Most businesses have a good idea of how to get a physical product to market. If you are a dealer, you want to be the first one in your area to have that product. You want everyone to know that you have it and it is for sale. In the new digital age, most companies are unable to organize their technology resources to deliver a consistant, timed message to market. We try to make them understand that they are the experts of their industry. Users searching for content on the internet are looking for the reliable source, many times tied to a leader in the industry.
Getting your content to market = getting your product to market
There are many ways to continually create product buzz on the internet. The best way is to publish the best content. Content is the same as your physical service. If you offer good service, people tell other people about it. If you offer good content, the do the same. This occurs on a larger and more annonymous scale (that is a good thing.)
Companies take stabs at creating uniformity and consistancy in their internet marketing efforts. It’s hard to understand how much effort it takes to harness the power and saturation of social media and blend it with the traditional message until you do it. It is easy to not only lose control of the effort, but very difficult to gauge the effectiveness of the initiative.
A few ideas for getting the content out and using the momentum
- Choose your initiative: We like to revolve the initiative around the phrases. The target of the initiative means nothing if searchers are not loooking for it.
- Phrase research: Perform careful analysis of basic phrase factors: what is the organic competition like, how many searches per month, also the paid competition.
- Choose the translator: What is the best angle to press the initiative? Is it blog tied to social, bookmarking, WIKI, FAQ, email, technical, press release, multimedia etc.
- Gauge the effort: Have your landing page or micro site strategy in place. This may require multiple splits for demographics, male, female age groups -but well worth it. Use the tools you are comfortable with to establish and track the goals within the initiative – sales, forms, calls, leads and on and on.
