"Is your internet strategy engineered by design, or has it just evolved over time by default?"
This is a great question posed by CEO Coach, Mike Myatt on a recent post in his blog. I thought it was ironic that I read this the day after my post on having a strategy behind corporate blogging. His question is great for VP's of Marketing, CEO's, and Business Owners to ask themselves.
Often times I talk to businesses who have started a blog because they heard they should. At first it seems like a good way to communicate to existing customers who show up to the web site. Posting is sporadic at best and content is rarely focussed or organized around revenue driving search terms.
Then, they hear all the buzz around Twitter and start up an account there as well. Usually a person in marketing is responsible for updating the Twitter feed, the Facebook Wall, the MySpace page, Linked In, and the company blog. All of these social mediums are powerful tools and can have impacting results when properly leveraged. However, the problem is that the decision to begin marketing in these channels evolved over time with no strategy in place. They don't all work together to support the overall company goal. Increased online visibility exists in the background but is not actively sought and measured. Why is this?
One of my favorite things to do in my role at Compendium is to discuss how our business blog software can be a cornerstone to an overall search and social media marketing strategy. Bridging the gap between qualified prospects who search for information online millions of times per day and the humanized content a business puts out on a strategic blog can have tremedous results.
This is a great question posed by CEO Coach, Mike Myatt on a recent post in his blog. I thought it was ironic that I read this the day after my post on having a strategy behind corporate blogging. His question is great for VP's of Marketing, CEO's, and Business Owners to ask themselves.
Often times I talk to businesses who have started a blog because they heard they should. At first it seems like a good way to communicate to existing customers who show up to the web site. Posting is sporadic at best and content is rarely focussed or organized around revenue driving search terms.
Then, they hear all the buzz around Twitter and start up an account there as well. Usually a person in marketing is responsible for updating the Twitter feed, the Facebook Wall, the MySpace page, Linked In, and the company blog. All of these social mediums are powerful tools and can have impacting results when properly leveraged. However, the problem is that the decision to begin marketing in these channels evolved over time with no strategy in place. They don't all work together to support the overall company goal. Increased online visibility exists in the background but is not actively sought and measured. Why is this?
One of my favorite things to do in my role at Compendium is to discuss how our business blog software can be a cornerstone to an overall search and social media marketing strategy. Bridging the gap between qualified prospects who search for information online millions of times per day and the humanized content a business puts out on a strategic blog can have tremedous results.
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