Whether you’re a business owner, manager, or just a professional marketer, I’m sure you’ve heard about how crucial social media is to your overall digital marketing plan.
But what about businesses that don’t need to build a social community around their brands? Or, those that don’t have the time to commit to posting on multiple social media accounts every day for the rest of their business lives?
Is social media crucial? Or is it possible for your business to survive without becoming #instafamous?
Below, we’re looking at a few less than conventional ways to market your business online without relying on social media.
Search Engine Optimization (SEO)
In the grand scheme of things, most digital and social media marketing campaigns are designed as ways for driving traffic to your website, whether it be an online store, blog, or landing page.
Social media is excellent because people are already mostly spending their time using apps like Facebook or Instagram.
This means that if you’re able to serve ads highlighting your products or services on these platforms at the right time, you’re usually able to bank on getting at least some traffic driven to your website.
In fact, through search engine optimization, you can drive massive amounts of online traffic to your website.
And, it won’t cost you a dime in terms of advertising spend!
That said, search engine optimization tends to get a bad rap simply because people are unsure of what’s involved in setting up a website to optimizing its chances of being seen by search engines, such as Google or Bing.
Let’s review the two most important aspects of search engine optimization or SEO!
Keyword Analysis And Research
Whenever you’ve typed something into a Google search bar, your entry is considered a keyword term or phrase.
When you do this, whether you’ve typed in a question or a simple one or two-letter term, the search engines will then scan every website on the internet and will serve you with the web pages that it believes best matches your search query.
Therefore, to generate free, organic traffic from search engines, you’ll need to have the right keywords, terms, and phrases on your website that will best match your ideal customers’ search intent.
So, for example, let’s say that you own an eCommerce store where you sell high-priced sneakers and athletic footwear.
In this case, you’d want to ensure that you have keywords on your website, such as:
- Men’s shoes
- Women’s shoes
- Athletic shoes
- Outdoor shoes
- Footwear etc.
By having these terms on your website, there’d be a considerably better chance that search engines will find and display your website if and when somebody enters a search query that contains any of the terms above.
That said, keyword research and analysis are subjects that deserve an entire blog post on their own.
However, you can use tools like Google’s Keyword Planner or Moz’s Keyword Explorer to find the best keywords to use on your website.
Once you’ve created a list of the best keywords to use on your site, you’ll need to start building web pages or blog pages that contain those terms, in the body text of the page, as well as in critical locations, such as your meta description, URLs, and image alt-attributes.
But your job is still not done yet!
For search engines to trust your website and its content, you’ll also need to invest some time building backlinks on other websites as well.
Essentially, a backlink is a link on another website that points back to your own.
These work like handing out a business card or getting a vote of confidence for your site, telling search engines your site is trustworthy and reputable.
Marketing Without Social Media
Of course, this has only been a brief overview of search engine optimization and how you can generate website traffic without using social media.
After all, if you research and learn about other marketing tactics and strategies, it’s perfectly possible to attain marketing success in a ton of different ways!