It doesn’t seem fair that great content, like a beautifully designed small business email newsletter, has seemingly no effect at all. Maybe it seems that your email campaigns just shrivel on the vine without any new sign-ups, sales or phone calls. Why does this happen when you put so much effort into it?
There may be nothing wrong with your content. Let’s assume it’s fresh, informative, sometimes funny, and it reflects your specialty, your expertise and your brand. You put in lots of time and/or money to keep it coming.
So why did your best email campaign pull no new sign-ups to your email list? Why is no one commenting on that amazing blog post or sharing your video full of new and informative content they can’t get anywhere else?
Remember that people sign up to your email list, receive your tweets, become fans on Facebook, connect with your on Linked In, and add you to their circles — because they actually want receive what you share. So why not make it easy on them?
Think of someone or some business online that you follow. Is there duplication in their content? I’ll bet there is. The truth about content is that once is not enough. One medium is never enough.
Most content on the internet — even great content! — has an unfortunately short shelf life. Less than pizza, way less than Charlie Sheen. Go get yourself a cup of coffee and you could miss it.
If something is worth sharing, then you should spread it around. Think grass seeds; not tulip bulbs.
The idea is multiplication, not one precious planting. You don’t have to wait for something to spread; YOU can be the first propagator of content that goes viral.
Sam and I are a small shop, as you probably know. But we have used these common channels in the past to move our content with some success. Of course this is nothing new, but from a small business perspective, I can testify that all of these things done simultaneously really do increase traffic to our site when we coordinate them and check our Google analytics for responses.
- Make a video telling people about your article and post it on YouTube.
- List it on an article directory.
- Tweet about it. Tweet again later with a different comment about it.
- Post it to your Facebook page.
- In email campaigns, send it again (under a different subject line and heading) through your email service, especially to those who have already clicked, opened, or raised their hands in some way.
- Share it with your Google+ Circles.
- Leave a thoughtful comment on a related article or blog post and share a link back to your new content.
- Post your stuff on Linked In.
Try at least 4 out of these 8 tips and challenge yourself to do it at least twice a week for a couple of weeks. I’ll bet you see your traffic pick up or your phone start ringing…then keep up that pace!
When you consider all the networks of people who may come across your content, there are bound to be some who will take notice. Face it: You’re not going to resonate with most people. But I guarantee there will be a few who stop and look; and then even fewer who read and take a step in your direction.
Those may seem like baby steps, but they are steps in your direction;and that’s what matters.
Be prepared, though. Once people know you and the awesome content you provide, they’ll expect you to keep sharing.
Written by Jen McGahan