Sharing information and comments on social media, news websites, blogs, and email marketing is a great way to establish your organization among industry peers and potential customers and supporters. Doing so will grow your presence and lead to new sales and donations, because more people will visit your website and find out about your organization.
But this only works if you’ve if you’ve left an online trail.
What is an online trail?
An online trail is made from all of those comments, social media profiles and posts, and emails you write for your business or nonprofit. The trail should lead from each of these locations back to your website. If there are any online profiles that don’t lead back to your website, you’ll want to fix those as soon as possible.
Here are three key places you want to leave an online trail for potential supporters and customers:
1. Email marketing
When you send an email, the email should also have a next step. Often, that means linking to different articles, blog posts, or content that will lead readers deeper into your website. Service businesses can make "Reservation" buttons, businesses with complex products and services can have "Learn More" buttons, and nonprofits can have "Donate" buttons. The bottom line is that your email should offer an obvious, concise way for someone to take a next step.
2. Social media networks
You’re missing opportunities if your social profiles don’t have bread crumbs in place. Be sure to include your web address and any other relevant information on all of your social media profiles.
3. Your blog
Not all small businesses and nonprofits have a blog, but it’s a good idea to start one. The trick is to find out how your blog fits on your trail. When you’re creating a blog platform, make sure there are visible links to your main website or any other resources people need to find out more.
At the end of the day, you’re trying to make it easy for your potential audience to find you when they need what you’re offering. Make sure you’re putting down the crumbs and leading people to where you want them to go.