Want to know how to use evergreen content to scale your online business? To truly scale…
Want to know what smart business owners know about staying visible without always being online? Smart business owners know that to thrive in today’s world their business needs to be visible. And if you run an expert-led business where your skill or your expertise is what people are buying into then it’s essential that you are visible. But you didn’t start a business to spend your days glued to your phone and constantly online. So how can you find the balance? Keep on reading to find out what smart business owners know about staying visible without always being online.
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The Visibility Myth – You Need To Always Being Online
As a business owner it’s easy to get obsessed about wanting to increase your visibility and therefore feeling as if you need to always be online. Building a strong online presence is key, but what smart business owners know is that there is a difference between always being visible online and always being online.
The key is to release that the aim is to ensure that you and your business can always be found online and that there is always content online promoting your business. But there is a difference between always being online and always being found or seen online. Understanding that difference and then using it to your advantage is key if you want to stay visible without always being online.
WHAT SMART BUSINESS OWNERS KNOW ABOUT STAYING VISIBLE WITHOUT ALWAYS BEING ONLINE
Focus on marketing with a longer lifespan
The first thing smart business owners know about staying visible online without always being online is to focus on marketing that has a longer lifespan. Different types of marketing will have different lifespans, and even a specific marketing channel or platform can be used in ways that will mean the content will have a longer lifespan.
For example, it is well known that social media has a short lifespan. Depending on what social media platform you’re using a post will usually last between a day and a week. This means to always be visible on a specific platform you have to keep on creating new content.
Whereas there are other types of marketing where the lifespan is much longer. For example, if you concentrate on creating long-form content for a blog, podcast or YouTube channel that content will last essentially forever and if you’ve optimised it for search it can be that new people consume that content months and even years later.
A great example of how you can use one marketing channel in two different ways is email. You could commit to sending a newsletter to your list. This is a form of marketing that has a short lifespan. You create it, it gets sent out and if people don’t read it in the first few days it will have fallen down their inbox never to be seen again. Whereas you could decide to create an automated email sequence, which is triggered based on an action, and will continue to run (and be valuable) for months or even years after.
Smart business owners pay attention to the marketing they are creating and will focus on marketing that has a longer lifespan. That doesn’t mean they ignore marketing with a short lifespan. The majority of smart business owners actively use social media, but they don’t rely on it. It’s just part of the mix. They know that by having marketing with a longer lifespan their business will continue to be found online even if they haven’t shown up on social media this week.
| INCREASE YOUR BUSINESS’ VISIBILITY BY MASTERING EFFECTIVELY AND EFFICIENTLY MARKETING INSIDE OF SHINE ONLINE.
Shine Online is for business owners who want to make the most of online marketing so they can attract great clients worldwide – in the most efficient and effective way possible. If that sounds good to you come and join us. |
2. Concentrate on evergreen content
If you are focusing on marketing with a longer lifespan it is also important to ensure that you are concentrating on evergreen content. There is no point in having content that is live months after originally created but if found and consumed is no longer relevant. Smart business owners aren’t being visible for being visible sake. They are being visible to generate leads and sales – so they need to ensure that when found the content that is consumed will generate leads and sales.
When thinking about creating evergreen content you’ll need to be thinking further ahead. This is where having an long-term vision for your business, and even a plan for the next 12 months is really helpful. Depending on your business it might be that not everything can be evergreen, but the focus should be on wherever possible evergreen. Sometimes this can be a small change. For example, in my business, I offer one-to-one Strategy Days where I’ll work with a business owner and put a plan together for the next 12 months. For years I would do a big promotional push in October – December ahead of the new calendar year. And I would create a new landing page that would be specifically for the upcoming year (so 2022 Strategy Day, 2023 Strategy Day etc). However, when I switched to having an evergreen focused I realised I should have one landing page that I continue using forever more and therefore all marketing I’m doing will be driving people to something that is relevant (as I update that page) rather than an offer with a date from years gone by). A small tweak, but it makes a difference.
