They key to your success with online marketing is creating high quality content that is valuable to your readers and relevant to the market.
Blog posts that are engaging and interesting to read will be shared on social media, and make your readers stay longer and come back for more of your writing in the future. It is also important to focus your content around the right topics, keywords and terms. The right content will be relevant to your target audience, make your site appear higher on search results and create more efficient marketing campaigns that will turn your readers into customers.
Create content consistently - The most important aspect of online marketing is content creation. The other methods such as optimizing your content for search engines (SEO) and advertising (SEM) is based on the website or a blog with content that you can optimize and link to. Be persistent with writing and generating valuable content over time. Allocate time daily to write helpful advice and interact with people on social media and online communities.
Teach - A useful method to create valuable content is to teach. Think about the questions your clients have, what concerns them and what they need to learn to save money and make profit and write your advice for them. When potential clients will start considering your blog as a reliable source of knowledge and advice, they will come back to it and see in you an authority on the industry.
Be relevant - When choosing which keywords you are going to focus on you need to take few metrics into consideration, external factors such as traffic and competition, and internal factors such as how relevant these keywords are to your content and whether they convert your visitors into leads or clients. Make sure you are not choosing too broad terms. Keywords that are too broad might not convert as well since they are not focused enough for your specific clients, are likely to have much more competition and be more expensive to purchase adwords for. For example, try to focus your terms by specifying location, the desired transaction (rent, sell, buy), property type (home, apartment) and the like.
A very useful tool to come up with keywords and their rankings is the google keyword planner (which replaced the google keyword tool). This tool will suggest new keywords for you based on the keywords you enter and will show you the amount of traffic and competition for these terms. Use this tool to discover new search terms and to see how much traffic there is for each one of them.
- Identify top performers - Set up a tracking tool on your blog such as google analytics. With this tool you’ll be able to know which articles are the most popular ones and which keywords are performing best for you. Once you identify the top performing content you’ll know to focus better on your clients needs and interests.
Based on these keywords you’ll be able to build an efficient adwords plan to advertise your website on google. Since you already know what your potential clients are looking for, these keywords will also be useful to create converting ads.
- Find your niche and focus - Analyzing the popular keywords on your blog can also help you to focus on a more targeted niche. When visitors come to your website to read about a certain topic and you see there is a demand for it you should learn from this data and emphasize these keywords even more. Familiarize yourself with this niche and be more focused on it. For example, if you see that your content is popular with first time home buyers or with people looking for mortgage advice, you should become an expert on this topic, write more articles about it and focus your ads and marketing around this area. When you are focused on a specific topic, you will be seen as an expert on it, potential clients will trust you more and your ads will convert better.
Always remember that your readers come first. Content that is over optimized for keywords but that is not interesting or not relevant for your readers will be useless for you to achieve your goals.