The online world today includes a variety of formats and platforms as well as public relations and advertising options. No one can adequately address all of them, though some should become an integral part of any corporate campaign.
The company website is fading in importance among all this cacophony, but it should still serve as an anchor for your online strategy. Most sites should incorporate responsive design; that is, they should be appropriately rendered regardless of the device use to access them, whether mobile or desktop. With mobile viewership rapidly climbing to the 50 percent level of all traffic, a smartphone site rendered with a tiny print size is no longer acceptable.
Most sites today are WordPress sites as this has proven to be the most user-friendly content management system, and it incorporates blogging software as part of the site. Drafting weekly blog entries represents a minimum requirement as doing so can have a major impact on your site’s search engine ranking.
Moreover, whenever you draft a blog entry, it is a good idea to post it on your Facebook social media page.Whenever possible, you should engage in this type of “cross-pollination.”
As to social media in general, companies should focus on two or three platforms instead of trying to be all things to all people. For example, if your publicity is primarily based on images, Pinterest and Instagram are two good options. And again, the quality of your posts is much more important than the quality. Three high-quality posts per week on your company’s Facebook Page is far superior to posting everyday with little impact.
I would generally try to avoid advertising online except for Facebook. Taking out a Facebook ad to increase the number of “likes” on your company’s Facebook page is very inexpensive and accomplishes your goal to increase your company’s credibility.
As to press releases, PRWeb provides the most reliable and inexpensive distribution service. Make sure to use the $249 level to distribute monthly releases. And again post your releases on Facebook as well.
You should also set up a “media room” on your website to preserve and cross-pollinate all of your publicity including e-newsletters, press releases, bylined articles, radio or TV interviews, etc.