I just wrapped up an IM conversation with a former colleague and friend about inbound marketing, Facebook and blogging. It went something like this:
Friend: Quick Question. We're setting up a Facebook page for my company is it OK to post content from someone elses blog?
Megan: Why do you ask?
Friend: My boss just read a book about inbound marketing and he's is all over me about posting content to Facebook, twitter and linked in.
Megan: So, what are you trying to accomplish by setting up these pages ? And, do you have a blog and updated website to support your efforts?
Friend: Not yet but I'm getting the Facebook page and Twitter accounts up this week.
Megan: Ok, well, not to complicate things but when I think of inbound marketing, I equate that with getting found in search and acquiring new leads/prospects.
Friend: YES EXACTLY!!!
Megan: Well, then... you are going bout this the absolute wrong way. :)
Social Media sites such as Facebook, Twitter and LinkedIn aren't going to generate new demand. They may help further relationships and eventually turn those existing relationships into demand, but they aren't the best new points of acqusition strategies.
And here's why, below is a graph I've shared before. It's a funnel which represents the amount of new traffic/viewers to each of the following areas:
The main take away from the funnel is this, to get in front of brand new prospects - search needs to be your area of focus. There are many, many more people searching opposed to joining your fan club, page or community.
In order to be found in search you need a strategy. At Compendium we firmly believe that business blogging should be at the hub of your social efforts. Blogging by nature not only helps you get found in search but it serves as a great resource for content that can be syndicated to these other social media sites.
All of this in mind, be careful not to put the cart before the horse. Invest the time to map out a complete inbound strategy that not only includes social media but search and most importantly, a strategy that is always driving your end result.
Friend: Quick Question. We're setting up a Facebook page for my company is it OK to post content from someone elses blog?
Megan: Why do you ask?
Friend: My boss just read a book about inbound marketing and he's is all over me about posting content to Facebook, twitter and linked in.
Megan: So, what are you trying to accomplish by setting up these pages ? And, do you have a blog and updated website to support your efforts?
Friend: Not yet but I'm getting the Facebook page and Twitter accounts up this week.
Megan: Ok, well, not to complicate things but when I think of inbound marketing, I equate that with getting found in search and acquiring new leads/prospects.
Friend: YES EXACTLY!!!
Megan: Well, then... you are going bout this the absolute wrong way. :)
Social Media sites such as Facebook, Twitter and LinkedIn aren't going to generate new demand. They may help further relationships and eventually turn those existing relationships into demand, but they aren't the best new points of acqusition strategies.
And here's why, below is a graph I've shared before. It's a funnel which represents the amount of new traffic/viewers to each of the following areas:
The main take away from the funnel is this, to get in front of brand new prospects - search needs to be your area of focus. There are many, many more people searching opposed to joining your fan club, page or community.
In order to be found in search you need a strategy. At Compendium we firmly believe that business blogging should be at the hub of your social efforts. Blogging by nature not only helps you get found in search but it serves as a great resource for content that can be syndicated to these other social media sites.
All of this in mind, be careful not to put the cart before the horse. Invest the time to map out a complete inbound strategy that not only includes social media but search and most importantly, a strategy that is always driving your end result.
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