Three Online Marketing Assumptions You Might Be Making and How You Can Correct Them
In the 24/7 world of online marketing that now includes interactive social media and blogging strategies, it is easy to get caught up in new web 2.0 tools and not work on remaining consistent and improving the work that has already been created. Pruning my blog and improving my online marketing presence this week has been an enlightening experience this and I wanted to share my findings and solutions with you.
Here Are Three Online Marketing Assumptions You Might Be Making and How You Can Correct Them
1. Your Online Business Profile Should Be Brief
One common assumption about online business profiles is that less is more. While you shouldn't write an epic biographical novel, your online business profile should include relevant information: Background, Services, Testimonials, and Contact information. Spice up your online business profile by telling readers about YOU, the person, not just the business professional.
It's a good idea to create one basic online business profile in a document processing application (I use Google Docs). Obviously your ActiveRain profile will be different than your Facebook profile which will be different from your profile on Twitter.
If you save one master profile you can pull content from it to create a different profile for each of your social networks.
You want your profile to be tempting enough that prospects either pick up the phone and call you or they email you. Do not make the assumption that prospects will read a paragraph about you and visit your website for more information. You need to capture your prospects attention on the platform in which they found your profile. The content in your business profile should keep visitors intrigued and reading.
Remember, if visitors don't stick who cares about the click.
Almost every single client that has called me from my real estate marketing profile on ActiveRain has picked up the phone because of an emotional trigger related to what I wrote....which would be the softer, more personal side of who I am and what makes me tick. How do I know? I asked the ones who didn't tell me, though many of my prospects and clients have told me this as soon as they had me on the phone.
Know-Like-Trust + Experience and Knowlege= Contact From A Prospect
Here's a resource for further details on how to create an engaging online business profile in 5 simple steps.
2. Your Blog Readers Will Know All the Places You Have A Presence Online
It can seem confusing, based on the concerns from some in the real estate blogging community and social media marketers at large, whether you should "maintain the purity of a blog" by not adding calls to action. Well rest assured you can maintain a quality blog and add a call to action for your blog readers.
Most good marketing has a call to action and the most valuable property of your blog is the post itself.
Both a call to action AND your blog are two great tastes that DO taste great together. The formula you want to write is: Valuable Property + good marketing=Call/Email of a prospect.
Do not think for a minute that other marketing professionals do not have a call to action in their blogs. You will find calls to action in the footers and links of blog posts across the blogosphere. Remember that socialize buttons, RSS text links/buttons, email links, website links, and phone numbers are all important calls to action that should be incorporated into your blog posts.
Strategically you will want to vary your calls to action based on the keywords and content of each post. This will be easy if you have an online marketing strategy.
3. Your New Blog Subscribers Will Read Your Older Posts
Most of your new blog subscribers will read from the day they subscribe forward. Sometimes they might dig back a week or two....but further isn't likely UNLESS YOU...
Point readers, new and old, in the direction of your older posts. Many of your blog readers will read other bloggers online and your older blog readers may miss a few of your blog posts as they have other bloggers they follow. Point your readers in the direction of your older posts. When you write a post, link to 2-3 other blog posts you have written in the body of your post (if applicable) or in closing as recommended reading.
Not only will you be providing your readers with a valuable resource on the same topic as your blog post, BUT if you link wisely, you can also win by increasing the Google Juice to the blog post.
Fresh New Post Content + Recommendations to older related blog posts= Value to your readers new and old
All Good Marketing Intentions Succeed with Action
If you are making some of the aforementioned assumptions in your online marketing now is a good time to start correcting them.
As my good friend Anne Marie Malfie made the point, frequency is a required action for successful online marketing. You must not only go backward and correct the 3 online marketing assumptions you may be making but moving forward you need to implement these ideas into your online marketing strategy and take action frequently.
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