Turning Luck into Opportunity

With a lot of unpleasant things happening in the country right now, it’s easy to understand how everyone has gotten caught up lately with something as fun a lotto fever. We all like to dream of what we’d do with hundreds of millions of dollars (or $1.6 billion in the case of the crazy MegaMillions jackpot the other day). Though the odds of winning are obviously astronomical, it’s still a fun escape from the day-to-day drudgery.

Luck vs. Opportunity

A few weeks ago, I posted an article that talked about the concept of luck when it comes to marketing. Though luck (or fate, if you prefer to look at it that way) can happen, you cannot depend on it to grow your business. You have to get out there and create your own opportunities.

However, there is something from the lotto experience that does indirectly apply to marketing, and there is a slightly different way to look at the concepts of luck or fate. Please bear with me. First, let’s think about the “luck” involved in winning a lottery jackpot. Some people do always play the same numbers, but I’m really thinking about the majority of us who just get “quick pick” tickets with random numbers drawn. In this case, it really is a matter of being at just the right place at just the right time for the machine to spit out the exact numbers that will later get spit out randomly (well, we’d like to hope) by a different machine the night of the drawing. That’s pretty much the definition of luck because, in theory, it’s completely random.

Marketing Strategy

Marketing is not random. In fact, it takes a ton of strategy to get your brand developed effectively and then positioned in front of your target audience through various media. Yet, in a way, you are still aiming to get your marketing message in front of the right person at the right time. When they decide to purchase your product or service being advertised, you may be putting a little bit of luck on your side.

Often, marketing has an aggregate effect on consumers. They see your brand in multiple places, they hear good word of mouth or they see your products or services being used. Maybe they are a past customer that keeps coming back because they like what you have to offer. Over time, they develop a positive association with your brand that ultimately compels them to buy.

The Right Place. The Right Time.

Even in the aggregate method, it’s still a matter of being seen at the right places at the right times by the people who are most likely to be interested in your particular products or services. Then, there will be other cases where the first time someone sees your marketing, they are immediately hooked and sold right then and there. These instances are much more rare, but they can happen with an effective marketing approach. This is especially true in the world of direct response marketing when you have a strong call to action that sparks a decisive response from the consumer.

How you get your marketing messages out there is a different topic for a different day. I highly recommend you go back through this NextGear Marketing Blog archives and you’ll find plenty of articles on a variety of strategic marketing topics that cover many different media outlets. The point is, when you get the word out there a lot (and that word is appealing to your target audience), you have a better chance of turning the concept of luck or fate into real business opportunities.

The Benefits of Boosting Blog Posts

So, you have a great blog for your business. You are posting a unique article once a week (or even more frequently). It has all the SEO tags, keywords and links to help you improve your website’s organic reach. You’re sharing the article links on Facebook and any other social media pages your company has. These are all great steps and necessary strategies to apply when running a business blog.

Yet, you are ready to take things to the next level. You want to expand your reach and get more people to see your blog. More followers generally lead to more conversions, so how do you get your articles in front of more people?

Boosting Blog Posts

One great strategy is to boost your blog posts. You don’t have to boost every single one. Some you may only boost a little. Some you may want to boost a lot if the content is strong and has a very targeted message. You can dip your toes in the water by boosting for only a few bucks a day. If the results are good and you decide to get more aggressive, you can raise your budget. Honestly, you don’t have to spend that much on social media to effectively boost a blog post.

The Perfect Example

One of my clients runs an auto repair shop and he is in a major push right now to bring in more domestic heavy duty trucks, SUVs and fleet service vehicles because they represent a better profit margin for his particular business model. With this in mind, I have been writing a lot of blog articles lately centered around this target market message. We’re featuring customer testimonial stories based on customers who own trucks and SUVs or are in charge of fleet accounts for local businesses. We’re writing service features and news articles highlighting new heavy duty lifts in the shop and a passion for working on larger vehicles. The articles are being tagged with specific SEO keywords like Ford F-150, Dodge Ram, GMC Denali, Chevrolet Silverado, etc.

Then, my client is boosting some of these blog articles on Facebook, again targeted at truck/SUV owners throughout his local area. Through keywords, interests and other demographic criteria, he is able to get very targeted exposure through social media.

The Results of Boosting

Ultimately, these targeted blog articles are seen by a lot more people than the company’s usual followers. More importantly, they are being seen by people who are likely to be the most interested in these specific topics. This leads to more blog traffic and eventually more customer conversions. It’s a very cost-effective solution.

Some blog articles may not need to be boosted, and like I said, some are more “boostable” than others. Usually, the more targeted the message in the article, the more effective it will be as a boosted post. It allows you to hone in on a more specific audience, which will generate more interested click-throughs.

If you have a blog and want to take it to the next level, or you need to get your blog started or moving in the right direction, NextGear Marketing can help. Contact us today for more information about blogging and social media integration.