These days, the health and climate of your organization’s online ecosystem (your online presence) can be tightly linked to the success of your organization. The goal then is to effectively implement the various online platforms available in order to reach your target market. Sometimes it can be overwhelming when considering the shear number of platforms available, especially as today’s economy demands we keep up with the ever-evolving world of social media marketing. You may wonder which platforms are the most effective and how much work is required to implement and maintain each. In considering your strategic approach, maybe you have asked yourself, should I have a website and a Facebook page? Or will just a website suffice? Or maybe I need to bite the bullet and implement every possible avenue: a website, a Facebook page, a Twitter account, a YouTube or Vimeo account, a Google+ page, and an email capture.

At Global Seven Agency we believe that creating a robust yet easily managed online ecosystem is key to your organization’s success. One of the things we really strive to do at Global Seven Agency is to take the guesswork out of inbound marketing so that it frees you up to do what you do best. Here are five steps to consider for creating a healthy online ecosystem:

1. Build a content-rich website – It’s vital that your website warrants a reason for traffic. You want your consumer to feel satisfied while visiting your website and remember it later. Concerning the amount of content your website should contain, remember there is a fine balance between providing too little and too much information. Too little leaves one unsatisfied. Too much leaves one overwhelmed. Put yourself in your consumer’s shoes. What would one be looking for on your particular website? Is the content appealing, engaging, relevant, and informative? Does it draw them in and make them stay? It’s also important to remember that your website is often the face of your organization—your content should be easily accessible and easily navigable. Poorly constructed websites are guaranteed to keep consumers away. Website design and functionality are worth the investment. Improve your visibility by understanding and implementing SEO (search engine optimization) throughout your website.

2. Determine which social media platforms are right for your brand Today’s consumer enjoys being connected. Consider your market, your product, and your goals. Which social media platforms will most effectively reach your market and give them access to information? How much or how little do you want to interact? Watch how other organizations interact with their market. Take cues from their outcomes. Continually assess what’s working and what’s not. You may find that one platform is more effective than another. Consider dropping the ones that become ineffective time wasters. Whatever you choose, it’s vital to update frequently, which means having someone dedicated to the task.

3. Collect every email you possibly can – The more contacts you have, the broader your reach. In addition to the standard newsletter signup option, there are many effective and creative ways to obtain emails through promotions, offers, and contests. People love free stuff, coupons, relevant and interesting information, etc. But before launching this platform, recognize that some people are a bit jaded about email signups—especially if they believe they’ll be bombarded constantly. So don’t over-email, and remember to keep your emails direct, relevant, attractive, and simple.

4. Create a plan of attack With regard to social media marketing, consider the platforms you want to implement and the time they will take to maintain. Organize who will take on the role of updating certain platforms, and decide what sorts of things your organization wants to share through each one. With your website in mind, decide how often you want to update content, what you want featured, and who will take on this role. It may take a few or many personnel, depending on the scope of your website. It’s important to stay organized and delegate responsibilities for all of the many ways you reach your market.

5. Update your ecosystem constantly Being up-to-date is key. It’s important that your market sees that you are on the cutting edge and fulfilling their needs. Having an “alive” presence means updating your content regularly and engaging on social media frequently. Maintaining this “alive” online presence is a constant job. The more they see how active you are, the more reliable you appear. And the more your audience sees you, the more they are aware of you and will remember you. It’s also important to be flexible with how you interact online. Your strategies will need to be adaptable in today’s quickly evolving social media networking and marketing world.

 

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