Digital growth tactics are being supported by technology – which has made it so that virtually anyone can learn more about your brand or business at any time. Websites are becoming easier and easier to make. Whether you choose WordPress, Wix, Squarespace, Weebly, etc, the most important thing to allow your brand to be found online. But now that the fun, sexy part of the process is over, it’s time to get down in the dirt and bootstrap your way to long-term success and plant the seeds for your digital growth. The key to reaping the fruits of your labor on your digital authority is to start the basic fundamentals as early as possible and go all in on content creation while building links as well as your email list. But having a website does not mean you are in the party. In fact, it does not even mean you have a ticket to get in the door. Having a website without these three things is more akin to having a cool friend who was invited to the party, and you are tagging along with the hopes they can get you in. We purposefully are laying out three actionable principles you can pursue that are 100% free and just require your focus, attention, and time. Let’s dive into the three most commonly observed tactics I see businesses neglecting as they scale their business and want to grow their reach. We have a video at the bottom if you find watching an analysis would be more enjoyable and allows you to receive the insight better, but we recommend reading the post first as it contains different anecdotes that may speak to your business better. Content Creation Content is the key to maximizing your business to your audience. This is so important for your brand from an internal, behind the scenes standpoint but also from an external, customer experience standpoint. The reason it made this list is because writing is not a hobby of many entrepreneurs, CEOs, or most business professionals in general. We tend to get a lot of push back from our clients when our strategy includes an enhanced content creation component. To offset for this, we developed our own powerful content package that assists businesses in creating highly persuasive content that delivers qualified leads and increased conversion. We’ve identified that a majority of the time we see high level executives struggle with content creation is Not understanding the value – a near-sighted fallacy creeps in that it’s just not that important. It couldn’t be further from the truth. Not knowing what to write about. This is 100% understandable. The key to creating valuable content is flipping your creation process. What we mean by that is typical content creation begins with what the author wants to talk about. This is the opposite of what makes valuable information so valuable. Begin with delivering content that your audience wants. Let’s begin with why content is a must from a Search Engine Optimization standpoint, SEO, and why it’s an area of focus for DeepBridge Consulting. SEO The process of making SEO friendly content can be tedious and technical. We do everything in our power to make it more approachable by offering some powerful executional guides and infographics to assist. Essentially, the way search engines work is they run algorithms that measure how relevant your site is to the aggregate message and theme of your digital presence. Thus, the more information you have relevant to the overall mission of your company, the more you will get chosen in Google. It can feel like “a chicken and egg” situation sometimes, too. If you are just starting out, Google has to make basic assumptions about your site. You won’t be ranked first page immediately – it’s going to take quite a bit of time. But Google will determine that even though you don’t have a plethora of content available, you do seem to understand what your consumers want. They will begin to place you on better pages as they’ve calculated that people inputting information related to your business will think your site is valuable and therefore will make their experience on Google’s search engine a better one. Some of the main metrics they use to measure that, and to keep an eye out for in your Google Analytics account, are the following: Your bounce rate Time on page Number of individual sessions by users Creating content that is designed to deliver to the customer’s needs and what they find valuable is the simplest way to think about your content in relation to SEO. See below an example of our client, Brow Envy Ohio, who we’ve worked really hard to prove this organic approach to digital growth leveraging a sophisticated approach to brand authority as well as digital UX and enhanced customer journey mapping.
The goal was to prove that focusing on content and providing value to the consumer is the ultimate driver of digital authority THAT LASTS. Note how impressions for the site actually fall right around the 1/12/19 marker. That was the time we went off paid ads and focused aggressively on UX and SEO. Since deploying the strategy, there’s been a +40% increase in number of clicks and a +63% increase in Click Through Rate, CTR. It’s important to note that these results are all in face of saving $1,000+ a month in ad fees – the savings alone paid for themselves in management fees. We’re certainly not advocating that ads aren’t powerful, they absolutely are. But we maintain that ads in the place of SEO friendly content is a bad strategy complemented by diluted tactics. Hopefully this a strong case study to show you that SEO is not only vital to your search rankings, but properly executed SEO saves you money to stretches your marketing budget. Authority While SEO focused on the technical components of search engines and how to milk value out of search results, brand authority is the aim as you create content digitally with the end customer in mind. There are varying degrees that this should be prioritized depending on the industry you are in as well as the market you compete, but, generally speaking the more authority you have to the consumer, the more likely you will be able to steadily increase your conversions. Which means the more content you are able to produce, you statistically increase your opportunities at converting those consumers. The best way to deliver on this strategy is to begin with keyword research. With the proper research on what you should be writing about and producing, you are virtually guaranteeing that your audience is already interested. We recommend two options for you to make this insight more actionable. You can use Survey Monkey to build surveys that you can digital send out to your audience. See below a screenshot of some of our recent surveys we run for clients. Depending on the type of investment, goal, and desired learnings needed, we are able to deliver a myriad of surveys with perfect completion rates in significant sample sizes. It’s very user friendly and easily learned but we’d recommend having a professional or agency with experience in survey design create your questionnaire with you especially if your initiative is important.
