Marketing in the distributed web today can become very, confusing very fast.
Imagine you have content distributed all over the web and you continue to do this every week (and you should). Facebook pages, HubPages, Twitter, article directories….the list is endless, especially when you add the local and market focused social nets, blogs, and directories. If you did not have a strategy for managing the content and how you want to engage and move customers around your distributed content this can quickly become a giant mess. Even worse, the power of these efforts working together will be very diluted.
What to do? Track and plan…
- Make sure you have tracking in place so you know where your content is and how well that vehicle is performing. Links within sites you are publishing content to should have tracking code (bit.ly is one of many solutions for this) so you can measure your return on time and money. You can also look at your Google Analytics reports and look at the reference sites report to measure how productive your social media efforts are by channel (e.g Facebook, ezine articles etc).
- Social media marketing is as much about SEO as it is about increasing your digital footprint to generating leads and traffic. So, planning out anchor text cross linking in advance will really help make sure that you (or whoever you outsourced social media page creation and maintenance to) maximize this opportunity. Remember you want to send “link juice” to your social media authority sites as well as your website. Think of it as a nest that becomes woven together into a solid cross linking strategy.
- Be consistent with your linking strategy as you publish new content every week to the various sites. Make adjustments to what content topics you focus on as you learn from your tracking.
Putting it all together is where the magic happens for your business. This will separate the companies that throw-up a Facebook page and think they are doing social media marketing from the businesses that are using it as a serious business building tool.
What do you think?