May the 4th be with you. And also with your marketing.
The Force is good for more than just flashy battles – you can use your Jedi training to master your online marketing strategy as well. Come along, my Padawan reader as we delve into the world of online marketing.
Resist the Dark Side
Like the Force, the dark side of online marketing is tempting. It’s easy to be swayed by false promises and blackhat SEO strategies like keyword stuffing, hidden text, sneaky redirects and link schemes. These tactics show immediate results and seem to be worth it in the short term. But in the long term, operating around Google can land your businesses in hot water. Stray too far toward the dark side and Google will permanently ban you from their index. The light side is a slower strategy, but take some advice from Obi-Wan:
Know Your Strengths
All Jedi are strong with the Force, but not all Jedi have the same strengths. Likewise, the same online marketing strategy won’t work for every single business. Strictly trying to model your marketing strategy around what’s popular or what works for other brands may not be the best approach. Just because it works for one company doesn’t mean it’ll work for your business. Posting pictures of coffee works well for Starbucks, but would the same strategy work for a hospital?
Your marketing plan will have to adapt to your strengths and unique value. Find out what it is that makes you special and what your customers really want from you. Even if you have a “boring” business there are strengths there you can use to your advantage. Don’t be afraid to embrace them.
Do or Do Not, There is No Try
When it comes to online marketing, there is no half-in, half-out approach. With the amount of fierce competition, you have to be prepared to give it your all. That doesn’t mean blowing through your budget in one day, but understanding that online marketing is an equal balance of valuable content, determination and adaptability. The best way to find out what works is to simply just do and see what happens.
You’re Going to Fail Sometimes, and That’s Ok
We all get knocked down every now and then. While your failure probably won’t end with your hand being lobbed off by a lightsaber, you’re going to face some setbacks. And that’s ok! Part of developing an online marketing strategy is knowing that sometimes, things may not be working the way you want them to. When that happens, don’t give up. Take a step back and look at what’s been successful and what hasn’t, re-strategize and come back stronger than ever. (Super-cool robot hand optional.)
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Use the Force
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