It was at an Around the Horn session last month that someone proposed a question dealing with an issue that, although years in the making, still seems new to many people.
We’re a unique company and we want to go about establishing a web presence in the best way possible. How do we do it?
The first suggestion was to produce some content on video—for the website, for YouTube, and for newsletters. People now are searching videos more than they’re searching text-based content. So the smart marketer should have videos “out in the ether.” Also, be sure to obtain some video testimonials from your happy clients. Testimonials, in general, get a lot of attention from potential clients, but video testimonials even more so.
Another suggestion for making your site visible is also useful in helping to bury any negative publicity. Search Engine Optimization, or SEO, is the practice of using certain keywords to elevate your position in search engine results—and the most popular search engine by far is Google. By elevating the content you author and approve of, negative entries get relegated to the back of the line.
The next suggestion was to establish a blog and send out newsletters. “It doesn’t have to apply to everybody all the time but it should apply to you all the time.” Again, the idea is to put things out into the ether: if you write it, they will come.
The option of paid advertising was also brought up—not on traditional media, but using Google AdWords. AdWords are flexible tools that target users based on their browser history and the search terms they use. It can be used for local, regional, and national campaigns, and offers several distinct products from Pay-Per-Click to targeted, interactive banner ads.
One attendee suggested coming up with a punchy, pithy tagline to adorn the space underneath the company’s logo. Think: “Just Do It.”
Even though it is not a strictly online activity, attending networking events is the icing on the cake. First, it benefits you by placing you in the same room as potential clients. Networking events also provide excellent forums for you to speak about your industry and whatever it is you are doing that sets you apart. Furthermore, along with your blogs and newsletter, networking allows you to establish yourself as an expert in your field.
What are your strategies for establishing an online presence?
President of Network!Network!
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