As much as we love social media and its power to connect businesses with their audiences, the truth is that it’s murky, complex, overwhelming, and occasionally used to the detriment of innocent parties. Smith and Wollensky, a high-end steakhouse in New York, learned this lesson the hard way early this year.
As the need for a strong online presence crystallizes for businesses, there are sudden calls for new websites: “Make it flashy, make it profound, make it digital!” Design matters, but the reality is that your website needs to be valuable to the audience and customers you serve.
The great and challenging thing about companies are their differences. Even companies with commonality in an overall industry differ in their products, their technology focus, and their target audience. And taking it one step further, each persona within each audience differs, and companies need to know what their prospects need and how to engage them.
My aunt is a gardener, so when I drew her name out of the “Secret Santa” hat for Christmas 2012 I thought getting her some seeds would be perfect. The search quickly became an Epic Christmas Quest, and reminded me that many businesses still don’t know how to use the web to do more and better business.
We often receive emails from clients who want to send a newsletter to their list, post an interesting article on their website, or otherwise engage with their audience. This enthusiasm is critical to success with content marketing, but we have to remember that every action must connect back to a solid strategy.