Pier Marketing creates custom content, posts and media to display to your fans. We build your lists of friends, contacts and followers so your message reaches the maximum number of potential customers possible.

Contact us today to get started with a Social Media and eMail Marketing campaign.  We will asses your current visibility and tell you how we can increase your exposure.

Call us at (714) 847-6460 or eMail sales@piermarketing.com

Rob Milburn
President
Pier Marketing Inc.
rob@piermarketing.com

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Submit your blog into blog directories
It is a great way to get one-way links to your blog and to your site.

• http://www.blogcatalog.com/
• http://www.blogarama.com/
• http://www.bloggapedia.com/
• http://www.masternewmedia.org/rss/top55/

How to use keywords
One of the biggest mistakes is using high traffic keywords. High traffic keywords do not rank well and, in return, receive little traffic. There is no direct correlation between high traffic and high sales.

Instead, use keywords that receive a moderate level of traffic. Many of the most lucrative sites only have a moderate level of traffic because their profitable keywords. This results in more subscribers and more profit.

Know where to place your keywords:

• Use your primary key phrase in the title of your blog or blogposts.
• Use secondary keywords throughout the body of your post. Be careful not to use these too frequently to avoid sound unnatural.
• Use your primary keyword in your blog domain.
• Use your primary keywords in the anchor text of links.

Search Query
The length of your search query is extremely important. Four word queries form the highest conversion rates from search engine traffic. Because blogs are so well indexed, it has the potential to appear in any number of four word phrases relevant to your industry.

Also use two and three word phrases that target your industry. Try to use a phrase that will attract high traffic, yet with little competition. With constant new trends, developments, products and services, this should not be difficult to do.

Update Frequently
The more frequently content is updated, the more your site will be spidered. After consistent and habitual updating, the spider will eventually add you to a frequent schedule of returns. Your new pages will then show up faster in searches. This will be extremely advantageous to your new product or service.

Posting
You do not have to worry all day everyday about updating your blog. The best way to frequent new content is to write a number of blogs in advance and set up your blog software to post one each day. This will give your site new information each day, and you only set aside one day for blogging.

In addition to this brand dis-trust, companies no longer own their brands, consumers do.  Consumers control the success of large brands and their future.  Today’s social media movement is stealing corporate control over mainstream media and giving more control to word-of-mouth advertising on a large scale.

When it comes to advertising, more and more Americans are becoming smarter and are aware of certain strategies such as product placement.  In order to preserve marketing success, large corporations have de-branded their products during product placement, also known as “product displacement.”  These companies place their product in movies, TV shows, etc., and intentionally change their product’s name on the actual picture.  For example, VitaminWater has changed the bottle’s text to “MeatWater”, Jack Daniels has changed the bottle’s text to “Jake Danzels”, and Pepsi has changed the bottle’s text to “Pecsi” in certain campaigns.

This confusing product displacement works like this:  the audience sees the product with a change or typo in the brand and notices something is different.  They think about the products real name and associate this “different” brand with the “real” brand.  The audience has then spent more time thinking about the product than they would if the product was placed with its original name or logo.

Starbucks is taking this de-branding marketing strategy to a whole new level.  As a coffee shop, large portions of Starbucks’ target audience are fed up with corporate control over the chain and, in return, prefer local coffee shops.  First, many typical “coffee shop regulars” think small, simple and unique—none of which describe the fast-food-chain-headed Starbucks.  Many coffee shop regulars think “different is cool” and might even be part of the de-brand campaign.  Second, those who go to coffee shops to do work are immediately turned away by Starbucks while it offers expensive internet, excessive noise, corporate approved music, over-lighting and fresh-out-of-the-package food.  Starbucks has become a grab-and-go chain leaving customers feelings less and less welcome to stick around.

