Web Marketing Strategy Update

One of the most important ways to increase awareness of your brand is to create a buzz around your products or services.

As someone once said ‘no publicity is bad publicity’ and getting people talking about your website and brand can really give your sales a big boost.

Aiming For Viral Buzz

I run a small website and don’t have a big media budget to work with. However I have found some great ways to create a buzz online for my product that does not involve spending lots of cash.

• Ideally I am looking to ‘go viral’ with my little promotional campaigns.
• This basically means getting people to spread my message themselves to others through blogs, forums, chat rooms etc.

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While traditional outbound marketing continues to bombard prospects with print advertising, emails, telemarketing, trade shows and more in order to generate leads; inbound marketing concentrates on building longer and more intensive relationships with prospective customers, who are already searching your industry.

The aim of inbound marketing is to find highly targeted prospects and turn them into leads. The idea is to create compelling content which will draw the attention of the prospects who in turn visit the company website for further information about the product.

Inbound Marketing Strategies

How efficient inbound marketing is comes down largely to the quality and variability of your web content. Since the majority of prospects will look for information about your industry using search engines, effective SEO is crucial. Rather than spending a lot of money on paid search advertising, it’s wise to pay more attention to onsite and offsite optimisation techniques. An effective SEO strategy helps generate leads nationally and internationally as well as, crucially, in the local and immediate surrounding areas.
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Building backlinks to a website can be a time-consuming and difficult proposition. Popular methods of backlink building that revolve around content and social media marketing, etc., will only get you so far, and are easily replicated by any competitor checking your backlink profile.

Nevertheless techniques like these, although often low impact in terms of ranking benefit, are good for maintaining a diverse backlink profile and keeping a steady flow of inbound links ticking over.

But today I want to introduce you to a method of generating high impact backlinks that also offers great link diversity and a link profile your competition will find it hard to replicate.
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Who would have thought that an old paper mill in the south of Finland would be the perfect place for a new high tech data center?

Google did.

They paid near $52 million for the abandoned mill when they realized that its underground tunnels, where frigid water from the Baltic once ran to help maintain the mill’s steam generators, were perfect for keeping their servers cool.

Google used remote-controlled cameras to inspect the tunnels and found that the entire 450 meter structure was still in excellent condition. Thanks to this natural cooling system, the new data facility in Hamina, Finland has found a cheap and green solution to what is normally a massive energy drain. This is just one of the ways that Google has used innovation and imagination in the creation of its data centers, building facilities that are cost efficient and cause less impact on the local environment. In this instance, it’s also analogous to our modern times: The mill once provided paper for a booming print media, but went out of business as magazines and newspapers were undermined by the internet. Now, the internet has taken over the building itself.
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