When it comes to marketing your online business, what tool or platform comes to mind? Quite often when I ask my new clients this, it's Instagram.
Instagram can be a great, free tool for marketing your business. But it also takes a lot of hard work, consistency and patience to see results.
Did you know that there are other options out there to market your business online other than Instagram and TikTok?? In fact, many businesses are moving away from them because it no longer aligns with the type of business that they want to build, or they're realizing that their energy is actually better spent on a different platform, with different strategies.
In this episode, I wanted to talk about five other strategies that you can use to market your business online that have nothing to do with TikTok or Instagram.
Okay, first, let's just cover something here. I am not saying that you can't use Instagram or that consistency and hard work won't pay off for you. Using social media for your business is amazing because it's free, everyone is doing it, and it's an opportunity for you to share your voice and connect with others.
However, there are a few of the things that drive me a little nuts about Instagram. Number one is that we spend so much time there without a solid strategy, and that is hours that you could be putting towards something else to help grow your business. Social media and specifically Instagram in this instance can be really time consuming with very little return or results. If you don't have the knowledge or experience or a really clear plan to use your time wisely.
Second, is that it's super easy to start comparing yourself to others on those platforms as well as others who might have an entire team behind them in order to be producing content daily on Instagram.
Lastly, even if you do build a big following on Instagram, that doesn't translate directly into sales. So, where else could we be putting our energy into? That's what we're going to talk about today.
When it comes to Instagram or even TikTok, the thing that's trending is new content (new reels, new dancing videos, new posts, new carousels, new stories). This means that you need to be constantly producing new content on these platforms and that can be a lot of work.
Not only that, it doesn't last that long. The shelf life of this type of content is essentially a day or maybe a week, if you're lucky. Yes, there's an argument for having someone come to your Instagram profile and scroll through and binge all your content, which is awesome. But quite often how people are actually consuming content on the platform is a one piece of content at a time. Therefore, in order for you to stay relevant, you need to be constantly posting new content on that platform and that can be extremely exhausting, especially if you don't have a very clear strategy for doing that.
What is something that you could create that could last for years and stand the test of time in your business? What could you create and put out there that people could find helpful and resourceful and really piqued their interest about you, your business and your services years later? Well, my friends, the answer is searchable content.
We want to be creating searchable content for our business, meaning that somebody could go to Google and type in “how to… [ your business niche]” and awesome content from you pops up. This is what I call creating long form, searchable content.
To me, long form content is uses SEO principles and strategies so that it is actually searchable, meaning that you have a higher chance of somebody organically and naturally finding you because you're talking about the exact topic or problem that they want to learn about.
SEO content, or searchable content, often has a much longer shelf life and sometimes can even get better with age. You could be a trend setter by talking about a topic now that gets popular five years from now or developing resources over time so that you have this library that was created long before anyone else was writing or posting about that topic. Having a long shelf life and getting better with age is actually the complete opposite of Tik Tok and Instagram.
Another thing that’s really great about creating long form content is that you can create these resources now and have them ready for clients for years to come. What this does is it helps you establish your authority as an expert in your niche. When someone comes to your website, they will discover you have this whole library of amazing long form content to consume.
Creating long form content offers free resources and a lot of value to your ideal client or your customers and you can also repurpose this long form content across many different platforms, including Instagram and TikTok. This means you’ll actually have a built in strategy for showing up elsewhere as well.
And lastly, one of my favourite parts about creating a long form content is that often you actually own the space that that content lives on, meaning that you can be posting long form content to your website. This is important because you no longer have to worry about the platform disappearing or having glitches or not loading in order to keep attracting customers and potential clients on repeat. We know we've seen this happen with Instagram where there have been glitches or full days where it's gone down and you're not able to post or connect. You don't have to worry about that if your content is being posted to your website.
5 Marketing Strategies to Try Instead of Instagram or TikTok
Okay, so now that you understand long term versus short term content and creating something with SEO and search-ability in mind, let's talk about the specific five marketing strategies that you can try for creating long term content instead of Instagram and TikTok.
