I’m reading another book about attracting and engaging more customers by integrating SEO, social media and content marketing. The book is entitled, “Optimize,” by Lee Odden. Early in the book he writes, “To meet brand needs to engage customer in an always-on digital world, whether it’s B2B or B2C, the convergence of marketing and public relations, search, and social media are inevitable.”
One of Odden’s action items for small businesses is something that we’ve been practicing at Venmark International for 36 years. That is, to consider “What is the most important thing you want your customer to know about your brand [through a search engine]? Make a plan to be the most relevant source of information online for that thing. Except for the bracketed phrase, that is exactly what we’ve been doing for our clients in technical and industrial media outlets since way before the internet existed.
Take our oldest client, ESCO Tool, for example, a company we’ve been working with since 1977. Just Google, Yahoo or Bing “welding end prep tools” or “portable end prep tools” and see for yourself. They don’t have every single position of organic search results, but they’re darned close to it! That’s the power of a consistent product publicity campaign that brands ESCO as a problem-solver.
In addition to extraordinary search results, ESCO receives widespread publicity (news) coverage in all of their important media outlets which enhances their company image and credibility as an industry leader, generates meaningful sales leads, and supports their distributors all over the world. When it comes to Search Optimization, publicity is the common denominator.
© 2013 Steven M. Stroum