The best internet marketing campaigns are updated every day – a far cry from the static marketing inherent to traditional media. However, some aspects of your campaign will need to be updated more frequently than others.
Internet marketing strategy Social media requires the most constant attention, instantaneous responses and frequent updates to keep the community interested. Moderated media like forums, chat rooms and comment sections need to be watched constantly for inappropriate behavior and for messages that need to be responded to. Published media – blogs and email newsletters – are less intensive but must still be updated regularly according to a preset schedule. Evaluate the amount of time you have and plan your publishing around it. It is much better to publish less frequently but regularly than to fail to stick to an overly ambitious schedule. Also consider how much time your audience has to read all your content – don’t waste time blogging three times a day if they’re only checking in once a week. One or two blog posts a week is manageable for most marketers (unless you have an in-house copywriter or outsource the service), and an email newsletter shouldn’t be sent more often than fortnightly or, better, monthly. You don’t want to strain
yourself or overload your customers. More static content, like your website, can be modified as needed, though remember to keep your SEO up to date. If you do add new website content, perform ad hoc keyword research and optimise the text and meta-data for keywords when you
include it on your site. If you have submitted your details to online directories, check them every so often to make sure that the details are still correct. Your online adverts should be adapted as frequently as necessary to make sure they are performing at their peak – this could be once a day, or every few months (depending on the nature of your business and the maturity of your campaign). Keep in mind that content online behaves in two seemingly contradictory ways.
On one hand, current content quickly becomes replaced by the never-ending wave of newer material. On the other, anything posted to the web will be around for a long time, saved on servers and caches around the world – and completely deleting something is impossible. Whenever you post any content, ask yourself if you are comfortable with it being seen by many people and available for a long time. This is a vital consideration for your online reputation management.
An important aspect of reacting quickly is being flexible and thinking on your feet. Since you sometimes have to respond on the fly, you must be creative and confident enough to get the right message across to your audience. If you always remain frank, approachable and open, you should have no trouble communicating quickly and effectively.
Internet marketing strategy Social media requires the most constant attention, instantaneous responses and frequent updates to keep the community interested. Moderated media like forums, chat rooms and comment sections need to be watched constantly for inappropriate behavior and for messages that need to be responded to. Published media – blogs and email newsletters – are less intensive but must still be updated regularly according to a preset schedule. Evaluate the amount of time you have and plan your publishing around it. It is much better to publish less frequently but regularly than to fail to stick to an overly ambitious schedule. Also consider how much time your audience has to read all your content – don’t waste time blogging three times a day if they’re only checking in once a week. One or two blog posts a week is manageable for most marketers (unless you have an in-house copywriter or outsource the service), and an email newsletter shouldn’t be sent more often than fortnightly or, better, monthly. You don’t want to strain
yourself or overload your customers. More static content, like your website, can be modified as needed, though remember to keep your SEO up to date. If you do add new website content, perform ad hoc keyword research and optimise the text and meta-data for keywords when you
include it on your site. If you have submitted your details to online directories, check them every so often to make sure that the details are still correct. Your online adverts should be adapted as frequently as necessary to make sure they are performing at their peak – this could be once a day, or every few months (depending on the nature of your business and the maturity of your campaign). Keep in mind that content online behaves in two seemingly contradictory ways.
On one hand, current content quickly becomes replaced by the never-ending wave of newer material. On the other, anything posted to the web will be around for a long time, saved on servers and caches around the world – and completely deleting something is impossible. Whenever you post any content, ask yourself if you are comfortable with it being seen by many people and available for a long time. This is a vital consideration for your online reputation management.
An important aspect of reacting quickly is being flexible and thinking on your feet. Since you sometimes have to respond on the fly, you must be creative and confident enough to get the right message across to your audience. If you always remain frank, approachable and open, you should have no trouble communicating quickly and effectively.
