Gosh it’s hard to keep up to date with every tool and remedy for driving website traffic. You might be loading traffic back to your website, but are they the right kind of visitors? Will they buy a product? For example, is it worth the time for B2B editors to create Pinterest boards? What about Facebook pages? And would the editor of a consumer publication be wasting hours answering Q&A’s on Linkedin?
These are all questions that go straight back to your main audience development quest. Some of them require tinkering, some require testing. But ask yourself these questions:
- Who do I want to read my articles?
- Who is going to buy a product at some point down the line?
- Which social networks would target both of those users?
- How many hours can I spend marketing on social networks?
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Answering these questions will tell you what your priorities are. Perhaps you want to optimize your website for people to be able to “pin” your articles on Pinterest easily, but the ROI doesn’t tell you that you should be training a brand evangelist to use the network. Or maybe you’ve been managing a Facebook page that doesn’t get any likes, clicks or comments but your LinkedIn groups are wildly active.
Obviously you don’t need to be a champion at every social network and you’re free to see what your competitors are doing in the space (although being a leader has its perks).
If you’d like some help determining what these goals should be and which social networks would work best for your brand, give us a call at 401-293-0401 or email Kim Mateus to discuss one-on-one customizable training opportunities.