Applying An Online Marketing Campaign To A Brick And Mortar Business
It began as a simple goal actually
It began as a simple goal actually. My business is one the best resellers of Cisco phone systems in the Southeast, and we are headquartered in Atlanta. All I wanted was that if someone conducted a Google search for Cisco Phone System Atlanta that my business's website would be on the first page of results. That definitely was not the case when I first started the procedure. What I needed to do was put together some online business marketing techniques.
The improvement process was slow initially. It took about a year to have our website ported onto a content management system instead of the static HTML pages that it was initially built on. After some initial difficulty we located a good web development company that recommended for business to business online marketing purposes we use the WordPress platform.
Because all the information I had received recommended starting a blog, I had started that a year previously. I ported the blog over to the new website, and set redirects from all the previous articles so that traffic would continue to have a place to go. Unfortunately the readers to the blog were small in number, and it looked like none of them were local. I realized that the blog was really not doing much good from a business web marketing point of view, but was not sure where to go from there.
So my next goal was local SEO, or search engine optimization. The books I read on the topic were good, and mostly discuss optimizing the page itself, starting a blog, and getting links from other websites. I had done the first two, but had no idea how to get links from other websites effectively. I asked some other website owners that I knew to link to our site, but that was a lot of work and I had the idea that it was not really going to get anything done.
Meanwhile our other local marketing initiatives were going well. Our sales representatives were developing opportunities, our marketing campaigns were proceeding well, and our sales seminars were well attended. I still had the idea that if I could get the our company onto the first page of search results ranking it would bring us more business, but my small business online marketing initiative would have to wait until I could dedicate more study to it.
So I took a break from my local SEO research. I improved some the operational efficiencies of my company, handed off some more of my day-to-day responsibility to my vice presidents, and had my design and deployment engineers start writing short articles once a month on a new blog that I set up that was not associated with our company. I did this so there was no pressure on them to be politically correct or write from the sales and marketing perspective.
The articles that those engineers wrote turned out to be the meat of the Internet marketing initiative that I created that would end up getting me the first page ranking I was hoping for, and much more besides that. The experience of learning Internet marketing that I went through was basically an apprenticeship to the real leaders in the field, the prosperous affiliate marketers.
by: Rolf Versluis
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