All things considered, your first foray into business ownership has been a moderate success. You’ve recruited a knowledgeable staff, attracted a fair number of repeat clients and managed to turn a profit every month since your company’s inception. Still, being the go-getter that you are, you know there’s always room for improvement. Although you have a loyal base of repeat customers, you haven’t attracted any new business in months. If you’re determined to expand your clientele, enlist the services of a seasoned public relations expert. With this person’s assistance, your modestly successful company can become a resoundingly successful enterprise.
Identifying Your Target Demo
A lot of fledgling businesses make the rookie mistake of trying to be all things to all people. Suffice to say, this approach almost never breeds long-term success. Focusing on too many different areas will essentially make your business a “Jack of all trades but master of none.” Many first-time entrepreneurs express an unfortunate, albeit entirely understandable, hesitance to target a specific type of client, as they believe this will impair their ability to attract a broad range of customers. However, committing to a particular type of product or service and marketing it to a demographic that’s very likely to need it will ultimately work to your company’s benefit. A PR expert will play an integral role in helping you determine your business’s core strengths, as well as the types of people your promotional campaigns should target.
As Forbes’ Robert Wynne points outs, PR experts specialize in promoting clients through editorial coverage, or “free media.” This runs counter to advertising agencies, who focus on promotion through advertisements, or “paid media.” In essence, their goals are the same: building brand awareness for clients. However, their respective approaches couldn’t be more different. Whereas a public relations specialist will work to get your company mentioned in newspaper articles, online publications, web series, podcasts and television programs, an ad agency will simply pay for promotional coverage. Since the PR approach has the distinct advantage of third party validation, it tends to be more effective at winning over prospective clients. After all, anyone can buy ad space, but it takes a special company to obtain shining endorsements from neutral parties.
Getting Your Message Across
After identifying your company’s core strengths and target demographic, a knowledgeable PR expert will take measures to get the word out. Depending on the type of business you run, this may entail organizing community outreach events and social media promotions. She’ll also compose and distribute snappy, well-written press releases to noteworthy publications, both print and online. In essence, this person’s job is to strengthen relations and promote communication between clients and their respective customer bases.
Even the most well-oiled machine needs an occasional tune-up, and your ambitious little start-up is no exception. Bringing a skilled PR expert into the fold will help you grow your business and attract a sizable array of new clients. If an influx of excited new customers is what you’re after, don’t hesitate to contact a results-oriented public relations specialist.Read More
These days, simply having a website isn’t enough. Now that every company under the sun has a site to their name, the digital landscape has become fiercely competitive. In order for your business to remain solvent and stand out amongst the competition, you’ll need to take measures to improve your website. In addition to providing your company with a sleeker, more functional online home, website optimization can help attract scores of eager new clients. When looking for ways to bring your business’s site into the 21st century, consider the following measures.
If your business’s website is rife with out-of-date templates, visuals and navigation tools, enlist the services of a seasoned web designer with a diverse portfolio. It’s important that any web designer you work with stand by her work. This way, if any problems occur down the line, you’ll have an expert to turn to. After giving your current site a good once-over, this person will compile a wide range of suggestions on how to improve it. If you played an integral role in designing the original site, it’s easy to view these suggestions as outright criticisms, so keep in mind that personal offense is not intended. Taking your input into careful consideration, the designer will update the site’s general layout, getting rid of any pages or menus that have been deemed superfluous. She’ll also update the visuals, color scheme and imagery, making sure they’re more in line with modern sites.
Create Content That’s worth Checking Out
Regular updates are among the foremost tenets of a successful website. According to Business-2-Community’s Doug Malan, good content is essential to a website’s continued success. In addition to attracting new business, frequent updates will keep your existing customer base coming back on a consistent basis. The type of content you’ll provide varies depending on your field, but most business-oriented website content comes in the form of articles and blog posts. When putting together this content, it’s imperative that you adopt an authoritative voice in order to present yourself as an expert in your respective field. To this end, your pieces will need to be thoroughly fact-checked and composed in a professional tone. Shoddily-written, fact-light posts will elicit disdain from prospective clients and cause existing customers to reconsider their allegiance to you.
Promote Your Content
Even if your web content is second to none, it’s virtually meaningless if people aren’t taking notice. With this in mind, you’ll need to take steps to promote your content. Fortunately, there are numerous ways to go about this. Inserting SEO-centric keywords into your articles, headings and titles is an effective way to get your site noticed by popular search engines. You can also use social media to your advantage by posting links to new content on Facebook and Twitter. When engaging in social media promotion, encourage all of your followers to retweet your links and share them on Facebook. A single share or retweet from a popular follower can increase your web traffic exponentially. As Shell-Livewire reports, a rapidly increasing number of businesses are reaping the benefits of social media promotion.