Strategy 1: Blogging
Before you say, “oh my gosh, Lexie isn't blogging so 2010?”. Yes, in the old sense of blogging, where you basically journal your life. That type of blogging definitely doesn't serve as much of a purpose for your business these days. I also wouldn't say that making a lot of money off of blogging is easy in today’s world either, but there are still tons of people out there who are still doing it very, very efficiently and effectively, and a lot of people who are teaching how you can use that as an income driver in your business as well.
What I am talking about when I say blogging is writing articles that talk about the why and the what around your services and that are going to help explain why you do what you do. These articles will teach the basics that people need to know about what you do and talk about the terms that you use in your business (for example: leaky gut or lead generation). You can take your potential clients through the process of discovering more about their problem and what the possible solution is by working with you. You can do this through writing really great articles and publishing them to your website.
When it comes to blogging for SEO, if you have a website where you can create titles for your blog posts that are SEO driven and include top e keywords, Google is going to love that. If you start creating a lot of blogs and articles around the same topic, Google will also see that and start to establish you as an expert in your niche. This means writing articles allows you to not only develop your expertise and your authority on your own website, but actually for Google and as a part of your search engine optimization strategy too.
An easy way to get started with blogging is to first make sure that your website actually has a blogging feature. Inside my website building course where I teach you how to build a Squarespace website in one week, you can add a Squarespace blog. WordPress is also one of the most recommended hosts when it comes to blogging because you can download plugins and different features to help you with SEO and writing your blog posts. But whatever website platform that you use, see if it has a blogging feature that you can get started with and something that you own on your website where you can start posting articles.
If you dedicated yourself to writing one article a week, for the next two months, you'd have eight amazing long form pieces of content and that would be a really great place to start.
Strategy 2: Pinterest
Maybe you haven't been using Pinterest at all for your business, but you've probably been on there as a consumer or as someone who just wants to pin recipes, outfits, wedding planning, and more. Pinterest is an amazing tool for your business because it is a search engine. What that means is that people are going into Pinterest and actually typing in keywords and niche topic areas, which again, means that people are going to naturally be finding you.
Now, there is so much that I could talk about Pinterest. I mean, we could probably do episode upon episode on the podcast just on Pinterest alone. I am not even an expert on Pinterest by any means; however, I absolutely love using it for business because it allows people to naturally and organically find you by searching for your content. So, if you're already creating articles, or if you're going to start creating blogs and articles for your business, I highly recommend also getting started on Pinterest.
Unlike Instagram, that only wants to keep people just on their platform, Pinterest is actually set up to have people leave Pinterest! When you post on Instagram, you just post that photo or that video and then people can come and like and comment and follow you. But on Pinterest, when you post a Pin, you actually have the ability to put a link in there. So, when people come to that Pin to see what it’s all about, they will actually be able to click that link and leave Pinterest and go straight to your website.
One of the other things that I love about Pinterest is the longer shelf life. I have people still coming to my website from Pins that I posted over a year ago, and my Pin strategy was not even on point then. All of those older Pins have the potential to drive people back to your website months and months and months after you've posted them. Hey, Instagram, can you say that about my last post? I don't think so.
With Pinterest, you don't have to do blogs and articles. However, that is an amazing way to drive traffic back to your website and is one of the most recommended strategies for using Pinterest. You can also include links to your Pins that go to other places like a video channel or a podcast or even your Instagram. You probably have some content you've already created that you could create Pins for and link back to to get started on Pinterest marketing strategy.
Strategy 3: Youtube
Youtube is another platform that is search engine optimized, meaning it’s searchable. If you are creative, if you enjoy videos and editing, or if you just feel like speaking to a camera would be much easier than writing long form blogs and articles on your website, then YouTube could be for you.
The best YouTube videos are actually short and sweet. People want to come to Youtube to get the bite sized information that they need on that topic. YouTube might be the perfect fit for your business.
