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What Not to Do With Your Online Presence in 2013

by Tara Banda  |  
February 1, 2013

Now that your business has survived the much-hyped "end of the world," handling your online marketing should be a piece of cake, right? But just in case you need some help, here's a list of 10 do's and 10 don'ts to keep your online presence on the right track in 2013.

Don't: Use blanket "Like Us" messages to drive people to your social media pages.

Do: Give consumers a reason to like you, follow you, circle you, or whatever other action they need to take when promoting your social pages in emails, blogs, or your website. Highlight unique benefits they get by joining your social community—exclusive offers, contests, entertaining or informative content—to show that you understand what they want.

Don't: Set up social profiles and leave them virtual ghost towns.

Do: Show off your business on social media by posting relevant, useful, and sharable content. Engaging polls, fun videos of new products or services, or fan/follower-only deals, specials, or events are great places to start. And if you're not sure what to post, go directly to the source and ask current fans and followers what they'd like to see.

Don't: Set and forget your online marketing campaigns.

Do: Create effective ads with strong CTAs (calls to action) and keep any offers, specials, products, or services listed in your ads up to date. An online ad can be your potential customers' first impression of your business online, so make it a strong one. Also, actively monitor your campaign performance to see what works to drive the most leads and adjust your efforts accordingly. Because who doesn't want better ROI?

Don't: Substitute a social media page for a website.

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Tara Banda is a content marketing manager for ReachLocal, a global online marketing firm. On the ReachLocal blog she writes about how businesses can reach consumers with local online marketing.


Twitter: @Tbanda

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  • by Yinka Olaito Mon Feb 4, 2013 via web

    Very apt and spot on piece. Thank you very much tara. The one that appealed to me most is google+local for search and visibility

  • by David Corle Mon Feb 4, 2013 via mobile

    I'm trying to really make people aware of the need to present themselves in a professional manner online. One way this can be done is by getting a professional headshot. If I've said it once I've said it a million times...a bad picture or no picture is death to your social media presence. Multiple studies show how important this often overlooked aspect is to creating confidence in those who are linking to you online. Get serious about your career. Get a professional headshot.

  • by Ashley Petrons Tue Feb 5, 2013 via web

    A really helpful set of 'Do's' and 'Don'ts' - thanks for the tips!

  • by Michael O'Daniel Wed Feb 6, 2013 via web

    The most valuable tip, worth all the others put together: Don't substitute a social media page for a website. To that I would add: Don't substitute a social media page for a good outbound direct marketing campaign. A friend who is a social media "expert' tried using Facebook as his sole marketing vehicle for pre-Christmas e-commerce sales offering one particular item and bombed horrendously. I gently reminded him that one needs to mix in a bit of traditional marketing as well -- even if just some sponsored links, adwords, whatever, rather than expect the world to come to you because you have a great FB page.

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