Does your business suffer from Marketing Attention Deficit Disorder (Marketing ADD)? There are so many things to be aware of and so many components of a good marketing strategy that many times we feel like we’re pulled in too many directions. The result is that we tend to focus on one part of our marketing strategy and then another as we try to manage all of the different aspects of running a business. The lines are blurring between marketing and customer service, as many of the online marketing methods used today are also tied in to customer service.
When looking at your online marketing strategy, the most basic elements can be the most important. Therefore, making sure that your content marketing and social media strategies are solid and being carried out should be top priority. To avoid Marketing ADD, a simple, consistent strategy is key.
Every business should have an online presence and that begins with your company website. There are several key things that a business website should have, but once you have those elements in place, creating additional content for your website is paramount to drawing customers, potential customers and search engines to your site. We inherently know this and when we remember, we add a bunch of new content to our website, either as page content or blog posts, in a flurry of activity.
The key to adding content to your site is to set a regular schedule for when you will be updating and adding content, and then stick to it. Many business owners are gung-ho when they first launch and set the unattainable goal of blogging every day. You have to consider everything else that you have going on in your business and make a decision on the best schedule for you. If you are only going to have time to create new content once a week, once every two weeks or even once a month, decide how often is realistic and then schedule it on your calendar.
The key to your social media strategy is different than your content strategy, in that social media requires more monitoring. First, you must decide which social media networks make sense for your business. While Twitter and Facebook have become primary avenues for online customer service, there are other social media networks that require less attention and may be a perfect fit for your type of business.
Choose a specific time or times each day that you set aside to check your social media accounts, so that you can respond to any comments, questions or complaints voiced by your followers. Again, consistency is the key and you should schedule the time on your calendar, just as you would any other appointment. Respond to all comments as quickly as possible, and update the content on your social accounts frequently. Fortunately, while social media content takes just as much planning, social content creation and curation takes less effort than creating original content for your website.
Executing the Strategy
The first few times you start adding content to your site it may be time consuming, but the more you do it, the easier it will get. Most of the time, the hardest things are coming up with ideas and getting started, but a scheduled time on a regular basis will help you implement your strategy. Additionally, using an app like Evernote helps you keep track of ideas as you have them and find them, providing a source of inspiration when it’s time to create the content.