If you’re wondering how a digital content manager can help you grow your online coaching business.
You’ve landed on the right page. In this post, we’ll discuss 15 ways your digital content manager can help you with your online coaching growth.
Creating website content that drives traffic and generates leads consistently is challenging. You may face the following challenges:
- Lack of time
- Absence of a content strategy
- Lack of keyword research expertise
- Regularly coming up with creative content ideas
- Creating a content calendar and sticking to it
- On-page SEO
- Maintaining and updating the content regularly
This is where a digital content manager can help you out and save you time and resources.
So if you’re ready to take your business to new heights with the help of a digital content manager, this detailed post will answer all your questions.
Let’s dive right in.
1. Develop a content strategy
The first thing a digital content manager will do is help you develop a comprehensive content strategy that aligns with your business goals and target audience.
This content strategy will serve as the backbone of all your content and marketing efforts, it includes:
- How many categories should be there
- How many posts/pages should be published each month
- Categories selection based on proper keyword research
- Creating a content calendar
- Keyword research
- What kind of content is working for you and your audience
- Analyzing competitors and creating a strategy based on that
Your content manager will do all of this for you once you start working with him. It is important that he/she understands your business properly so that they can create a winning content strategy.
Once you’ve decided on a content strategy, content planning should be done monthly to save both of you time and money.
Rolex is the leading name in luxury wristwatches. It is headquartered in Geneva, Switzerland, but relies on 4,000 watchmakers in more than 100 countries. it has a major presence in the sports world with endorsements in golf, motorsports, tennis, and yachting. The content of Rolex is the best example of how to bypass overly technical content in favor of something more engaging, and they also demonstrate how powerful visual content can be as well.
Initially, Rolex keep its focus on just producing articles which becomes a big challenge for them later. Users only get technical information about the watchmaking on their website which was actually useless for them. Rolex focus on building a social media following using visual content. Their Instagram page has over 10 million followers, and their Facebook page has over 7 million. All of these users follow the page to view the incredible, high-quality photographs that they post of their watches.
Users need engaging content that they can share on their social media accounts. So, Rolex developed a content strategy that works so well because Rolex understands that people wear their watches to make a statement, and it’s all about the aesthetic. Engagement is a vital part of content marketing, especially when posting content on social media. The high-quality nature of the images appeals to people that are interested in photography, so this content helps Rolex to gain exposure outside of its normal demographic.
2. Create engaging content
Having created a content strategy, you’re already ahead of the game. It is an important part of your marketing plan and it’s great to have it ticked.
Next, it is important to implement the content strategy/plan. Being a business owner, there are hundreds of things on your plate, which is why creating content regularly can become challenging.
This is where your digital content manager should be able to help you with creating engaging and informative content, such as blog posts, videos, or social media updates, to attract and engage potential clients.
If we stick to website content, he should be able to do the following:
- First and foremost, follow the content calendar
- Keyword research-based content creation
- Title creation based on EMV
- Including main and relevant keywords in the article
- Doing on-page SEO
- Adding featured image
- Editing and proofreading
- Publishing the content on your website
- Sending the newsletter to your subscribers
Publishing content may sound like the final phase of the content creation process, but it certainly is not. There’s a lot more to come.
3. Optimize website and blog
Your website does not start producing results just by launching it. This is why continuous website optimization is necessary.
Getting results from your website requires constant care, attention, and optimization, especially if content strategy is a part of your marketing collateral.
Again, as a business owner, it is difficult to have dedicated time just to keep your website and blog optimized.
Your digital content manager can help you achieve this in the following ways:
- Keep a track of your search engine rankings
- Making sure your website speed and performance are up to the mark
- Regularly updating your plugins and themes
- Updating content on your website regularly
- Processing comments on your blog
- Updating images when required
An optimized website and blog have a much higher chance of ranking in search engines and generating organic traffic which can lead to potential clients.
4. Manage social media
Just like content creation, social media can take up a lot of your time. An important reason is that social media is short-lived and fast-paced.
