will, either.
What makes an SEO plan a great SEO plan?
A- Keyword research: Search terms of phrases that people would type into a search engine that are relevant to your event. You can use these search terms to create content or for paid advertising on search engines like Google and Bing. Where do you go for keyword research? Google Adwords, Bing Adsand Wordtracker, to name a few.
B- Link building: Getting other quality websites whose content relates to yours to link to a page on your website with specific keywords highlighted. For example, if your event centers on urology, then you would want a well-known urological website to link back to your event and the hyperlink would contain keywords like “2014 Urological Association Event” and not “Click here.”
C- Social networking: Interact with others by sharing and creating create content through online communities like Facebook, Twitter, LinkedIn, and even forums that relate to your subject matter. It can be used to promote your brand or event, tell participants and audiences at large about your product or event, gauge what others think about your event, attract new participants, and build relationships with your existing participants. You have to make everything you do shareable.
3- USE INBOUND MARKETING, NOT INTERRUPTION MARKETING
Interruption marketing is paid ads that are found on the right-hand side at Facebook, the paid ads at the top and on the right-hand side of Google results and the sponsored hashtags (#) and accounts on the right-hand side and updates at Twitter. Ask most web users and the majority of them will tell you that they simply ignore these ads.
Inbound marketing, however, works quite well, although it is more about earning people’s interest rather than buying it. It’s much better to be the first organic result on Google rather than one of the paid results. The former is not always easy to attain, but with the right plan of action, it is certainly doable.
We offer training on digital marketing and provide advice on how to get started on digital marketing for your event or organization.
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Call Stella on 08188220066
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