A while ago, I was prepping dinner and all of a sudden, I had this overwhelming urge to draw this graphic:
(My chicken scratch is beautiful, I know.)
Anyway, the purpose of the drawing was to illustrate how to tie all of your social media and inbound marketing channels together, with the final goal ending in a lead or sale. I obviously neglected to add smack dab in the middle the part about the sale or lead, but you get the idea. The name in my head that popped up for what I would call this type of marketing was Full Circle Marketing. Let me explain further:
First Up – Start With the Blog:
Let’s assume your company has a blog. (You do have a blog don’t you? I’ll just go ahead and say that you most definitely do.) On your blog, you post useful (not all sales-driven) content. Your blog links back to your website, where a customer can either purchase products, learn more information about your company, or contact you if you’re in a service type business. So after you publish a blog post, what do you do about it? Do you post it purely for search engine optimization purposes or do you actively remember to utilize the social media aspect of your business and share your content? If you’re smart, you take a few extra minutes and begin to start sharing your content online, outside of your blog.
Next – Your Email Newsletter:
You also have a newsletter subscription base and you just wrote a killer blog article. Maybe you aren’t getting the amount of traffic you wanted to it or maybe you just want to promote the newsletter more. You can always shoot out a newsletter to your subscribers teasing your blog article. You don’t necessarily have to include every word you had in the blog. What you can do is write out the intro to your blog article with a nice call-to-action. For instance, “Read More” would suffice. (If it was in a shiny graphic, that would most likely help.) What this will do is get your reader interested in your blog article and if they find it interesting enough, they will click the link, which will drive more traffic to your website.
Your newsletter can also work retroactively to this. Although sales posts should not be what you post about all of the time, if you do send out a big sales newsletter, you can also include a corresponding blog article which mentions the sale and then contains useful information for the reader about why those products or services could benefit them. You can then include a link to your email newsletter within the blog article.
Plus, don’t forget to add links to your social media marketing channels so your newsletter subscribers can also find you easily online. (Make sure your links all work before sending out your newsletter.)
Finally – Don’t Forget Your Social Networks:
Did you just publish a new blog article or send out a newsletter? It may sound simple, but remember to mention them on your social media networks. Depending on your blog and newsletter software, you may be able to integrate a feature which will automatically do this for you as soon as the content is published. However, I like a more custom approach than just posting a link to your article. Again, add in a teaser of what the user is going to get and include your link after that.
Besides creating brand reputability, allowing your customers to interact with you, and the other myriad of uses having a social media presence is good for, it is also meant to drive traffic to your blog or website and to help you generate more revenue by making sales or collecting leads. Be sure to remember to utilize this opportunity.
Another handy feature many blogs allow you to have are social sharing options. This means, if a user reads your blog article, you include a sharing widget into either your blog or website, so site users can easily interact with you based on the social profile they are using. For instance, Facebook has several of them to choose from, which you can find here. You’ll see that I have social sharing just to the left of this post and also at the bottom of the article, for simple sharing within Facebook and Twitter. (Hint. Hint. If you like this article, please share it.) Enabling social sharing will allow those who are interested in your brand an easy way to help promote your brand for you, by sharing it. You may also have an option to add a sign up for your email newsletter, which I would recommend using, as well.
To sum it up, what happens is a cycle of marketing, which ties your internet marketing pieces together into a full circle. This way, every piece of your inbound marketing and social media marketing get touched upon, leaving no stone unturned and encourages the most user interaction.
Are you currently integrating your marketing to the fullest? Let me know in the comments section, below.