Invest in online marketing and pr – A survivors guide

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The economic climate is taking its’ toll on most businesses and as a rule, marketing departments are tightening their belts. Although saving money is at the forefront of everyone’s mind right now, surely the emphasis ought to be on marketing results and ROI? After all, experts are predicting that online spend will rise at the expense of traditional media forms.

SEO remains one of the most cost-effective marketing strategies and not just in a recession. It’s all about content. Your web pages, your online pr, your articles and whitepapers. In addition to tweaking your existing web pages, you should consider writing and distributing more optimized PR and adding more optimised pages to your website’s architecture.

Why not look at trying some online marketing? it doesn’t have to break the bank.

Here are 3 tips to get you started:

1) Revise your web content and ask for advice from experts to make sure that your site can be found on the search engines when potential (money spending) customers are looking for your products and services. This step is all about ‘SEO’ (Search Engine Optimisation: “This is the process of editing a web site’s content and code in order to improve visibility within one or more search engines” – There are plenty of FREE downloads and resources available like this on the internet and you will always find experts that will be happy to offer their online pr advice.

2) Write regular news updates to keep those potential customers up to speed on exactly what you have to offer. Perhaps you are visiting an exhibition, have moved premises or branched out into new areas of business – either way, the only way to make people aware is to tell them… SHOUT ABOUT IT. Remember – people need to be able to find these news articles and the best way for this to happen is to distribute them via the internet (therefore they also need to be search engine friendly – ‘SEO’). Again, there are plenty of people to assist with making this happen.
BEWARE: Some Marketing organisations may ‘talk the talk’ and promise No1 listings on Google but you should check can they do the job that you are paying for. In this Web 2.0 era, all PR and Marketing firms should be able to produce and distribute content (Press Releases/Articles/White Papers) that are Search Engine Optimised (not only to ensure maximum online coverage for their clients but also, to retain their own credibility and place in the market – IMO, those that can’t offer optimised content by now will probably not be around in 2 years time.)

3) Register your company on all the relevant industry directories that are available (all the decent directories have free listings) – these tend to have fantastic SEO rankings (appear highly on the search engines) so you will ultimately benefit from the enquiries that they receive (via Google / Yahoo / MSN etc). Something to bear in mind: directory advertising doesn’t necessarily cost £1000’s and it is worth hearing what subscription packages they have to offer. Each directory should have a team of advisors that can tailor a package to suit your budgets however big or small.

Remember, if you can’t be seen, you won’t be found.

Good luck, and remember – we’re here if you need us.

For more information about B2B SEO, press release distribution, online PR, PR writing services, contact SMPR at or subscribe to this blog here

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