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What Marketing Opportunities Are You Missing?

Photo courtesy of 401(K) 2013 via flickr

Photo courtesy of 401(K) 2013 via flickr

Once a month, I get a shiny magazine filled with products from one of my favorite beauty stores. This paid media includes pretty pictures and discount offers but almost every month, I toss it in recycling without paging through.

If this glossy circular went one step further and incorporated an article with tips or an interview with a beauty expert, I guarantee I would read it every time it arrived in the mail, which begs the question: are you missing opportunities to engage with your market?

Email Marketing: Most of you probably send out an e-newsletter to keep people updated on your company news. This email may include special promotions or thought leadership pieces, but the value of this content increases if you make it shareable. Both Jay Baer and Chris Brogan offer a  link in their content that highlights a specific quote and offers readers the ability to tweet it in fell swoop. It makes it easy for the reader and provides a quote, @ mention and URL to the post, which can drive traffic and interest.

Website: People come to your website to find out more about your company, but are you giving them a 360-degree view or just a peek? If people have to search something on your site, chances are they’ll lose interest quickly and you’ve lost a lead, advocate or audience member. Make it easy to find your important branding pieces. On the homepage, make sure to link to your social sites and provide contact information, as well as a real-time feed of your blog or other content, such as webinars, white papers, and tip sheets.

Driving Traffic: Social media is full of so many shiny objects, it’s easy to get lost in the crowd. As you engage on various platforms, don’t forget what you set out to do. Most of you will want to drive traffic to your web property so people can get a better look at your brand. When you write a blog post, include a link to your main site or a specific product; if you post an image on Tumblr, be sure to include a click-through link that will take the reader to your site. Be sure your branding is similar across all the social platforms you own, and make it easy for people to find more information.

Optimize for Mobile: Nothing irks me more than when I go to  a website on my iPhone and can’t delve into it further because the site isn’t compatible. Make sure your site is mobile ready and furthermore, give users the option to switch to full HTML if they wish.

Advocates: Sure, you have an employee dedicated to sharing and engaging on the web, but are you taking advantage of the social reach of others in your organization? It’s time to open your eyes to the power internal advocates can unleash for your company. Encourage employees to retweet and share your content and not only will your brand visibility and click-throughs soar, you may find thought leaders in unexpected places.

Our attention spans are short. If you create an obstacle for clients or prospects to learn about your company or share your content, you’re losing out. Before you post, tweet, Facebook, Tumble (is that a verb yet?!) or deliver news on the myriad of platforms out there, ask yourself: have I opened the door for my audience to learn more? Make sure you aren’t slamming the door in their face, because your loss is another company’s gain.

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About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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