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2019’s Ultimate Marketing Playbook A Guide to Ignite Your Digital Engagement with Organic Marketing Brought to you by

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2019’s Ultimate Marketing PlaybookA Guide to Ignite Your Digital Engagementwith Organic Marketing

Brought to you by

2019’s Ultimate Marketing Playbook

Introduction 1

How to Use the Playbook 1

Part 1: Grow Your Social Following 2

Facebook and LinkedIn Page 2

Set Up Alerts 2

Instagram Following 3

Activities 4

Part 2: Create Quality Content & Disseminate it 5

Posting Frequency 5

Website Blog 5

Content Dissemination 6

Activities 6

Part 3: Link Building Strategies 8

Directory Profiles 8

LinkedIn Groups 9

Activities 10

Conclusion 11

Table of Contents

2019’s Ultimate Marketing Playbook

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Organic marketing is an effective way to increase brand awareness, generate leads, in-crease traffic, improve SEO, and promote your brand --- and the best part is that all of the strategies outlined in the playbook can be done for FREE! So what’s the catch? An organ-ic marketing strategy requires time and effort to implement, therefore the benefits won’t immediately come flooding in. While an organic marketing strategy works best when done in tandem with a paid marketing strategy, it’s never too early to begin your organic marketing strategy.

How to Use This PlaybookThere are three parts in this playbook. At the end of each part, there are a list of activities for you to complete that will reinforce the concept. You can edit this playbook directly on your computer or print it and fill it in. Complete these activities and you will set a solid foun-dation for a strategy that will benefit you for years to come.

Introduction

2019’s Ultimate Marketing Playbook

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There are also plenty of other free options for monitoring tools, or options that offer free trials (you can find a few of them here and here).

Grow your audience for your business profiles by utilizing your existing network of connec-tions and monitoring mentions and account activity.

Facebook and LinkedIn PageInvite all your friends to like your Facebook business page. Currently, you can only invite friends one at a time. However, you can download this Chrome extension, “Invite All Friends on Facebook” to invite them all in one click.

Do the same for your LinkedIn page and message all of your Linkedin connections and kindly ask them to check out (and hopefully follow) your company page. You can do this from your personal profile by sending messages directly to your connections.

Part 1: Grow Your Social Following

Optimize your social profiles by making sure all of your page info is filled out and includes keywords relevant to your business. This will improve your SEO and ensure that your profile is easy to find and identifiable.

Set Up AlertsAlerts will help you monitor mentions on your social channels or the web. This way, you can engage with people that mention you in a timely fashion. People that mention your brand will appreciate the personalized effort that went into acknowledging them. This will encour-age and positively reinforce your audience to continue engaging. Google offers a popular monitoring tool called Google Alerts.

Expert Tips

Expert Tips

2019’s Ultimate Marketing Playbook

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Instagram FollowingGo to your competitors’ Instagram profiles and look at their followers, post likes, and post comments. All of these people are potential followers and customers for your company as well. Therefore, you should follow as many of their followers as you can to get their attention. This will prompt more follow backs. You can follow a maximum of 7,500 people total on your Instagram profile. There are also limits to the number of profiles you can follow in a duration of time. Set a goal to follow 100 profiles per day to start. This modest goal will also prevent your profile from potentially being banned for “over-following”. After you reach your cap of 7,500 profiles to follow, you can begin to unfollow profiles and follow new people.

Don’t forget to engage with your existing fanbase. Always reply or “like” to commenters. Also, if you want to grow your following on Instagram, follow back any profiles that like, comment, or engage with your posts. Just because someone comments on your post, doesn’t mean they are already following you. Following them will increase the likelihood that they also return the favor and follow your profile. At the very least, they will get the notification that they got a new follower and view your profile.

Expert Tips

Navigate over to your competitor’s Instagram profile, then click where it lists their number of followers.

Now you can easily view a list of all of their followers. These could be your potential followers too! Start following away by clicking the blue follow button!

Step 1 Step 2

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Part 1: Activities

5. Identify and setup three alerts relevant to you company or brand [ex: company name, product name, CEO]

4. Of your Instagram competitors’ followers, follow 100 profiles

1. Invite friends to like your Facebook business page

3. Identify and list your top 3 competitor Instagram profile handles

2. Send a personal message to 50 of your LinkedIn connections asking them to like your business page

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When blogging, use a plugin to help improve your SEO. One plugin option is Yoast. This tool will audit your pages for keyword usage, readability, and duplicate content.

Post content on your social channels regularly and be sure to distribute it across the internet so that people actually SEE it.

Posting FrequencyPost at least 2-3 times a week on each of your social channels. As a basic rule of thumb, the content you post should follow the 80:20 rule. That is, 80% of your posts should be non-branded, non-salesy content. The remaining 20% can be more sales forward and pro-mote your products or services. Plan your posts out ahead of time, to make regular posting easier. You can use something as simple as a spreadsheet to plan out posts for the months ahead.

There are also in-platform tools that make planning out posts ahead of time easier. For ex-ample, Instagram allows you to “save drafts” that you can come back later and publish.

Part 2: Create Quality Content & Disseminate

Posting regularly can be difficult to keep up with. An effective strategy when you’re short on content is to repurpose any assets you have already created. For example, an existing blog post can be turned into an infographic. Or an internal process can be transformed into a deck to share on SlideShare.

