Companies that buy TV ads spend big bucks to ensure their message has frequency and reach. Frequency multiplies the number of viewings to help consumers recall the ad. “Reach” hits the maximum number of consumers by selecting certain geographic markets, time slots, and programming.
In our experience, most business owners don’t have million-dollar ad budgets. But they can get similar reach, and even more precise targeting, with strategically placed online content.
By now you’ve come up with a consistent message (see our previous post, “Got Magnets?”) Now you’re ready to place it where your customers will find it. Your website is one place, for sure. But it’s easier and more cost-effective to get your voice onto existing platforms. There are many online platforms for sharing content, and they’ll do their best to woo you. But it’s wise to look before you leap. Ask yourself, “Where will my company’s communication be most effective?”
To help you answer that question, here’s my quick guide to 4 Options for Sharing Your Content, along with some tips:
The most reliable and user-friendly services are Constant Contact or MailChimp. News and info gets aggregated and published to an email list on a regular basis – weekly, monthly, bi-monthly or quarterly. Read more…
Tip: It’s essential to gain trust and retention with the double opt-in.
2. Social Media
Whether your business is B2B or B2C, you should try to show up where your audience goes for info. You should also accept that these platforms are all about two-way communication. Unlike the olden days of one-way marketing, (Read more…) your goal is to hear from people when you publish something that matters to them. This can be a bit daunting at first. But trust me, it’s priceless when your fan base starts generating content and promoting your products for you!
Newcomers to social media should consider the big three: LinkedIn, Facebook and Twitter. You can often post the same content on all sites.
LinkedIn – Great visibility builder, perfect for B2B. Easy to share short posts and links to industry-specific news, recruit new talent, and build a reputation as a business thought leader.
Facebook – If you sell to consumers, Facebook will help you build and nurture the community that values your products and services. It is not a sales channel, but a way to add value and keep you top-of-mind for existing and new customers.
Twitter – Best real-time resource in the virtual world. The perfect way to communicate at business or consumer events and trade shows. Once you learn a little of the shorthand, you can communicate quite a lot in 140 characters or less.
YouTube – Video is quick, memorable and digestible. Many businesses are telling stories and showing how-to videos on YouTube. Keep the message and images simple. Don’t make them too long either –3-4 minutes max. Publish videos to your own YouTube channel and then embed them on your website to make sure they are found.
Tips for Organic Search:
• With any of these methods, you want to drive traffic to your website. This is important to improve SEO (search engine optimization). SEO is the key to raising your search rankings on Google and other search engines.
• For e-Newsletters and social media, you only need to publish snippets and highlights. Just offer a good headline and a brief synopsis, then provide links back to your website, where the full content should be published.
• For video, it doesn’t need to be cinema quality. Encourage employees to use their cell phones to capture short peeks of your day-to-day operations, staff, customer stories or newsworthy events. A good rule of thumb is to get about 30 seconds of video per clip, then edit to add sound or captions before posting.
3. Public Relations
Develop a list of online and print publications that publish information about companies or industries like yours.
Email is now the standard way to distribute news releases. Most publications provide editorial guidelines and contact information online. Properly format your press releases, and take the time to build a rapport with a few editors in your industry or market segment. Click Here: PR for B2B
If your audience needs information (medical, technical, industrial or consumer), an RSS feed can help grow your reach.
Tip: Be sure you’ve got a plugin in your CMS such as Feedburner to assist the publishing of information from your website.
Get Caught Up
If you have not read our other posts about preparing your business to operate in the digital environment, please read the other posts in our series.
5. The Reach – Four Options for Sharing Content
As always, we are right here when you are ready to move things to the next level. Thanks for reading!