The lines between PR, Marketing & Advertising are continuing to blur, especially in the online world. While there will likely always be professionals who specialize in one area or another, more and more people (especially those at smaller agencies & companies) are starting to wear multiple hats. In fact, some people are wearing all the hats. Many started out in a single role, but due to a variety of circumstances (e.g. layoffs due to the economic climate or their company wanting to jump on the social media bandwagon to name a few) they’ve found themselves the ‘go-to’ person for all things promotion. There should be a new term for these people, someone get on that.
In the meantime, here’s a mini-guide for building buzz and traffic to a website to help out those who have found themselves thrust into the online marketing world.
- Move your press releases online: Chances are you’re doing this already (if you aren’t you should be!). Today’s press releases need to be focused on keywords so that the search engines can find and index them easily. Many of the distribution sites allow clickable links and anchor text – Voila!, instant quality links back to your website of choice. PRWeb is the biggest name (and priciest!), the team here at Stone really loves OnlinePRNews.com! You get the ability to add up to three anchor text links, not to mention video etc., for a fraction of the price.
- Twitter: Get a profile or, if you have one already, start updating it. Nielson has said that 60% of people who sign up for twitter post once and then never return. What’s the point? For Twitter to be a valuable strategy you have to commit to becoming a resource in your industry. This means that is it is important to ‘tweet’ information that people will actually find useful (they don’t necessarily care what you had for lunch today). Twitter pays off when you take the time to build up a group of followers who value your opinions and look to you for information, in short they trust you. The best part, it’s ok to promote yourself and clients (within reason & with disclosure). Twitter can be a great source of traffic to the content you have elsewhere. FYI – you can follow us here: @StoneIG
- Create a Resource List: Create quality content on your website or blog is a must, and creating a resource list is a great way to do this. Examples of resources could include free tools, magazines and blogs relevant to your industry, or case studies and white papers that would be valuable to your potential customers. Make sure that the resource list is targeted and industry specific. Not only will customers appreciate the information, chances are others in the industry will find the information valuable and link to it as well.
- Article Syndication: Create great content that doesn’t go directly on your website. It sounds backwards, but writing articles on your industry or products and submitting them to the plethora of article sites and directories will get you lots of links. You relinquish a bit of control on your piece, but the pay-off is worth it. Websites and online content publishers grab articles and re-publish them constantly. By submitting a quality article 2 or 3 times you can get 100 links back to your site.
- Top 10 lists: It’s called ‘link bait’ and it is good. Whether it be Top 10, 50, 100 or 5 (see what we did here), lists tend to be fan favorites when it comes to earning links. Lists can also give you valuable ‘expert status’ when packaged correctly. They can also be a start to a series, giving you automatic ideas for future blog posts or articles. They can be about anything, and as silly or serious as you’d like. Doesn’t matter the industry, lists are always good. Hair Salon – Top 10 Cuts for Fall. Law office – The Top 20 Craziest Lawsuits in History. Restaurant – Top 50 Things You Can Use a Spork For. People even makes lists of lists (I kid you not) Make it unique and interactive, a good discussion post will bring in comments and links for quite some time.