Switching to evergreen thinking is powerful when you create and publish all of your own marketing, but it becomes even more important when you are using earned and borrowed media. If you are being featured in the press then the link you provide you want to be valid hopefully forevermore and then same if you are going to be guesting on podcasts or giving expert talks in other communities.
3. Recycle, repurpose and reuse content
Even with focusing on marketing that has a longer lifespan the reality is a business still has to create a considerable amount of content to create and distribute. With the focus on minimising input and maximising output and result smart business owners know that they need to make the most of each piece of content. This means they’ll recycle, repuporse and reuse content on a regular basis.
How this looks will depend on the business, the offers and the marketing channels used. But some popular methods include…
A – Repurpose across channels/platforms
One approach is to repurpose content across multiple channels and platforms. For example, you could create a YouTube video, embed it into a blog post with the transcript, have an email on the same topic that encourages people to go watch the whole video and then a number of social media posts. This is an example of having one piece of content and then repurposing it across multiple channels / platforms. Not only does this process mean that the business isn’t starting from scratch for every piece of content (so will save time). It also means there is consistency in topic which will mean if someone interacts with you on different platforms/channels they are getting a cohesive impression, but also will help strengthen that that topic is one of your areas of expertise.
You can find out more about repurposing content across multiple marketing channels here.
B – Reuse your content that has a short lifespan
Another approach is to reuse your content that has a short lifespan. If you spent the time to create something great and it only lived for a few days then why not bring it back. People’s memories are short. Most people won’t even realise you reused a piece of content and if they did it is repetition that is reinforcing this is what your brand specialises in, believes in, stands for, values etc. The cycle of repetition will depend on the content. For example, if you create content that is relevant to a season of a specific day you’ll be on an annual reuse rotation. If you create evergreen content you could reuse it in as little as 3 months.
| INCREASE YOUR BUSINESS’ VISIBILITY BY MASTERING EFFECTIVELY AND EFFICIENTLY MARKETING INSIDE OF SHINE ONLINE.
Shine Online is for business owners who want to make the most of online marketing so they can attract great clients worldwide – in the most efficient and effective way possible. If that sounds good to you come and join us. |
4. Make technology work for you
Last, but not least, smart business owners know that to stay visible without always being online they need to make the most of technology.
Technology has made marketing your business so much easier and there are so many ways when you fully embrace technology it can help you to stay visible without always being online.
A – Scheduling
A lot of marketing can be scheduled in advance. Social media posts, emails, long-form content they can all be created and then scheduled ahead of time. This is great as a business owner as it means there is a difference between when something is created and when something is distributed. This can help to ensure a consistent flow of content, even if you aren’t consistently creating. For example, I love to listen to Denise Duffield-Thomas’ podcast Chill and Prosper and she’s very vocal about how she’ll spend a day in the studio and record enough episodes for a quarter of the year. This is batching like a pro, but you could start by even batching and scheduling on a weekly, fortnightly or monthly basis.
B – Ai
Ai is changing so many aspects of marketing. Checking out the tools and working out what will help improve your creation, recreation or distribution of content so you can be more efficient with your time is a great idea.
C – Automation
Why do everything manually when technology can do it for you? Automation can enable you to have something that works 24/7. Most business owners will do something manually at first and then once it gets to a point where they are confident with how it’s performing look to automate. For example, you could decide to automate a webinar that previously you’ve been doing live. Or you might set up ManyChat rather than having very similar conversations in the DMs over and over again.
That’s it! You now know what smart business owners know about staying visible without also being online.
As you can see by changing your thinking and approach in a few key areas you, and your business, can be visible without you always being online.
If you are serious about increasing your business’ visibility so you can make some sales and income (and you want to do it in an efficient and effective way that feels good to you) then I would love to help you do just that inside Shine Online.
| JOIN SHINE ONLINE AND FOCUS ON MARKETING THAT IS EFFECTIVE, EFFICIENT AND ATTRACTS YOUR DREAM CLIENTS.
As you can see there are multiple things to consider when marketing your own business, especially if you want to do so in a way that gets results, but doesn’t burn you out. Shine Online is for business owners who want to make the most of online marketing. If you want to do marketing that feels good and get great results come and join us. |
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