How to Create a Killer Link Building Campaign For a Less Exciting Industry

It’s an age old dilemma for those who work in marketing- how to market and ultimately sell a less than exciting product. Some products are necessary and yet not really so interesting to a consumer, and many marketers attempt to overcome this by simply “sexing it up” and artificially attaching a sexual element to the product, usually by depicting the product next to an attractive, scantily clad model or celebrity. What was once thought of as a comprehensive, even exhaustive marketing effort really doesn’t cut it in the age of the internet.


For truly successful marketing, a multi faceted approach that covers both online and offline marketing efforts needs to be implemented, and depending on the end product or service, often one of these types of efforts is more beneficial than the other. But this just adds to the marketing dilemma… How do you utilize the full marketing power of the internet and create effective content and link building campaigns for a product that isn’t glamorous, or even that interesting?


Local, not Global

While of the course, the internet is the medium capable of bringing the world together; someone accessing Google to search for water heater repair in the Mongolian capital of Ulan Bator is unlikely to be interested in your suburban plumbing company. You need to concentrate on your Google ranking in your local area, since most consumers will end up searching for something along the lines of Plumber + Their Town/City/Suburb. But how do you utilize SEO (search engine optimization) to ensure you’re up the top of that list?


Your Reputation

A higher Google ranking can come from simply being mentioned in an online environment, and so you should encourage your customers to review your services in one of the many online review databases, such as Yelp. A good review not only increases your online presence, but it can manually draw new customer to your business, as a new client might book you on the basis of a good review. It’s a form of marketing, so it’s not unusual to want to weight the process in your favour- if you have a dissatisfied customer for whatever reason, you don’t need to suggest that they post a review. Of course, the way to ensure predominantly positive reviews is to provide an optimal service, meaning that all customers are satisfied.


The Importance of Links

Manual reciprocal link building used to ensure a higher search engine ranking, but this is no longer as important as it used to be. This is a bonus for online marketing, since the process of contacting relevant webmasters, asking them to link to your page to drive inbound traffic and vice versa is a time consuming, not always successful affair. Greater emphasis is now placed on authority links, also called resource links, which link content on your webpage (certain words, sentences or photos) to relevant linked content on the web; often the source of original information or resource. This can be tricky when the bulk of your content relates to plumbing, since you might find it difficult to link to quality sites and maintain credibility. Consider branching out without losing focus- blog about plumbing and general home improvement services; famous plumbers in popular culture and bathroom design. A slightly widened topic base increases your ability to link.


It’s not an easy task; maintaining a high search engine ranking for a traditionally unexciting industry- but in smaller businesses, it’s important to stay abreast of the best methods, otherwise you might have to pay someone to do it for you, and for smaller businesses this is an unnecessary expense.


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Jurgita Glodenyte


Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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