Posted 7th March 2011 | By Nick Evans, Chairman

Your business's online strategy should focus on your website as the hub of your campaigns, your email marketing and social media as the drivers for visitors to your site, and your blog as the repository of great content that shows you know what you are doing.

These interconnected elements all contribute to a whole which can be defined as a strategy. And it's the interconnection that is the key. How should it all work? Here are some suggestions:
Create a content plan - and stick to it. This should schedule all the elements that you are using to drive traffic to your website
Build a band of contributors - enlist knowledgeable and capable staff to write features for the blog
Point to new content from Twitter, Facebook and LinkedIn - and schedule to repost variants of your messages several times a day for a couple of days
Ensure your blog titles are echoed to your website, thereby changing content (which search engines love) and providing another link back to your blog
Ensure your blog articles feature social bookmarks to enable people to highlight individual articles to their network
Send monthly emails to your customer and prospect base with links to blog articles as well as the website
Ensure your emails feature social bookmarks so that people can "Like" or "Tweet" the mail to their networks
Follow up retweets with a thanks - just to close the loop and encourage someone to do it again
Yes, this all chews up valuable time, but your network needs to link to others' networks in order to grow. Investing time with your network will encourage more people to link to it (and therefore to share your content with their network), build a larger base of people who follow, like or retweet you and develop a presence that is constant, which people can rely on for engaging and relevant content.
It's all about interconnectedness.

Nick from ExtraMile Communications Ltd in Eccleshall Staffordshire
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