Search is the dominant marketing tool of the moment and rightly so. Most of us use search engines daily when it comes to researching something, whether it is a personal purchase like a car, holiday, DVD or insurance, or a business purchase where the Internet can be used to shortlist suppliers, distributors, partners, agents and graduates. Statistics from the recent B2B Marketing Buyosphere survey support this.
One of the more pressing requirements in ensuring your business is indexed in search results relevant to your business lies in how you rank organically. Pay per click advertising (like Google Adwords which is found on the top and right hand side of Google) can still be used to great effect at launch or during key promotional periods.
However, the sustainable and long term approach to search is in operating a search engine optimised site with regularly updated, keyword rich meta data and on page content. And, this boils down to effective use of news and blogs.
Regularly updating your website news page is critical as changing content remains one of the hallmarks of a dynamic and leading web site. Ensuring new news features on an optimised home page regularly checked by the search engine ‘spiders’ remains one of the key ways of improving your organic listing.
And blogs, the one time hobbyist website, have come of age. With an estimate 130 million blogs on the Internet, there are an essential information resource and way of getting your message out. Sites like WordPress, Blogger and Tumblr offer impressive optimisation because of the high traffic passing through them on a daily basis.
Blogs can be used effectively for business and without the need for layers of approval. Business owners and middle managers can use them to talk about the science, technology behind the product to answer customer service issues and produce and distribute FAQs, or to comment on industry developments. As blogs of this nature are personalised and removed to a degree from the corporate entity, any concern about damage is reduced.
When developing content to drive your profile, the most crucial elements in marketing 2.0 remain the right of reply and the ability to share. Metrics can be set up to measure reads, shares, subscriptions, downloads and many other datasets.