27 Ways to View the Web Beyond Your Site
by John Jantsch, Duct Tape Marketing
The web just keeps gaining significance in the world of small business and it’s no longer enough to think about your web site as your web strategy.
Marketing today means building a great deal of your thinking around a total web presence. I suspect you’ve heard this before because this idea is one that is being voiced by just about anyone that’s online today, but I encounter business owner after business owner frustrated with trying wrap their head around this idea in a practical sense.
For today’s post I would like to outline what I think is a very practical and doable approach to building your total online presence. You can build your web presence out fully by taking action in each of the five station of work below. Think of each station as a bucket. You need to start adding to each bucket in a systematic way, but don’t try to fill one bucket before you move to the next – put a little in each bucket and keep returning. This way you’ll build momentum in the short view, while building value in the long view.
The Listening Station
Your online marketing will benefit greatly when you take the time to monitor what’s being said by others. Creating an automated way to do this, something I call a listening station, is a base strategy these days.
● Put key journalists in a Google Alerts track so you can participate when they write or blog
Content As Hub
I’m going with the assumption that you have web content that describes your business, tells your story, outlines your products and services and maybe even showcases a few client success stories. That’s good, that’s a start, but now you need to go to work on consistent content creation – the kind that builds trust, draws links, and educates.
● Add a blog, sorry you must do this, better still, build your entire web site with WordPress
● Stick a camera in front of your best clients and get them to share how important your business is to them
● Turn your sales presentation into a slide deck and post it to your site
Pushing Out Assets
● Create YouTube, Flickr, and Slideshare accounts and post your videos, images, and slides with complete keyword rich descriptions of each
● Claim and enhance your Google Places, Yahoo Local and Bing Local profiles
● Claim and enhance your company pages on review sites like Yelp and CitySearch and start participating in the review process
● Use your Facebook Page as a way to create awareness about events and content and as another vehicle to reach prospect with fresh content
● Use a tool like Flowtown to figure out which of your prospects and customers are the most active in social networks and equip them to be ambassadors
● Create events and groups on MeetUp and bring like minded people together
● Get your customers involved in creating community through the use of a wiki that allows them to share and generate ideas
● Create a group blog that features content contributed by your team of strategic partners