Building your company’s online presence is the key to any modern growth strategy. The internet presents opportunities for marketing and outreach prospects that reach new consumers and build relationships with your audience. The endless possibilities might make you wonder — should your website have a blog or social media platform? Both could give you better exposure with complementary content, but only if your team knows how to wield them.
These are a few notable ways businesses and websites use marketing strategies to improve their online presence. The right avenue for your company will depend on your services, audience and professional goals.
Producing complementary content is one of the most significant benefits of having a blog for your business. The nonprofit TED (Technology, Entertainment and Design) organization is famous for its viral TED Talks presentations, where experts explain a concept to an audience ready to learn. Although the video uploads become evergreen hits online, the organization also publishes content on its blog.
Between posts that publish notes from recent sessions, the blog also includes ones that are specific to the nonprofit. Readers can learn about why they take breaks or how they’re making a difference in the world through funding. It’s an opportunity to dive deeper into their work while still retaining visitors initially interested in the more viral content.
Businesses looking for more exposure can reach consumers where they are through social media. According to recent research, 3.96 billion people use social media every day. Companies can instantly connect with new followers by forming an online business marketing strategy that uses popular hashtags, trends or ongoing events in real-time.
Oreo famously used its Twitter account to make light of a frustrating national situation. When the power went out at the Super Bowl in 2013, it tweeted an image that said, “You can still dunk in the dark.” The humorous and timely tweet was retweeted 13,700 times, providing two times more exposure than likes and capturing national attention with a great joke.
There are numerous benefits of having a blog for your business while also scheduling posts for social media accounts. Property Management Inc. (PMI) utilizes both to build its site, drawing clicks from social media and making connections with informative blog posts. Readers can learn everything from tips for renting apartments to what the company strives for with its mission statement without depending entirely on one method.
A tweet or Facebook post wouldn’t inform readers as well as long-form content, but they might not access the same content without finding the link on social media. Companies can use both to increase their online presence and provide followers with industry-relevant information they’ll use to build lasting trust with brands that publish well-researched and educational content.
If your company produces more visual content, like physical products or artful services, a good business social media strategy will focus entirely on pictures. Your followers will get more from each post or tweet because they see what you can offer. An art studio wouldn’t thrive online if the owner only wrote descriptive blog posts. People need to see specific products to fall in love with them or form a lasting appreciation for the company that makes them.
Target has an excellent social media presence on Pinterest. It routinely posts high-quality pictures of new products while keeping in line with its seasonal aesthetics. Because the photographs are swoon-worthy, the account gets over 10 million monthly views. This is nearly 8 million more than if every one of its 2.1 million Twitter followers saw every tweet it ever posted.
Consider your audience to determine the best way to approach them with new information. A business-to-business (B2B) strategy is more effective if your company works with other industry professionals and teaches them through informative blog posts. It’s a business social media strategy that focuses primarily on word choice and conveyed topics rather than garnering shares or turning followers into clients.
Compare two versions of companies speaking their audience’s language. Drift is a business that specializes in B2B marketing, so its blog publishes content that teaches its followers how to improve their professional connections or online marketing strategy. A company like Starbucks posts enticing pictures and deals for its customers, so the marketing team uses colloquial language and engaging content to remain approachable.
Ask yourself the big question — should your website have a blog or social media? If you’re not sure about the answer, ask yourself what you need from your online presence. Deciding to gain followers, post visual content or inform other industry professionals will steer you toward the best virtual growth strategies. Using one method for combining them will serve your company well if you know what you want your content to do for your business.
About the Author
Ginger Abbot is a college and career writer who enjoys helping students and professionals succeed. Read more of her work on her website, Classrooms, where she serves as Editor-in-Chief.
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