So you have executed your digital marketing strategy, but ultimately those things you need most, conversions, are not stacking up. Conversions are the lifeblood of any online business, and continued investment in marketing approaches just won’t be possible if engagements don’t soon start becoming something more tangible to the bottom line.
Fear not, because microblogging just could be the missing piece in your strategy. If you are unsure of the term, it’s exactly as it sounds: short blog posts akin to those you would regularly find on Facebook or Twitter. Not every blog post needs to be lengthy and time-consuming, so mixing up your regular blogging approach with frequently contributed micro-posts is an easily actionable addition to your existing campaigns. Here’s how it can be done:
Focus on Hot Topics
The issue with the more traditional, longer blog posts is that they can take quite a while to research and produce. Not so with the micro variety. This has a number of advantages of course, but one of the biggest is the fact that you can stay on top of trends which are moving at an increasingly rapid pace. Keep your finger on the pulse, and contribute regular articles on what is hot to quickly gain a reputation of being where it’s at.
Use the Infographic Approach
People love infographics – have you ever heard the old adage that a picture tells a thousand words? We don’t want to completely replace the written word, but following the lead offered by infographics is a smart approach. Include a link to where infographics can be found, include an infographic too if desired, but ensure your blog is short and delivers the types of stats and numbers that appeal to people and can quickly relay the information you want to give.
Keep it Frequent, but Engaging
We have already touched upon some of the speedy benefits of microblogging, but another is the fact that with this approach you can maintain an almost continuous presence. And presence is a good thing in an environment where things are often forgotten. But be careful, as the marketplace is already saturated with inane dribblings which offer nothing. Allow others to engage with your posts, and keep the topics related to maintain a followable dialogue that stands you out from the noise.
Keep to the Message
How many celebrities do you know, not to mention friends, who have got themselves in trouble on the likes of Twitter with an ill-conceived late-night post, or the sharing of something that doesn’t truly reflect who they really are (or at least who they say they are). Remember, your blog interactions are the actions of your business and your brand, which should be well established and consistent. Do not microblog anything without prior consideration of what it says about your brand. Does it keep to the message, or does it contradict what you say you are about?
“Damaging a brand’s image is an easy thing to achieve and infinitely harder to undo, so think carefully before you post, and keep to the strategy: don’t get caught up in the emotion of something which may ultimately not reflect what your brand is really about,” warns Sharon Helsingborg, a marketing manager at Writinity and Researchpapersuk.
It’s Not About the Microblogging Message Itself
Microblogging is a technique which brings potential customers into your already-established digital marketing strategy, it is not a strategy in itself, meaning that you shouldn’t use the posts themselves to achieve everything that you want to achieve (which is ultimately a conversion). Instead, you want to make a meaningful engagement which will then lead to a conversion, so don’t be too self-promoting and stay away from senseless selling techniques.
Don’t Neglect the Longer Blog Posts
Similarly, microblogging should be an additional plan of attack to your conventional blog posts, not a replacement. Yes, people want bitesize pieces of information most of the time, but sometimes that want in-depth pieces which really reveal something meaningful, and would encourage them to share your post and bookmark it for the future. The content included in traditional blog posts on your website is gold in terms of search engine rankings, whereas microblogging may not sit so favorably with the algorithms that are used.
“A combination of both short and longer posts is ideal, with the shorter forms particularly suited to social media platforms which specialize in limited communications,” states Lemar Powell, a business writer at Draftbeyond and Lastminutewriting.
Oliver Portwood, a Marketer and E-Commerce strategist can be found on Twitter.