Sign & Digital Graphics

July '18

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S I G N & D I G I T A L G R A P H I C S • July 2018 • 47 ing yourself in their line of sight, giving them the content they're hungry for and ultimately sparking their interest in your business. Craft Your Content A good place to start to connect with your target audience is by simply telling your personal story. • What made you want to be a graph- ics installer or manufacturer? • When did you start your business? • What were the challenges? • What do you love about your job? Offering your audience a glimpse into your life creates a personal connection between you and potential customers, and that matters because emotion influ- ences purchase behavior. In fact, studies show buyers who see a personal value will pay a higher price for a service. Maximize Your Content There are simple tips and tricks you can use when writing your content to help it get optimal exposure. Strategically placing keywords throughout your content will improve Search Engine Optimization (SEO). SEO basically helps Google weed you out from the competition and improves your posi- tion on the page when someone is look- ing for services you provide. The majority of searchers do not go past the first page of Google to find what they're looking for, so ensuring your content lands on page one is critical. In order to determine those keywords, do your research. Ask yourself: what is your target audience searching for? What are the words and phrases they use? These are key insights to help you better under- stand who your customers are and how to market to them with your digital strategy. Share Your Content There are three basic channels through which to send your message. Owned media is original content you create. This can include a story about your business, as well as all other mate- rials published in the online channels you own and manage, such as your website, social media channels, blogs and emails. Earned media is exposure your con- tent garners when it is shared by readers or influencers. Trade publications and news outlets also fall into this category. You do not pay for earned content, how- ever, you often must spend time working to secure earned media opportunities. Paid media, as its name would indi- cate, is purchased. Paid media consists of advertising space that is purchased in publication channels, such as Facebook Ads, Google AdWords, print ads and paid email lists. 2 3 4 Strategically placing keywords throughout your content will improve Search Engine Optimization (SEO).

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