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January 31, 2012


Scheduling
Most small businesses now understand the value of social media, blogs and website content when creating and maintaining their online brand presence.  Once all of those components are up and running, however, it is easy to become overwhelmed and begin to fall behind in updates.  Before ever committing to various online strategies an online marketing plan must be created including goals and strategies.  Most important in the plan should be schedules. 

Each individual piece of the online marketing plan runs on a different schedule to maximize online brand presence.  Social media sites like Facebook and Twitter should be updated at least once a day. Blogs should have at least one post per week, preferably three to five.  Websites should be updated as information chances and at least once a month to keep content fresh.  Industry forums should be visited on a regular basis with comments added.

With all these different schedules anyone can see how a small business can quickly lose track and inadvertently lose online brand presence.  That is why setting up concrete schedules for each arm of one’s online marketing campaign is absolutely necessary to meet goals.  As goals are met or are changed schedules must also be reevaluated.

 Businesses should pay close attention to analytics in order to revise schedules as needed.  For instance to keep engagement at its peak and online brand presence at a maximum a business might discover that posting comments on social media three times a day is ideal.  Any more posts and the numbers remain the same; any fewer posts and the numbers drop.  In that case the social media scheduling should be changed to reflect the analytics.

While keeping up with scheduling is crucial to the success of online marketing and building an online brand presence small businesses must not forget their goals.  Social media, blogging and a business website are all great tools at gaining a great online brand presence but are not the same as sales.  The focus of any online marketing plan should always be to gain and retain customers – not get as many ‘subscribers’ on Facebook as possible.

With so much at stake in today’s company and more and more small to mid-size businesses focusing their marketing online all businesses, regardless of their industry, must bring their A-game to truly build an online brand presence.  By starting with the basics of developing a solid marketing plan and realistic schedules reflecting the goals of that plan a true online brand presence can be attained.

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