Now that search engines have made it more difficult for businesses to rank in organic search results, marketers have to look for alternative solutions to gain maximum visibility online.
Merely having a website and a couple of high-profile social media networks on the marketing landscape is not enough. You need to build a web presence.
Fortunately, there is plenty of scope. An array of social networks capable of hosting a variety of media content, and numerable opportunities to contribute to third party websites provide a platform for online firms to be seen and heard.
Be socially active
Using your string of social accounts to host your content is ineffective. Now social networks have stemmed the flow of organic reach, only a small portion of your audience receives your work.
In order to be spread content evenly among your followers, you have to interact with them. If there is no communication with members in your community, access to your content is cut-off or denied completely.
Marketers also need to be active on social media to raise brand awareness and actively help followers find information they need. It’s all part of modern day PR.
Emerging social platforms
Now that leading social platforms are choking organic reach, a spate of alternative social networks has grown in importance over the last few years.
Sites such as HubPages, Quora and Medium are providing companies with digital space to publish content and reach an audience.
The advantage the emerging networks have is that their users can actively find content they want, so like search engines there is user-intent you don’t get with the major social networks.
These new social platforms are also beginning to gain traction in search engine results and are appearing on page #1 of Google for content searches, far more often than Facebook or Twitter.
Contributing to industry magazines
Guest posting has all but died a death – at least in the eyes of some digital marketers. The malpractice of publishers trying to manipulate rankings by paying for inbound links damaged the reputation of contributing to third party sites.
It certainly damaged the inbound link system for reputable writers contributing to industry magazines. But even though contributors are only awarded no=follow links, writing for industry magazines is still worth the effort.
Because industry magazines carry a fair weight of authority, publishing content with third party editors raises your trust score with readers and possibly even search engines, although Google has never, and maybe never will, acknowledge this.
Industry magazines are managed by editors that have some knowledge of their subject, and demand a higher quality of writing and knowledge before they will accept a piece for publication.
Therefore, contributing to authoritative third party websites not only raises your online profile, but also positions you as an expert in your industry. And trust carries a lot of weight with online consumers whether you are a B2B company or B2C.
Now paid advertising is taking up screen space in search results, marketers have to find new opportunities to increase visibility. And building an online profile across multiple platforms is the best option.