You can’t foster a creative digital presence overnight. Gaining traction across the internet requires a multifaceted approach with a detailed maturity model for guidance. What that maturity model looks like will vary depending slightly on the market you’re in, but in general you’ll want to focus on social media, blogs, and advertisement.
Some companies will hand off their social media channels to an employee at random, almost as an afterthought. This approach rarely works out well.
That’s why companies have entire teams or agencies managing their accounts. Not only should each profile be completely filled out and updated, each account should post regularly to remain relevant. But even that is easier said than done. Boring, repetitive, or self-interested posts will drive away followers, so posts must be carefully written in order to engage followers.
Companies should also be nimble enough to respond to fans on social media. If someone asks your company a question on Twitter, will the person receive a timely response?
Social media is also a good place to promote your company’s content, especially blogs.
To continue gaining traction on social media, an account manager should regularly review social media stats in order adjust posts for better results.
Like social media, blogging requires a good deal of time, but the results of this inbound marketing technique can be tremendous, especially when it comes to SEO.
Topics for blogs should be chosen carefully. For example, if you’re a small shoe company, it might not make much sense to blog in order to rank for the long tail keyword “football cleats”; you’d be facing an enormous amount of competition. However, if you were to write about “football cleats in cold and wet weather,” you’d have a much better chance of ranking in organic search results.
In addition to time, you may also need to invest hard dollars into your online presence by paying to rank on search engines like Google and Bing. But don’t just throw your money at these services.
Depending on your industry, you may face stiff competition for ranking, which could increase the spend necessary to gain traffic to your website.
After careful keyword research, decide which keywords are best for your company to compete for, then pay for those.
Like digital ads, social media ads require an investment of time and money. However, done right, the results can be extraordinary.
Changing an ad should be done strategically. For example, when changing an ad you’re testing, only change one aspect at a time. This will help you track which elements of the ad are most successful. Split testing—presenting two ads for the same service or product with a different design—is another great way to determine what your target demographic really likes in order to see a higher ROI.
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