Because they are the search engines’ way of assessing how good your site is. And if they think your site is good they’ll send you lots of visitors.

The logic goes that if lots of sites (particularly good quality, high traffic sites) are linking to your site it must be good.

Also the number and quality of incoming links forms the major part of the off-site bit of search engine optimisation.

So how do you build lots of incoming links to your site? With a lot of work!

Seriously – off-site optimisation is a never ending process of generating and retaining as many high quality links to your site as possible.

here’s some ways to build high quality links:

1. Blog directories
2. Social sites
3. Coment on other blogs
4. Link from your blog to your own sites
5. Participate in forums
6. Good quality content

If there’s one thing that runs through method though, it’s the need for regular good quality information on your blog. Without that you’ll be dead in the water.

So here’s a good approach to follow:

• Make sure your site is set up properly for the search engines.
• Write good quality, well researched articles that answer questions, solve problems or provide entertainment. And keep doing it.
• Carry out the 6 link building steps set out in this article above – and keep doing it. It’s a continuous process.

It will take time to build links to your site, particularly if you’re writing in a highly competitive niche, so keep at it.

Persistence cannot be over-rated as a requirement for success. So if you need help with these strategies, contact us.

Traditional transactional marketing involved the organisation focusing all of its marketing efforts on attracting the customer for one off sales. However, customers who are loyal end up spending more in the long-term, so it makes sense to keep existing customers happy.

Attracting and retaining customers

Relationship marketing involves the organisation undertaking a number of important activities. First of all, the company must put into place tactics to attract customers. Methods used to attract customers may include promoting the product and brand, offering good quality products/services and competitive prices. Secondly customers that are attracted to the organisation have to be retained.

After all, what’s the point of all the hard work (and money) of attracting customers if you can’t retain them? Methods used to retain, may include, loyalty cards, a good customer service section, and an individual account manager if it is a large client, along with product variety and quality.

Methods of monitoring customer satisfaction

An organisation must continue to satisfy customers, but let’s be honest; it is very difficult to keep 100% of your customers satisfied all the time, one reason is because needs and wants of your customers change. So we have to monitor what is happening in our customer environment.

Methods used to monitor customer satisfaction may include:

• Focus groups
• General comments
• Online surveys
• Suggestion boxes
• Customer complaints
• Mystery Shoppers
• Questionnaires
• Personal interviews

In order to retain customers you must keep up to date with the needs of your customers.

Your customers needs don’t remain static either, they’re always changing. Adapting and changing along with these needs will help your organisation develop the relationship you want with your customers.

The benefits:

1. Increased profits
2. Increased market share
3. Increased brand awarenes

The more you focus on customers – their needs and desires – the more they’ll want to do business with you. Contact us to discuss some of the great cost-effective startegies we can introduce to grow your business.

”The only thing worse than being talked about is not being talked about”

Oscar Wilde was the master of the snappy one-liner, but unbeknown to him his words of wisdom were to prove particularly relevant, in the early 21st century, to small businesses. Several recent surveys have shown that word of mouth advertising – a personal recommendation about your product or service – is the most effective way to get people to consider what you have to offer, especially if you are relatively small or just starting up.

Satisfied customers are beyond any doubt the best form of advertising any business can get. People will always talk about a business with which they’ve had a good experience. And with the dramatic growth of online media options, social networking sites, blogs and business / product review sites can play a big role in spreading both positive and negative feedback. These are all prime locations for people to endorse a company or let off steam.

Online vs Offline

Online media is both exhilarating and terrifying in how quickly it can get a message out there. It isn’t possible to manage what people are saying about your product online, but if you are confident in the service you provide, and know that the vast majority of your customers are satisfied with it, this shouldn’t matter, and you can enjoy the viral effect of these individual recommendations. But it is important to bear in mind that an online message only reaches people one at a time, when they are sitting at a computer surfing the web.

It’s also important to remember that if you are relatively small or just starting up, you are unlikely to have so many people talking about you, so the word of mouth effect will not be so pronounced. Couple this with the fact that, as we said, online media only reaches people individually, at a computer screen, and you’ll find a catch-22 conundrum that may not initially appear to have a simple answer.

As a small business, you need to find ways to generate word of mouth beyond that coming from existing customers. You also need to ensure that your product stands above the rest in your marketplace by achieving greater exposure than the majority, being talked about because you are putting your name in front of consumers in a relevant, targeted and impressive manner.

