As a company you’re going to create online buzz. At some point in time you will want to market a new product and/or service or you will want to tell customers about your amazing deals. But in order to really get your message across you must have a sphere of influence. Developing an online voice is part social media, part blogging and content management, and part website management. And once you start using different interfaces and platforms for spreading the news about your company you need to maintain it.
If you look at any of the major brand name companies you will notice they have content rich blogs. They post small but new things every week, sometimes every day, and oftentimes it’s just some news clip about their store or company, a new item for sale, or a mention in some magazine. They also manage fiery twitter campaigns, making sure the blog gets noticed and their most updated website pages get views. Linking on twitter is very effective for your sphere of influence. Online marketing benefits with uniform efforts– use social media and social bookmarking to promote the content and sales.
You can track the effectiveness of content and twitter using online tools– check the value of the keywords you use and check websites like Klout, Google adwords, and Spyfu consistently to see your ranking status compared with other “influencers.” You could also sign on with an SEO company to get monthly reports on your site’s rank.