Many of our clients focus to a large extent on getting their
sites ranked in the search engines using search engine
optimization (SEO). They then come to me and ask what other
types of marketing they can use to increase the effectiveness of
their SEO campaign?
The first thing that I point out is that a SEO campaign should
just be part of an overall business marketing plan. And this
marketing plan should relate closely to the business plan. There
are many things that can be done market your website. Here are a
few examples of marketing ideas you may find useful.
One of the most obvious is a start up a Pay-per-Click (PPC)
campaign. Try experimenting with PPC and find out how effective
it can be for your site. Be very careful though as it is easy to
lose control of your spending.
A monthly newsletter is a great way to gain exposure and keep
your name in front of potential clients. A newsletter sign-up is
a popular 'call to action.' Getting sign ups for your newsletter
is an excellent way to develop and cultivate new leads. A
monthly optimized press release campaign continually gets your
latest news out in front of people. As search engines pick up
these releases it also helps you to get found for targeted
keywords. And of course your news can get picked up by
traditional media outlets such as newspapers, magazines, TV
etc., as well as online outlets.
It is also a good idea that you network online with industry
groups or user groups and forums. Networking is such an
important part of marketing. This can help get you established
as an authority for your type of business.
Develop articles relating to your specialization which will be
of interest to potential clients. Publish these on your website
and submit them to industry publications. Again we are
establishing your authority and building your brand.
Start up your own Blog and write about your subject of
expertise. This has two benefits. It gives your target audience
lots of up-to-date and interesting information. It also keeps
you on the cutting edge of the news in your industry. An
effective Blog does need a lot of work though. Look for
syndication opportunities.
Attend your industry tradeshows either as an attendee or
exhibitor. Meet people, discuss the latest industry developments
and get your name out there!
Develop an affiliate program for your business. This will take
the pressure off your own marketing efforts and increase you
total sales potential. Your affiliates market and sell your
product.
There are many marketing options that you can use along side
your SEO efforts. Bear in mind that any type of marketing effort
relies on a clear understanding of your target audience and
their behaviors. It is all about building your name and your
brand. SEO is an important part of an online marketing plan. So
be creative and think 'out of the box.' to develop a unique
total marketing strategy.
About the author:
James Peggie is the Director of Marketing for Elixir Systems - a
search engine marketing agency located in Scottsdale, Arizona.
Their website is located at
http://www.elixirsystems.com and
James contributes to their blog
http://searchblog.elixirsystems.com
