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Oliver Ewbank

Web Marketing Strategies and Techniques

13th Jul 2011 SEO, SEO, SEO Resources | No Comments


When it comes to web marketing strategies there is a whole range of techniques available. The industry has evolved immensely over recent years leaving marketers with a variety of tactics to stream relevant traffic.  Below are a few tried and tested techniques to help market your domain across the web.

Press Releases

Distributing a press release across the web is an excellent way to grow your search engine presence. A well written release can feature in Google news and dominate brand related searches for your product. The added benefit is you can feature a link back to your domain (which will aid your SEO campaign).

Social Media

This emerging platform is becoming more and more dominant as a web marketing tool. Sites like Facebook, Twitter and LinkedIn allow companies to build up a credible audience which they can regularly communicate with. To harness a valuable social audience you need to be proactive with your profiles and deliver a regular stream of content. Growing your citations and social mentions will also impact your search engine results.

Display Advertising

Print may not be dead (yet) but online advertising is a much easier way to track your return on investment. Display advertising is an excellent way to grow the visibility of your brand next to rich premium content. Some networks allow the option for re-marketing so you can target the user rather than the website.

Pay Per Click

One of the most trusted web marketing methods, PPC allows you to bid on keywords and have your ad placed next to appropriate search results.  Google AdWords is the dominant platform but you can also achieve good results with Bing and Facebook. The benefit of this strategy is you can calculate your return on investment down to each specific keyword.

Blog Writing

Having a blog hosted on your website can be a great way to bring in fresh traffic. This platform allows you to ‘piggy back’ on current topics and feature in ‘real time’ search results. For example, an online bike shop could write a review on the latest BMX model. This content can feature high up in search results and encourage quality visits. Linking your content to social sites can keep your current customers in the loop.

Viral Marketing

A technique used by both small and large companies. This will usually involve creating unique content which will be shared by a target audience as well as the general public. The content will get shared naturally within your chosen community. This is usually done in blog or video form. An excellent example of this was the Royal Wedding YouTube spoof created by T Mobile. This generated 22,899,718 views and was shared worldwide.

Local Search Marketing

With one in three searches being local it is vital you dominate this avenue for your business. Setting up profiles on Google Places and the Bing Business Portal can help rank for local terms. It is worth setting up profiles on local sites like Yelp, Qype and WeLoveLocal . This way you can write reviews which can feature in local listings. If you have a range of branches it would be worth having profiles for each location.

Blog and Forum Comments

Commenting on appropriate blogs and forums can help you interact with your target audience. Many large companies now recruit ‘Community Managers’ who will interact through social platforms and forums promoting the company. This strategy should not be used as a way to prompt a direct sale but more to monitor your brand and interact with your core users.

Conclusion

As the web continues to evolve, web marketing will become increasingly sophisticated. Search engine optimisation is still seen as one of the most profitable ways to market your company online. However it is now entwined with a range of different activities including social media and content marketing. As always, it will remain important to test your techniques and keep a variety of link building techniques.

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About the author

Oliver Ewbank

Working in new media for over 8 years, Oliver Ewbank has worked for a range of brands including eBay and SportBusiness.com on SEO, PPC and Social Media Management. He has won awards for his SEO work and been featured in a number of publications, including Virgin online.

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