Here’s a great post from my friend, Jeffery Smith, over at SEO Design Solutions about search engine algorithm changes and how to NOT panic by creating multiple keywords for which you are ranked .
I agree with Jeffery in that being a one trick pony with your website rankings will eventually lead you to despair and I’ve seen it cripple a business that has become dependent on the sales generated online.
However I think his suggested solution of having multiple keywords for which you are ranked does not take the solution quite far enough. In many ways you are still dependent upon the search engines and that still means all your eggs are in a single basket.
I would offer that you also diversify your traffic platforms by targeting video and audio as well as other platforms. Further, I would advise you to pick a social platform like Facebook or LinkedIn and have a presence there where you engage people on a regular basis.
Other advantages to this tactic, than simply having diversified sources of traffic, are that this moves your focus from your website and blog out into the media where your potential customers are already carrying on conversations about competing products.
This allows you to enter into these conversations and engage with that audience. At this point, you can gently introduce your products and educate your market (but don’t try to “sell” in the social realm, that’s a no-no). Educating, however, is a trust building activity and when you catch the shopper in the early stages of making a decision and alert them to your products and your advantages, they will likely take a longer harder look at your products and your brand.
Just make sure that there are clear paths from all the channels into your sales funnel so that you can convert this traffic from potential leads into solid sales.
You will find that your sales increase dramatically, because this on-line multi-channel approach to marketing will help to instill a sense of trust. People typically have to hear about you several times before they will buy from you and the multi-channel approach will help to do exactly this.
For more information about the different channels of online marketing and how you can most effectively incorporate them into your online marketing plan, check out www.pyramidofpromotion.com
About Sue Bell
Sue Bell is the CEO of Theme Zoom LLC, co-inventor and mastermind behind Theme Zoom's 'Krakken' Online Marketing Tool and Domain Web Studio. Her experience with web design and expertise with systems design facilitated the creation of a tool that makes the life of an online marketer easier by automating both the difficult and mundane aspects of Market Research, Keyword Research, Website Site Structural Design, Implementation and Ranking.
