Monday, 13 June 2011

Stay on your Own Bandwagon: Maintaining control over your online marketing presence

This blog is brought to you by BrightBlue Marketing team member, Anne Saulnier.

As a business owner or marketing professional, it's easy to get caught up in the latest social media trend, but it's important to focus more on your message and your overall strategy than the tools you use to deliver it.

This article will provide tips for using the latest marketing tools to drive targeted traffic back to your content in a format that you can track and control. Using this simple strategy, you can easily change and expand upon the tools you use to connect with your community without sacrificing the content you've worked so hard to create.

Here are three tips for staying on your own bandwagon:

  • Connect with people in social media settings that are already comfortable to them
  • Create a centralized blog on your own website
  • Use multiple Marketing channels to drive traffic to your content

It is essential to branch out and connect with your community in environments that they feel comfortable with, but social media outlets like Facebook, YouTube, and Twitter do not need your help in driving additional traffic to their sites. If Facebook or LinkedIn ever follow in the footsteps of social networking sites like MySpace, you want to ensure that your overall Marketing communications do not suffer because all of your content is housed on a third-party site. By taking simple steps to maintain control over your materials, you can easily keep a diverse set of tools in your Marketing tool belt without fostering dependence on any one site.

Creating a blog on your own website is an excellent opportunity to centralize your content. Because a blog can support several multimedia formats, including embedded video, audio, images, and links, it's a logical headquarters for your subject matter expertise. It's also a great way to make sure your website remains dynamic by populating it with fresh content that provides value to your community. Opening up each post for comments also provides an additional avenue for starting conversations with your customers, prospects, and partners.

As an example, if you participate in online discussions or "Answers" on LinkedIn, you can post a summary of your thoughts in the thread and then link back to a relevant blog post that contains a more in-depth response.

This accomplishes a few things:

  • You connect with community members in an environment that is comfortable to them
  • You build credibility by openly sharing your subject matter expertise and by participating in the conversation
  • You drive additional traffic back to your own website if you've presented relevant, quality information that is of interest to the community
  • You create timely, dynamic content for your website for additional users to see even if they aren't connected with you on LinkedIn
  • You maintain an accessible archive of the content that will survive even if the third-party website does not

Happy blogging!

- Anne Saulnier


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Diana Christensen said...

These are great tips Anne.
Thank you for sharing them!