By improving your visibility in front of potential customers it is possible to create a profile that belies your size or the length of time you’ve been in business. The best way to do this is to find ways to make your business look bigger than it actually is by quickly building your brand and giving you an ‘extra shop window’ for what your business is offering.

‘Offline’ media, such as posters and press, can increase your exposure and get your business talked about because potential customers see your message all around them on a regular basis. Billboards and press can be booked solely for your target local area, making the message you communicate through them as relevant as possible. By turning to offline media to build your business profile, you enhance the size of your company by appearing ever-present. Potential customers have more than one opportunity to find out about you and remember you as they see your name in a number of different places. Offline media is a big, bold statement, helping to build trust by making an emphatic point, which is that you have something that you’re proud to talk about and that you want to share as widely as you can, so as many people as possible can take advantage of it.

As a small or relatively new business, the ‘extra shop window’ of offline media can make all the difference. By being clever with it, you can really gain cut-through in a difficult market. Poster advertising, for instance, has traditionally been considered the domain of big brands only, but through the online service offered by Signposter.com, any small business can book the local poster or posters most relevant to their potential customers, at a very low cost. This will elevate your business name above the competition into big brand league, and create exactly the talking point that was needed. If people see your billboard then they are more likely to remember your name above your competitors, therefore more likely to pass on your details if asked.

Top tips for successful ‘offline’ promotion

And finally, let’s not forget, it is all very well to choose a poster site or a newspaper to promote your brand, but you need to use it correctly to get the maximum impact – and therefore, talkability – from it. Some good tips are:

·    Make sure you know your customers and potential customers before you plan an offline media campaign – you will need to understand them to know what media they consume;
·    Ensure that your ad is in the right place at the right time, using what you know about your customer base to decide where and when will work;
·    Make sure the creative execution you use is right for your message and will appeal to your customers – perhaps ask some of them what they think while you are creating your ad?

Be brave – choose media that you may not previously have considered and that may not be the default choice for others in your field. Many local businesses use press so it could be a good idea to look for advertising opportunities beside this

Jenny Nguyen is Marketing Manager of Signposter.com, a revolutionary online business helping SMEs plan, buy and manage outdoor advertising campaigns. Jenny is an outdoor advertising expert with a depth of experience in advising businesses on how to use outdoor media in their marketing strategies. Previously, Jenny worked as a marketing specialist advising Fortune 500 companies on best practice marketing.

The term recession can conjure up a feeling of fear, uncertainty and even depression but companies and entrepreneurs often do very well in hard times.

Companies that are built upon weak business models are repeatedly overwhelmed in recessionary periods. However, those that employ solid basic methodology will easily resist market challenges and move in front of their competition.

So rather than let it be a time of uncertainty, a recession can be the opportunity for you to grow and move your company forward and ahead of the curve. But before anything else, it’s crucial to make sure your marketing and the tools being used, present an influential and comprehensible reflection of your company’s intention to succeed.

Importantly they should set you apart from the competition and if they don’t, an over-haul is definitely required. A great place to start would be with your website because up to 90% of your potential clients and customers will check out your website before deciding to trade with you and your business. So an effectively written, designed and optimised website is critical to progress and it needs to tell your prospects what is required if them.

After your website, other material that is used to make a first impression on your prospects should be designed to mirror that of your new website ensuring consistency of your brand identity and projecting a clear and professional image.

Once this is in place, you will feel more confident and ready to begin prospecting for your new business. You will need to accept that old methods used probably won’t be good enough now and it’s likely your competitors will be doing the same things; that means you must be different to get noticed and succeed.

These days’ companies are looking for knowledge to assist their decision to use new suppliers and providers; they will often come to you if they see you as an expert in your industry and you can promote yourself as such by writing and publishing articles that reflect issues within your chosen field or industry. You can also consider holding seminars aimed at your target market.

When selling a service or product, making it easier for your prospects to use you is crucial. With a service you may want to consider offering a package or maybe even free or part-free deals to enable a prospect to evaluate you first-hand without risk and products can be packaged or bundled too. Whilst considering your package or deal, also take into account methods by which your prospects contact and purchase from you and make sure there are multiple ways available for them to use so they can choose the most convenient for them.

A positive outlook together with a strong sense of purpose in these demanding times is paramount. You are not on your own either, the majority of companies will be experiencing similar challenges to you so a keeping an optimistic and determined attitude will separate you from the rest, help your success and steer you away from failure.

To get your marketing strategies in place and increase your customer base, contact us.