Sticky Notes

One of the ways Google ranks a website is by the number and quality of incoming links. Each incoming link is like a positive vote for your website. The more related websites linking to yours, the better. But the word “related” is key here.

So lets say you have a website that sells shoes. But your friend who plays in a band has a website, so you swap links. And your cousin who is a Chiropractor wants a link so you swap links. This is not a good way of exchanging links. As a matter of fact, Google will most likely penalize you for this random swap of links (Yes, Google is one smart search engine and does recognize websites who use reciprocal links as a scheme to gain better rank).

Here is an example of a good link exchange technique.

• Only exchange links with websites that are RELATED to your industry or those with content that are RELEVANT to yours.
• IMPORTANT: When asking for a link back from a website, be sure the hyperlink contains a keyword that you are trying to rank for. I will use my own business as an example. When asking for a link back, instead of www.stickyricesolutions.com I would ask for this type of link “Click here to learn more about small business web design services from Sticky Rice Solutions.” where the keyword I’d like to rank for is the actual hyperlink.
• If exchanging links with another blog, then why not write a quick blog post about that blog and link to them using their keywords? Ask them to do the same, but make sure the blog posts contain some value and substance instead of using it as another link exchange tactic.

A small business owner recently asked me

“I don’t have time to commit to a Blog – Is there anything else can I do to promote my business online?”

This is a common problem for busy entrepreneurs. From everything you’ve heard, you may agree that having a blog for your business could truly position your business for success. However, committing to write one or two blog posts a week may seem like a daunting task and not one you are ready to undertake.

So the answer to this question is YES, there are still plenty of things you can do to promote your business online and put the concept of inbound marketing to work.

The following 4 action steps will help get your business name in front of your prospects. But it is crucial that you have an existing web presence. In the upcoming weeks, make a decision to do the following:

1. Check out questions that people post on Yahoo Answers and leave a helpful or insightful comment. Something people will find valuable and worth reading. Try to really contribute to the conversation. Be very careful with your tone –try not to overtly promote your business or services. But be sure you include your signature line, which should always include your company name and web address. When you include your web address, be sure to include the http:// so that it shows up as a clickable hyperlink.
2. Sign up for Google Alerts and choose several topics that relates to your business or service. Google Alerts service will email you any time a specific topic or subject matter is mentioned on the web. As soon as you receive alerts, be sure to go to the source and review. This process will not only give you a good idea of what people are talking about but also gives you an opportunity to find blogs that discuss the topics related to your business.
3. Following point #2, when you do find a Blog post that provides the opportunity for you to contribute, be sure to leave your comment immediately. Timing is important. And again, remember that your comments need to be relevant to that specific Blog post, add to the conversation, and provide a different perspective. It needs to be something readers of that particular blog will find interesting enough for them to click on your web address and find out what else you have to say on the topic.
4. Add your business profile to online directories such as DMOZ,  Yahoo Directory , Business.com and Zoom Info. You should also try Yahoo local!

If cold-calling is still a part of your marketing and sales strategy, you should watch this short video clip. It is a funny comparison between outdated and ineffective marketing tactics  vs. an effective new marketing strategy called Inbound Marketing. The goal of Inbound Marketing is simple - use the Internet and the latest technology to help people find you, not the other way around.

This past weekend I attended the first annual Inbound Marketing Summit put on by Hubspot and other great sponsors. It was a truly wonderful and eye-opening experience. To have so many marketing experts share their wisdom and insight was both overwhelming and energizing.

The theme was “inbound marketing” and how new technology has changed the face of marketing. Inbound marketing is not just a way to adapt our marketing techniques for new technology, it’s really a new way of thinking and approaching marketing.

So real quick, here are some basic learning points that I took away from the conference that I would like to share with you:

1. You cannot ignore new technology and think it doesn’t apply to you or your business/industry. You MUST make time to learn how you can market your products or services using the internet, blog, social networks, videos, mobile technology, etc.

2.  Traditional methods of marketing to the masses such as telemarketing, cold calling, print ads and direct mail are not as effective as they used to be. Most people have spam filters. People are getting smart and better at blocking or tuning out blatant and obnoxious advertisements in both tv and print. Most have caller ID and won’t pick-up an unknown number. Are you getting the point? So unless you have mega millions to spend, traditional marketing is not for you.

3.  Everyone has a website (if you don’t, you are way behind) but can your website be found by your target audience? This is where inbound marketing strategy comes into play. It’s about getting people to talk about your products or services online and then helping them find you. This is the most effective and smarter way to grow your business.

There is certainly so much more to discuss. Stay tuned as I continue discussing the topic of inbound marketing!