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The Importance of a Fully Integrated Online Strategy

Christopher Porteous

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As an online content manager, my job is to work with firms to create custom tailored content across all their media assets. One of the exciting aspects is working with entrepreneurs who are looking at new avenues to grow their business.

I recently had one client ask me to manage their social media marketing, this included: Facebook, Twitter and Google+. While those accounts cover a large percentage of web presence, it’s not enough to differentiate yourself in a competitive environment. There are so many avenues available to marketers that provide unlimited opportunity and, with the right content, it’s possible to reach out to new demographics and business.

As a marketer, I have a lot of fun interacting on Reddit. It is an incredibly powerful resource for advertising (seriously!) but also for targeted high quality backlinks in your website’s niche. Remember, a backlink is more powerful if the content on Site A is related to Site B.

While videos are more costly, quality content on Youtube can take your business a long way. Youtube results tend to dominate Google’s Page ranking (hmm I wonder why). Write long descriptions for your youtube videos. Aim around 200 words. Google crawlers don’t watch your video, but they will pick up on text.

It’s all about crowdsourcing your backlinks ;) Marketers will finally wake up to the fact that only by linking SEO and social will move their digital marketing strategy to the next level. Search strategies set the foundation for bringing your audience to your content. But quality social content that is engaging and entertaining will create the “share factor” needed to help fuel marketers’ search optimization efforts. As marketers have previously seen SEO and social media as separate entities, the future lies in integrating both online strategies in order to drive sales.

Having a social strategy is only one part of a comprehensive online strategy. Often when I consult for startups with regards to their digital strategy I am constantly perplexed about how little of them place emphasis on proven SEO tactics and instead focus on initiatives which often provide low ROI such as sponsored posts.

For one of my clients, Diamond & Diamond Personal Injury Lawyers , I created multiple sub-reddits with customized content designed to spark debate. On a thread where people are asking questions about your niche, be helpful, contribute and link to your site where they me able to find useful info.


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