Does Dated Web Content Create Marketing Graveyards?

Last blog we discussed the importance of Twitter updates. Due to space considerations I did not post everything in that NAPL Printing Business Executives forum on LinkedIn (http://ow.ly/wBe0). For those interested, here is more.

Patrick T. Whelan in his original posting said, “Market share redistribution is underway at a furious pace. It’s critical to put your company in the best possible position to benefit from this redistribution. Consider the following Twitter stats: Only 1 in 4 registered users Tweet in a given month. 38% of users have never posted a single Tweet, and over 75% of users have posted fewer than 10 Tweets. Avoiding or eliminating graveyards is one step. Having a strategy to engage your audience and stay top of mind is another step. The good news is that accomplishing these objectives can be easy and inexpensive. Social media, top of mind awareness and meaningful client engagement are all things that we provide our clients for a fraction of the cost of trying to manage in-house.

Then in response to the replies from Rhona and I (described in the last log) Whelan wrote this. “Wow. Loved both of your insights! GREAT stuff. You may find this interesting: I’ve been following 4 printers who created Twitter and Facebook pages for their company last spring. Companies all similar in their offerings. Full color sheetfed and digital/variable data, etc. As of June, all 4 were very active. It was shaping up to be a good race. And then it happened…. As of two days ago, two of the companies haven’t made a post to their Facebook or Twitter page since the end of August. If I were in the market for a print vendor, I certainly know which two would have an edge at getting my business. In a time when print is considered a commodity by many, it’s little things that will often give companies an edge. And right now, there are a lot of accounts that go up for grabs every day due to companies either going out of business or the rumors of this happening. Your brand is what the marketplace perceives it to be, not what you know it to be.” Well that’s the best I could offer up on a Friday evening. Thanks again Howie and Rhona for enlightening me. Just great info and perspectives.

Readers, to contact Howie directly e-mail your comments here and to sign up for Howie’s free newsletter click here.