Before the Internet age, companies looking to market outside their immediate trade areas or extended social networks needed to spend serious cash.
That’s no longer the case. You can attract eyeballs from anyone, anywhere in the world — within reason — without taking out costly TV ads, buying a pricey print spread, or sinking real money into outdoor advertising.
Follow these five tips to boost your company’s visibility in organic search results with minimal upfront investment.
1.Optimize Your LinkedIn Profile
LinkedIn is a high-authority website that’s open to literally any person or company, provided they can prove they are who they say they are. Assuming you’ve got that covered, take an hour (or task a subordinate with same) to optimize your LinkedIn profile for search.
2.Create & Build Out a Wikipedia Page
Unlike LinkedIn, Wikipedia doesn’t give out listings like candy. But more people and companies than you might think meet Wikipedia’s notability standards. If you have even a cursory case to make about yourself or your firm, encourage friends or associates to begin the page creation process. Your page doesn’t have to be flashy or particularly interesting — this Wikipedia page for movie producer David Mimran’s father is a fine example of a biography page that summarizes the subject’s life and achievements.
- Turn Up Your Twitter Volume
Twitter is another high-authority site that pretty much anyone (or any company) can use. Make sure your display name resembles your real name (or your company’s) and your bio includes at least one instance of a keyword for which you’re trying to rank.
4.Re-Activate Your Personal and/or Company Facebook Page
Seems like everyone is taking a break from Facebook these days. If you’re stepping back too, no judgments. Take as long as you need.
But don’t take forever. For better or worse, Facebook is among the world’s highest-authority web properties. A well-kept Facebook page simply must be part of any consumer-facing company’s inbound marketing strategy, and not just for its raw SEO power. Facebook is a self-contained community, the de facto Internet homepage for millions of American consumers (and hundreds of millions more global consumers).
5.Build Out Topic-Specific Microsites
Your marketing budget will determine precisely how aggressive your web development efforts can get, but even a modest promotional spend can make room for a topic-specific microsite or two.
“Some companies [use microsites] to highlight a specific campaign or target specific buyer personas,” says Hubspot writer Lindsay Kolwich. “Others [use] them to tell a short story, or to inspire a specific call-to-action.”
Whatever your vision, your microsite(s) should include specific keywords or phrases that your buyers (be they members of a particular persona or not) will search for. Make sure you’re linking back to your main site from your microsites, too — and carefully targeting relevant properties for inbound links.
Stand Out Without Breaking the Bank
Who said a powerful marketing apparatus requires a gold-plated marketing budget? Thanks to the raw power of organic SEO, it’s easier than ever to stand out without breaking the bank. Yes, it’s true that SEO best practices change on what seems like a monthly basis, but staying ahead of the curve needn’t be an overwhelming task. Stick to the fundamentals — compelling content, reasonable backlinking practices, judicious utilization of properties with high native authority — and you’ll be well on your way to inbound marketing success.