global recruitment specialists
Ten Tips for Promoting Your Organisation Online
By Nic Howell, creative strategist at global marketing and technology agency, LBi
Social – join the conversation. Use spaces like Facebook and Twitter to discover what people think about you and your competitors. Use platforms like Twitter for customer service; meet your customers where they hang-out online.
Search – send out the right signals Make sure your search engine optimisation (SEO) strategy is up-to-date, so that you're visible to people searching for you online. For example, Google is making search more human, so create fresh, authoritative, shareable and relevant content.
Content strategy – think like a publisher With so many ways to engage audiences, you need a joined-up, editorial approach to content. Develop a unique point of view to drive content that your audiences will value and share. Don't forget to make it mobile friendly.
Analytics – measure what counts if it moves, you can track it, but don't report on everything or you'll drown in data. Identify your goals and track the metrics that give you real insight.
Customer service – tap into opinions Customers expect genuine reviews at all stages of the decision-making process. Respond systematically, gathering insight from both positive and negative reviews, because these are your most engaged customers.
And here are those other five that we couldn't fit in the magazine...
Mobile – pitch it personal. Over half of UK mobile phone users now have smartphones. Adopt ‘responsive design' for easy mobile viewing. Mobile apps have to be genuinely useful or entertaining to survive.
Dual screen – join them on the sofa. Nearly a fifth of people now have an iPad or tablet, which they use in lean-back mode, often while watching TV. So provide immersive, visual content that complements this.
Loyalty and retention – reward the right things. Find out what creates loyalty for your brand first, then create a platform for it (for example saving people time might create loyalty) before deciding on the need for a loyalty programme. Do not incentivise behaviour unnecessarily.
Online reviews – tap into opinions. Customers expect genuine reviews at all stages of the decision-making process. Respond systematically, gathering insight from both positive and negative reviews, because these are your most engaged customers.
Ecosystem – fitting it all together. Digital doesn't sit in a vacuum – your customers expect a seamless experience. Map out key touch points across digital and in the real-world, so you can see how they relate and design journeys that make sense.
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