As business owners in today’s tough Internet environment, it can be harder to succeed online than you ever imagined possible. You could end up doing everything right as far as getting visibility for your company is concerned.
You could have perfect SEO and top listings in the search engines and still not make any sales. You could pay for targeted advertising and get tons of traffic to your web properties and never convert one of these visitors into paying customers. You could even establish a presence on social media, share information about your products and services and hurt your company instead of help it!
What’s missing? Why does none of your efforts seem to work online? Throughout our many years of working in marketing on the Internet, we’ve learned the key ingredient to creating a successful online presence, whether you sell products or services online or out in the real world. The key ingredient is… Creating a meaningful marketing story for your business!
How do you make this happen? That’s the question that we will begin to answer below, and then share our thoughts on how to tie this in to your existing marketing practices.
What Is a Meaningful Marketing Story?
Simply put, a meaningful marketing story is any story that will get the attention of your potential prospects and customers. And when all is said and done, this significant marketing narrative will ultimately end up compelling these individuals to begin buying your products and services.
Here’s the catch… Instead of telling the story one time and then forgetting it ever existed, you need to tell this story over and over again. You need to make it the focal point of your business. You need to repeat this story so that it eventually gets under the skin of your customers and becomes everything that you stand for and what your company is all about.
Here's a couple of ideas for getting your ‘story' told:
Now, this story can come in many forms. And it could consist of a bunch of little stories that all tie the meaningful marketing message together. Nobody is saying that you have to share the exact same story over and over. People will get sick of hearing it after a while so it definitely helps to vary the details.
Ultimately, this is the recipe for a meaningful marketing story and it can help keep your business at the forefront of the minds of your potential prospects and customers.
Standing Out From The Crowd
I've talked about how easy it is to stand out from the crowd in an earlier post – by making a video that shows what you do, how you do and you talking confidently and articulately about what you do (let's face it, you already do this all day long right now!) you will become a giant in your field. Take the opportunity to trot the video out on social media – Facebook, Google +, Scoop.it – from time to time!
Get the Best of Both Worlds – SEO Tie In
Now this is where things really get interesting. Instead of creating a meaningful marketing message and completely forgetting about search engine optimisation, it would be a huge benefit to your business to tie both of these things together.
Why is that? Well, it would be foolish to create content around your meaningful marketing message and ignore search engine optimisation entirely. You’ll lose your rankings and all of the wonderful traffic that comes along with being at the top of Google and other search engines.
So, when creating your marketing story, make sure that it contains the top searched phrases in your local or national market, and continue using the same SEO practices that brought upon the high search engine rankings to begin with.
If this all seems foreign to you, we would be happy to help create your marketing story and tie it into our SEO services. We’ve done this for many businesses and we’d be happy to do it for you too.
Link Bait Fodder
The best part about creating a meaningful marketing story is that people are really going to resonate with the information that you are sharing. This is great because they’ll begin to link to your content on their blogs and websites and also begin sharing it on social media.
These meaningful pieces also double as link bait! And as you know, high quality link bait attracts many back links which in turn create high search engine rankings. This will cut down on your need for search engine optimization because your prospects and potential customers will take care of it for you! Talk about a win-win scenario!
Create a Conversion Success Story!
When all is said and done, your meaningful marketing message will turn into a conversion success story for your company. You’ll finally start to experience what it feels like to successfully market online. And you’ll watch your company grow and prosper like you’ve never imagined possible.