Or, use the survey funnel that is customized and pre-design for you already in ClickFunnels. Below is a screenshot of a very basic layout of what the embedded survey could look like. You’d have the ability to fully customize the funnel to fit your brand and liking.
The best part about content is that it feeds the next two things on the list and gives you a major opportunity to be building on those tactics. If you had one key area of focus for your business, I would say without even looking under the hood of your brand or business that you are likely not creating enough content. Remember, the happier you make your customer AND Google, the better your business will perform from the digital perspective. Link Building Link building is the measure that search engines use to gauge how legitimate you are. Think of it like this: If you are meeting two people for the first time and they are both complete strangers but one of them is good friends with your best friend – so you already have the run down on them. Imagine how much better your rapport will be immediately despite never actually meeting someone. Subconsciously, or maybe even consciously, you are going to naturally gravitate toward that individual over the person you know absolutely nothing about. Google looks at you as the new person at the party. In order to rise up their ranks, they take a look at how many people at the party vouched for you. Additionally, they look at how powerful are the people that actually vouched for you. Your goal is to build up a portfolio of established websites to hyperlink back to your site. There are a number of ways you can go about this strategically but won’t cost you a penny – here are our two favorite ways (also note we left a 90 second video below doing this on screen for you): Link Building Actionable Tactics 1. Links To Your Site Using Your Brand, Personal Identify, Or Company This will come from places like Linkedin or mentions of you from other articles you are featured in. You search Google for mentions of your business, brand, or self and then double check that they are pointing to the correct site URL. All links matter but the better the native site, the more powerful the backlink. 2. Industry Specific Lists This will come in the form of a regional based blog about a topic in your industry. For example, if you run a financial services and consulting company out of Buffalo, NY, there will likely be someone in Buffalo who is cataloguing “Best Financial Services Companies In Buffalo”. As long as you match the requirements for this list, then you have every right to be there. Contact the list operator or blog owner via email and explain to them how you qualify to be there. Now don’t expect too much in terms of securing placement on the list, but it will yield some quick link pick ups. Check out this quick video to show you some of this in action in case you were curious what it actually looked like. I quickly show both examples so you can go off and do this yourself. Guest blogging is your best friend here. If you enjoy writing, try out this very simple tactic. Depending on your niche, it could be a source of incredibly low hanging fruit for you to amass some solid backlinks, and fast. Find people in your industry that specialize in an area of interest of yours. Do your research and find an engaging way to connect with a recent article, blog, or post of theirs. Send the author a note presenting a different opinion or new piece of information. The trick here is to make sure it’s valuable, relevant, and interesting. Don’t spam them with your work and cling to a bogus way in. If it’s a popular blog, they get these types of people every single day. I’ve personally had luck when I am highly targeted and write specifically to my target author as well as a specific blog post. I email them directly and mentioned/hyperlink their post then say my engaging lead or whatever my hook is to get them actually read my article. Lastly, just ask them if they found it useful, feel free to share the information but regardless you are thankful for the original inspiration. Again, this is very high level approach to this and there’s much more you can put into place to maximize this. But the goal is to give you something you can engage with as early as today.
Email List The email list is the business operators most important asset. There are critics who say email is on its way out. Good. That undervalues email and allows for you to capitalize. Because they would be wrong. Even some of the most powerful companies in the world like Amazon report insanely high returns on email marketing. The best report for this is written by EmailMonday who ran a study showing that for every $1 spent on email marketing, $38 is returned back to business gain. So yes, email marketing is still highly important. But a good email list that is full of engaged customers is very hard to manage. You have to regularly cut your list to ensure it only has those who are still interested and not there by accident. Otherwise, your reporting will not be fair insight into the activities/behavior of your consumers which will skew email marketing holy metrics like open rate, CTR, and conversion. The main purpose of growing your email list as fast as humanely possible and maintaining the upkeep on it is to always own your platform. Email is a platform or channel that is the closest you have to picking up the phone and making a sale. For the most part, people still feel their email is a very personal piece of their identity and wouldn’t give it out flippantly. Therefore, being in someone’s inbox automatically affords you a level or trust that could never attain on TV or any other advertising channel. With this increased level of trust with your business and brand, you are significantly more likely to successfully make sales. And access to a more intimate communication platform allows you to build a deeper relationship and deliver more personalized messaging that will undoubtedly increase Lifetime Value. Below find a video of the content we created for you in case you receive the information better in this format. Also check out the Whiteboard Wednesday page for more insight in 4k format to help build a more profitable business through customer fluency.
Conclusion Google processes 1.2 trillion searches every single year. Want to make sure that your business gets in front of as many of these curious folks as possible? Make sure you focus on the following tactics to build your digital presence and make nice with Google: Content Email List Link Building Be sure to subscribe! If you have any questions regarding the content, how to replicate some of these tactics and strategies in your business, or would like to talk further about your options, email the Principal Consultant directly firstname.lastname@example.org. Otherwise share, comment, and like if you have additional thoughts or a challenging idea. We love connecting!