Or else look like…
Web site? Check.
Facebook page? Check.
Twitter account? Check.
Now what?
It’s becoming the de facto digital marketing plan; owners or managers who know they need a presence but don’t know what to do with, or how to manage it. They don’t plan their own digital content.
The days of getting a free pass are expiring like that six-month-old container of cottage cheese in your fridge. Digital marketing and social media, are no longer cutting edge technologies people are trying to wrap their heads around. They’re proven mediums that have become vital as search engines focus more and more on them to determine placement.
Want to show up on the search engines? Better have your digital game plan in place.
So now what?
Feed the search engines what they what; strong digital content
1. Start factoring digital marketing as a part of your annual budget. Just like you pay to keep the lights on, you need to create a dedicated budget for how much you’re going to spend each month to make sure your digital efforts aren’t left sitting the dark. Get over it; and get used to it.
2. Stop thinking all or nothing. You don’t have the break the bank to have a proper presence. The days of huge agencies assigning large teams of people to help create a catch phrase or slogan are over. Most agencies are still stuck in the quagmire of the old paradox and are struggling to find talented digital people themselves.
3. Don’t feel like you have to absorb the overhead of a fulltime employee to get started either. Hiring outside specialists can be cheaper (no overhead) and bring a better return.Remember, you’re still going to need somebody in-house who can work with the outside resource, but it doesn’t have to be a fulltime job.
4. Stop guessing. From Facebook to your blog your digital media presence should include another “P” word. Process. Know in advance what your reasonable goals and expectations are. Have a schedule for all your posts and social activity so everybody knows what and when to expect movement. Want to find out what can happen when you don’t have a plan in place? Just ask the folks at Applebees http://www.nbcnews.com/business/applebees-social-media-faux-pas-learning-experience-1B8251556.
5. Make sure all the properties work together as a part of the process. Publishing a new blog post? Make sure it gets tweeted and posted to your Facebook page – and maybe include an email or monthly email digest. Get as much juice out of each piece of content you can.
6. Don’t forget to recycle. You don’t have to constantly be re-inventing the wheel. Only 16% percent of the people that like your Facebook page (as reported by Facebook) will see any given post. So it’s okay to push the same post or tweet more than once in the same week; just don’t rely on it.
6. Get your employees on board. Chances are they have a stronger digital footprint than you do. Encourage them or perhaps even give them incentives for helping to spread the word.
7. Never, ever, ever forget Search Engine Optimization (SEO). In the background of all your online efforts is how it affects your search engine rankings. It can make the difference between being in the spotlight, or sitting in the dark.
Speaking of which, you DID pay the electric bill didn’t you?
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