5 easy steps to Organic marketing during a pandemic
How to do organic marketing during a pandemic? When Covid happened, I thought that 2020 is going to be a super horrible year. Instead, I ended up having the best year yet with my clients absolutely killing it. One of my client scaled to a 40k-month despite the pandemic (and without any ads! All organic leads!).
So, which is better: organic marketing or paid marketing? What I noticed is, that during the pandemic I was literally bombarded with ads. There is so much noise out there on the market. Paid marketing (aka ads) are very penetrant these days. What marketers often do not notice is the funnel for leads. Marketers bombard people with ads that are just not ready for the product yet.
With organic marketing, you let the searcher control the content to be shown. Searcher intent will be taken seriously and you won't waste a ton of money with ads on cold leads. Despite the pandemic, content is still king with consumers spending more on the internet than ever! Search is even more relevant with people being fiddle and wanting to learn about new things. Working on SEO now, is therefore more important than ever.
How to do Organic marketing during a pandemic: Perform a content audit
So, how to you plan your digital marketing strategy during the pandemic? You first perform a content audit. Take a look at all the content you've put out so far and note all the details. How well did a piece of content perform? What is a good metric for you to watch out for? Is this piece of content still relevant for your business? Did you get a lot of shares, a lot of conversion?Create a table (I love to use airtable for this purpose), insert all the info and automatically (easy with airtable!) rank your content. You'll be able to see what kind of content your audience is invested in and what kind of content you should continue creating.
How to do Organic marketing during a pandemic: Perform a competitor audit
Now, identify a handful of your closest competitors and see how they are performing. What are differenting factors? What are you doing better than your competitor? What is your competitor doing better than you? Who do your audience trust more? What are they doing at the moment? Reflect and find strengths and weaknesses (and work on them! You have the time now!).
How to do Organic marketing during a pandemic: Do technical improvements
To make sure your website is ready for SEO, conduct a proper SEO audit. Easy technical improvements that you can do ASAP is to compress images for better website speed. There are a few plugins that can handle this and you'll notice better loading speed in no time! Most of the time, heavy images are the biggest culprit for slow websites.
How to do Organic marketing during a pandemic: Produce content and improve E-A-T
Using the findings from your content audit, continue to produce content and improve your SEO. I offer limited spots on monthly SEO Strategy to help you producing content that is relevant for your customers. If you are interested, make sure to sign up for the waitlist.
Make sure to improve E - A - T (Expertise, authorativeness and trustworthiness) by creating content that is adding value to your audience. For a guide on how to write a blog post make sure to check out this post.
How to do Organic marketing during a pandemic: Use other channels as well!
Have we changed the marketing strategy due to Covid-19 pandemic? Yes, we started to use other channels even more! Your audience is using social media more than ever. I always believe that SEO can't stand without social media and vice versa. Make sure to put your content out there on different social media channels (even on Tik Tok!). You can easily repurpose one blog post into several pieces of content for different social media channels so don't worry!
How to write a blog post that actually converts in 5 easy steps
I'm sure you've heard about SEO marketing before but starting a blog for your business sounds intimidating and scary? Do you wonder if people will actually read your blog post? Are you scared of putting out content (that you've poured hours of work in!) in vain? Don't you worry because I'll show you how to write a blog post that actually converts in 5 simple steps.
Step 1: How to plan a high-converting blog post
So, how to write good blog content? Write what your audience wants to read. Instead of publishing post after post on topics that you think your audience will be interested in, take your time to find out what your audience actually IS interested in.
Research by doing keyword research, doing competitor research and "stalking" your audience. Look what your audience is asking on the web. Whenever you do a webinar or a live video, take note what people are asking! Collect all questions and over time you've got an amazing content bank for you to create content. This also helps you in creating content much, much faster.
After the initial research, you can plan your blog post. Create a rough structure with headings and subheads (so important!). By preparing a structure beforehand, you are able to write so much quicker. And you are able to write list-based blog posts (aka "X steps to xyz")! I like to pre-write my blog posts using Google Docs. By using annotations, I can note where I think an infographic or the usage of another medium would be suitable.
