For over a decade, websites and email have ruled the roost. Each day now, their overall dominion of the Net is undermined, and it is imperative that any business understands how to capitalise on these changes and new developments.
The most important thing to understand is that any prospect looking for your kind of product or service may well not find you through a search engine. It could be through a link, a tweet, a Facebook status update, a forum signature or post, on an aggregator such as alltop.com, a multimedia press release through pitchengine.com, a video on Youtube.com or metacafe.com, a podcast, an SMS, or much more.
If a prospect is looking for information, for instance, a white paper on search engine optimisation or the latest news on your industry sector, an event in their area, or an expert to ask, you need to be found by whichever channel and means they use to look for what they are seeking. And this means that if the prospect falls over your info on one channel, you need to ensure that the info they are looking for is there and not several more clicks away and a ‘delve into the depths’ search. Or at the very least, there is a clear signpost to the info and an indication they are in the right place or soon will be.
With a proliferation of corporate Facebook pages, there is often a failure to make these pages one of the signposts to further knowledge or information. It is a simple matter to use your Facebook page as an aggregator of all that your company is communicating to the outside world. This allows people who use Facebook as a preferred medium to instantly grasp your raison d’etre and the quality and quantity of information that is now available to them from you.
The majority of outputs from services such as Twitter, YouTube, Linkedin, Blogger, WordPress etc are available as RSS feeds. RSS stands for Real Simple Syndication. And this is what you are doing – “syndicating” your content so that it is available through multiple sources. Whilst there should always be a focus on ensuring that your content is syndicated to external sites to reinforce your linking, branding and content strategies, it is always worth checking that your own content is syndicated within your own properties too – whether these are Facebook pages, Linkedin profiles, YouTube channel etc.
Not only does this offer the chance to have automatically, regularly updated content on each of your properties, it also generates an archive of multiple keywords over time to help your sites be found, and shows any visitor that you are alive and kicking and keeping up with all that is happening in your world. Don’t just link to the information, where possible include it directly on the page using the multiple tools available to do so.
So, take a look now. Is your latest corporate tweet showing on your Facebook page? Are your blog posts showing? Is your most recent press release there? Are your YouTube videos embedded?
Once done, your Facebook page will become infinitely more attractive to visitors, who will then ‘like’ it so it shows on their wall and then the feed which all their friends see, which attracts more visitors, who then ‘Like’ it – see where we are going?!