Backlinks or links from other more popular websites improve a website’s search engine optimization. Exchange website links with distributors, representatives and other partners. Locate and list your company on industry and local Internet directories and buyers’ guides. Associations often provide directories of members. The most- visited websites are social media websites. If your company does not have a social media presence, set up a company profile page with one or more links back to your website on Facebook, Twitter and LinkedIn. Post your company PowerPoint presentations to SlideShare. Claim your company’s Google+, Mapquest, Yahoo and Bing listings to update and add content, including a link to your website. A good content marketing campaign can increase the number of backlinks quickly.
How Does Your Company Stack Up?
A competitive analysis of first impressions can help position your company, products or services properly amongst the competition. Are you the high-quality/high-price provider? But when placed head-to-head with the competition, does your marketing communicate low-quality/low-cost provider? A basic spreadsheet is an ideal format. Keep the information short and topline. Compare logos, years in business, brand names, taglines, positioning statements, product and service offerings, special website features or tools, primary sales messages, corporate identities, markets served, geographic sales areas, recent important news and other criteria. To get a true prospective customer view, have someone outside the company provide their impressions of each criterion for each competitor. This exercise can help you refine sales messages, discover new opportunities and differentiate your company from the rest of the pack.
Congratulations to Veritas Marketing’s client Horton, Inc. for receiving U.S. Department of Commerce Export Achievement Certificate bit.ly/14Ks1AO
Congratulations to Midwest Rubber, Quality Ingredients Corporation and Uponor for earning Minnesota Manufacturer of the Year Awards this morning. The award, presented by the Manufacturers Alliance, recognizes companies that share information and experiences to strengthen the local manufacturing community.
We are excited for new client RTT Mobile Interpretation, which has gained recent television news coverage. ELSA™ enables English and non-English speaking individuals to communicate real-time via mobile communication. The product was featured on Channel 12 News last week. Here’s a link to the video showing ELSA as a solution for Plymouth, Minnesota’s police department www.rttmobile.com/news.html. This week, KSTP Channel 5 will also be featuring the product. The new RTT Mobile Interpretation website was also launched this morning.
Are leads and customer calls handled in an efficient and courteous manner at your company? Most would like to say yes. But do you really know? When creating a marketing plan, we often test the sales process of our clients and their competitors by engaging with the company as any interested potential buyer or customer would. Too often, we find that companies are slow to follow-up or don’t respond at all. Create a special e-mail address and request information on a product or service. How quickly does someone respond? Is the information provided appropriate for the request? Do your competitors have a better process? Have someone call your customer service number and ask a question. Is your customer service team knowledgeable and courteous or curt and unhelpful? Secret shopping isn’t a new concept. But it’s often overlooked.
Digital media is constantly evolving adding variety, verve and an innovative approach to marketing. The content provided through
electronic channels is a resource for customers and prospects who are regularly searching for information to help them achieve a goal or meet a new challenge.
Content marketing incorporates tactics such as white papers, technical articles, online training, videos and webinars that provide information to educate and train, set misconceptions straight, show a solution or introduce a new viewpoint. By adding content that does exactly that to your marketing mix you provide a rich, value-added experience and your target audience is more compelled to learn about, specify or buy your products or services.
Chances are you have stories that would be interesting to the media and potential customers. Showcase a success story achieved with your clients’ product, service or a unique application to meet a particular challenge. Many companies feel that their customers will not be interested in participating in a case study or press release. You may be surprised. Keep in mind that they are also looking for marketing opportunities. All you have to do is ask. A case study is a win-win.
The Results Are In
More than a decade of data tracked by Veritas Marketing proves that rich content earns website visits and leads. Press releases announcing new training programs, articles to set the record straight on regulations that impact an industry, compelling case studies and how-to demonstrations are response-generating leaders.
More Mileage with Rich Content
Now that you have a rich-content marketing strategy, what do you do with it? Media sources need to fill websites, e-newsletters, Twitter pages and print publications with articles, stories and videos. They are hungry for significant content to engage readers. Pitch a white paper or article to a single media source or distribute it to several media outlets. Announce new training programs, demonstration videos or webinars with a press release. Post teaser text and a link on social media websites as well as industry and company weblogs. Include the information on your website and in an e-blast to your company e-mail subscriber list or purchase a custom e-blast through an industry media source.
Content Is King and Links Show Status
The best news of all is that search engines hold websites with rich content at a higher level. And websites with backlinks, or links from other highly visited websites to your website, gain popularity and search engine ranking.
That’s all very impressive, but you may be wondering how this rich content will be generated. Develop a working list of potential topics and case study opportunities. This list should continue to expand, checking off what’s been completed as you go. Ask employees for content ideas. Employees in a technical role are often exceptional originators of ideas and content. Of course, not everyone is a good writer. Start with bullets of content. Spelling and grammar are optional at this point. Be sure to establish a clear objective and target audience for the content. A good writer can add the polish and make it resonate with the intended audience.
Of course, written content is made better with visual support. Technical illustrations, graphs, charts, product images and photographs of people draw in the viewer and help tell the story. It’s a multimedia world. Take advantage of animation or short video clips on your website or social media websites to add more dimension to the content.
Permatite, a leading manufacturer of sealants, tapes and sponges, recently launched their new website. The website, developed by Veritas Marketing for maximum search engine optimization, features easy to access product information and resources. The technical data sheets and website elevate the company’s corporate identity.
View the website at www.permatite.com.