Many Marketing Managers are given the task of commissioning the company website. Logically speaking this makes sense, but logistically speaking it is not always feasible for a marketing manager to take ownership of the site long-term, and ensure that it is being promoted sufficiently well. Why? Because making a website work, takes the one thing that Marketing Managers often don’t have….. TIME!
Here are just a few ideas on how your can most effectively use your time on digital marketing.
Promoting your website is likely to include a wide range of regular tasks; blogging, Twitter, Facebook, and outreach. Each of these are likely to involve research, and time. By dissipating these tasks to the most relevant members of your team, you may be able to increase the effectiveness. For example, if some of your team are particular happy tweeters, you could look to involve them in your corporate Twitter strategy.
There are countless tools available on the web, which will help you with automating some of the often mundane tasks, but will also help you get organised with your digital marketing. Some of those we employ include Buffer, and Buzzstream;
Buffer allows you to schedule your social media posts, and monitor engagement rates. There are extensions available for smartphones, and most web browsers, and the reporting functionality allows you to see at a glance which type of posts are working, which are getting the most clicks/shares/likes etc, and what times of day are most effective for the campaign.
Link-building is still an important aspect of digital marketing. However, gaining links now is much more about building relationships, trust, and resources. Those relationship can take weeks or even months to develop, so it is important that each type of communication is tracked.
If for example you contact someone via Twitter, and then via email to talk about a guest post on their website, you need some method to track what has been said, and by who. A tool we employ is called BuzzStream. It allows us to firstly establish who might be a good prospect to link from, and then work on developing a relationship with them.
Employing an external provider, especially for small-mid sized companies, can often be the most cost effective way to get the most bang-for-your-buck. Agencies, such as ourselves are often already familiar with your business sector, and will already have staff experienced in using the tools of the trade. Whilst outsourcing will be more costly, it can present a faster ROI, and allow you to concentrate on the import aspects of running the day to day business.
We’d be interested to hear your comments on this article, and how you employ social media strategies in your company.