You can stay ahead of the competition if you only open your social accounts once a week or so. Especially, when there are so many social platforms these days, and you can’t afford to miss out at least on these:
Here’s how your digital content manager should be able to help you:
- Creating your social media presence
- Creating and scheduling posts
- Responding to comments
- Engaging with followers
- Keeping the profiles up to date such as your bio and profile image
- Responding to mentions on time
- Joining relevant groups
- Posting/engaging with those groups
This is the age of social media and it is important to have a social presence, a lot of business can come from here so it’s not a wise move to ignore this.
5. Email Marketing
According to a study, the chances of attracting new customers are 40% higher from email marketing as compared to social media marketing.
But for your email marketing campaign to work, the most important part is to have a solid email list which is not an easy task.
The most effective way so far is to ask your readers to sign up by leaving their email in return for a valuable download or by signing up for your email newsletter. This will help you to keep them updated about important news, brand offers, products, new content, and other significant information.
No doubt, once the lead generation system is created, it can automate most of your tasks, but this can still be time-consuming and here’s how your digital content manager can help you:
- Creating powerful downloadable content to attract users
- Integrating an email software where the emails are collected
- Creating follow-up emails to build a connection with your subscribers
- Doing A/B testing to see which lead generator works the best
- Regularly being in touch with them by sending them offers etc
- Sending newsletter on time
However, the purpose of this newsletter should not solely be promotional. It should provide value to the subscribers to avoid spamming your potential customer’s inbox.
QIS has been helping businesses nationwide find the right solutions for their packaging problems. Their focus has been always will be on you – the customer. They provide our customers with affordable, high-quality packaging solutions. The issue faced by QIS was that Email marketing has never been a central part of their marketing efforts. As a matter of fact, they never emailed their database. Surely, many of their marketing officers wondered if email marketing was even worth the investment.
To resolve this issue, QIS developed a simple email marketing strategy that includes: Cleaning their email list using a list cleaner, creating a sale, and sending a campaign composed of three emails. This simple email marketing strategy yielded big results.
Richard, a central figure at QIS, says the company recorded an 830% ROI and 13% conversions on sales with email marketing. This email campaign was “head and shoulders” above their other paid marketing channels. He also remarked on the “absolute worth” of email marketing. It didn’t take long for the decision-makers at QIS to become believers in email marketing.
6. Search engine advertising
Search engine advertising is the process to drive traffic to your website through search engines directly. This is a bit different from SEO.
SEO is naturally building rapport and getting rankings on search engines. However, with search engine advertising, other venues are explored such as Google Ads.
You can pay Google to promote your website and get traffic to your website. This is again not as simple as it sounds and being a busy coach, you will need to outsource it.
Therefore, your content manager can help you with this as well.
- Targeting the right audience
- Making sure of the demographics, genders, and other important points
- Checking the CPC (Cost per click)
- Finding the right keywords
- Constantly reviewing the results and performance
- Having correct landing pages
Traffic from google ads can no doubt be short lived, but nevertheless, it is still worth giving a shot and works for a lot of businesses.
7. Social media advertising
We have already discussed social media, however, managing social media is a bit different from social media advertisement.
Social media advertising works similarly to search engine advertising. The only difference is that instead of Google, you are paying different social media platforms to promote your product/services.
Some of the common social media advertising platforms include:
Just like Google ads, there’s a lot to consider, otherwise, you’ll just be wasting your time and money. For example:
- Targeting the correct audience
- Location and demographics
- Gender and age
- And a lot more
According to the latest report by Statista, Ad spending in the Social Media Advertising segment is projected to reach US $268.70bn in 2023. Also, the market share of Facebook amounts to an estimated 16% of the Social Media Advertising segment and the selected region in 2022.
Social media advertising works really well if you’re using it the right way. They are not only effective but also economical. You just need to make sure to target the right audience because the ultimate goal is to drive that traffic back to your website.
Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. It is the world’s largest coffeehouse chain. Starbucks has grown to become one of the most popular brands on social media. The brand’s strategies are a great source of inspiration for any brand looking to revamp its social media marketing.
