October 22, 2019
News from the past week
- Get in loser, we’re going shopping. Google Lens will let you shop looks you like online or in person. Just snap a photo of a piece you like and it’ll bring up similar styles to purchase in Google Shopping, which recently underwent a redesign.
- The blackout to Battle Royale. Fortnite, the most popular video game on the planet, pulled a buzzworthy marketing move when it demolished its existing universe and instigated a two-day blackout for players until the new season, providing no information except a livestream of a black hole on all their social media.
- Chrome lands an iron fist on HTTP content. Google plans a slow roll-out, beginning in Dec., blocking all unsecured mixed content on secure sites. Changes are said to be complete by Feb. 2020.
- No need to heed your headings. Google announces that multiple H1s are not actually bad for SEO. Having clear, understandable headings is most important.
B2B v. B2C Link-Building
Strategies to aid your marketing
Link building strategy for B2B (business-to-business) versus B2C (business-to-consumer) is as different as the people that you’re marketing to.
- B2B link building targets a very specific audience that tends to research products and services from one source (business websites).
- B2C link building targets a very specific audience that researches products and services from multiple platforms and multiple sources (including reviewers and people within their social circle whom they trust).
Successfully reaching each market presents its challenges, but understanding their individual needs will help you (the marketer) to meet them. Below are a few link building tips for each market and how you can apply them to your current strategy.
B2B Link Building (vendors, board members, stakeholders)
- “I find youuu!” Choose a catchy domain name (try namecheap.com, namefresh.com, nameboy.com, etc.)
- Use your words. Implement keywords that represent all phases of the buying process, write/outsource blog articles, chat people up about your industry (authentically) on product and social business forums (i.e. LinkedIn)
- “And if ya don’t know…” Business stakeholders want to be educated and want to know that you’re knowledgeable in your field. Include infographics, white papers, and guest posts from influencers and other authorities on your site.
B2C Link Building (everyone else)
- Be a social butterfly. Increase your brand recognition by optimizing links on Facebook (this one is huge for B2C), Twitter, and Instagram.
- Members Only – The more recognizable you are to the consumer, the more likely they are to purchase. Reach out to influencers, partner with known brands in different markets, and guest blog on the sites of authoritative sites.
- 5 stars – Ask review blogs (paid or unpaid) to try out your product/service and write a review that links back to your site.
Double Down on Dead Links
Quick tips & hacks
Guest posting can be a time-consuming feat. If you’re looking to build quick links for your business, seek out dead links and offer up a helpful resource from your website to replace them. Learn more about this and other white-hat link building tactics on our blog.
People Need People (even in online shopping)
Helpful videos & podcasts
Mark Schaeffer and Brooke Sellas talk about Nordstrom’s latest initiative — and how in-personal contact can actually enhance the online experience.
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