In the previous post we looked at three ways of promoting your website or blog, and hinted at a fourth. The reason most small businesses and organizations don’t actively promote their websites is that it involves work!
In this post I will describe a strategy of how one can stretch one’s resources in way such that the work of promoting your website becomes more doable.
The first point is to remember that our objective is to promote your website. So whatever we do, has to drive people to our website.
Why drive people to the website? Well, that is where they find out about your business or organization. They will go there to find information that is useful for them, but they will also learn in what way you can serve them.
These days we have the three common places where we can put information:
- A blog post on your website. Here one can write a long article with plenty of images, videos and infographics. This article is an example of a blog post on a website.
- A Facebook post. This is best suited for a short paragraph (or two) and one image or video.
- A Twitter post – this is limited to 140 characters by design.
So clearly the tool of choice for putting “useful information” on your website is the blog post. Most website tools have blog post facility built in (e.g. WordPress, Drupal, etc.) One uses other social media tools to link back to the information articles on your website. Typically one takes a short extract from an article to use as a teaser on Facebook and Twitter, and includes a link “To read more…” that will link the reader to the article on your website. We will look at how to do that in an upcoming post.
The trouble with social media newsfeed is that they are time dependent. If a potential client does not look at their Facebook or twitter newsfeeds regularly, there is every chance that your post will move down so far that the client will miss it. That is where email comes in.
An email newsletter will sit in your client’s inbox until they have time to either open it – they can’t miss it as with social media newsfeeds. Of course, if they are busy they may choose to delete your email but they have to make that choice.
Monthly is a common schedule for email newsletters. During the month you would have created two or three or more longer articles on your website. In the email newsletter you then put a short extract from each article, with a link back to your website. This is what you have already done on Facebook and twitter so you can simply reuse that again.
Below is an extract from Vertical Response’s* December email newsletter. As you can see there are three short teaser extracts, each linking back to the corresponding full article on the Vertical Response website. Whether you click on the teaser image, the title, or the Learn More graphic, you will be linked to the full blog article.
*Vertical Response is a company that specializes in email services.
So far we have described how the blog post is the tool of choice for informative articles as part of your website promotion strategy. Then one reuses the information in the form of teasers in your other social media tools. We looked at the example of an email newsletter.
Once you have a collection on the same topic, you can collate them into a complete online course, or a downloadable white paper, thus getting yet more returns on the effort you have put it.
That said, writing these articles is admittedly a fair amount of work. We discuss how to tackle this task in the next post.