Like a complicated puzzle, it's always tough to figure out where to start when you are planning your internet marketing campaign. There's Twitter, Facebook, LinkedIn, websites, and blogs. That's a lot of things going on at the same time.
So where does one start and with what? The easiest answer to this, of course, is to start at the beginning. Once you've built your platform, your customers will then be able to begin finding you.
The first place to start is a website and a blog, but before you can do that (I wasn't kidding when I talked about it being a complicated puzzle) you need to sit down and everyone on your team needs to agree on a few things which will become the foundation of your company's platform including:
- What does your company stand for? (social, economic, or political platform)
- What do you want your company to be known for? (product, services)
- What tone do you want your company to present? (friendly, authoritative, buddy in the locker room)
- What is it that gives you credibility in the market? (surveys, endorsements, reputation of quality)
- What do you want your overall public presence to include? (TV, radio, Internet, social media)
Once you have decided on a solid message, tone, and topic, you can move forward. The first most logical step is a website. Your website should be viewed as the sign to your “store.” It should be inviting and provide enough information for people to want to “come inside” to take a look.
Here's the problem with a website. The information is, for the most part, going to remain static. Who you are, what you do, even your hours of operation, is not going to change. Once people see your website there is no real need for them to go back unless you give them a compelling reason.
That's where a blog fits in. A blog is not a website; it is on ongoing discussion that provides your customers with new and interesting information on a daily basis. Your website is the store and your blog is the daily feature. It should be unique enough and provide enough value to your customer that they'll want to check in on a daily basis.
- Increase your company’s visibility and recognition on the internet
- Give you and your customers common ground on which to hold discussions
- Show that you are an authority on your company’s subject
- Create a sense of community where your customers can “meet” to bounce ideas off of, and to support, each other
And much like how you agreed on the foundation platform for your company, you'll need to do the same for your blog. Before you can even write your first post, you'll have to figure out:
- Who you are (tone) and who you're writing for (audience)
- What topics you're going to write and how you'll be presenting that information
- What tools and schedule you'll use to create and post the content
- How you are going to then share, promote, and discuss the content
In future posts will look at each of these blog considerations and then I'll show you how to effectively tie it all into social media, resulting in your company having a strong internet presence designed to get your customers' attention.