In my last post, I named 5 things that are requisite in creating a strong internet marketing strategy: blog identities, accounts on social media sites, RSS feeds, microblogging identities and business networking tools. I stated that these tools are required to bring people to your site, since your lobby isn’t going to fill itself up full of clients and customers.
Since that post, I’ve expanded on that idea. Inspired by Darren Rowse over at ProBlogger, your web page is your home base. It’s where your center is, and where you want your customers to be. That doesn’t just happen on its own. Your home base needs an outpost. Social media sites serve as those outposts to your website by creating new places for your audience to connect with your brand. In the long run, they both feed each other. Here’s how it looks:
The main benefit of outposts are that they increase your audience’s chances of finding you on the internet. Since most social media sites are so search engine friendly, more often than not these outposts serve as your audience’s first point of contact with your brand. In time, these outposts often outgrow or outperform a website in terms of traffic, conversations, reputation management, etc, so it’s an easy way to expand your online marketing.
Most importantly, these outposts are fun. They’re social by name and you should make sure they’re injected with heavy doses of your brand’s personality. They exist to have conversations with your audience and connect. They also serve as a good tool to listen to your audience and to let them be a part of the building of your brand. It’s like I’m always saying lately in this blog: it’s better to be a part of the conversation than to let it go on without you.
What are your outposts?
- Ben Shine
Great post Duncan!
There has been quite a bit of talk about using outposts and home bases in the social media community platform.
We have been adding onto the model. Brogan and Rowse have chimed in I would love your point of view.
http://kylelacy.com/home-bases-outposts-and-frontiers-using-social-media/
Comment by Kyle Lacy on October 15, 2008 at 8:38 pm
Ben – I’m wondering how this model would/could be modified or enriched from a nonprofit perspective. It’s interesting that a lot of “newer” thinking about marketing can directly correlate with building nonprofit constituents (users as co-creators, etc.); I’m thinking that this would fit in nicely with this, too.
Comment by Kirsten on October 16, 2008 at 1:11 pm
Kyle – I’m beginning to think that you and I might be psychically joined at the hip, if that’s even possible. Maybe it’s time we have a sit down together.
I appreciate you expanding on the notion with the idea of frontiers, and agree that frontiers are important as complimentary pieces to a healthy internet marketing strategy.
Personally, I would rank twitter higher than just a frontier, but that’s due mainly to its current popularity. Microblogging, in some fashion, is here to stay, whether it’s an app like twitter or a mobile app. Plus, there’s something about short, terse and meaningful communications that microblogging allows. There’s no room for anything there but authenticity.
Kirsten – As we’ve discussed numerous times, I think this strategy can be a critical tool for nonprofits, mainly from a capacity standpoint. With funding and budgets getting tighter and more competitive in the current climate, organizations are going to have to find effective ways to market themselves on a shoestring. Having constituents be co-creators and co-marketers for an organization seems only natural. Look at Roger and ELI, as example. I think his philosophy that to really connect with constituents, you go where they are and speak to them on their level. Social media is a natural for youth-focused organization, but what role can social media play for other organizations? Wheeler? Second Helpings? How can it reach their constituents?
Any ideas?
-Ben
Comment by Ben on October 17, 2008 at 10:45 am
You know I’ve got a truckload of ideas, especially related to fundraising. Locally, Keep Indianapolis Beautiful (under Linda Broadfoot’s leadership) has done such good work at friend-building online. I’d just like to see a clear set of strategies for nonprofits to utilize this framework, from both fund/friendraising and service community perspectives.
Comment by Kirsten on October 17, 2008 at 2:50 pm