The vast majority of modern-day consumers take their cues from the Internet. Before many prospective clients will even consider darkening your doorstep, they’ll thoroughly explore your website. That being the case, it behooves ambitious entrepreneurs to make their sites worth visiting.Read More
Internet marketing is a combination of several factors designed to work together for your sales and branding goals. The reasons companies are successful are because they invest their resources in many separate fields, and develop strategies that complements all work being done. A holistic approach to internet marketing will ensure you’re not letting any opportunities slip by the wayside
Defining Your Goals
Most business goals involve attracting attention from your target audience and converting that interest into sales. You want to build up a clientele that not only comes back for repeated business, but will also spread the word about how great your service or product works. Basically the components of internet marketing are designed to do just that. Some specialize in certain areas, but the right strategy in each will put yourself ahead of the others in the game. Keep that in mind – you’re not just worried about the needs of your customers out there, but you also have to take into consideration what efforts are being done by the competition in your industry. The idea is not just to keep pace, but to come up with a way to differentiate your company in a more desirable way. Here are the major components to internet marketing and what factors go into a holistic strategy.
People today do most of their shopping research online through specific searches on major search engines like Google, Bing, and Yahoo. In order to drive traffic to your site, you must have a comprehensive search engine optimization strategy. SEO involves the tactics you put into place in order to rank for those specific keywords and phrases. Needless to say, it’s a competitive market out there, regardless of what your industry is. Here are a couple tips to get ahead:
Keyword Research: Keyword research is essential to making sure you rank high in the search engine results, for as many search terms as possible. Create an excel sheet that breaks up your keyword categories based off of your target audience, and how your website might be sectioned. You can then start using the Google Keyword Planner to research keywords and plug them into your excel sheet accordingly. You’ll want to score terms based on relevance to your business and the volume of searches for important terms.
Linkbuilding: Links are one of the main factors in how a search engine ranks websites. Creating a link building plan around all the different tactics you can do to attract inbound links to your site is very important. The best link building strategies are ones where links are earned naturally. Google rewards sites with connections to those with high authority, so find sites with high Domain Authority and Trust Flow metrics, and reach out for link placement. Write a guest blog post with high quality content and include a link back to a relevant page on your website.
It’s a well-known face that engaging content which is targeted at the proper audience won’t just boost brand awareness, it will also inspire people to share what they have read around the Internet. The relationships that are built through public relations are the relationships that SEOs dream about. These include relationships with journalists, reporters, and editors can help you earn links from authoritative websites that Google loves. A few links from large authority websites hold far more weight than hundreds of spammy links that were built solely to attempt to manipulate the search rankings. Utilize your Public Relations team around campaigns that will generate traffic from your online social media accounts and funnel those to your desired landing pages. Public Relations will undoubtedly help convert traffic into sales.
Whereas SEO revolves more around organic ways to drive traffic to your website, PPC campaigns involve paying a fee each time one of your ads is clicked. Advertisers typically bid on keyword phrases relevant to their target market. Having the option to target your audience by location is a great reason to choose PPC advertisement. This can make bidding for specific keywords easier and only receiving clicks from clients that you know are potential ones. When you create more than one campaign, be sure not to send all your traffic to the same landing page.
In general, there is no guarantee a customer clicking on that page will turn them into a customer. And since PPC campaigns only last for a period of time its effects are only temporary. Overall though, it can be a powerful way to directly market to audience, so well timed campaigns can cause a boost in sales.
Regardless if your methods of marketing online revolve around organic or paid advertising, you’re going to need ways to track and monitor key metrics which should tell you how successful your efforts are. Creating and implementing an analytics program requires four steps:
- Defining your metrics and developing a plan
- Collecting the data
- Developing reporting features and capabilities
- Ongoing analysis and implementation
If you want to combine Google Analytics data with additional analytics tools and platforms to gain insights about your traffic, try Segment. The platform allows you to manage data from over 100 different advertising, analytics, developer, marketing, sales, support and user testing platforms in one place.
Analytics are key when it comes to analyzing your social media outreach. Google’s new section on social media metrics makes it possible to see which social networks (which also include commenting systems like Disqus) are resulting in the most site referrals. Users can also set up a cost analysis by configuring conversion goals that determine social value.
In order to convince new customers visiting your site for the first time that theyshould convert, you need to build trust. The internet lacks the assurances that come with a brick and mortar.
If the goal is to get them to make a purchase, prove to them their information is safe. One easy way is to use the services of a verification company that will also provide your website with a visible security seal that will assure visitors that their information is safe and secure.
