It's important to note that a successful online marketing campaign does not attempt to do everything in the PESO model - that would be crazy! Instead, the goal is to determine the best channels for your business to reach your audience.
Let’s break down what the individual channels mean:
Jump straight in! Ensure you have your objectives and goals from the beginning, then work with the experts in your team to create a library of content. Having an understanding of your audience will not only help you to know what relevant keywords to target, but it will also help you to choose the most relevant channels, drive your content and develop your .
Sharing information that is not only interesting but relevant to your target audience is vital.
Give things time to work and don’t spread yourself too thin trying to do something across every aspect of the whole model. And don’t forget to measure the results!
To better embrace the PESO model it's good to focus on understanding your ABCs:
and methods to promote your content (not to mention all the technical activity that happens in the background). It's challenging, and often unnecessary, to adopt them all. PESO lets you simplify things and concentrate on the key areas where you can have the most impact.
Once you have chosen your main focus, you can then work towards setting that will enable you to review and deliver return on investment. These also help with assigning experts and teams, and itemising the actual work that needs to be done and when.
Let's say you are a new business with an online store. You’re going to struggle to rank high initially, so you want some quick page one visibility and brand traction. is probably best to kickstart your digital footprint.
You know your audience, you know what they're after and what they care about, and that they like to use search. The more you know your audience, the better you can target your Ads using keyword analysis. You can also bring in your branding to ensure your messaging and calls to action are on point.
Next, you’ll need to build a team who are skilled in the required disciplines:
Once all the foundation work is complete, you can begin your campaign.
So, what would that look like all together?
The PESO model is about choosing the right media and channels for your business, rather than trying to cover everything. It’s also about changing your online marketing habits if they’re not working for you.
Applying the PESO model may feel like stepping out of your comfort zone, but it is good to embrace change and consider this incredibly useful strategy to improve online success.
Take this opportunity to stand out!
If you have any questions about the PESO model that haven't been answered above, .
You can also connect with Matt on Enterprise Nation.
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