There are 3 nodes of relevance to integrate holistically into an internet marketing campaign to ensure a healthy, robust online presence; those nodes or rather prerequisites are SEO, Syndication and Social Media.
While these nodes of relevance are interdependent, each works much like a stool with three legs, one without the other can only take you so far or result in over-dependence on a less suitable metric.
Search engine traffic is laser like and targeted – which is great when the prospect knows exactly what they want or has the where with all to use relevant keywords to find what they are looking for. However, by relying on search engine traffic alone, what about tangential traffic or the vast opportunities that exist when consumers ARE NOT using search engines?
Syndication – Publishing and Co-Occurrence
Syndication is great, if you have a high post frequency or a plethora of content to introduce on a regular basis. Search engines have a memory like an elephant (they are programmed to ignore duplicity to save server space and increase relevance).
For example, trying to republish, spin or use lackluster copy (under 500 words, or products with a thin description and different title) is almost as bad as submitting a template showing “the same old new same” to aggregators, which only results in the same type of visitors and buzz as a result.
For those unfamiliar with syndication, the idea is to think of your content like a newsflash, there are website’s that take those newsflashes and republish them to reach an even larger audience.
Typically they use CPA or CPM advertising to monetize the traffic they receive, but end up as portals or hub sites that consolidate various interests by category or community to encourage sending traffic to multiple sites.
The thing about syndication is, people are either going to a website, engaging it or leaving it, if you can position your site, links, landing pages or content on those type of pages that have a high engagement or click through rate, then your syndicated content, website or landing pages can prosper as a contingency of their exposure.
Of the various types of syndication there are:
- Sites that allow you to publish links
- Sites that allow you to publish blogs or content or
- Sites that broadcast your content or links
Each are important, but as your content development strategy grows, you should embrace a broader array of syndication sources to (a) build deep links to your pages and (b) get more click-throughs and exposure to facilitate lead generation, sales and conversions.
Examples of sites used for syndication are:
While there are hundreds of sites such as this to use for link building, those who know and incorporate them into their internet marketing campaigns have a significant advantage to those using their own site alone to create ripples in the fabric of the web.
While the most compelling argument about social media is (1) you have to engage and (2) it does not convert, both depend on your tact and what it is you have to offer and what value it has under the circumstances to the target audience.
For example, teeth whitening, diet products or self improvement e-books have a place in the social media ecosystem, but not as a participant but rather as an advertiser. If you are trying to befriend a community just to “sell to them” then your approach will often fall on deaf ears (just buy ads and leverage the space).
Leave the conversation to the community at large and pay attention to the demographic that is engaging the segment. Based on the median income, age, gender and subject, you can target specific members and feed them ads with compelling offers to get them to your money pages – but just don’t expect to bring a car salesmen mentality to the social environment.
Let others sell on your behalf from making an impeccable impression. This is where the saying good news travels fast is a proof-positive strategy. If you can create a buzz and monetize it, that is fine, but most would rather buy traffic or leverage the power of the collective and seed conversations, advertise on high traffic social sites (like Stumbleupon, Facebook, etc.) then split-test conversations until they find a winner.
Once they find the offer that can convert across various traffic sources, then you could use SEO, PPC, CPA or CPM offers to leverage the success of those conversions and reinvest the profits to gain even more leeway for market positioning.
Just getting people to click a link and “show up” is not enough, your content must engage and encourage visitors to take action – otherwise your website, content or landing pages will just be another distraction on the way to checkout for a savvy online competitor.