online advertising companies

The 5 Keys to Content Marketing

Content marketing can be tricky, but it’s well worth the time and effort. Content marketing isn’t so much about promoting your products and services, but it’s about communicating with potential and current customers and providing them with useful information. There are various ways to present content for your company, including blog posts, videos, white papers, e-books, case studies, infographics, and photos.

If you successfully curate compelling content for your company, you’ll build brand awareness, drive traffic to your website, and establish your business as an industry leader. When content marketing is correctly executed, companies can better engage with their target audiences in order to generate new, qualified leads and drive sales.

1. Engage your audience. If you’re producing content for your company, your main goal should be to engage both current and potential customers. Focus less on promoting your business and business news, and focus more on providing your audience with content worth reading and sharing. Understand your customers–who they are, what they do, what they care about, and why they need your services/products. Think about what questions they might have and what interests them. Your company’s content should provide useful and purposeful information. A way to be creative about producing your company’s content is to identify personas for your target audience. For instance, maybe one of your customer personas is Businessman Bob, who is very serious, gets straight to business, and only wants the facts, whereas maybe another customer persona is Indecisive Izzie, who gets overwhelmed by too many choices and needs to know how your services/products benefit her. Give it a try. Not only will it help you more fully imagine the audience of your content, but it can be a lot of fun too!

2. Make your content as easy to find as possible. When people visit your site, they should be able to easily and quickly find relevant content. If not, they’re likely to leave your site unimpressed and disappointed. That’s why the navigation of your website is so important. Your menu bar should be able to direct visitors to relevant information regarding your business. It’s also important that your website works properly on all platforms and devices, as it’s becoming much more common for consumers to not only search on their mobile devices but make purchases on them as well. In order to get visitors to your site in the first place, ensure it is optimized for search engines. Correctly executed SEO will help your site gain more relevant and organic visitors to your site, increasing your chances of conversions.

3. Ensure the sharability of your content. Make your content social. Not only will shared links to your content increase site visits, but it will increase your brand’s authority, making site visitors more trusting and open to purchase. Add social share widgets to your site, write compelling titles, share your own content across social media content, and most importantly, create quality content. Entertain your audience, and give them useful information. When you make it easy for visitors to share great content, you should also make it easy for them to interact and connect with your brand through your website and social media accounts. Ask questions and respond to your audience in a timely manner.

4. Remember to be consistent in your content. Your content needs to align with your company’s brand. Your content should be a reflection of your company’s goals, policies, and most importantly the image you want your company to have. Tell people how you do your job–it’s okay. The more you explain, the more you show your expertise, and customers will be more likely to hire you for the job. Content can make or break a client’s impression of your business, that’s why it needs to be engaging and informative.

5. Track and measure your content performance. Use on-site analytics to review user activity on your website. You’ll see what content your site’s visitors spend the most time reading as well as what content they skip over. This can help you understand what kind of content your potential customers want more of as well as what content can be improved. On-site analytics allow you to determine what keywords bring in the most traffic, have the longest view times, and convert the most traffic. Look at the difference between overall visits and unique visits to see how many different people are viewing your content. You should also use social media tracking to see when your content is shared across the web. Pay attention to who shares your content, so you can better understand your audience.

There’s a lot that goes into making sure your company’s content is effective. However, good content generally brings in good business. That’s why at Steelsmith Group we take the time to ensure the content we produce for our clients is tailored to their company’s industry and audience. Our goal is to create content that shows off their expertise, so our clients are perceived as the industry leaders they are.

If you have questions about content marketing or want to hire Steelsmith Group to do it for you, give us a call today at (888) 245-4177 or fill out the contact form to the the right.

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New Client Announcement: CDC Small Business Finance

Steelsmith Group is happy to announce yet another new customer, CDC Small Business Finance. They specialize in loaning to small businesses as an economic development lender.

For CDC Small Business Finance, we’re consulting with them to help them integrate Google Apps for Business. They decided to switch from Outlook to Gmail, so we’re training them on how to use everything from Gmail itself to the Google Calendar and, of course, Google Drive.

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New Client Announcement: Versa Cardio

We would like to officially welcome Versa Cardio into the Steelsmith Group family. Versa Cardio is a leading provider of cardiac monitoring and telemetry services. They send physicians and Healthcare facilities everything they need for cardiac testing, including equipment, supplies and reimbursement instructions.

We’re setting Versa Cardio up with Zoho CRM and Google Apps for Business, which integrate perfectly together. We’re also conducting one-on-one, intensive training for their sales staff on how to most efficiently use both the CRM and Google Apps.

