The next step is to create some content that is going to appeal to your target market. This might be news of a discount, offer, or new product. Alternatively, it may be like the piece you are reading – an article or “how to” piece.
Better still is to have a plan and schedule for your content, with aspects like topics, preparation time and broadcast times all prepared in advance. That way, when the time comes, you can just get on with creating the content instead of worrying about these related aspects.
Once the piece is created, the first distribution step is to add it to your website. As illustrated above, not only will this approach keep your all-important front page fresh and dynamic, it also acts as search engine bait, as their automated robots and spiders find the new content and give Google et al further reasons to rank your website.
Next you can email the piece to recipients who have “opted in” to your list. For best results, time needs to be invested in the regularity, appearance, personalisation and timing of the email.
The better the content or offer, the more likely your email will be forwarded to interested parties who, in turn, might join your list.
The next step is to announce the story within your social networks and in particular groups you are a member of. Make sure your announcement is of interest to members and not a blatant promotion, otherwise the group may eject you.
Most social networks have a tool which allows you to post your message into several groups at once, streamlining the entire procedure.
Once you have distributed content in this way and repeat the process constantly, you will find that you have a willing and growing recipient list – all for the cost of some affordable tools and your time to create content.
It remains one of the most affordable ways of reaching significant numbers of prospects for your product/service.
In addition to being a leading eBusiness educator to the smaller business sector, Craig Reardon is the founder and director of independent web services firm The E Team which was established to address the special website and web marketing needs of SMEs in Melbourne and beyond. www.theeteam.com.au
Andrew Sadauskas is a former journalist at SmartCompany and a former editor of TechCompany.
