Sometimes the world of web marketing and social media can seem overwhelming and for some who may just be entering the space it can be downright intimidating. I often get asked “What should I be doing on the Internet to promote my business?” or “Where do I get started with social media?” To help I’ve put together a list of my top tips for your web marketing and social media strategy.
Web & Social Media Tips
- Use LinkedIn as an outreach tool. A truly valuable tool within LinkedIn is the user to user messages. This can be used for many purposes, from introductions, to event invites, to publicizing the release of your new book. For new connections there should be a basis for the connection and if possible some benefit to them for connecting with you. Look for common organizations, LinkedIn groups, and synergistic fields.
- Update and complete your LinkedIn profile. LinkedIn values users with what they call “complete profiles.” Users with completed profiles show up higher within LinkedIn’s search results. All sections should be up to date including a recent, professional photo and contact information.
- Create a short video for YouTube. Video is rapidly gaining in popularity, especially with the younger generations in the workforce who would much rather watch a video on a subject than read. In addition YouTube videos are important to the Google search algorithm and videos will raise you up in the search rankings. For an author try a book trailer. For a speaker use clips from your speeches. Video length should be under two minutes.
- Blog regularly. To position yourself as an expert it is best to blog about your area of expertise. Additional benefits of a blog include increased traffic to your website, brand awareness and lead generation. Try to be consistent in posting, with at least one post a week.
- Promote blog with LinkedIn, Twitter and Facebook. Most blog sites have the option to connect your social profiles and automatically send an update to your social channels when a new blog post goes live.
- Give valuable information. This is really the crux of social media. It’s about what you can do for them and not what they do for you. Share how-to articles, tips, stories, a funny picture, etc.
- Save time by prescheduling your posts. There are several services such as HootSuite and Buffer that allow you to preschedule tweets and posts. This is a good time saver but you should still plan to have a mix of scheduled vs. in the moment participation.
- Post just before and after the top of the hour. If you’re trying to reach business people like marketers, office workers or managers, this is especially handy. Schedule your posts just before or just after the hour to catch people who are checking social media just before or just after a meeting.
- You don’t have to be everywhere. The number of social media sites continues to grow and you will often visit sites with six or seven different follow buttons. It can be overwhelming to you and to your clients. Better to choose one or two sites and use them well than to spread yourself too thin and not provide a quality experience.
- Engage with clients/customers. The real power in social media is the direct feedback component. This allows you to see what is on the minds of your prospects and address any issues they may have with you. Make sure you participate in conversations and reply to messages directed at you or your company.
- Use Google AdWords Keyword Planner. It is important to know how your clients describe themselves and their interests. The way to find this for free is through the ultimate free crowdsourcing tool: Google AdWords Keyword Planner. Your purpose for using it is to gauge the popularity of certain descriptions and phrases, based on the number of monthly searches on Google and then incorporate into your posts.
- Websites are living things. They need to be updated regularly. You never want to appear out of date on the Internet.