No doubt, Starbucks has managed to keep its interactions warm and friendly everywhere. At the outlets as well as on social media. The most common social media advertising techniques used by Starbucks are: keeping the social media trends that its customers love, regularly sharing customer content, and making customers feel acknowledged.
Starbucks has a reputation for actively sharing customer stories on social media. 11 million followers on Twitter, 17.9 million on Instagram, and 368K subscribers on YouTube! It’s not just about the numbers it is about how interactive the brand is on social media. It is about its active customer engagement strategies and creative campaigns. And that’s exactly what brands should aim for if they need to stay a step ahead in social media marketing.
8. Analytics and tracking
It takes up so much time and resources to set up a website and start getting traffic from search engines, therefore, it is equally important to track the progress of your website.
This, however, can again be a time-consuming process if you want to do it on your own. Having your own digital content manager will help you set up your goals and regularly analyze and track them.
Multiple tools can be used for this purpose, a few of them are:
- Google Analytics
- Google search console
There are not just one or two things that you need to measure when it comes to your website, there’s an exhaustive list, let’s take a quick look at some of the key metrics:
- Setting website goals and monitoring them
- Domain ranking
- Organic traffic graph
- Traffic value
- SEO score
- Clicks and impressions
- Backlink profile tracking
- Organic keywords
- Posts/pages that are working best for you
For the success of a website and your online coaching business, it is important that the trajectory of these metrics is always upwards. Also, these metrics play a key role in optimizing your website and content strategy.
9. Lead generation
The ultimate goal of a website is to generate leads and convert them into clients. There are so many ways lead generation can be done through websites as well as other platforms.
Having a dedicated digital content strategist will greatly help you in focusing and developing your lead generation strategies. Of course, this can take some time, as you need to see what is working best and do the most of that.
However, the following are some of the key strategies that your content manager should use:
- Creating different lead generators on the website
- Doing A/B testing to see what works the best
- Having specific lead generators for specific landing pages
- Creating landing pages to target audience
- Setting up a CRM or emailing software
- Capturing leads and being in touch with them
If you start generating regular leads from your website, your website will become your greatest asset for your online coaching business.
Audi AG is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. Their vision is to become the most attractive premium brand in the Middle East, to establish Audi as the benchmark in customer service, and to become the most attractive employer in the region.
The aim of the Audi company was to generate valuable leads through high-quality engagement. So, they build a smarter lead generation. The challenge was Audi wants to launch the new Audi A8 across nine markets in the Middle East, use Audi’s audience insights to target the most relevant potential buyers, raise awareness and drive engagement, and deliver a pipeline of high-quality leads for luxury Audi models.
Their hard work pays off. Quality engagement delivers quality leads. As result, Delivering video through Sponsored Content generated over 300,000 views amongst the target audience, with a view rate of 35% and a completion rate of 22%, 80% of viewers watched more than half of the film and the InMail campaign generated an outstanding open rate of over 66%, with 5.7% clicking through to “Experience More”.
Branding does not mean creating your website from scratch, however, if your business branding needs to be updated every now and then.
Now consider updating your logo on the website, that should not take up too much time, but let’s see how many other platforms your logo needs to be updated.
- Social profiles
- Email signature
- Business card
- And a lot more
That’s where you need a content manager to save the day for you. They will not only update it on all platforms but also help with the following:
- Helping you design/improve the logo
- Rebranding the business as and if required
- Optimizing your branding message
- Updating images when required
- Maintain a consistent brand image and messaging across all online channels
11. Website design and development
Designing and developing a coaching website is a challenging and time consuming task. It can take up to a few months to complete and launch it, especially if you’re doing everything on your own.
Of course, you can always outsource a designer as you will ideally be outsourcing website development but a designer can not understand your needs as your dedicated content manager does.
