Deploy Off-Site SEO Tactics
The on-site tactics discussed above are only half the equation. The other half is finding prospects who are online but on other sites. They’re not searching for you, but they are spending time online: visiting similar sites, communities and groups and reading blogs, emails and content from related providers – not competitors, but information sources that already exist. Remember, 90% of people get the information they need to make a purchase decision from online research. Your content has to be available and easy to access.
Driving new visitors to your website from other online properties is complicated. You have to take your target persona and create an online behavioral profile, identifying the blogs they read, the emails they subscribe to, the sites they visit, the groups they’re members of and the websites they frequent. Once you have that target list, you can start reaching out to those communities to help them with their mission.
Your goal is not to sell anything to community members, your goal is to help those community members with valuable educational content. Since you have created tons of new educational materials (you have these assets, right?), now you’re in a position to share these materials with community managers. Remember, the manager's job is to educate and provide value to members. So you now share the same goal.
Once you get a critical mass of off-site referral properties like this, you’ll see this visitor source increasing, with leads from these new visitors following.