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How A Multichannel Approach Can Save Your Brand’s Online Presence

Let’s face it, changes in social media platforms — e.g., evolving newsfeed layouts, algorithm changes, and data targeting limitations (thanks Cambridge Analytica) — are the bane of a marketer’s existence. These changes drastically affect how you communicate and interact with your consumers.

What if we said there was a way to insulate businesses and brands from some of the volatility of these platforms? It’s possible. The secret? Diversify your online presence by adopting a multichannel approach.

Yup. That’s it. Diversify. Build up your online presence in other places to help offset the impact of changes that happen on social channels. That way when Zuckerberg decides to crush brand reach or when a celebrity tweet crystallizes the downturn of a once darling platform, you’ll be ready.

On board? Cool. Here’s what we often recommend and implement for our clients.

Seriously consider a blog

Sure, the blog is considered passé by a lot of marketers. Not us. We like the SEO and being in the top spots on Google search results. We like having an owned place where we can share press releases, news, thought leadership, hot takes, silly GIFs, and rants. It’s content that will always be available for you to share with the world. Remember, in 2018 your brand is a publisher and this is your newspaper.

Have a strong web presence

Your website is the hub of your online presence. It’s where people go for information. It’s where consumers go to BUY. It should communicate and inspire with gusto. When your website is ho-hum, your brand is ho-hum. Honestly, that’s not a risk you can afford to take. Website strategy is more important that many realize and it can mean the difference between success and failure for a business.

Capture 1st party data

Capturing 1st party data through email forms, tracking pixels, or social logins allows you to build a community of fans, advocates, and influencers that can be activated in a variety of different ways. And those lists are your property. You can send great emails, retarget your social ads with custom messages based on web pages visited or actions taken, or reach out directly through social messages. 0.5% organic reach sucks but with 1st party data you’ve got other ways to connect with your audience. Your site should be built with this in mind and your digital strategy should include tactics for making 1st party data work for your bottom line.

Hey, we still love social. It’s super powerful, interactive, and fun for your customers. We just think having a integrated approach to your online presence is a smarter and safer bet.

Want to learn more about what you can do to tune up your online presence? Give us a ring or drop us an email.

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