He/she will be doing all of the following and all you need to do is approve to get started:
- Colour scheme
- Branding message
- Type of website
- Number of pages
- Website content
- Contact information
- Perfect homepage
- Website navigation/menu
- Provide quality and appropriate images
- Decide on the website features that are required
- Call to actions
- Social media links
- Lead generators
These are still just a few points that are mentioned, there’s a lot more to do if you are looking to create a professional website that converts.
12. Reputation management
The most important thing a coach needs to worry about is helping clients achieve their goals, rather than spending time on social media and other things.
Your content developer will take care of maintaining your online reputation.
- Posting on social media
- Responding to queries
- Responding to comments on blog/social channels
- Acknowledging mentions online
- Responding to reviews
- Approving comments
- Engaging with audience
- Managing your website
Not only will this help you save time but also grow your business along with your reputation, trust, and credibility.
13. Podcast management
Podcasts are becoming quite popular among coaches these days. It is a great platform to showcase your expertise, connect with your audience, and get coaching clients.
However, this can again be a long and tiring process as there are multiple venues and angles you can explore this from.
Your content strategist can help minimise the noise and get straight to business, to give you an example these are a few things involved in podcast management and you can understand how time consuming they can be
- Create a podcast series strategy
- Launch and promote it
- Audio editing
- Making sure it is reaching the masses
- Podcast invitations
- Responding to podcast invites from other channels
- Taking notes
- Promoting on social networks with short snippets
- And so on
Whether you decide to create and launch your own podcast series or show up as a guest on different platforms for podcasts, having a content manager can simplify the journey for you.
14. Video production
Video production has been in business for many years, especially since the rise of YouTube. Producing quality content for videos is a bit more complicated than simple content creation as it requires editing and a lot more. With the help of a video editor, it saves you more time for editing using a predefined template.
Your digital content manager should be able to help you with it in the following ways:
- Generating ideas
- Creating outlines and scripts for the video
- Audio and video editing
- Helping with the recording
- Promoting on all social channels
- Uploading on websites
- Creating and managing a YouTube channel
- Responding to comments
- Trying to monetize YouTube channel
The purpose of video marketing is to engage with the audience, establish credibility and authority with them, and try to get them to visit the website.
Therefore, captioning the videos and including correct landing pages/websites are also very important for the success of video campaigns.
Mezzetta is a growing, family-owned business with a deep passion for quality food. They are an inclusive, values-driven, family-run company with a diverse group of team members. They believe in a collaborative work environment where we support our teammates and celebrate our successes. The goal of Mezzetta was to capitalize on a social trend. They decided to use the Video production approach to achieve their goal.
Mezzetta’s social media team start creating a video independently. This allowed them to get the video up in a day, rather than waiting weeks. A quick turnaround allowed Mezzetta to spread brand awareness by joining the conversation around Mississippi Roast. That video was shared over 2600 times and received over 399,000 views. Mezzetta also reduced costs by taking production in-house. They lowered their cost per view (CPV) by 75 percent, compared to previous video campaigns they outsourced.
Key takeaways shared by Mezzetta are to join the conversation on social media, spread brand awareness, and take video production in-house.
15. Collaboration and partnership
Strategic collaborations or joint ventures with other organizations can change your online coaching business overnight.
It can be the best tool when it comes to marketing for coaches.
However, finding the right partnership and collaboration opportunities is also equally important for this to work. For that, your content manager might have to explore many different venues and try different things such as:
- Affiliate marketing
- Sponsored promotions
- Collaboration with bloggers and influencers
- Finding people in your own niche
- Joining different groups
- Connecting with brands to expand your reach
This can be a successful campaign for your business, let’s take for instance, you are a health and fitness coach exploring collaboration or partnership opportunities with healthcare providers who deal with people who suffer from weight and other such problems can open up a door for a regular flow of clients in a very short period of time.
Having a solid marketing foundation can be the key to your online coaching business’s success, similarly working with the right digital content manager can work wonders for your business.
They take over all your marketing headaches so you can focus all your energies on working with clients.
I hope the above details will help you understand all the ways a digital content manager can help you as well as the importance of digital content marketing in today’s age.