There are two cases where it really makes sense to run a Facebook Ad. But it cannot be a standalone strategy. In Episode 169, I cover all the things that need to be set up before you start running ads or boosting posts, so that you don’t spend your money on useless eyeballs.
When everyone's doing content marketing, how do you stand out?
Have you noticed that some of the basic strategies behind your website, blog, social, and email marketing have started to lose some of their effect? That's because content marketing is now mainstream, with everyone employing the same set of tactics.
There's only one solution to this. Time to up our game.
We can't rely on what worked in the past. Our websites need to be more than a passive showroom, filled with infrequent blog posts that no one reads anyway. Social media isn't what it once was; tried-and-true activities are now tired and empty. A simple email newsletter won't cut it anymore either.
This 20-part series called "Content Marketing 201" will help you stand out amongst the crowd with more intermediate and advanced strategies.
In Episode 168, I question the concept of getting a large social media following. Large numbers of “eyeballs” often don’t do us much good compared to the tight connections of smaller groups. A counterintuitive approach involves using a Facebook Group, LinkedIn Group, or the group chat features of messaging apps to cultivate an ardent community of supporters.
By treating our marketing efforts like an experiment, we can set metrics, collect data, analyze the results, and then make the necessary adjustments. Episode 166 is about how to put a simple plan in action to help you get better results from your social campaigns.
The algorithms are working against us now. Episode 165 offers two strategies to adapt to the new, more restrictive world of social media marketing: How to do an end-run around the algorithms, and three steps to lean into what is still the best part of social.
The glory days of social are over. Free organic reach is a thing of the past. What used to work is no longer effective. So how do we respond? Are there still ways for us to use social media to build relationships with an audience without having to pay-to-play? Of course there are.
You can’t do good email marketing without maintaining a clean email list. Good list hygiene not only helps you save money, but it also helps you increase your open rate and click rate. Let’s look at some strategies for proper email list maintenance, including running periodic re-engagement campaigns.
Automation is key to today’s email marketing. In the last episode, I covered some basic automation strategies to get you started. Let’s take a look some more advanced techniques for when you are ready to go beyond a basic email newsletter strategy: RSS-based sequences and nurture sequences.
Adding a little bit of automation to your email marketing strategy can help nurture “cold” leads without a lot of extra hands-on effort. Building on the last episode about list segmentation, let’s look at the two types of automations that I recommend to clients when they are just getting started: Welcome sequences and follow-up sequences.
Good list segmentation in email marketing lies at the intersection of what’s meaningful to your audience vs. what’s important to you. If it’s one or the other, it won’t work as effectively. There are 3 distinct ways to segment your email list: Listen to Episode 158 for how to apply them to your own email marketing strategy.
Have you noticed that social media is not as effective anymore? That your website traffic is down? That people aren’t opening your email newsletters as much? Content marketing has changed – a lot – over the past 5 years alone. What used to work isn’t a sure thing anymore. How do we adapt to stay ahead of the curve?
Repurposing content is one of the best ways to get more out of your blog as a small business. With some careful planning up front, you can think a few steps ahead and save yourself time – while building a set of content as a valuable business asset. I lay out my entire process for repurposing content in Episode 155 of Marketing Without the Marketing.
Building anticipation is a terrific technique for getting readers back to your site. Producing a blog series is a great way to achieve this. It has the added benefit of an SEO boost around one of Google’s strongest ranking factors as well. There are two strategies that I use – Episode 153 covers both so you can apply one (or both!) to your blog, podcast, or vlog.