A lot of people and businesses have their own websites, or Facebook pages, or Twitter pages, Instagram accounts, and so on. For those who have just started an online presence, there is the belief that they have already started on online marketing. There are even some companies who believe that online marketing can be done by a single person handling Twitter, Facebook and Instagram. Usually, that single person is the one in the company with the most real world marketing savvy and the biggest number of friends on Facebook, the most followers on Twitter or the most posts on Instagram. This is a good start, actually.
But what is keeping the internet marketing initiative from taking off are several things: integration, website updates, and a continuing conversation. I did not include on-page SEO, because, ironically, for most people who already have an online presence, that is a technical topic which takes too much time. Besides, it’s not as much fun as Facebook.
Integration is when there is a single social media strategy which uses all available outlets. It is not about using social media sites in a discrete manner, and for different purposes.
So here’s a person who’s tasked to do the online marketing efforts of the company because he has a Twitter, Facebook, Instagram, Pinterest, Google+, and Tumblr account. He posts on Twitter maybe two or three times a day. He spends an hour or two on Facebook. He posts a picture on Instagram maybe when he has dinner at a fancy restaurant, or when he meets his friends. He takes a look at Pinterest every once in a while. He opens Google+ because he uses Gmail. For laughs, he goes to Tumblr. That is not online marketing. That is a waste of time.
Integration is relatively simple and could be done painlessly. You only have to post once, and the post cascades to other social media and social networking sites. You post once to Facebook, and it gets tweeted, and also posted on Google+ and Tumblr. A picture is posted on Instagram, and a link appears as a tweet, with a change in status on Facebook. A person can spend an hour, and all of these can be scheduled over the course of the day.
A website update can do wonders for social networking as well as for SEO visibility. Of course, it has to be interesting. Unless something is interesting, only the bots would follow social media accounts. An interesting blog post can attract the right people. It makes them keep coming back to take a look, and see what else is new. An interesting post is something that people want to share. On top of that, assuming that the website has proper on-page SEO, updates ask the search engine to crawl the site. Again, website updates help with search engine visibility.
[At this point, I have to say this as part of full disclosure: I am still populating this site. As such, this is not yet the very interesting part. This is still the introduction. Additionally, I have not added any links to this post or the first one. That will be for later.]
An interesting thread and an equally interesting website leads to a continuing conversation. The difference between Web 2.0 and the one it replaced, is that there is feedback. Sharing posts, liking them, giving comments for and against, are the best parts of Web 2.0. It means that someone is listening, paying attention, hearing what you are saying, and acting on it. They can be spreading the word by sharing the post, picture, video, or audio. Each click on Like, means a vote of confidence, and there is an audience waiting for more of these posts. Each comment is a person agreeing or disagreeing. A discussion is being conducted on several levels. A company’s internet marketing person should be listening to the conversation. If there is no conversation, then it is his job to start one.
To start off this conversation, let me ask you this: How is internet marketing working out for you?