As much as your website is critical to your business success in creating an excellent first impression with your prospective clients, it is also imperative that you maintain and grow your brand through continuing interaction with your clients.
One method we use here at OTR with our own sites as well as clients sites is as follows:
• Create a corporate Blog (WordPress is a popular one that can be hosted direct with WP or on your current website server using your own domain name such as www.otronline.com/blog ) with articles of about 400 – 600 words at least once per month. Your blog article should not be blatant advertising about your company, products or services, but should provide relevant information about a segment of your industry. In other words and for example, if we are going to talk about web design we should write about the attributes of good design and how it is critical that you create an excellent and memorable first impression. At the end of the article it is ok and good to have a call to action that makes a statement about your services.
• Create a Facebook corporate page and if you are writing one article per month then go through the article and write 12 Facebook status updates of about 80 to 400 characters (a short phrase or sentence is more likely to be read) and include at the end a link back to your Blog page. Again we are not creating blatant advertising here but phrases that relate to the article. Using the web design again for example we might write, “Poor web design will drive traffic away. Make the time and resources to do it right.” As opposed to “Contact OTR Web Solutions today for an excellent first impression website!” Note … We are not going to enter the Facebook status updates yet … hang on we will get there.
• Create a LinkedIn page and include the same information as you have on your Facebook status updates (most likely this is going to different people) again don’t make the status updates as yet.
• Create a Twitter account and write about 22 short phrases (remember no blatant advertising as we want people to follow the link and read the article and blatant advertising will push your readers away producing a negative impact) each no longer than 80 characters and again include a link back to your blog post page.
• Invest in a Social Media management tool. There are a number available such as Postling, HootSuite, SocialOomph , Sendible or our own OTR WEB SM where you can order our platform separate from our Social Media Campaigns. At OTR we have used all of these resources and found that each has its good and I wish that could be improved aspects. All of the tools above will schedule posts to your WP Blog, (however HootSuite will not post to your hosted WP blog,) Facebook, Twitter and LinkedIn Social Media accounts. Scheduling is very important as this is what allows you to publish custom status updates and tweets on a scheduled basis. Sendible also allows for extensive monitoring of your Social Media exposure and will send an email to you making you aware of mentions of your name .. both positive and negative which allows for direct interaction with your clients.
• Choose your Social Media management tool and then enter and schedule your blog post/article and individual status updates and tweets. Using the single blog post/article per month above we would take the 12 Facebook entries and schedule them at the rate of 3 times per week over the course of the month.
• The 12 LinkedIn entries we would also schedule at 3 per week over the course of the month.
• The 22 Twitter tweets we would schedule at 1 per day over the course of the 22 work days in a month.
Around the middle of the month you would prepare your next blog post and repeat the process above … scheduling everything in as required for the ensuing month. I would then however move the original 22 Twitter tweets into a separate random schedule of 3 or 4 tweets per day thus keeping your blog posts active and not overwhelming your readers with massive amounts of tweets. Just a note … if you do not want me to “Follow” you on Twitter then write and automate numerous tweets per day. The first thing I do is look at how often you tweet in your Twitter Profile and if I find a lot per day … I say goodbye!
Social Media Management is a vital task and cannot be left undone. It takes time to write and monitor articles and interact with your clients. If you understand you need to have good Social Media exposure then you are on the right track but you must be consistent in your approach. What I have written above is a basic minimum and that will take dedication and a person that has been specifically tasked with the project and with the appropriate skills.
Our experience over the years has been that most businesses in spite of their good intentions do not have the manpower to consistently manage their Social Media. That is where OTR Web Solutions comes in with our Social Media division. OTR can write everything we have listed above (and more) as well as manage the results, all for a cost effective monthly fee.
At OTR we do not just research and write but we take the time to interview you and determine jointly the article for the blog, inserting the correct key search engine phrases (SEO) and writing captivating copy from our professional copywriters. One blog article per month is a minimum, however articles and subsequent status updates can be as often as 3 time per week … in which case OTR would write one Facebook status update per blog post to keep within the 3 posts per week.
Contact OTR now for more information at firstname.lastname@example.org to allow us to help you with your businesses Social Media campaigns.
OTR Web Solutions Inc.