Link building is about creating content that contains trustworthy links, thus allowing search engines to measure the popularity and authenticity of a site.
Offline marketing strategies such as PR events are now being used as part of a link building strategy (tweet this) , because certain marketing ploys at events use digital based activities to generate content, subsequently create links. Therefore it helps drive up traffic and increase ranking in search engine optimisation (SEO).
The integration between offline and online marketing strategies may be still in its infancy but that’s not to say that they both cannot work together in innovative and effective ways. Increasingly, PR events and other offline promotional activities are being used to allow users to engage directly with a business’s online content.
Buzzwords surrounding content development like User Generated Engagement (UGE) or User Generated Content are already springing up in the marketing vocabulary.
What they describe is how users can actively engage with a brand’s content. For example, at a product launch users with smartphones or tablets may join in with recording the different activities, and publishing this content online.
They can do this through different ways like, uploading photos or posting updates from the event, writing reviews, or playing application games developed for the event. They then share this activity on their own social media platforms, thus building links.
Engaging customers in PR activities is not a new phenomena, yet marketers are beginning to see the value of combining traditional offline marketing events with their online content strategies. Smart and savvy marketing events that include the user and help foster this engagement, drive brands and ultimately business sales.
Whether using offline methods to create link building is a great ‘new marketing strategy’ depends on the organisation’s execution. It requires clever and creative marketers to think about what their customers wants, and how they are likely to positively engage with them, and visa-versa.