Website BlogCreate a blog on your website and post relevant content regularly. Try to post a blog at least once a week. This will help establish your company as an expert and thought leader in your industry. Regular blogging will help drive more traffic to your website. This is because each additional blog adds more content to your site, giving you more opportunities for Google to show your company in the search results. Ensure to include keywords and phrases that you want to rank for in the search results.

Expert Tips

Expert Tips

2019’s Ultimate Marketing Playbook

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Content DisseminationDistribute your existing content assets across the internet to maximize the impact of the rel-evant piece, build traffic and links, increase brand awareness, and build interest and gener-ate leads. This includes posting on relevant forums, internet communities, blogs, and sites. The “relevancy” will depend entirely on your industry and company, but may be anything from Buzzfeed, to Reddit, to Warrior Forum, and more.

You should also cross-promote your content with your social channels. For example, on a Facebook post, mention following your profile on Linkedin and provide a direct link. Or on your company website, promote your social channels by ensuring links to your social profiles are easily accessible/visible.

Create a unique hashtag to utilize in all of your social postings. This hashtag should be relevant to your company and SEO friendly. Create as many relevant hashtags as you can to maximize the impact (Ins-tagram allows you to use up to 30 hashtags per post).

Part 2: Activities

1. Audit your posting frequency on your social profiles to identify areas for improvement

2. Posting Quality: Spotcheck your content quality by accessing how close your are following the 80:20 rule by

looking at your posts from the last 30 days

Expert Tips

The date of your last post on...

Facebook:

Instagram:

LinkedIn:

The numer of posts in the last 30 days on your...

Facebook:

Instagram:

LinkedIn:

Percentage of posts that fall into the salesy

category (promoting products, services, etc.)?

Percentage of posts that fall into the

non-branded/informative category?

% %

2019’s Ultimate Marketing Playbook

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Part 2: Activities Cont...

3. Create at least ten unique hashtags to utilize on your social channels

4. Come up with three blog topics for your website that you think will provide valuable information for your target audience (If you already have a blog that you post on regularly, great work! Replace this task with a “blog audit” and check on things such as posting frequency and content quality)

5. Identify three relevant forums, online communities, blogs or sites that you can share blog posts on

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Take advantage of free tools to help you in your link-building efforts. Try Moz Open Site Explorer, which provides an easy way to identify link-building opportunities.

Improve your online presence, visibility and findability with these link building strategies.

Directory ProfilesCreate company profiles on as many online directories as you can (so long as your company is appropriate for that directory). Some online directories include all business, but others are categorized into sub-categories - such as industry, service, location, and more - so make sure your company is relevant to the directory theme. The more pages you have linking to your website, the more you can build up your SEO authority. This will improve visibility and relevancy for when people search for you on Google and helps establish you as a legitimate company. Better yet, a lot of directories allow you to create basic profiles for free.

Create a Google or Excel spreadsheet to help keep track of and manage all the directories you have profiles on. This will be useful in the future if you ever need to update your profile. To give you an example, your spreadsheet might look something like this:

Part 3: Link Building Strategies

Expert Tips

Directory Name

Yelp

Google My Business

Bing

URL

yelp.com

Google.com/business

bingplaces.com

Username

Username

Username

Username

Password

Password

Password

Password

Profile Updated: Y/N

Yes

No

Yes

Sample “Directory Discovery” Spreadsheet Template:

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LinkedIn GroupsDepending on your industry, LinkedIn could potentially be full of promising opporturnities, one of these opportunities being LinkedIn Groups. LinkedIn Groups are hubs revolving around specific topics or industries. You have to request to join these groups, but after you’re granted access, you can message other like-minded individuals, share insights, and build connections.

Join groups and engage in regular conversion related to your industry. To find groups to join, simply type a keyword in the search bar (ex: your industry), then click the “Groups” tab in your search results. From here, you can explore your options and “Ask to Join” various groups.

Below are more detailed steps on how to search for groups.

You can also take advantage of LinkedIn’s on-site publishing platform, LinkedIn blogs, and post blogs about industry-related topics. Don’t forget to share the link to your blog post in your LinkedIn group!

Expert Tips

Use the search bar to type relevant search terms

Step 1

Click the “Groups” tab to find relevant groups to join

Step 2

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1. Identify 5 online directories that your company is well-suited for and create profiles on them (If you haven’t already,

start by creating profiles on Yelp, Bing, & Google My Business)

Part 3: Activities

2. Explore various LinkedIn groups and “Ask to Join” three relevant groups

3. Post a comment in each new LinkedIn Group that includes a link to a blog post on your website or provides

useful, relevant information to the members

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By completing the activities in this playbook, you’ve made some serious traction in your or-ganic marketing efforts. Don’t forget, organic marketing requires time and consistency. You will have to keep up with the strategies in this playbook to reap the benefits. A few benefits you can expect to see include:

Conclusion

What Should You Do Next?Now that you have your organic marketing strategy underway, consider engaging in some paid media efforts. An organic marketing strategy partnered with a paid media strategy is the secret sauce in maxmizing your digital marketing efforts. You don’t have to do it all by yourself! Get in touch with L7 Advertising and we’ll help you achieve your digital marketing goals.

With L7 Advertising, you’ll get access to our expert team of paid media specialists that are skilled in platforms including Google Ads, Facebook Ads, Bing Ads, Yelp Ads, YouTube Ads, and Remarketing. We’ll take care of everything you need to get your digital advertising up and running - from designing landing pages, to ongoing campaign management, to testing and adjustments, our team will make sure you hit your goals.

Increased brand awareness

Improved customer engagement

Increased social following

Improved SEO

Increased website traffic

Increased customer loyalty