Know your brand identity & strategy…Check!

Establish your website…Check!

Now its time to spread your message online.

{Just in case you’ve found this article but haven’t read [Phase 1] or [Phase 2] yet, go back and do that now. The order of the phases on the path to a healthy online presence is intentional and crucial! The intro can tell you more.}

The third phase is spreading your message.  This is how you will direct traffic to your website where people can get more information and ultimately hire you, make a purchase, or donate to your cause.

Be careful, you could be completely consumed by networking. The ways to spend time and money spreading your message are almost limitless so stick to your strategy. 

Online Marketing can be a lot like an octopus. There are arms everywhere doing different things and its overwhelming. But there is a best order in which to work on your online presence. Good news-we’ve put together a check list for you to follow:

  • Develop an ideal client persona

    A typical person to have in mind any time you write a letter or post on social media.

  • Find your ideal client.

    Where do they hang out online? Facebook? Snapchat? What if your ideal client isn’t on social, are they emailers? Do that. Start small with a single platform since you can’t realistically be everywhere. [Here’s more information on how to find your ideal client online]

  • Update content on your website

    More frequently than once a year.

    Fresh content is easier for businesses that sell rotating products. For service based companies, try posting case studies or recent reviews. Find something relevant to add or update monthly or at least quarterly.

  • Share that content either by social platforms or email newsletter.

    Its recommended to share things besides a link to your website in posts and emails, but be sure to share that website link every so often. The internet search bots will see the traffic following the link to your site and continue serving your site in search results pages.

Here are some important points to consider when sharing your message online:

(these are in no particular order)

  • Make all social handles exactly match each other, your business name, and your domain

  • Use the same logo, colors and fonts through out the images you post or email

  • Use consistent tone and vocabulary throughout the words (copy)

    This is intended to have been established in [Phase 1 as your brand identity]. If it isn’t written out, you may find it helpful to establish social media brand guidelines. Those guidelines are especially important if you are outsourcing or delegating to someone else on your team.

  • Find an appropriate frequency to email or post for your industry.

    One mistake would be to message so rarely that you miss opportunities to engage customers. The opposite mistake would be to message so frequently that your audience mutes you by unfollowing or unsubscribing.

  • Fill out your social profile

    Use the most critical details and *include links to your website* for more info plus phone number or email for inquiries. Adding a social DM (Direct Message) option might add too much to your plate to manage. As your team grows, you can expand the messaging streams that you monitor.

  • Tell in-person customers how they can stay connected to you.

    Mention that they can find you on social or that you send out a helpful email and ask them to sign up. Use simple signs like “follow us on instagram”. Have a paper sign up sheet in store, or provide a QR code for them to scan to sign up for an email newsletter. Your point-of-sale system may be a good option for collecting email addresses.

  • Another way to collect emails is to develop a download (Called a lead generator) or offer a discount for site visitors.

    You can arrange it to be a reward for subscribing to your email newsletter, or it can be free and clear with the option for visitors to submit an email address to receive any other valuable content you reserve for subscribers.

  • Add your social info to any customer correspondence such as your email signature or letter head.

  • Add your website and social info to business cards (that ideally have a headshot so people can remember who gave them the card)

  • Talk to people outside your location about your business, distribute business cards, etc at Chambers of Commerce, Festivals, Fairs, or other community events.

  • Make sure when you email or post on social, give the audience a clear next step such as:

    Visit our online store, call us for a quote, email your questions etc. 

    Whatever makes sense for your business

*But remember – short and sweet. If you try to include every bit of information about your business in every post, email or conversation, it will overwhelm the audience. That’s what your website is for – to house all the details for anyone who wants more information.

Read here for more tips on distributing your website:

There. Now you’ve reached the end of the article, but just like we mentioned in the [intro], there isn’t a destination you reach. Healthy Online Marketing is an adventure where you keep taking the next step.

In review, The Healthy Online Marketing Path can be described in 3 Phases:

Any questions?

If you are overwhelmed with any of the ways to spread your message online, Call or [email us] to see how our online marketing services may help you on your path to a healthy online presence.

We’re here to help you have a beautiful and effective online presence so you can focus on your customers.