It isn’t easy for businesses to figure out how to combine online assets into one cohesive campaign. How can a short, 140-character Tweet help? What’s up with LinkedIn? Blogs, website-based articles…what’s the difference? Below, you’ll find a rundown on how to tie your Web marketing assets together to encourage likes, shares, visitors, and more business.content-marketing-community-engagement

The “Little” Ones

Not every social media platform has a billion users. Instagram, Reddit, StumbleUpon, Pinterest, and even Tumblr, though, can do a lot for your business depending on its niche. There are dozens of small, industry-specific social media platforms that get mixed reviews. Know that they are all helpful to a certain extent, though investing time and effort into creating content for these “little” platforms may or may not be worthwhile.

For starters, you need to look at your success and presence on each one. Do you have a massive Google+ following but no Instagram followers? Perhaps consider upping your efforts or disregard Instagram altogether. There could be different reasons for this, such as a trendy photo saturation in your area and industry or the fact that you’re not creating compelling, sharable content. Knowing how to combine online assets requires balance and experience, both of which come with practice.

The Bigger Ones

Then we have Facebook, Twitter, LinkedIn, and Google+. These are the four major social media platforms and, like smaller ones, each has its use. Knowing how to combine online assets across these platforms is essential for marketers and business owners. Here’s a brief rundown on what each one is for and how you could approach them:

  • LinkedIn: Often discredited, LinkedIn is a great way to connect with other businesses and to reach out to potential employees. LinkedIn is also a useful place to bolster blog visits, post press releases, and publish anything business-related.
  • Google+: Your Google+ goal should be to show up on Google. The search engine loves its platform, so do everything you can to maximize your profile and to show up on directories and map applications. At the same time, you can easily build up circles with employees, professionals, and clients.
  • Twitter: Twitter is a useful way to promote your campaigns without overdoing it. Use Twitter to “alert” followers any time you publish something on Facebook or a new blog. Stay active on the platform by following business partners, re-Tweeting, and talking directly to customers.
  • Facebook: Facebook, of course, is the big one. You can use it as a pseudo-homepage, too. For Facebook, your goal should be to publish entertaining and engaging content that attracts shares and likes while generating positive commentary.

With one piece of information, whether it’s a coupon code, a press release, a new blog, or a product update, you can make the rounds on these social media platforms to generate hype and exposure.

Looping Through Social Media

“Looping,” a non-existent term, is an easy way to picture social media exposure. The first step in learning how to combine online assets is to create content. Once spotless and engaging, you need to figure out how to launch the information into the public.

You should always start with your website. Your site needs to have everything on it, including links to social media profiles. This is especially important for ecommerce sites and businesses that do a lot of business online. Get your site updated before moving onto the next step.

Based on the content, you have a couple of options. Start off by creating a few images to accompany it through the marketing “loop” that draws attention to itself. Next, figure out a hashtag that is either company-specific, something trending in the industry, and is easy to remember. This will help later down the road.

Now you’re ready to launch your content. Start with your most popular platform, wait to see how it does, then pump up its exposure by using your affiliated assets. This will help keep your marketing up on newsfeeds without drowning followers with a flood of Tweets, posts, pictures, and Pins.

The most important aspect in knowing how to combing online assets is knowing when enough is enough. Keep track of how each post does and don’t beat the dead horse; as soon as it loses traction, take a few days before reposting it again.

Photo by: Amber Falls