Online marketing has changed dramatically in the past few years. When Google released search their Panda and Penguin algorithm updates , many website owners were sent scrambling as they watched their site’s rank slip.
Building a successful online marketing strategy is just like building anything – it starts with a solid foundation. That foundation comes from understanding three basics of online marketing:
- Relevant Keywords
- Valuable Content that is Shared
- A Website that Loads Quickly
- Both Images & Content
- Backlinks from Respected Websites
Online Content Marketing has expanded the field to include blogs, training videos, podcasts, and even video games. But like every other online strategy, content marketing has its downsides. Low quality content is the most common mistake and can affect your rankings and damage your brand.
Social media is also quickly becoming the primary way content is shared. Sites like Twitter, Google+, Stumble Upon, and Facebook all allow consumers to share valuable content with others in their network.
Marketing Strategy
#1: Create a Game Plan & Stick to It
Your content is likely going to fall through the cracks. Set a limit on how many tweets you have to publish per day. This number can be adjusted as needed, but having a number you have to hit, even something as small as four tweets per day, gives you a benchmark and a goal at the very least.
#2: Treat each channel as an individual entity
Each social channel needs to be treated as a separate entity. There can be content that is spread across all channels – for example if your business was recently acquired by a global company, this is likely news you want to share across the board, but you should adjust your strategy depending on the audience for that channel.
#3: Go above & beyond in customer service
If a visitor tweets at your handle or posts on your Facebook page and never receives a response, trust is lost. Due to your lack of communication, the dissatisfied potential lead is now turning to your competitors to seek answers to their questions.
#4: Embrace mishaps
We are humans, so mistakes are unavoidable. This is especially true when it comes to the fast-paced world of social media. Rather than flat out ignoring these hiccups, embrace them. I am not saying that when a comma is missed in a tweet you should announce this small grammar error, but DO NOT delete the tweet.
#5: Track & Talk!
Tracking is often perceived as tedious and time-consuming. It can be, but it only needs to take a few hours each month. Set aside time to review metrics that are important to your business on a monthly basis (preferably the first day of the month).
#6: Stay active on Google+
Many of you may be raising an eyebrow, but Google+, often viewed as the Facebook wannabe, is not going away anytime soon. In fact, it’s only becoming more and more important for businesses to actively engage and grow their circles on this platform. When you search on Google you will notice that Google+ is everywhere.