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You’ve heard these timeless principles before: You reap what you sow. Plant seeds early so you can harvest later. If you build it, they will come.
While the pandemic recession is creating economic challenges for millions of workers, Work-from-home (WFH) is creating opportunities for professionals to establish an online and social presence, as well as expand one’s reach. Subject matter experts can do so by consistently publishing excellent content that offers readers actionable tips, by helping niche audiences solve micro-problems, and by using marketing tools that reach more people in less time.
Let’s look at how you can expand your influence online while working from home during the pandemic.
Publish Insights And Expertise
Whatever your area of expertise is, embrace it and share efficiencies, insider tips, lesser-known hacks, and anything that would make other people’s lives easier.
Prioritize frequently writing, recording, publishing, and sharing outstanding content on a blog, e-commerce site, YouTube channel, and social platforms. Whether you’re a business owner, architect, or a fashion influencer, publishing practical and useful insights will get viewers to your platform and expand your online reach by establishing your credibility and expertise.
Two important things to keep in mind: images matter and great storytelling is key. You must choose photos and write captions that impact the hearts and minds of target audiences. And learn how to tell a great story that captures people’s attention and resonates, which in turn, inspires social sharing.
Tactically, it’s also prudent to choose topics that are not too competitive. That means other professionals are not currently addressing such topics in the public domain. For example, if you’re a tax attorney there may be a lack of YouTube videos and educational resources on lesser-known I.R.S. rules that can help couples, senior citizens, students (or whomever else) reduce a tax liability. In an extremely crowded internet, don’t underestimate the power of solving ignored topics (that people are querying).
Help Niche Audiences Solve Narrow Problems
As mentioned, it’s prudent to carve out a target audience. For example, if you’re a communications professional or digital marketer, consider specializing in a certain industry, demographic, region, or other area. It’s tough to stand out by being a generalist. Majority of the time, jack-of-all-trades are masters of none, and end up doing many things at a mediocre level. Potential clients want deep knowledge that can fix narrow pain-points.
In order to do this well, it would be beneficial to send out surveys to a niche target audience in order to find out what their pain-points are. Then you can create content addressing those exact needs. Answer The Public is a great resource and source of information when planning your content strategy. On the site you can simply put in one to two keywords describing the topic you want to write about and it will populate the most commonly asked questions the public has on that specific topic. Using data from search engines such as Google and Bing, the tool aggregates data and visualizes search questions and suggested autocomplete searches in an image called a search cloud.
These exhaustive lists are a goldmine when trying to come up with new content consistently.
You can even click through each of the suggestions to view its google results page. This gives you a good look at who the competitors are for those keywords and allows you to then assess if you’d be able to outrank those competitors if you were to cover the same topic.
This plethora of information can go a long way to help you make informed decisions and spend your time effectively when creating new content.
Leverage Marketing Tools
Professionals working from home have limited time to devote to digital and social marketing. That’s where marketing tools come in. Hootsuite and Meet Edgar are some of the best ways to manage social media messaging, marketing and engagement. They’re helpful in reducing the time commitment it takes to successfully leverage Twitter, Facebook and a litany of other social media platforms. The tools streamline social media marketing efforts, and thus reduce time and stress associated with content planning.
In a Nielsen survey a few years back, 83% of consumers said they trust the recommendations of friends and family and 66% trust the opinions of fellow consumers published online (i.e. product reviews).
Another tool, BuzzSumo, helps users optimize content and monitor campaign performance. Users research articles that get the most shares and on which social platforms and websites. The tool lets you track comments so you can take advantage of immediate selling opportunities.
Potential customers can sometimes have preconceived and inaccurate notions about your industry or business. With comment tracking you have the opportunity to educate and inform consumers and change the narrative when necessary.
Additionally, search engines and audiences love to share unique and helpful content. Share your expertise and strive to contribute quality content often in the public domain. If done right, over time the helpful content you put out there will result in organic traffic driven to your website, returning value in the form of profits.
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August 31, 2020 at 01:00PM
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4 Ways You Can Expand Your Online Influence While Working From Home - Forbes
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