April, 6th, 2010By Michael Satterfield
If your internet advertising only generates results through banner ads, paid search, or pay-per-click then you’re not getting everything you can from Internet marketing. Not that those are not valuable tools, but in general once you stop spending people stop clicking.
Content unlike pay-per-click, banner ads, etc... stays online and is constantly being reassessed by search engines and cataloged, it can be discovered and rediscovered constantly creating a trickle of leads to your sites. Content be it a blog post, a YouTube video, or photo can link customers back to your site indefinitely if it fits into their active search.
Creating thoughtful and useful content is key, bombarding the internet with promotional messages will yield little in results. When a marketer takes the time to contribute useful information to a blog, forum, how-to articles, adding insights to existing content, this all becomes part of the living internet. Building that content history that can be found by consumers searching for years to come. It must always be done out in the open, always clearly identified as either sponsored or from the organization, trying to hide it will just backfire.
Think of it this way, instead of simply posting a copy of your latest press release on your social media network, blog, and forums. Create video showing how the product works, is installed, or can be used. That kind of content that is relevant to users searching for product information, and is often posted, linked to, and used as a reference by enthusiasts.
Most site or forum owners will not let companies simply begin posting messages, no matter how open and helpful you are. Contact the site admin may have to become an official sponsor before being allowed to participate on any level. In any online marketing effort don’t try to be sneaky. Building a content history online only works if you’re transparent and genuine:
- Never disguise your identity, users don’t mind encountering companies online unless you attempt to hide it.
- Target your approach, narrow down the places where you want to be, and contribute great content, inconsistent content spread across 50 sites will not yield results like strong focused content on a few sites.
- Offer something useful to the community. Be a source of useful information or offer consumers something of value.
Michael Satterfield has worked in the automotive aftermarket for over 10 years, with a focus on internet sales and marketing. Michael holds a degree in Organizational Leadership with minors in Political Science and History. He also holds certifications in Internet Sales and Marketing from Ford Motor Company, Kia Motors North America, and Nichols, Campbell & Marrow. Michael founded Satterfield Group to help small businesses in the automotive aftermarket better brand themselves and build their corporate identities using both traditional and internet marketing. Michael is also a regular contributor to many automotive and marketing publications.