At the request of my Pastor I created a 20 Step program for Marketing our Church on the Internet. To make it as inclusive as possible, I recruited the assistance of Randall Mains, CEO of Pathmaker Marketing LLC. Realizing that the results of our efforts would be beneficial to a number of churches, charities or small companies, I decided to do a 20 part series and place it on the Internet so as many people as possible could benefit!
I trust that as you read my posts regarding launching your blog, doing comprehensive keyword research, and SEO-ing your website, that you have come to realize that the Internet really can work for not for profit organizations, and that the Internet is also a pretty good church outreach idea. A church blog is a major part of this, as it as it allows you to be targeting keywords.
The next thing I want to discuss with you is how link building serves well as a church, charity, or small business marketing strategy. After all, church marketing 101 teaches us that a church is, in fact, a small business and therefore the Internet business marketing promotions that work for companies work equally well for churches.
Have you ever noticed that invariably some of the most important things we need to do are also the most time consuming and the most boring? That is exactly the situation with your website and link building! While an excellent way to strengthen your website’s rankings in the search engines, the process of link building back links is often laborious at best.
“Why,” you may be wondering, “is link building relevant to our church, charity or small business?”
Actually, there are two significant reasons that you should plan on making link building a part of your core Internet marketing plan. The first is somewhat obvious – – the more listings you have with backlinks to your website, the more opportunities exist for people to find your website in various locations online, thus bringing you qualified visitors. With a dynamite website, each time someone visits your website you have the chance of having them become a visitor to your church, charity or company.
The second reason deals with the fact that a well-developed and properly implemented link building campaign will increase your page rankings within Google search results. This, of course, is clearly to your advantage, so link building should be an on-going part of your search engine marketing program (to be discussed in a subsequent post), thus allowing your website to be that much more available online.
Your next thought may very well be, “How do we develop a link building battle plan?” Well, there are a number of techniques that you can use. First, get your company placed in as many relevant directories as possible – – national, local, and “niche.” The purpose of this, of course, it to then have your listing in these communities, and get it linked back to your website, driving traffic in your direction from those sources.
Work diligently to ensure that you get linked in relevant areas. To be listed in places just because they are available may be a waste of time and, in some cases, may even be counter-productive. As in any form of marketing, you need to identify your target market and pursue them with your link building efforts and dollars.
Next, establish links on relevant blogs, community sites, and forums. These are excellent places to establish your church or charity as a leader in your community for providing services that individuals may be looking for, as you will have the opportunity to interact and dialogue with those individuals who visit the sites, thus making their arrival at your church that much easier.
With social media being the latest buzz, it shouldn’t surprise you that you should be incorporating links from social media sites like Facebook and Twitter into your link building program as well. In as much as your Facebook account reaches out to untold thousands, the ability to link back from there to your website should prove to be a major hub in your Internet marketing program as well.
You may have found that there is more to link building than you ever imagined! I trust that you have also discovered what a viable tool this is in your over-all Internet marketing strategy!