This article is part 3 of a 3 part series.

Part 1: Does Your Online Marketing Diverge from Your Offline Conversations?

Part 2: Want a Simple Exercise in Branding Your Small Business, On The Cheap?

Growing Visibility Offline to Grow Visibility Online

There are a few basic things a website needs in order to attract more visitors to your website via organic search..

  1. Useful content
  2. Backlinks
  3. Blog comments

Useful content because Google’s mission is to find the best information on a given topic. If your website has no useful information on it, it won’t rank.

Backlinks because the popularity contest idea of ranking pages by ranking links, and ranking links by ranking pages, is what makes Google different from the other search engines. It’s the reason Google started returning better results right off the bat.

Blog comments because the search engines like websites that are updated often, and every comment is an update.

Nothing you do offline will add content to your website (unless you write about what you do, which maybe you should), but those offline activities can attract backlinks and comments (after you publish stff to your website to link to and comment upon).

What Offline Activities Make Sense?

I’m not going to go into any one in great detail, but this is all stuff you’ve heard before. I’m merely trying to give you one more reason why these activities make sense:

  1. Visibly give back to your community. Plant trees on Earth Day. Volunteer in a homeless shelter. Tutor kids in reading. For human reasons, do it. For marketing reasons be visible about it.
  2. Give away swag. Personally I need one of the LED lights you put on a keychain, so right now I vote for that. Sticky pads. Mouse pads. You get the idea.
  3. Look for public speaking opportunities.
  4. Conduct workshops.
  5. You get the idea.

The main point of this article is the distinction we make between online marketing and offline marketing is both arbitrary and dangerous.

You now the clueless idiot trying to peddle crap at business networking events? Are they perhaps the same clueless idiot trying to peddle crap on LinkedIn?

Attracting your audience is the same online and offline. Have something to offer. Be helpful. Be honest.

Then get a URL that is easy to remember, easy to spell, and easy to pronounce, and do that stuff there as well.

To Learn More…

SEO Needs Link Building

 

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