These steps included:
Step One: Strategy, Messaging and the Search-Optimized “Marketing” Web site
Before engaging in any marketing, you need to have a strategy (duh) – a long-term plan of action designed to achieve a particular goal and the messaging to drive that strategy. Then you need a Web site with a strong online presence that is search-optimized to improve the volume and quality of traffic to a Web site from search engines via natural (“organic”) search results. (Organic is so much better for the body.)
Step Two: Content. Content. Content.
How many times do we have to say it - a primary goal of your Web site is to convert visitors into prospects (then nurture them into true leads). But without site traffic, you have no prospects. And without great content, in addition to SEO, you have no site traffic, only goose eggs.
Step Three: Promotion.
Okay, now you have a winning strategy, powerful messaging, and a great Web site that is search-optimized. And you have lots of great content and processes in place to generate fresh content on a regular basis. Now you’re ready to promote and distribute that content to generate visibility, traffic and leads.
Promotional tactics being everything from:
And now we've got social media marketing - the sharing of relevant content and the building of trust and relationships with very specific prospect groups - those purple squirrels.
Our social media marketing for the HR marketplace eBook will hit your desktops and laptops very soon, possibly even landing on a few purple squirrels in its path.
Because purple squirrels are all about familiarity, credibility and trust - that's what your integrated strategy with the social media combo-pack must do.
(My apologies to any purple squirrels hurt in the making of this blog post.)
Labels: marketing and PR, purple squirrel, social media marketing