What you are just beginning to understand about optimising websites for search engines is already old hat. Social media now plays more of a role, with video, blogs and peer content all being shown in search. This is why we integrate social links into a business website – but as a business owner, you have to understand many different levels.

Standing out by keying into your audience’s pain/problem is crucial. You cannot afford to be a copycat business online. Copywriters work hard to understand the target market’s challenges, and then put forward that your business offering is the only logical solution. Sometimes it is necessary to soft sell and rely on follow up systems to do some of the convincing. But never, never, forget the call to action.

Offering real value through content is useful for building up credibility and a database, some of which will become customers. Some do this through emails or a mix of email and other contact methods. These days you can get an email newsletter sent automatically from a blog feed.

Network Offline and Online
It will help to build a strong network of likeminded others around you. Have a working LinkedIn or Facebook account and participate in industry groups – it will build a presence. Use meetup.com to connect to others in your circle – peers or clients; they both have value.

Branding and Social Proof
Having a visible, consistent brand has always been a good start for all marketing. Also, leveraging word of mouth on the web will make your brand (or non-profit) more visible. You can see Variety, the Children’s Charity have done this, with a magazine, e-letter and active Facebook page. Remember the persuasion principle of Social proof.

Likeability
Another persuasion principle to consider is likeability. The more friendly and down-to-earth your words are, the more people will start to relate. With video being such a huge lead attraction vehicle now, use Vimeo or Youtube to showcase your charisma and your knowledge. One way this can work well is a ‘journalist style’ interview. Another way is to get out on the street and ask some people questions (hopefully gathering answers that mainly reflect your standpoint). This has a lot of credibility of course.

To Summarise
Whatever your personal style of marketing, ensure you let people know what you are currently working on, and try to understand how what you learn relates to what they want to learn. Pass it on – it works!

Get yourself a next generation website, with social media connectivity, blog, free report to build a prospect list (opt-in email box), and good looking branding…. all at Red Planet Design.