This is a good time to update your online presence, but where do you start? Your first step is to decide on your focus for 2014.
Is it to build brand awareness, increase traffic, increase market share or all the above? Your objectives determine your strategy. Based on that comes the implementation plan.
If your want to build traffic to your website, consider starting a Blog and/or being a guest Blogger. To increase brand awareness, use different social media channels to reach new demographic groups. Use promotions on your website and Facebook to increase market share. Email campaigns are great to get your message directly to your customers and increase customer retention.
Your implementation plan starts with a customer profile. Identify the type of information customers want, how they buy and the social media they frequent. Develop an editorial calendar based on the profile, choose the topics, the authors of each piece, and how often and where to publish. Select topics for content and channels based on the profile of your target market.
Then get started. Working the plan takes away the guess-work. Assign authors and publish. Use data analytics to understand the type of content that works on what platform and repeat it. Remember you can reuse content on other platforms and in different formats.
Always keep in mind your goals. You not only want to entertain but to tell your audience about developments in the business, announce new products and services, and promotions.
Happy New Year! May this one be your best yet!