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Our 101 Steps to Digital Marketing (Part 3)

6Offsite Linking

Offsite linking is intended to generate traffic to your website from third-party sites. In other words, the idea is to create a network of “partners” that will feature links to your website on their pages. This will not only improve your traffic, but build your website’s credibility, as you’ll be seen as a highly-referenced source, which Google takes into account when determining rankings.

 

  1. Seek out forums.

Find forums relevant to your company’s industry and participate in discussion boards, leaving a link to your company’s website within your comments. Because the forum is already populated with people interested in a topic related to your company, you have a much higher chance of attracting leads.

 

  1. Engage in guest blogging.

Guest blogging can be a win-win situation for all parties involved. By reaching out to a relevant third-party publication and asking to write for their site as a “guest blogger,” you’ll not only be saving the third-party publication the hassle of writing a blog post, but can include links back to your own website, making your company visible to a wider pool of readers.

 

  1. Utilize local directories.

You know that local directories are a key part of any local SEO campaign, but they can also be a great way to generate links back to your website. Be sure that every local directory listing you create has a link back to your site.

 

  1. Leverage the power of social media.

Your social media platforms offer great opportunities to direct traffic back to your site. Aside from featuring a link to your main page in the “About” section of your profile, you can frequently make posts that include links back to either product and service pages or your company’s most recent blog post.

 

  1. Create media pitches and press releases.

Media pitches are brief write-ups about a trending topic relevant to your industry that someone from your company can speak knowledgably about. These pitches are intended to attract the attention of media contacts and result in an article published on a reputable third-party site that features your company name with a link back to your website. Press releases are also intended for inclusion on reputable third-party sites, but should be created only when your company truly has something newsworthy to announce.

 

  1. Establish microsites.

Microsites are just what they sound like: micro. Microsites only need to feature a few individual web pages and are a supplement to your company’s main website. Microsites can include basic information about your company or be another home for blog posts and articles; most importantly, they serve as a source for channeling links back to your website.

 

  1. Engage in networking.

Digital marketing doesn’t always have to be about competition; in fact, being able to effectively network with your peers can be mutually beneficial. Find ways to forge relationships with others in your field or in relevant fields to pave the way for opportunities like guest blogging, inbound links, and article promotion.

 

  1. Consider co-marketing.

Co-marketing can be the result of effective networking, and can have beneficial pay offs. A co-marketing campaign will feature the products of two different companies that complement each other; this is most often accomplished through the mutual agreement that each company will provide links to the other’s website.

 

AdWords

Google AdWords is a pay-per-click advertising service that allows companies to purchase ad space on Google search engine results pages, and has proven to be a highly effective means of advertising. Given that more than 80 percent of search engine results now contain AdWords, it’s clear that the majority of your competitors are already utilizing this service—so don’t miss out!
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  1. Identify your audience.

Given that Google AdWords allows companies to customize their ad viewership, knowing your target audience is crucial. This insight can be gained by assessing your company’s own research, such as which demographic purchased the most of this product last quarter, as well as analyzing information garnered from Google Analytics.

 

  1. Determine relevant keywords.

Your Google AdWords advertisement will be displayed only to those that are searching for the keywords or phrases you provided to AdWords before launching; therefore, to attract the right audience, use Google Webmaster to determine which keywords and phrases your target audience is searching for when they visit your competitors’ websites.

 

  1. Pay only for ads that are clicked.

One of the most beneficial aspects of Google AdWords is that companies only pay for ads when a viewer clicks on them; this presents companies with a highly cost-effective means of digital marketing.

 

  1. Set a daily budget.

Though Google AdWords is a pay-per-click service, you’ll still need to set a daily budget for your ad; this prevents a situation in which you receive a higher number of clicks than you can afford.

 

  1. Always make sure ads are clickable.

Every Google AdWords ad should be clickable; this may seem obvious given that the service is “pay-per-click,” but it’s still worth emphasizing. Every ad should include a relevant link back to one of your company’s web pages when clicked, whether it’s to a specific product or to your site’s home page. The surest way to thwart a conversion is to make navigation to the product more difficult by not including a link.

  1. Is the ad relevant to its corresponding landing page?

Does the content of your ad correspond to the landing page that viewers arrive at upon clicking? If not, expect few conversions. Landing pages should present viewers with all of the information they need to learn about the advertised product.

 

  1. Remember that Google rewards those with a high “Quality Score.”

Every Google AdWords advertisement will be given a “Quality Score” based on the ad’s following attributes: relevance, click-through rate, relevance to landing page, and your account’s previous performance. Why aim for a high score? Google wants its ads to be well-received by viewers, so those with high scores will receive better AdWords placement on pages and, in turn, more views.

 

  1. Make a call to action.

Your Google AdWords ad can present viewers with the most descriptive, well-written content in the world, but if it doesn’t prompt a reader to do something, there’s a far greater chance they’ll pass on by. The key to a great ad message is to make it clear and commanding; at the end of a description, invite readers to take action.

 

  1. Include callout extensions.

Your Google AdWords ad can also include callout extensions, which show additional information about your business. These extensions will be automatically added if Google determines that they will help your ad campaign, and if your Ad Rank is high enough to earn it. These extensions come at no additional cost to companies.

Continue to part 3

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