For all of the tactics there are to increase your visibility online, it can be easy to ignore the role of old-fashioned marketing materials. Be sure to include your URL on all of your publications, and integrate the important keywords and messages that you use in your online content in your offline content, as well. Do not send contradictory messages in your online and offline correspondence – use the two to reinforce the same message of value and professionalism. Coordinating your marketing efforts in this way will present a unified corporate message to your audience, and you will be able to get more leverage out of your online efforts, including your web metric analysis, search engine optimization and PPC campaigns.
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|Jennifer Mathes, Ph.D.|