Marketing for non-marketers: 5 tips when publishing online

We know that marketing is all about data and technical know-how. However, some tips can be used in a “Marketing for non-marketers” strategy. These are strategies that every content campaign uses. They are easy to apply and do not require a specialist.

Marketing for non-marketers consists of simple, basic optimizations that do not require advanced knowledge or money (in most cases). Here are five tips for your following publications on a website and social networks.

1. Keyword research to rank

Let’s start our marketing tips for non-marketers with something that is almost mandatory if you want to appear in search engines: SEO. It’s all about using keywords and content optimization to appear first in a search engine.

Use keyword research to rank. How do you do it? First, look up some keywords and see what people discuss online. Apply that data in your subsequent texts and images.

Some tools you can use to get the best (and free) data are:

• SEMRush (free version) to audit a site and your competition.
• Google Keyword Research to obtain keywords at no cost.
• Google Trends to know what people talk about at a specific time and place.
• Google Analytics to see what users do (and how they do it) on your website.

2. Content creation to engage with your audience

Of course, content is the foundation of digital marketing today. To reach the right audiences, try publishing content on your preferred channel. 

Post content, but not about marketing, but about what you sell. Are you an illustrator? Post images and videos of your paintings, portraits, and drawings. Are you a mechanic? Record videos and write a post with tips and advice. Let people know what you do by using content so they can see you!

Here, we recommend social networks and websites:

• Meta and LinkedIn to publish texts and images of what you do.
• Behance and Canva to create a portfolio of what you have done.
• YouTube and TikTok to publish videos that you can monetize.

3. Marketing Campaigns to organize your publications

It is also known as media planning or marketing planning. Do you want to publish content continuously? The best thing to do is to create a marketing campaign. It is about objectives, scheduled and organized, that allow you to optimize how you publish.

For this, we recommend free applications that allow you to track content:

• Asana and Trello are free project management applications.
• Monday.com, Salesforce, and Pipedrive are paid apps but have a lot of potential.

4. Link building to link with your area

Here, we raise the level of complexity in marketing for non-marketers. Link building is a marketing strategy that helps us create direct channels with URLs. These links work both from our website and other pages related to our topics.

The idea is to make alliances with companies or specialists in our area and publish together. We can also cite authority sites with relevant information or cite ourselves if we have published a lot of content.

We use link building to create a chain of content. This helps to rank our website and social networks. Even, if someone can quote us and send us some of our links, even better! To do this:

• Always use authority sites with valuable information related to your content.
• Contact specialists interested in your content to get published.
• Self-cite, referring to previous publications related to your topic.

5. Media Buying to promote your content

We close the marketing tips for non-marketers with something slightly more advanced ( unfortunately not 100% free): media buying and a promotional strategy. Here, we find both ads and email marketing.

Here, we republish content (or even publish from scratch!). That way, it can also be used as a commercial or advertisement. This helps more people specifically interested in your type of publications get in touch with you.

While ads and email marketing tools may be free, an ad itself is not. We recommend the following:

• Google Ads, if you want to promote your website using keywords.
• Meta ads, LinkedIn ads, and TikTok ads, to promote your content.
• Mailchimp and Klaviyo will send email marketing and newsletters.

Do we use these strategies in RPB Marketing?

Yes, all of them. There are even some others that you can find in any marketing checklist. The idea is that the content we publish is valuable and authoritative, but it also has to be well-optimized to reach more users.

There are many other strategies. But, if you follow these five tips, you will be well on your way to doing marketing for non-marketers.