“Fabulous Internet presence, dah-ling!” a famous actress might have said, clutching her cigarette holder. Today, your copywriter (who’s holding a cellphone instead of a cigarette) will be more interested in helping you showcase how fabulous you are all over the Internet.
Fabulous means exceptionally good, unusual, marvelous and/or superb, according to online dictionaries. And that’s the image most professionals want to promote.
Notice I didn’t say “fabulous website.” These days your website is just the hub of a more dynamic, interrelated, synergistic system. Therefore many marketers experience three diverse challenges:
– Feeling overwhelmed by integrating these elements into a meaningful system. You have article marketing, blogs, social media, and more. Therefore you need to leverage each contribution so every marketing piece serves double or triple duty.
– Focusing on just one element of the online marketing material mix. It’s easy to get caught up in a web site, but often your opt-in system will turn out to be the linch pin of your marketing efforts. Some service pros have built large, successful businesses using their social media groups as the hub (a potentially dangerous strategy, because you don’t have complete control).
– Not recognizing the unique qualities that allow you to create a whole presence on the Internet, setting you apart from the crowd. Often when I work with clients we find the secret to their “fab factor” hidden on page 53 of the website, buried in an article, or waiting to be discovered in a story yet to be told.
Learn more in this week’s Cat Chat.