Larry BraunerWhile building my online presence and working on small client projects over a three year period, I devised, tested and evaluated a wide variety of web-based marketing, branding and communication strategies and techniques, and discussed them on Online Social Networking.

In November 2010, I seized an opportunity that arose to join a major luxury goods company and test my strategies and techniques in a competitive real-world environment. The results were outstanding. Not only was enormous buzz created, the business was able to dramatically increase its authority and credibility within the trade and with the media.

I credit just five very simple ideas with our success:

  1. Building a core group of websites around which the company’s entire web presence was built.
  2. Fully aligning web content with the company’s mission and message.
  3. Creating a great quantity of top quality, expertly edited and search engine optimized content.
  4. Using plenty of images and videos to enhance our written content.
  5. Leveraging numerous online and offline sources, such as SEO, social networking sites, social bookmarking sites, email, print ads and word-of-mouth, to generate a flood of targeted traffic to the company’s web content.

Of course the details of implementation were far from trivial. They needed to be worked out along the way, and yours will too.

I shall elaborate on these five web strategies in future articles.

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12 Responses to “5 Web Strategies that Paid Off in 2011”

  1. payday loans on January 16th, 2012 3:49 am

    i believe that the strategies mentioned here have been effective not only the last year but in recent years. Online strategies are becoming more and more critical because anything can already be bought online, and there are an increasing number of Internet users.

  2. David Leonhardt on January 16th, 2012 1:22 pm

    These are all time-proven strategies and, on the surface, pretty to obvious to most people (I think). But many of us (most of us?) fail to follow through on them. There is just so much that needs doing. It is tough to keep so many balls in the air.

  3. Ann on January 16th, 2012 3:12 pm

    These are great ideas and good practice. No one needs to think they have to implement them all at once. Then they don’t seem so daunting to the micro business owners.

  4. Aston on January 17th, 2012 8:59 am

    Agree with point 3 the most, definitely quality of content.

  5. KN on January 17th, 2012 10:40 pm

    Congrats! I’ve read many articles saying “digital marketing vs. traditional marketing” but really, does a campaign achieve optimum success without these two working together? :)

  6. Marcos on January 19th, 2012 4:52 am

    Regarding point #5, there is added value in using various online channels and not just sticking to one. By doing SEO and Social together you get better results in SEO than if you solely focused on SEO. All the channels work together to create a stronger online presence. Social signals are also quickly becoming stronger ranking factors then before.

  7. Lisa on January 22nd, 2012 5:38 pm

    These are all pretty obvious answers- but I don’t think that is a bad reflection on the author — more likely a bad reflection on the majority of us. If these web strategies are really so obvious to us, why do we neglect to implement them or at least stick with them to actually see the return on our investment?

    Good tips nonetheless :)

  8. Larry Brauner on January 23rd, 2012 10:00 pm

    I agree Lisa with your comment about neglect and lack of perseverance. I think that people don’t believe that success is conceptually as simple as it really is. Therefore, they don’t commit themselves to the process.

  9. Lisa Graham on February 6th, 2012 8:24 am

    Congratulations Larry on a good year! Your writings about social networking are so helpful and informative…it’s like having an Internet tutor. Thank you!

  10. Jacky Stark on February 27th, 2012 7:20 am

    Good job, point 3 is the most important, content is king

  11. Nikolay Nikolov on April 26th, 2012 2:13 am

    Hi. It is interesting that you mentioned using a lot of images and videos. I have been thinking about that. People do not mention it that often, but I am starting to think it is something really awesome. Reading is hard and requires the brain to process a lot of information. On the other hand using visual and audio gives the user a break from all the letters and make the consuming of information much easier. Not to mention that watching a video on your page will increase the time spent on site which is always good (even for seo).

  12. Mercy on June 8th, 2012 12:53 am

    Excellent post as always. I love your 5 point list and those strategies will continue to work well into the future!

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