You could spend all day writing blogs, posting to Facebook, Instagram and Twitter and cultivating connections on LinkedIn ...
Limiting the number of areas you work on at any one time is the best thing you can do. There is a fair bit of trial and error to go through, but the key is to find marketing methods you enjoy and can commit to doing on a regular basis - and that also generate results.
As a writer, I focus on blogging and social media posts. Other people choose to make presentations and create videos. Over time I have come to focus on the following actions on behalf of Writing for Councils which have proved to be the best fit for me:
If you are just starting out, and don't yet have a clear sense of what online marketing efforts are going to be the best use of your time, you may want to work through the process outlined below.
Part One - Strategy
1. What is it you want to achieve from your online marketing? Here are some suggestions:
Part Two - Planning your approach
1. What will your approach be to content marketing? This is where you can push back against all the ‘shoulds’ and really consider what it is realistic for you to do, and what is most likely to grow your business. Here are some options to consider:
2. What are your priorities? What can fall away when you're busy, and what do you need to commit to doing on a regular basis. (In my case, getting the monthly enewsletter out in the first week of the month is top priority.)
3. When planning your content, consider:
Part Three - Choosing themes
I have found my most effective online marketing has occurred when I have focused on one subject for a sustained period of time which relates to a specific service I offer on my website. Having a theme for a series of blogs and social media posts for a period of time (at least a month) has generated the best results.
I use canva.com to create a series of themed social media posts in one go, which relate to a source document.
Amongst the general interest content I provide, I also aim to 'be bold and make an offer, once a month' with a link back to my service sales page.
The downside of this thematic approach is potentially boring the people who follow your posts or receive your newsletter who are not interested in that particular topic.
Part Four - Noting progress over the previous week or month
It’s very easy to focus on what is not yet as good as it could be, and not to appreciate your progress. It can be useful to remind yourself frequently that done is better than perfect!
Recording your wins on a weekly basis is a great way to stay motivated. This can be as simple as one new LinkedIn connection, or a post that was seen by lots of people. Noting what's working will also help you tweak your approach, so that you do more of the effective actions over time, and drop the methods which aren't yielding results.