Media Room

Features and tRends

(February 2009)

Cost-Effective Search Optimization Techniques
How to Increase Your Company’s Web Presence Through
Link Baiting and Social Media Marketing

By Melinda Wong, Beth Coffin and Megan Webb

The Internet has become an invaluable tool in our ever-changing marketplace. For business leaders and marketers alike, the Web will continue to play a critical role in the way you connect and engage with current and prospective customers. The question is, why?

Seventy-four percent of American adults access the Internet, with 72 percent using it daily. These users fall into different age categories—87 percent are in the 18-29 category; 82 percent are ages 30-49; 72 percent between the ages of 50 and 64; and 41 percent are 65 and older—according to a recent survey conducted by the Pew Internet & American Life Project.

Even more revealing, these Internet users are utilizing the Web on a daily basis for a variety of activities including: using a search engine to find information (49 percent); receiving news (39 percent); looking for information on a hobby or interest (29 percent); looking for information online about a product or service they are thinking of buying (20 percent); reading a blog or online journal (10 percent); purchasing a product online (7 percent); or posting a comment or review online about a product they bought or a service they received (3 percent).

It’s safe to say that if you’re a business leader or marketer trying to attract or maintain relationships with your customers, perhaps the best and most cost-effective way to do it is online.

Through effective search engine optimization (SEO), tactics like link baiting and social media marketing, we’ll show you how to optimize your company’s site for those millions of people surfing the Web.

Link Building and Baiting

The technical definition of SEO is the process of improving the traffic quality and volume to a Web site from search engines via natural, unpaid search results. Social media marketing is the new SEO tool with link baiting as the key.

Just as a fisherman feels that initial tug on his pole and quickly hooks the fish then pulls it ashore, marketers do the same thing through link baiting. Link baiting falls under the category of ‘link building,’ with the goal of increasing the number of high quality and relevant links to a Web site. Like fishermen, marketers throw out bait to visitors by placing relevant articles/content on their Web sites. The visitors are converted and pulled in successfully when they decide to place links to the company site on other Web sites.

To get started, first you want to create some compelling content, blog or video that will get people talking. Once your content is created, you can jump-start the discussions by adding your link to other Web sites. You can post your link to popular social bookmarking and sharing sites. For example, Del.icio.us or Stumbleupon will allow you to post your link on their sites where people can rate your content and add their own reviews.

To increase traffic and spread your content, you should also enable users to easily add your articles to their bookmarking or social media services. For example: AddThis and Social Marker can allow you to add a button to your page and track how your content is being shared. To maximize these techniques, you also may wish to ensure your Web site is on vertical search engines, directories, reference sites and lists.

The Basics Behind Social Media Marketing

One of the secrets to social media marketing is understanding that like traditional marketing campaigns, it’s imperative to start with the goal—not the tool—as the strategy drives the technology. There are numerous social media tools at your disposal including:

Discussion forums: tactical and impersonal
Blogs: the online equivalent to publications
Microblogs: brief, fast and frequent
Podcasts: add depth
Social networks: listening posts
Social bookmarking sites: increase awareness
Online video: increase flexibility
Search engines: Web site traffic drivers

Your business goals will determine which social media tool works most effectively for your marketing campaign. Below is a chart to help aid you in selecting an appropriate and cost-effective social media marketing tool for your company’s marketing objectives.

Business Goal	Social Media Marketing Tool
	Blog	Podcast	Video	Social Network	Online Community	Search Engine
Increase Web site Traffic	•	•	•	•	•	•
Counter Negative Publicity	•	•	•			•
Crisis Communications	•	•	•	•		•
Engage Customers	•			•	•
Build Customer Community	•		•	•	•	•
Humanize Company	•	•	•		•

Although unique in their applications and subsequent business goals, what all social media techniques (like link baiting) have in common is that they take time. Ditch your 13-week campaign and look at building awareness and Web site traffic for upwards of one year. Be patient. You can expect to see increased awareness and steady Web site traffic growth during the first few weeks of the campaign. You shouldn’t expect self-sustaining Web site traffic, however, until after one year.

Social Media Marketing as the ‘New Marketing Reality’

Social media marketing paves the way for what we at K&A like to call the ‘new marketing reality.’ With the popularity of the Internet as demonstrated by the statistics above, marketers and business leaders are quickly realizing that old marketing tactics are quickly becoming extinct in today’s marketplace.

Familiarize yourself with the tools and tactics of social media marketing. You won’t be disappointed. They will increase your Web presence, search availability and Internet accessibility. Most importantly, they will establish and increase your presence as a force to be reckoned with on the information super highway.

For more information about social media marketing and what K&A can do for your company, contact Steven Kleber at skleber@kleberandassociates.com or 770.518.1000 x203.

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