If you know anything about the stock market, there is one message successful investors drill home at every opportunity: Diversify your investments. The approach makes complete sense. You don’t want to subject yourself to complete economic breakdown if some catastrophic turn of events causes your portfolio to take a downward spiral. Only making acquisitions in one portion of the market subjects you to unacceptable risk and you could lose everything. It’s the equivalent of putting all your eggs in one basket.
In many ways, developing and maintaining a vigorous online presence should follow the same rules. When you invest your personal funds in the stock or commodities market, you seek to make a profit. Likewise, you devote marketing efforts to advance your company brand. Sinking all of your marketing dollars into just one online distribution channel puts your business at risk in a similar fashion. Not only are you missing out on the opportunities provided by a diversified online marketing approach, but you also risk having your message viewed by only one audience.
Public relations companies like 5WPR grasp the concept of a diversified methodology and apply these tactics to all client campaigns. All of the different media outlets can be employed to spread your message and brand across many channels to reach an intended audience. Diversifying your online presence is essential it you want to reach as many potential customers as possible and drive traffic to your site. Unless you or your business specializes in reputation management, you will need to hire a PR company like 5WPR to handle this ongoing effort.
Assuming you haven’t been living under a rock for the last couple of decades, you know that a robust online presence starts with an effective website. I won’t go into detail on how the graphics and layout need to pop, or how choices of domain names have an effect on site traffic. The point I want to stress is that your landing page and entire site need to be constantly changing, dynamic entities.
You don’t want your site to be sitting out there in cyberspace, waiting for someone to input just the right search terms to put your company at the top of the hit list. You need to aggressively force your way to the forefront. One tactic used at 5WPR is simple, but effective. Every time you make a change or upgrade to your site, copy the new site map and upload it to Google.
Press releases are another useful way of getting your company’s brand out there, and we use these regularly at 5WPR. You can always find something newsworthy to wrap your message around and package it perfectly. Depending on your industry, you could circulate press releases on a weekly basis.
You might think of blogs as just an author’s outlet for creative expression on an infinite number of topics. While this may be true for some bloggers, company’s that sustain a successful online campaign see the blog as a marketing resource that must continuously be tapped. At 5WPR, we have clients that request blog articles several times a week because they know the value of this worthwhile tactic. There is never a shortage of blog topics for any market sector.
Essentially, your company’s line of attack for an online marketing campaign should parallel the approach you or your financial adviser take when making investments. Diversify your portfolio to take advantage of all opportunities, and reduce your risk.