How to Sell Your Expertise Online – Part 3: Search Engine MarketingAuthor: Jamie | Filed under: E-commerce, General
Whether you’ve decided to give your product its own website or not, you’ve got to get the word out about it.
You should already have a head-start by having gone through this process with your core business, but you will have to sell your product as if it were an entirely separate venture.
Long tail keywords will be integral to successfully marketing your online training/e-book. Let’s say you’re a social media consultant. The sorts of phrases you want to rank for are ‘how to use Facebook for marketing’, ‘DIY social media’ and ‘social media for business’.
Blogging will likely be at the heart of your organic SEO campaign, as posts with titles like these are your best chance of ranking for these sorts of terms. They also offer a taster of what people can expect from your product.
The same sorts of keywords will apply here, but naturally you can afford to cast your net much wider with PPC.
In particular, it may be worth looking at the same keywords you would target for your services, to try and hijack users looking to hire someone, offering them the chance to learn to do it themselves instead.
Again, long tail keywords will be the lifeblood of your PPC campaign, so don’t restrict yourself by using ‘exact match’ only. Start with ‘broad match’ and use negative keywords to filter out irrelevant searches.
Forums are a great way of finding people who may be interested in your product. Find the main forums for your niche and become a regular contributor. If you can establish yourself as an expert here people will quickly become interested in your product.
Don’t push it though. Put a link to your e-book/online training programme in your signature and let people find it themselves. It’s not only the forum users that will follow the link, lots of people use forums as sources of information without contributing themselves. Not only will you get links from your forum posts, but as threads get indexed you will become more visible in the SERPs.
As social becomes steadily more important to both Google and Bing, it’s essential to utilise it to promote your product.
Hopefully you’ve already built up a following from your existing business, and this can be used to generate traffic to your blog posts, as well as get the word out about special offers and promotions.
Promoting your product will take just the same work as for your core business. But once established they can be used to cross-promote one another.
Do you have any questions or experiences to share about trying to sell your expertise online?