You can do the exact same thing that you would do with blogging and creating articles, but instead create educational and high quality videos on niche topics that you talk about in your business. Just like with any of these strategies, there's a little bit of a learning curve in terms of how to edit your videos, create thumbnails that are eye-catching learn, how to label your videos, etc but these are all things you can learn.
You can get started on Youtube by just by creating a few videos on topics that people regularly ask you about. If there are topics that you feel like potential clients are talking about or things that you think would make a really great blog, create a video on it.
Once you have these videos ready, you can actually embed them right onto your website. Create a short and sweet blog with the same title of your video, add a little description and embed that video right onto your blog so people can watch it from your website. You could create Pins and use the Pinterest strategy to link to your videos too!
Strategy 4: Podcasting
Clearly, I'm going to be very biased here because I have a podcast and I love podcasting. If you love the idea of creating blogs and articles, but you don't really love writing and you like the idea of just sitting and talking to the camera or you don't totally want to be on camera, I totally understand. The perfect in between form of content for you could be podcasting.
Podcasts are great because when someone goes go to Apple, Spotify, Stitcher or wherever they listen to podcasts, they can search for a topic that they want to learn about, and your podcast name or description or a specific episode could pop up as a recommendation because you've done an episode on that niche topic. This strategy is very similar to videos or blogging in terms of the search-ability, it's just a different structure of long form content.
You can take your podcast episode and transcribe it using a transcribing tool or hiring somebody to transcribe the episode for you and then you can take that and turn it into a blog post and an article. You could post a snippet of the episode on your blog and then embed your podcast right to your website. Again, you could totally use the Pinterest strategy here too!
The best part is you really don't need a lot to begin podcasting. You can pretty much start for free as long as you learn a little bit about editing an episode. When I first started, I did not have a professional microphone. I started a podcast for my nutrition business, and it was probably the best thing I ever did because it allowed me to start building up my voice and my authority on specific topics. It actually gave me the opportunity to find clients and customers in those niche areas without really doing much except using a pair of headphones that had a little microphone feature on them and editing it on GarageBand on my computer. There's lots of podcasts out there who do weekly episodes that are only 10 to 15 minutes long. You have the ability to do whatever you want with it. You have full creative control.
Maybe you've been thinking about starting a podcast, but it just seems a little bit daunting and overwhelming or you really just want to learn more about what is involved. If you're interested in learning how to start a podcast, I'm thinking of creating a little guide and resource all about this. If you're interested in that, I would love to send it to you when it's ready. Click here to add your name to the podcast guide list so I can send it to you once it's ready to go.
Strategy 5: Be a Guest on a Blog, Video Show or Podcast
We've talked a lot about searchability, we've talked about creating long form conten and so you're probably wondering, what platform have we not talked about? Well, my friends, we're actually going to turn this upside down. Instead of you creating something, what you're actually going to do is pitch yourself to be a guest on someone else's platform. You could be, a guest on their podcast, on their YouTube show, or even a guest blog post contributor for their website.
This allows you to practice everything that you've been doing, creating long form content on your website and your business, while tapping into somebody else's audience or a totally different set of readers, listeners or viewers. Pitching yourself can seem a little bit tricky, but when you keep in mind how you can help that specific audience, it makes it a whole lot easier.
I have gotten a lot of podcast guest pitches this year and there is a big difference between a really great pitch and a one that goes right into the delete box. What I look for is someone who seems like they know my audience, has checked out my podcast episodes, knows what I do in my business, has taken time to visit my website and knows if we have covered their niche topic on the show before. So, when you keep that in mind for yourself and your business, that's what you want to think about.
Another idea is doing a swap. If you're already creating articles or videos or you're starting your own podcast, you could reach out to somebody else and offer to do a swap where they have you as a guest and you have them. It's a very fair and equal energy exchange for the both of you.
Well, there you have it, my friends: five strategies for marketing your business with long form, searchable content where people can naturally find you with SEO driven content that lives on for a long time.