Other ways to build trust with first-time visitors is to provide a real phone number they can call, and even a physical address — if possible. This shows customers that they have a real way to contact you should the need arise.Read More
SEO strategies and some of the finest practices linked to it have significantly changed over the past few years to an extent that this industry has started bleeding into another equally popular industry Dubbed “public relations”. Interesting thing is, several highly experienced people have come up with a theory that SEO is now more about public relations rather than simply Search engine optimization as it was once referred to. What’s more, there are several convincing points to support these theories.
Looking back, it is clearly evident that both Search engine optimization and Public relations share a common objective which is to create awareness and help build credibility of any particular brand. The difference has always been the fact that the former (SEO) tends to focus more on achieving the above mentioned objectives through search rankings while the latter (PR) emphasizes on achieving the above mentioned objectives by getting targeted audiences to talk about the brand. It is equally worth noting that even though both have their place; their goals (including how their objectives are achieved) have now become more similar than ever before.
Top Reasons why SEO is gradually moving Towards a PR centered Future
Below is a detailed overview highlighting some of the main reasons why Public relation practices are undoubtedly the future of the search engine optimization industry. They include the fact that:
a. Search engine optimization has lately become stricter about quality rather than focusing on the quantity of links and relevant content. Public relations professionals on the other hand have all those authoritative relationship qualities which Seo require in order to be able to gain the much needed quality.
b. Public relation Professionals have already set up real relationships with the industry. In fact, they have also even started collaborating with news organizations most whom are more than capable of helping you get links that are earned and not necessarily built. Utilizing pre-existing relationships can go a long way in helping you achieve your goals.
Take note, these kinds of authoritative sites can help you build credibility as well as trust within top search engine’s algorithm. This being the case, earning the above mentioned type of links tends to hold slightly more weight plus they can also help significantly improve search rankings. Taking all of this into serious consideration, it therefore goes without saying that it is imperative that you enlist some of the professional PR practices in order to be able to set up the above mentioned meaningful relationships.
c. Leveraging Social media can help contribute to Search engine optimization success. Public relations professional know the best approach to take advantage of social media, bring on board several other influential people and in turn use them to help promote quality content.
Simply put, social media is by far one of the best platforms which guarantee you a chance to help your content be more visible. Keep in mind, getting your content more visible is very important because it leads to the generation of more natural links as well as important mentions on social media overtime. The best thing about working with more authoritative influencers is the fact that most of them have very large following. As a result of this, a single tweet or simply a share from any one of these relationships on your behalf could mean drawing the attention of a lot of new eyes onto your business.
Tip: Use tools like buzzsumo to find all of the influencers for a given niche, then follow those influencers through twitter and other social networks. As you see those influencers share content, be sure to retweet and like their content. This will help build repor over time. This is the I’ll scratch your back and hopefully you will scratch mine in return approach. This is also called pre-reciprocation.
PR professionals have unique insight into what targeted audiences are interested in reading
Public relations professionals are also up on current affairs. In fact, they are always up to date to an extent that they have a clear idea about what people are interested in reading as well as whatever is trending at any given time. Seo on the other hand involves spending a significant amount of time carefully analyzing tons of data from top search engines while at the same time trying to figure out the behavior of keywords. Interesting thing about all of this is the fact that, PR professionals only worry about figuring out what exactly it is that the targeted audience is interested in reading. As strange as it may sound, this same insights could help Seos to come up with even more interesting and truly engaging content that is likely to be not only shared but also linked to.
SEO is now centered more around brand mentioning and being viewed as an authority.
Even though links from PR relationships help, many companies forget the fact that search engine optimization is presently more about the brand mentioning as well as being viewed as an authority. Simply put, the mere mentioning of your brand from several reputable and well known sources stands to go a long way for your company or the firm that you represent taking into consideration the state of the Seo world at the moment.
Remember, one of the main objectives of any search engine optimization strategy is to help search engines figure out that you are an authority within your industry. It also helps make sure that any mention of your brand on any credible website will help you get there without stressing alot.
From the above, it is clearly evident that at the moment, most PR related practices and skills have become incredibly useful in search engine optimization. Interesting thing is, both search engine optimization and PR still have their own underlying initiatives. As a result, emphasis should mainly be placed on creating a perfect balance and creating a lasting relationship in order to allow the two benefits from each other. In case, you are interested in learning more about how to create a successful PR or seo relationship, feel free to check out here for more details on the same.
Bottom-line : Taking into consideration the fact that what top search engines such as Google value the most at the moment is what most public relation professionals are skilled and experienced in doing that is creating high quality relationships, publishing a series of high quality content and most importantly having people continuously talking about your business brand.