So when it comes to maintaining an effective web presence, what are the options? We’ll get to the answer to that question in a moment, but first, to put a bit of context around it, here’s a typical scenario we see much too often:
A business owner pays a lot of money for a slick new website and a social media web to go with it. Everything seems perfect and inviting to visitors.
Then they wait for the masses to come.
Days go by and a few visitors come to see what the site is about.
Weeks go by and the number of people visiting daily starts to level off.
Months go by and the the daily visits dwindle to barely nothing at all.
The business owner starts to get concerned and feels he wasted his money on an expensive website that serves him no purpose. He may even consider cancelling his monthly fee for keeping the site up if it’s a big expense to him.
So what went wrong here?
Well, a couple of things, really. Firstly, the business owner might not have understood or communicated what the PURPOSE of his site should have been. Secondly, the service provider he purchased his site from didn’t communicate what the business owner needed to do once his site was published and social profiles were set up. We’ll cover both of these scenarios because they are directly related to this commonly asked question.
What is the intended purpose of your website?
If your intention is to put up a website and have it act as a repository of information about your company’s products and services, the information on your site will be pretty static. That means that your site will not change much over time. This is perfectly fine if you understand (and accept) how the search engines will be treating it as well. Some business owners use their website for this purpose and nothing else. Basically, their site is a resource to the visitor to learn more about the company. For example, your website is listed on your business card or your directory listing and a visitor will go see it to get some more information. Search engines will index your site, most likely for your business name as a main keyword, and at first perhaps for some other keywords your site might be optimized for.
If this is what you are seeking, you are aware that attracting potential customers via the internet who are not familiar with your business IS NOT the purpose of your website. In the scenario mentioned above, the provider did not do this because he included social media sites in the package. By their nature, social media is supposed to be current, relevant and fresh content that is indexed regularly and repeatedly by the search engines. The consequence of this is that you must be posting regularly to these sites in order to keep your audience engaged.
If you don’t keep your content fresh, visitors will drop off, your information will not get shared and the search engines will penalize you for it. You see, Google has made it very clear that the ranking of any website is influenced by the amount of social signals it generates. Now this is not the only factor, but it is a big one if you intend on competing for keywords.
So back to our intended purpose…chances are there aren’t many websites competing for your company name as a keyword (say, Elmwood Chiropractor Clinic). Your static site will likely do fine despite the lack of social signals. On the other hand, if your purpose is to compete for other terms such as “Chiropractor Moncton, New Brunswick”, you are going to be facing some competition and social signals might be the boost your site needs to get on top.
How to keep your web presence fresh
So the provider assumed you would be competing for specific keywords (hopefully he communicated these to you!) and now you have to post regular content to your site and social profiles to keep your visitors engaged and get them to generate social signals that the search engines will reward you for.
In another post about social media management we spoke of the three E’s of social media so we won’t repeat that here, however, you can use some tools like RSS feeds, a blog, content syndication, and social sharing buttons on your website to tie it all in together. By doing this, you can create and post content in one place and it automatically feeds it to other sites like your Facebook page, for example.
Another very effective method is to post related and informative snippets on your social media that are designed to create buzz and then entice the visitors to go to your site for more information.
Business owners can do this type of work themselves but more often than not, they will not have time. It can be delegated to an employee but be sure to provide very clear instructions because you are basically entrusting them with maintaining the brand of your business. They should have a very specific roadmap of what to post, when and how to manage it all or they will quickly find themselves being drawn into what could become a very time-consuming and risky endeavour if not done properly.
A second option is to entrust a third party to handle your social media management. Once again, be sure to be very clear on your intentions and objectives because there are many providers out there. Their level of service varies as greatly as their prices.
A third, and often overlooked option is a content creation service like the one offered by the Marketing Guerrillas. This is a punctual service that may well be a simple and cost effective way to help your business not only establish, but also maintain a current, fresh, and engaging web presence for weeks and months at a time. All you have to do is publish it on your sites.
Here is an example of a typical content creation package:
- Blog posts related to a particular topic relevant to your products or services.
- Videos that inform and educate your audience
- Articles and newsletters
- Daily, or weekly social media posts that tie it all together and encourage social signals
- Publishing to social media sites
How do we do it?
The first step is to understand what your intentions are and then gather the required information from you so that the content we create for you is reflective of your business. Then, once we’ve created the content, we ensure it meets your expectations by submitting it back to you for review before being published. Once reviewed and adjusted, it is either published by you or by us depending on the package you chose. Simple as that!
If you would like to discuss your situation or get some advice on a particular project, or anything related to our services, The Marketing Guerrillas provides a no-obligation review of your business prior to making any service proposals. This is completely free and requires no financial commitment on your part.
Our aim is to make sure we completely understand the problem and then offer the most effective solution to resolve it. This is why we are so meticulous and insist upon a thorough analysis prior to commencing any work.
To get started, simply complete our contact form by clicking on the link below or requesting a callback at 514.268.9997.
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