Launching a new website requires extensive planning, organizing, and strategizing. One of the key components towards a successful web site is effectively marketing and promoting your website. The key aspect of any social media marketing campaign relies on building “social authority.” Social authority is developed as an individual or business establishes themselves as an “expert” in their given field or area of expertise, thereby becoming an “influence” in that field or area.
Social media is not about earning PageRank or gaining rankings in the Google SERPs (Search Engine Results Pages) per se. It is about generating an online “buzz” about your company, product or services. It is the promotion and marketing of your business for the purposes of creating an online presence. It is the modern equivalent of traditional advertising.
If done correctly, social media can grow your online business faster than any other means available. However, it must be done organically. Google has taken dramatic steps to penalize sites that spam content. If used correctly the social media services can give you a platform for brand awareness, exposure, networking, and provide a huge boost in web traffic and sales.
Focus on creating valuable content and not “marketing” or spammy content. Plan what content you believe your customer or your visitors wants from your site (forums, blog,). Build up a rapport with your audience. Don’t spam them or they will lose interest in what you are saying. Get involved with you audience. Have a voice in your discussions, reply to blog comments and ask for feedback from your audience as well.
Quality content will do the marketing for you by attracting people to it. Provide easy access to social media services on your website where your readers can share your content with their friends and social media groups. When followers enjoy something they have seen or read, they like to share it with their friends. This is the true power of social media and the essence of viral marketing.
There are many diverse content creation methods you can use to engage your audience. Create a distribution network of videos, white papers, eBooks, and podcasts in a multi-tiered approach when developing you marketing strategy.
There is a good way and a bad way to link to resources and content on social media sites. People do not like to feel forced to read content. You will have more success by sharing a cool link from your site (or someone else’s) and trying to open a conversation on it. When linking content back to your website, be sure to distribute links between your home page and internal pages. Typically hundreds of links pointing to your home page looks suspicious to Google.