If you are an expert in your field then the internet gives you an excellent platform for getting found by your target audience, to be seen as an expert, and ultimately to stimulate an enquiry. How can you increase the chances that someone searching for your expertise can actually find you? That was one of the main topics of this evening’s webinar where I interviewed Dr Alan Rae in relation to his research for Brunel University into small businesses that are ‘punching above their weight’ in terms of marketing.
According to Alan, you need to see online activities as a process in the same way that the offline activities form a process. The more you understand the process, the more in control you are. Any content you produce is not just static but serving a purpose. Online marketing is just so much cheaper and instantaneous.
These were some of the top tips in terms of raising your profile and getting found for your expertise:
Use Google adwords to research the specific terms your target audience are searching for
Write good content that gives people information in relation to what they are searching for. For example, blogs and articles
Tune content for the search terms so that they can be found by the search engines using key search terms (keywords)
Link keywords with links back to your website or where you want to direct the traffic. This will also direct the search engine robots.
Use white papers and special reports on your website to entice people to opt-in to a mailing list or give permission to make contact
Reuse and syndicate your content so it is found in many places on the internet (eg Facebook, Ecademy, blogs etc). Do this using Really Simple Syndication (RSS) Feeds
Use online social networking both online and offline to increase the number of people who know about you and to get them to spread the word about you to people they know.
Develop linking strategies to get people to link back to your site or content. For example, get someone to mention your website and mention your blog on their blog.
Test and measure activity and results and fine tune. For example, if you are generating a lot of hits on your website but not getting any enquiries or signups then try making modifications.
This is not an exhaustive list and there were many other issues raised during the tele-seminar.
For more information about ‘Punch above your weight’ goto www.punchaboveyourweight.com