Often I get asked by business owners, “how to get people to find me?” and the short answer years ago would have been get ranked in Google. Today the internet is more diverse and people are gathering data from multiple sources. Yelp, LinkedIn, Facebook, and organic search. Customers are distracted these days, from texting, Snapchat, Yelp, Facebook, and the advertisements we see and hear daily at the newstand on TV and radio, that we’ve almost become numb to.
It is to the advantage of every business owner that wants to survive to be engaging with their market in every platform. This would be considered online presence management. There’s an approach to online presence management that assumes your entire online persona or brand, all the platforms and keeps them active, running, and producing engagement for your brand.
Here are 3 approaches to creating this multi-touch outflow.
- SEO – Most of you know what this is and the importance of this, but what most of you don’t know is how to use it so it parallels your content marketing strategy. All strategies must align in a forward force in order to create momentum. Content marketing using blog posts, pdf, podcasts, videos etc. should all be sent over to your SEO for ranking
- Social Media – A social media marketing service should be used to engage users on these channels directly and indirectly so they can then be directed back to the website. Ways to do this can be ads, and my favorite, sharing your blog content.
This increases “social “signals” in the way of traffic from social media as well as Likes, Shares, tweets, and so forth.
- PPC Retargeting – Some business owners have a real aversion to pay per click, I don’t get this. Why? By running PPC you can automatically have one more spot on the first page and one more channel to capture a lead. Regardless of your opinion of paid ads, you should at least be retargeting. For those of you who do not know how this works, it simply works by remarketing to visitors who come to your site. When a visitor goes to your website from any source (social, organic,offline) a cookie is dropped on their computer and now they will see your ads wherever they go. This is a great way to make the most out of your traffic.
There are more ways to increase your reach but if you just did these three you would be way ahead of your competition. Most businesses only focus their efforts on one of the top methods, imagine how much more business you could capture if you were fully utilizing all three. I promise to follow this post up with some more strategies. If you liked this post please share it, Like it, and Tweet it.
To your online success!