As search engines continue to roll out new algorithms that aim to reduce the effectiveness of certain black hat SEO techniques, white hat SEOs also have to find new ways to manage successful SEO campaigns. Relationship marketing can give you an edge by connecting you to your customers or colleagues in a more direct way.

1. WhySEOs Should Use
Relationship Marketing

2. As Google continues to debut increasingly effective
Panda and Penguin updates, SEOs must adapt in order
to maintain their visibility and rankings.
Relationship marketing is a successful technique
because when it is applied properly, the connections
that you build will stand the tests of time and
algorithms.

3. This is a long-term strategy so don’t expect immediate
results.
However, with patience and hard work, your
relationship marketing campaign will bring plenty of
rewards.
• Visibility and social
mentions are the
primary products of
relationship marketing.
• This technique also
increases organic link
building, site traffic,
and ultimately
conversions.

4. There are two primary facets to relationship marketing:
relationships with customers, and relationships with
other industry professionals.

5. Relationship marketing
allows you to build a
sturdy fan base made of
loyal, devoted customers.
As your bond with your
customers grows, you will
see a plethora of rewards
that allow you to improve
your customer’s
experience of your brand.
CustomerRelationships

6. • Customized advertising: building a relationship with
your customer base lets you get to know the needs of
your brand’s supporters.
• Direct feedback: if your customers are comfortable
with you, they’ll feel free to discuss problems directly
with you, which means you can address problems
before they gets out of hand.
• Deeper sympathy: when things go wrong, a customer
base that has experienced relationship marketing will
be more forgiving.
CustomerRelationshipsCustomerRelationships

7. So how do you build this kind of
relationship with your customers?
Offer them great content that tells a
story and relates to their
circumstances. Develop an
understanding of your target
audience so that you can present
content with which they can interact.
This kind of marketing increases likes
and shares and therefore your
visibility and rankings.
CustomerRelationshipsCustomerRelationships

8. Using relationship marketing to connect to other
professionals in your industry is an effective way to
establish your authority. Although relationship building
has often been a link building strategy, a successful
relationship marketing campaign should be more
focused on strengthening connections.
This type of relationship marketing is ruined the instant
that you come off as fake or too focused on gaining
links.
IndustryRelationships

9. SEOs may find relationship marketing hard to sell to
clients, since the ROI is difficult to calculate, but
relationship marketing is becoming an increasingly
critical element to most SEO campaigns. Typical
relational strategies include:
• Creating guest posts for colleagues’ blogs
• Developing product reviews
Since you have to create great content in order to
establish your authority, relationship marketing
requires higher quality writers.
IndustryRelationshipsIndustryRelationships

10. Social media is a great source of contacts for industry
relationships. Erin Everhart suggests starting with
LinkedIn, Pinterest and Twitter to find reputable
industry professionals. Another great strategy is to use
Google Ripples to discover what individuals are
interested in your content already.
SocialMedia

11. Above all, keep your professional relationships
genuine. The point of relationship marketing is to
foster a community that supports your product, even if
it takes time. Don’t get so hung up on getting links and
visibility that you lose focus on the foundations of great
relationship marketing: excellent content and solid
relationships.
How are you using relationship marketing to promote
your brand?

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