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.
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