Why SEOs Should UseRelationship Marketing

As Google continues to debut increasingly effective Panda and Penguin updates, SEOs

must adapt in order

to maintain their visibility and rankings.

Relationship marketing

is a successful technique because when it is applied properly, the connections that you build will stand the tests of time and algorithms.

This is a long-term strategy

so don’t expect immediate results.

However, with patience and hard work, your relationship marketing campaign will bring plenty of rewards.

•

Visibility and social mentions

are the

primary products of relationship marketing.•

This technique also

increases organic link building, site traffic, and ultimately conversions.

There are two primary facets to relationship marketing: relationships with customers, and relationships with other industry professionals.

Relationship marketing allows you to build a sturdy fan base made of loyal, devoted customers. As your bond with your customers grows, you will see a plethora of rewards that allow you to improve your customer’s experience of your brand.

Customer Relationships

•

Customized advertising: building a relationship with your customer base lets you get to know the needs of your brand’s supporters.•

Direct feedback: if your customers are comfortable

with you, they’ll feel free to discuss problems directly with you, which means you can address problems before they gets out of hand.•

Deeper sympathy: when things go wrong, a customer

base that has experienced relationship marketing will be more forgiving.

Customer RelationshipsCustomer Relationships

So how do you build this kind of relationship with your customers? Offer them great content that tells a story

and relates to their

circumstances. Develop an understanding of your target audience so that you can present content with which they can interact. This kind of marketing increases likes and shares

and therefore your

visibility and rankings.

Customer RelationshipsCustomer Relationships

Using relationship marketing to connect to other professionals in your industry is an effective way to establish your authority. Although relationship building has often been a link building strategy, a successful relationship marketing campaign should be more focused on strengthening connections.

This type of relationship marketing is ruined the instant that you come off as fake

or too focused on gaining

links.

Industry Relationships

SEOs

may find relationship marketing hard to sell to clients, since the ROI is difficult to calculate, but relationship marketing is becoming an increasingly critical element to most SEO campaigns. Typical relational strategies include:

• Creating guest posts

for colleagues’

blogs• Developing product reviews

Since you have to create great content in order to establish your authority, relationship marketing requires higher quality writers.

Industry RelationshipsIndustry Relationships

Social media

is a great source of contacts for industry relationships. Erin Everhart suggests starting with LinkedIn, Pinterest

and Twitter

to find reputable

industry professionals. Another great strategy is to use Google Ripples

to discover what individuals are

interested in your content already.

Social Media

Above all, keep your professional relationships genuine. The point of relationship marketing is to foster a community that supports your product, even if it takes time. Don’t get so hung up on getting links and visibility that you lose focus on the foundations of great relationship marketing: excellent content and solid relationships.

How are you using relationship marketing to promote your brand?

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