News: Front Section
Posted: July 5, 2019
In marketing, prioritize what you can control - by Chuck Sink
Every online platform except for one can modify, add to, or even ban your company messages. Your brand can be all over the place: Facebook, LinkedIn, Twitter, Instagram, Google, YouTube, directories, blogs, guest landing pages, etc. You can maximize your presence in all these online medias and the brand experience visitors have will be limited and in many cases disappointing. Why? Because these spaces don’t belong to you and you are being used by them, not the other way around!
The hard truth of social media: Your company information and, very likely, personal employee information are actually the product of social media companies, sold through advertising to other marketers. Your data (which is cumulatively collected with each login) belongs to them as much as it belongs to you. And if you want more than a small handful of people to see your posts, you must pay to have it distributed, even to your own friends, followers and connections!
So, where is this one place on the Internet that you control completely? Hopefully, it’s the one in which you invest the most time and money – your own website! Your own company website gets top priority in all matters concerning online marketing because only you get to customize the experience for your specific target audiences. Social platforms, search engines and other channels are fine for distributing your website content, but they are not where your brand resides. Metaphorically, you should be engaging your customers right inside your home (website) rather than having a quick chat inside a Starbucks (social media).
I suggest getting busy writing about how you solve specific problems better than your competition. Take great pictures and shoot video. Embed your videos into your website so they’re viewed in your brand environment.
My company has been enjoying some new business from receiving higher quality leads in recent months following a content marketing campaign that resides, guess where? My website.
Chuck Sink is CEO of Chuck Sink Link, Contoocook, N.H.
Tags:
Front Section
MORE FROM Front Section
Front Section
McEvoy of The Conrad Group brokers $2.9 million sale of industrial building
Hingham, MA The Conrad Group has brokered the sale of 55 Research Rd., South Shore Park. The property consists of a 20,340 s/f single story manufacturing building on two acres of land.
Columns and Thought Leadership
The doctor is in: How medical leases differ from retail and office spaces - by Brian Cafferty
As healthcare facilities, often referred to as “Doc in a Box” clinics, increasingly move into traditional retail spaces, landlords are more frequently leasing to medical tenants. Unlike standard retail or office leases, medical facilities come with a unique set of considerations that must be carefully addressed to ensure a successful tenancy.
Newmark negotiates sale of 10 Liberty Sq. and 12 Post Office Sq.
Boston, MA Newmark has completed the sale of 10 Liberty Sq. and 12 Post Office Sq. Newmark co-head of U.S. Capital Markets Robert Griffin and Boston Capital Markets executive vice chairman Edward Maher, vice chairman Matthew Pullen, executive managing director James Tribble,
It’s time to get creative with closed college campuses - by Christian Koulichkov
Facing higher costs, shrinking enrollments, reduced state funding and severe demographic headwinds, many colleges and universities in New England and the Northeast are fighting for survival. The latest to lose the battle is the 150 + year old University of the Arts in
Investing in a falling rate environment - by Harrison Klein
Long-term interest rates have fallen by 100 basis points, and the market is normalizing. In December of 2022 I wrote an article about investing in a high interest rate, high inflation market. Since then, inflation has cooled off, and the Fed has begun lowering their funds rate.