How to Create a Total Online PresenceWhen You Really Don’t Have the Time By Brad Tornberg
Listen before you speak Create a Google Alert for key brand, industry, client and competitive terms. Create Twitter lists for clients, competitors and key media contacts. Create Google Reader account and find twenty five industry related blogs to follow (If customers or competitors blog, add them to a folder) Investigate social settings in your CRM and add Rapportive to your email. Investigate social tools such as TweetDeck, HootSuite or SproutSocial to help monitor mentions Bonus: Add paid options like Radian6 or Trackur for deeper listening metrics
Optimize online content Ask at least ten customers to tell you what search terms they would use looking for a business like yours. Employ a keyword tool like Google’s Keyword Tool or the free or paid version of WordTracker to dig up lots of potential keyword phrases related to your business. Create a list of either to ten major themes that will be the basis of your content Start or restart a blog and commit to addressing your themes and actual customer questions three to five times a week. (Of course, I recommend WordPress) Share every blog post on Twitter, Facebook, LinkedIn, Google+ and StumbleUpon Bonus: Make two to three minute video overview of your post and submit to YouTube.
Claim your real estate Create and build out profiles in LinkedIn, Facebook, Twitter, and Google+ Create and build out profiles in Picasa, Flickr, YouTube and Slideshare Add plugins to your blog and web pages that makes all of your content sharable in social networks Start sharing your blog posts on social networks Start uploading and describing images, slide presentations and videos Share five blog posts from your Google Reader on Twitter each day Join five active groups on LinkedIn and connect with people in each group Find twenty five Facebook pages related to your business and Like them. Put all of your customers you can find in a Google+ Circle Claim your Google Places Page on Google+ Local Claim your business location on Foursquare, Twitter, Yelp and Facebook
Capture and segment visits Find and signup for an email service provider (ESP) – I can recommend Infusionsoft, MailChimp, Constant Contact, AWeber and Vertical Response as I’ve used each. Create a reason someone would want to give you’re their email – eBooks drawn perhaps from a collection of your best blog posts are a great place to start. Use the chosen ESPs form creation tools to put a signup form on every page. Consider a plugin such as Pippity to highlight your email offer through a pop up function (people will tell you they hate popups, but smart popups increase signup by two and three hundred percent.) Create a weekly or monthly email newsletter with best information you’ve collected through your own reading each month. Create an autoreponsder series through your ESP’s tool for each product or service Bonus: Look into tools that allow you to create content funnels such as Survey Funnel, Spring Metrics or Get Smart Content
Integrate landing pages Create a landing page for your eBook or newsletter that sells the signup Create landing pages for each product or service that offers your auto responder more information series (I use the WordPress plugin Premise on my site) Consider creating welcome landing pages for your LinkedIn, Google+ and Facebook profiles Look into tools such as Unbounce or Optimizely to create and track versions of pages for testing.
Play ratings and reviews Signup for and claim profiles on Yelp, CitySearch, Google+ Local, Bing Local and Yahoo Local Subscribe to the RSS feeds of your profiles on Google Reader so you can get notice with a new review appears Bonus: Pick one or two local review sites and start actively promoting reviews. (This is done one to one when you get a testimonial or compliment, not via mass email)
Go online to drive offline Create an offline call to action such as a free visit, coupon, or even evaluation Consider adding click to call/chat/schedule to make it easier for people to engage, get help and take action. Create a Google AdWords account and start driving traffic to your call to action Bonus: Create a local LinkedIn or Facebook group around a topic related to your industry and start building interest with a goal of taking the group offline as well through a tool like MeetUp
Analyze and test Subscribe to Occam’s Razor blog by Avinash Kaushik Create a Google Analytics account and install the tracking code on your site Create a list of core actions to track – things like newsletter signups, information requests, video views or social shares If you are running Google AdWords make sure you add conversion code so you can track what ads are getting the desired results Consider using goals in Analytics to track conversion funnels and paths Create an A/B test of your Newsletter sign-up page in Google Analytics Content Experiments function to start to learn how to optimize pages based on results. Bonus: Consider adding more robust tracking tools such as Spring Metrics, Omniture or KissMetrics
So….. How many things on this list can your check off? How much do you still need to understand and do? Eating The Elephant…