Learn About Digital Marketing without Pulling a Hamstring.

By Posted in - Content Marketing Tips on August 13th, 2016 Tortoise and hare book to represent slow learning of digital marketing

For weeks after speaking with a dear friend of mine (who resides outside the digital marketing world), something she said stayed lodged in my brain:

These days, we are forced into online marketing whether we like it, understand it, or have the time and patience to figure it out.

You see, dearest Nancy has dedicated most of her working career to early childhood education. In her community, her city, and even in the world-wide arena she is making an enormous impact. But marketing isn’t her thing. In fact, the online world is something she pleads with parents to keep out of reach of their young children. So what’s a non-webby non-marketer to do?

Take the time to learn more on digital marketing. Here’s how:

1. Think Tortoise, To Heck with the Hare

Start slow and steady.

How slow? Try a weekly commitment of 20 minutes per go. If you can stay committed, this is enough time to get going in the right direction. Don’t overthink the when, how, or “do I really have to do this?” Just get it on your calendar.

2. Know that if you don’t tell your story, someone else will

The web world likes to talk. And if you’re not the one spouting your story, believe me, some other loquacious soul, spammer, or competitor will. It’s the name of the game, really. The more you create content worth reading, the more favorable you are to the search engines. The more gaga you are to Google, the more site traffic it sends your way.

Case in point, my recent clients who are spread so thin trying to gain supporters, they have ignored their own online profile. Now they are being forced to deal with a less-than-sparkling online reputation, inaccurate info, and the need to greatly catch up with their competition.

Of course, this doesn’t happen to everyone. But from my experience, it’s far more common than you’d expect. Here’s how to stop the gunk from growing:

  • Conduct an online search. (on Google and Bing, at the very least) for yourself and your organization. Check all tabs—web, images, video, maps, etc.—and look for inaccuracies and inconsistencies. One way to easily update and control how you appear in Google Search and Google Maps is by using Google My Business.
  • Make note of who’s ranking with you. While conducting the aforementioned search, also make note of who else is popping up alongside your organization on the first page of the search engine results pages (SERPs). Ideally, pages from your site should take up realty for every result on Page 1 when you Google your organization.
  • Check to see if the search engines are rendering expected and desirable results in their autocomplete dropdowns (when you begin typing the name of your organization) and the main subsections displayed just beneath your org’s title and description. Here’s what I mean:

screen shot of us fish and wildlife service google search results

3. Share, share, and share again

Share your findings and what you’re learning with others in your organization and among your community of colleagues. This often leads to the conversations on online marketing you all should be having on a regular basis. Plus, it keeps your own momentum going and might spark interest in coworkers to lend a hand in enhancing your online presence.

Of course, I’d love to help, so please reach out here (or on Facebook or Twitter), and check out a free online Digital Marketing and Content Strategy “gathering” I created in collaboration with Transforming Youth Outdoors (TYO). Even the tiniest of efforts to learn more will greatly serve you—as long as you consistently keep at it. Slow and steady. You know the story.

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