Integrating Your Online Presence

Scott Lambert

Most businesses have a website, a blog, a Facebook page, a Twitter account and several other marketing tools these days, but how well do they fit together? In a surprising number of cases, they are not linked up at all; while a business may enjoy a good reputation, it is difficult to hang onto casual visitors and difficult to convert fans into buyers.

There are some arguments in favor of keeping aspects of social presence separate. Sometimes a different person manages each account, or an effort can be made to give each a different "voice" even if there is just one person in charge. Ultimately, however, they should all be speaking for the company. Any comments that cause controversy are likely to be propagated across different media anyway.

The first and most important thing to ensure about social media accounts is that they all link back to the website. This does not mean that they need to have the same landing page, and good content marketing will account for differences in what attracts them; for example, Instagram marketing campaigns will appeal to a younger audience than Google+ advertising. Links from these landing pages, however, should provide access to the company’s other social media platforms and its blog. Social media links are usually most effective at the top or bottom of a page, and good design work can incorporate them into the general style of the site.

Social media platforms should also link to one another. A Twitter bio has room for a brief description plus a link to a website, Facebook, and an image- or video-based account such as Instagram or YouTube, offering different ways interested users can connect. Facebook can be set up to include a Twitter feed as well as links to other platforms. It can also be worth including this Twitter feed on the website; however, rather than using the standard code, it is better to tinker with it to leave out replies so that everything stays relevant to all readers.

The most important thing for a blog post to link to is older blog posts. This not only retains readers but also attracts search engines to process older content, giving each post longer-lived SEO value. Accompanying links with images help to grab reader attention; this is especially the case if they feature faces, which naturally attract the eye.

For more advice on achieving an integrated online presence, content marketing and making the most of associated marketing opportunities, contact Xcellimark by calling us at (888) 318-3950 ext.211.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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