Upside-Down Thinking by Patric Fransko
by Patric Fransko
May 25th, 2016

Three Key Components to Any Online Marketing Strategy

Fransko BLogI’m sure we have all heard the analogy of a three-legged stool. You need all three legs for the stool to be useful. If you take away any of the three legs, no matter how strong the other two might be, the stool will topple. I like to use that analogy to reference the three key components of any effective online marketing strategy.

While my agency occasionally works with clients that do not have any of the three components in place, it’s more typical for them to have one or two strong components and to be missing the other “legs.” Could this be the same in your company? Here are the three that work best together:

  1. A Content-Driven Website

While most of you have a company website, is it dynamic and content-driven? Your website needs all the mechanic features to make it perform well such as search engine optimization (SEO), a sitemap, proper menu/URL structure, etc. These platforms in your site can enable you to share new and relevant content in a regular and optimized way.
At Eye Magnet, we say a website has two sides. The first is the static side, which includes pages that explain the products and services you offer, contact information, about us page, etc. For the most part, these pages remain static and do not change that often. The second is the dynamic side of the website. This side should include things like a blog and gallery that are updated regularly. In 2016 and beyond, it is critical that your website has a dynamic side that is being kept up-to-date properly. Not only will this keep your website fresh, but Google and other search engines will reward you with better organic placement of your site and its content.

  1. Properly Set-up Social Media Channels

It goes without saying that you need a presence for your business on social media. However, how you have these channels set-up and how they are being utilized matters. We often see company Facebook, Twitter and other channels that were done hastily and without the attention to complete the profile. Additionally, there’s no continuity of profile information between the various channels.
It’s important to ask yourself which platforms your demographic is paying attention to and then dedicate yourself to utilizing those channels properly—and you may not need to be on every one. We tell our clients that they’re better off doing one or two channels well rather than four or five in a mediocre way. A properly set-up channel has all the profile information filled out in a way that fits the platform. While the content should be uniform between the platforms, things like cover photos need to be resized to display on each properly. Taking time to do this shows your professionalism and demonstrates users that your company is serious about reaching them there.

  1. Proper Utilization of the Components

Just like the stool we mentioned in the intro, your marketing strategy needs this third component to be effective. No matter how solid the first two components, like the stool missing a leg, they will fall flat without proper utilization. These include:

  • Create Some Content

Now that you have a dynamic side to your website, you need to begin creating consistent and relevant content. This can take the form of a blog, recent news, recent projects, etc. The important thing is to post consistently (once a week) and to make sure they are properly optimized (SEO) content.

  • Share that Content

Once the content is created, you should share that content from your company website out to your social media pages in most cases. The goal is to post to the social channels so that people then go to your website. There are exceptions to this such as videos for Facebook, but for the most part you should host the content on your site and share it from there.

  • Promote Your Page/Content

After all that’s in place, you need to make sure your website/content gets seen. This is done through use of advertising with Google AdWords, Facebook Ads Manager and others. These tools will enable you to create targeted audiences and then present your site to them directly. This enlarges the number of people in your target demographic that will see the content.

Hopefully, you can now see why all three of these components are needed. They are all interlinked and work together to help you achieve your goals. Used properly, the end result is more than the combination of the parts. For example, a Google Adwords campaign that pushes people back to a mediocre website or a generic page will not maximize the reach of that promotion. Likewise, a boosted Facebook post that brings people back to a shabby company page will fall flat in promoting the desired call to action.

If you take the time to get these three components fine-tuned and working together, your online marketing strategy will to exceed your expectations. Conversely, if you ignore one of these components, you’ll always fighting an uphill battle to get the exposure and results you are looking for.

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  1. Great article. I think video is a huge deal now. I know the few videos we have done have gained us a lot of exposure. It explains our product without the pressure of a sales man standing in front them.

    Content is king. Thanks for the article Patric. Keep hustling.

  2. Thanks for the feedback Chad!

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