Your structure should also include questions to answer for your audience (most often one lengthy blog post can answer several questions!) and keywords to implement.
If you want to skip over this step, make sure to sign up for my SEO Strategy waitlist if you want to get your monthly SEO Strategy delivered to your inbox with well researched outlines for two blog posts each month (keyword research done for you as well!).
Step 2: How to write a captivating headline for your blog post
A captivating headline is so important for your blog post! More importantly is that you use a lot of headlines (yes, I want you to use subheads as well!) and you want each of them to be amazing! Here are some rules for you to watch out for:
Rule #1: Use How-To-Headlines (e.g. "How to write a blog post that actually converts)
Think about the last few times you've used Google. Have you typed in something like "How to xyz"? Yes? Because these search queries are super popular! Chances are that your audience wants to learn something (that you can teach!). By using How-To-Headlines you can generate a ton of traffic from Google by sharing your expertise!
Rule #2: Use Numbers (e.g. "9 Mistakes you need to avoid when writing a blog post")
Numbers are super effective in marketing. Especially if you use them negatively! Example for a positive use would be: "9 Steps to create xyz". A negative use would use words like "mistakes" or "avoid". Seeing these kinds of headlines will alert the reader...to click on the article and to read.
Rule #3: Don't Spoil!
The goal of your headline is to entice your audience to keep on reading. If they can get all the information of your article by reading your headline, they won't click on it to learn more. Be mysterious. Make the click worth it.
Step 3: How to write a SEO-optimized blog post
Now, you want your blog post to be seen by as many people as possible, right? And to get traffic from Google for weeks, months and years to come? Hell yeah! Let's get into SEO copywriting!
Rule #1: Structure your blog post well and use subheads
If you want to know how to write a blog post that actually converts, you should try to structure your blog post well. By using several paragraphs and subheads, you'll be able to make it easy for your readers (and for Google) to read your content. PS: To make it easy for you, you can book monthly SEO Strategy so I can do it for you! Sign up for the waitlist here.
Rule #2: Use the language of your audience
Make sure to use the language of your audience. If your audience aren't professors but you are trying to write an academic article, chances are that they won't read the article at all. On contrary, do not use vulgar language if you are writing for professionals to read! If you're not feeling sure, you can use this tool to check out the readability of your article.
Rule #3: Use keywords and synonyms
No article on "How to write a blog post" without mentioning keywords, am I right? Use keywords in your content after doing keyword research (or make it easy and get keyword research done for you). When using keywords, make sure to not stuff your content with keywords. You want your post to be readable! After all, you are writing a blog post for a human and not for a machine. Keyword density should be around 1-2%; you can check the keyword density with this tool.
Rule #4: Link to other content
Sharing is caring! Link to other content that you think might help your visitors. It is great if you have a few links linking to pages on your website as well as a few links linking to external sources. Maybe you want to include an amazing infographic from another blogger - do so and include their link! Chances are that they might share your website to their audience (a typical win-win-situation!).
By sharing links, you are adding value to your blog post. And with internal links you are able to let your visitor stay on your website for ages.
Rule #5: Use different media
Your blog post shouldn't be text alone. Use photos, images, infographics, podcast snippets and/or videos to liven it up! Do you want to know how to write a blog post that actually converts? Use media and make it shareable.
Step 4: How to use different media to make your post better and better!
A tutorial with photos in it will be shared more often than a picture-less tutorial, am I right? A blog post with a great infographic will be shared on different social media channels and will drive traffic back to you! Fun memes that you share together with your blog post will increase your reach! And adding YouTube-Videos on your blog post might rank you better on Google.
Have fun with different media and keep adding value!
Step 5: How to add a clear call-to-action!
This is something people forget so often. Don't end your blog post without an actual call-to-action. You want people to do something after they've read your article. Should they share your content? Do you want them to read an article that would be super helpful for them? Do you want them to grab your newest freebie? Or to join your Facebook group? Tell them! Add a couple of links at the end and wait for conversion to happen. If you don't ask, you won't receive anything.