This post originally appeared on WPOinc.
The web presence optimization (WPO) framework includes tracking and measuring online marketing metrics for five key channels or disciplines: Press (PR), Social, Website (SEO), Paid, and Industry. The first four categories are fairly self-explanatory, but what does “Industry Presence” consist of?
In terms of specific tactics within the marketing mix, industry marketing entails activities like:
- exhibiting, sponsoring and/or speaking at trade shows and other industry events;
- working with industry analysts (conducting briefings, participating in research, sponsoring reports, etc.); and
- being active in trade or industry organizations and associations.
The results of industry marketing activities, in terms of optimizing web presence, are citations, mentions, links and other content related to your company that appears on the following types of websites:
- Trade media websites (these are also included in Press Presence)
- Trade, industry or non-profit organization sites (usually .org domains)
- Academic sites (.edu domains)
- Government sites (.gov domains)
- Key influencer sites (usually blogs; these are also part of Social Presence)
- Relevant, high-quality industry directories
- Business partner (e.g., technology partners, service partners, suppliers, channel partners) websites and blogs
These types of activities are often overlooked in discussions of tactics for “online marketing” or “inbound marketing” (which is what makes WPO different), but — given the high relevance and quality of the traffic these sites can refer, along with the authority of the backlinks they provide, industry marketing tasks are clearly quite valuable in contributing to your organization’s overall web visibility. These activities will deliver the highest value when coordinated with social, PR, SEO and paid marketing tactics.