To solve their problem, Starbucks turned to de-branding as a marketing strategy to go back to their small coffee shop roots and “faking” being “local”.  After all, the only thing trendier than Starbucks is a coffee shop far from Starbucks.  The first try at this simplification was in Seattle (where it all started), with the transformation of a corner Starbucks into the secretly corporate owned 15th Avenue Coffee and Tea.  Other than its previous décor, this “local” coffee shop shows no sign of being affiliated with Starbucks.  The shop also serves beer and wine, the baristas pour everything by hand (rather than a button) and local events, such as open-mike night, fill the shop’s evenings.

Consumer trends are constantly changing, which means products and the marketing of products must change as well.  It is important for companies to think outside the box and try the unthinkable in order to gain or retain the success of a product.

SEO vs SEM

SEO is essentially the beginnings of SEM. To effectively market a Website it must first be optimized. The SEO process involves stocking the Website with relevant content that is specific to the audience the Website is intended for.  Relevant components such as titles, keywords and Meta Tags are embedded into the underlying code of the Website pages.

The second part of the a SEO/SEM campaign is to start marketing the Website around the internet. The most effective way to do so is to keep producing content.

Contrary to popular belief, Search Engines are so advanced that they understand basic language skills and are able to decipher proper linguistics, so the general content of the pages is fine tuned to utilizing specific verbiage and enticing phrases. Press releases, news articles, reviews, events and of course blogs are all pieces of SEM that boost rankings among the Search Engines. Search Engines love new and fresh content. The Search Engines will come back to a site more often, if in fact, content is added on a frequent basis. The Search Engines collect the information in these articles and compare the data to the content of the Website as a whole. As the amount of content on the Website grows, the amount of data stored for searchability by end users on Search Engines grows.

Overall, this is most effective when done as an ongoing process. SEM should be part of any Website’s perpetual marketing budget. When SEM is done once or  for short periods of time, the content gets stale and the Search Engines pass over it.

Fresh Content

Utilizing a tool like a blogging platform (WordPress) is the best way to keep a website and its content relevant. Blogging is not only used to express opinions and interests, but it is the perfect way to distribute news, upcoming events and press releases. By adding content to a blog on a regular basis, it will keep readers interested.

Adding a blog component is a simple setup and should not be overlooked. WordPress itself can be added to a Website in a folder and the appearance of the blog can be easily skinned to fully and seamlessly integrated with the rest of the Website. The backend of the WordPress platform is easy to learn and simple to use.

The other great thing about WordPress is the fact that it has been built from the ground up with SEO as a priority. Search Engines frequent WordPress sites because of the way it has Pingbacks and Clean URLs built right in. These are features that will help Websites climb the ranks of Search Engines when content is added on a regular basis.

Third Party Content

Search Engines also compare relevant content across all Websites. If there is content about a specific topic on a company’s website, the Search Engines will compare that to a review on the company and the search results will show up next to each other in the search results presented to the end user.

This information is important because in today’s market everyone has an opinion and it can be voiced. Not everyone likes the same things or views experiences the same. If someone utilizes a review site to voice an opinion about a company or experience, it may not be what the provider had in mind for a review to be. Websites like CitySearch and Yelp are open to anyone. People can register and post a review or opinion on an experience they had. While everyone has the right to do this, it may not be what the business owner was looking for as a favorable review.

To combat this, it is important to be active in submitting content and being a part of these third party Websites. With tactful responses, these reviews and opinions can be counteracted with subjective content that is in favor or the business or organization. This also servers a humanistic approach that someone knowledgeable is taking the time to actively respond to another person’s opinion and tends to boost the reputation of the entity begin reviewed.

Closing

All in all, SEM is an ongoing aspect of a successful marketing plan. As time goes by, the nature of writing content for a Website becomes second nature and the thought of putting new information out for the world to indulge in is exciting. Expressing thoughts, news and keeping others abreast with the happenings is very satisfying and leads to constant exposure across the largest information medium in the world.

Pier Marketing is a marketing firm that has worked closely with various companies to develop eCommerce applications. To learn more about eCommerce applications and development. Please contact us today for a no obligation consultation.