We talk about search engine optimization (SEO) quite a bit on here, but SEO is (obviously) not the only way to drive web traffic.
You could also invest in various paid placements such as PPC, display, or sponsored white papers to drive targeted traffic back to your website. Many old school marketers immediately turn to these tactics, and the can certainly be used effectively if managed properly.
There’s something even bigger at your disposal.
The Buzz
None of the pay-for-play methods can compare to the potential scale of widespread buzz about your company. It is the pinnacle of word-of-mouth, albeit with wider, louder, and deeper reach. Whether fleeting or lasting, buzz can really make magical things happen for your business.
Great, So What Can We Do To Generate Buzz?
The best way to generate positive buzz is to be outstanding. Not average or good enough, but beyond expectations. Offer products or services that really wow your audience, that deliver on the vision of Guy Kawasaki’s Enchantment. Look at what Apple has done and imagine the possibilities.
Of course, not every company can have an image like Apple. Fortunately, there are a few things you can do to attract positive attention to just about any business.
Public Relations (PR)
PR is available to anyone, individuals, businesses, non-profits, special interest groups, performance artists…you name an industry or profession, and there is a benefit within reach. This can be as simple as getting to know the local business page editor, or as sophisticated as you are comfortable taking your program.
As a powerful awareness vehicle, PR has a positive impact on organic as well as direct traffic to your site.
Social Media
Low on budget but have a lot to say? Passionate about, or possibly a budding thought leader, in your field? Start a blog. Take a few moments to learn about content marketing,
and how you can spread the word via social media. You will meet some amazing people if you jump in with an open mind and a good idea of what you are trying to accomplish.
Charitable Donations
Philanthropy is always a good way to show your commitment to the local community or bigger causes. Donations in the form of money, relief for emergency victims, or even assistance putting on a charity event are all equal in value. And it helps those in need, which is a tremendous side benefit on a personal level.
Publicity Stunts
I have seen some outrageous but madly successful publicity stunts over the years.
When they work well, they can leave a lasting memory / impression. But be careful here, because a publicity stunt has been known to backfire for rather unexpected reasons.
As a sub set of publicity stunts, viral video or other materials is also a great “digital publicity stunt” that you can test in a controlled fashion. Just make the video good and cutting edge, and the audience could respond with raving approval.
Tommy Landry
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