Now that you’ve produced new content that is optimized for search engines, it’s time to start promoting your content elsewhere online. There are several reasons why you should promote your content on social media channels, to your marketing database, and on other relevant websites.

• Drive relevant traffic: Target your audience on the sites they visit every day.
• Generate leads: Your new visitors may discover that you have a solution to their problem, and fill out a form on your site to become a lead.
• Build your brand: Every link back to your website means more exposure for your brand.

Promote on Social Media

Here are just a few things you should be doing to promote your content on social media.

Step #1: Auto-share blog posts. Set up a tool that automatically shares your new blog posts on your social media profiles. This will save you time, and ensure that Google indexes your new content more quickly after it’s posted to Twitter. You can link your social media profiles and auto-publish your blog posts to these profiles using HubSpot. Learn how >

Step #2: Enable social sharing in your blog. Make it easy for your readers to share your content on their favorite social media sites. Simply add social sharing buttons to the top of all of your blog posts. If you have a HubSpot blog, you can easily set this up. Learn how >

Step #3: Monitor and participate in the conversation. Use a social media monitoring tool to track mentions of your business, product, industry, and other related terms, and then participate in relevant conversations. Don’t just be self-promotional; contribute something insightful instead. You can track terms in social media, and even participate in the conversation, right within HubSpot. Learn how >

Step #4: Create offers to gain a following. Build a custom landing page on your Facebook business page that offers something exclusive upon liking the page. HubSpot developed a Facebook application that encourages people to like your page and collects leads from your new fan base. Set this up >

Step #5: Target social media sites relevant to your business. Not every social media site will be right for your business. Monitor how much traffic/leads you’re getting from each social media site, and then focus on the top-performers. Your time is limited, so use it where you’re getting results. You can monitor your progress on each of your social media profiles using HubSpot. Learn how >

Learn more about how to use specific social media sites for business:

• Facebook
• Twitter
• LinkedIn
• YouTube

Promote via Email

You can use email marketing tactics to send customized offers to your old leads, current customers, and your entire marketing database. There are several goals of email marketing to keep in mind:

• Lead reconversion – Get your leads to reconvert on a 2nd form on your site to provide you more information and indicate that they are ready for a sales call.
• Lead to customer conversion – Get your leads to turn into customers.
• Customer reconversion – Get your customers to purchase another one of your offerings.

Step #1: Compile a list of email addresses. Group your leads and/or customers according to interest if possible. This way you can target the offers and messaging in the email they receive. If you have HubSpot, you can import your old leads in to HubSpot to send them email marketing campaigns. Learn how >

Step #2: Assign leads to a Lead Nurturing campaign. This email marketing tactic means sending a series of scheduled emails to your list of leads. This allows you to gently drive leads further along the buying cycle. You can use HubSpot's lead nurturing tool to send a series of scheduled emails to your leads. Learn how >

Step #3: Send leads a one-off email. You can also send a single email driving leads to a specific landing page, or you can send your leads a monthly newsletter promoting your latest offers. You can send one-off emails or newsletters using HubSpot's email marketing tool. Learn how >

Promote via Paid Search (PPC)

You can also use paid search campaigns using tools like Google Adwords to generate more traffic to your website. While you should look to reduce your spend using organic search optimization tactics, you can still use PPC to take your marketing campaigns to the next level.

Learn how to set up with Adwords within HubSpot >

Here are some ideas on how to use Paid Search:

• Experiment with keywords before optimizing. If you’re deciding between keywords to focus on for your SEO efforts, you can test out different variations using Adwords first. Then see which produce the most quality traffic and leads. This way, you can make sure you’re spending your time optimizing your site for the right keywords.
• Rank on keywords with a high difficulty score. If there’s a keyword that has a high difficulty score that’s out of reach of your SEO efforts, you can pay for an ad to appear on the first page of the search results for that keyword.
• Capitalize on PR or news waves. It takes time to make progress on keywords using SEO tactics. Instead, you can buy keywords related to a news or PR event that you want to capitalize on. You can even geo-target your Adwords ads to only reach people affected by the event.
• Increase brand authority. Even if you’re already ranking first or second for a keyword, the presence of a paid search ad underlines the credibility of your company and its ownership of the keyword in question, making people more likely to click on your organic listing.

Want to analyze and adjust your Google AdWords spend inside HubSpot? Download the Google AdWords Dashboard App from the App Marketplace.

Promote on Traditional Channels

You can also to promote your content through banner ads on other websites, tradeshows, or traditional marketing methods like TV ads or radio spots. If you do, you still will want to track the traffic, leads, and customers that you generate via these traditional marketing campaigns.

Learn how to track the progress of an offline ad using HubSpot >