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New Client Announcement: Meissner Jacquét!

We would like to officially welcome Meissner Jacquét into the Steelsmith Group family.

For Meissner Jacquét, a company offering expert investment management services, our team has set up, customized, and integrated Microsoft Dynamics CRM online for their sales and marketing team. In addition, we are ongoing customization, training and development to provide them with a streamlined system that will serve them for years to come. Everyone at Steelsmith Group is truly excited to begin this ongoing relationship with Meissner Jacquét.

speyer

A New Website, Google Apps for Business, Zoho CRM, and Email Marketing

Our Work With Speyer Meridian

Steelsmith Group is pleased to announce the launch of another revamped and redesigned website, this time for Speyer Meridian, a company offering tax credits to commercial and government small business owners. Our team also set up and trained Speyer Meridian’s staff on Zoho CRM as well as Google Apps for Business and MailChimp.

Our development team has just finished designing and launching a brand new website for Speyer Meridian. This included new original images and infographics, as well as fresh and compelling content. An enhanced logo and tagline were part of the re-branding efforts as well. To create a more engaging user experience, features were added throughout the site, such as a contact form and a search bar, to enhance site navigation and streamline the ability to connect with Speyer Meridian to lead to better conversions.

The layout/grid is purposely simple to give a light and airy feel. The new photo images are more authentic to Speyer Meridian’s client base and industries served. The added infographics and images were designed to increase the understanding of services offered by Speyer Meridian.

We set up Google Apps for Business for Speyer Meridian, creating a company-branded email for them through Gmail. We migrated the company’s email accounts over to Gmail, set up a calendar for them, and set them up with Google Drive. Google Drive is also Steelsmith Group’s choice for file management and collaboration. It makes it super helpful to share documents as well as have multiple people collaborate on the same documents, and we never lose important information.

In addition, Speyer Meridian wanted a simple, easy-to-use CRM for their sales team to use for managing current clients. Together, we decided that Zoho CRM would be the best solution, especially because it integrates seamlessly on the Google Apps platform. Now, when a lead is submitted on Speyer Meridian’s new website, it goes automatically into Zoho. Speyer Meridian uses Microsoft Outlook, which also integrates with Zoho CRM. So now when anyone at Speyer Meridian sends out an email from Microsoft Outlook, the email is automatically stored within the CRM, making it easy to track communication with clients.

Likewise, we set up MailChimp email marketing for Speyer Meridian, as this platform also easily integrates with Google Apps for Business. This means that when logged into their Gmail account, Speyer Meridian’s staff can gain direct access to Zoho CRM and MailChimp. We also designed various email templates for Speyer Meridian to use for different email marketing campaigns. The company’s newsletter re-design was part of the new digital marketing platform, it included both image and content changes for better communication and conversion.

We’re really excited about the work we’ve done for Speyer Meridian, and we would like to officially welcome them to the Steelsmith Group family!

social media marketing firm san diego seattle

SMM Makes Local Musician’s Video Go Viral

Here’s a great story of our little internet marketing company in San Diego volunteering our services to help a sidewalk musician hit it big nearly overnight. This is a great example of the power of social media marketing.

One evening last summer, Andrew Steelsmith heard a beautifully unique voice while walking the streets of downtown San Diego and wandered over with his girlfriend in tow. After recording one of the mystery singer’s enchanting songs on his iPhone, Andrew’s marketing background compelled him to upload the video to YouTube. He went on to use his internet marketing expertise to optimize the video for search engines and post it on several social media sites. Overnight, the video exploded in popularity and trended at the top of websites like YouTube and Reddit, gaining almost a half a million views.

The next day, Andrew learned that the beautiful stranger singing on the sidewalk was named Charlie Rae. She had a hard time grasping her newfound popularity. After all, she was singing on the street in the first place because she’d been having trouble booking gigs since moving to San Diego a few months earlier. Charlie Rae suddenly received hundreds of collaboration offers, had labels want to meet with her, and was even approached by NBC’s The Voice. Andrew Steelsmith and Charlie Rae were even featured on ABC News’ website as well as Fox 5 San Diego.

Later that week, Charlie Rae’s manager contacted Andrew to consult with them regarding social media and other internet marketing tactics. Andrew was able to help Charlie Rae and her manager capitalize on their surprising and sudden success by consulting with them on how to connect with her fans and nurture her newfound popularity on the internet.

Charlie Rae continues to play regular gigs with a large social media following, and her popularity continues to grow steadily.

Check out Charlie Rae’s Facebook page. And check out our page while you’re at it.