I saw something today on MyBlogLog. A member used a very famous celebrities name to entice a click through. Once at the member’s site it was obvious that it was just a ploy and the site delivered on the ongoing brand identify of that ploy. “I tricked you to get here, now I will likely trick you to sell you something,” is what that particular brand stands for. This type of clever traffic building tactic is impacting your brand every time you use it. If you really want to create an interesting effect on users, don’t be lazy and use obviously manipulative tactics, create something worthwhile visiting, leverage influencers to help you get the word out and build credibility through third party endorsements. Use sound SEO tactics of keyword relevance and proper back end coding, network and build your links with an integrity that represents your brand.
I also noticed as I purused the blogisphere there are these complicated link building practices among bloggers. My philosophy is don’t link to something unless it is in alignment with your readers interest. Otherwise what is the point of the traffic. You want traffic that is targeted and qualified right? You want visitors that are going to eventually buy something from you don’t you? Traffic for the sake of traffic is not going to help you over the long run even if you are going for Ad Sense links or building circulation to sell advertising. The target audience won’t link if they are driven to you for the wrong reasons from the wrong blog. Advertisers will eventually catch on that the traffic is not authentic and doesn’t deliver the demographics or the content focus they were looking for. Even if you do increase your Google and Technorati rankings there is a risk to your brand perception by using these tactics. I am not saying don’t do interesting link building programs… but do them with a brand aligning publicity hook or with the right partners one who will deliver the right demographics and have a quality site to start with.
So what does your brand stand for? Think about this for a moment, write it down. It may surprise you. Now look at your traffic building or offline marketing strategies, are they in alignment with what your brand stands for? Look at you blog itself, does it speak to your brand? If not make adjustments, go back to credibility marketing basics, find the points of credibility in your company or product then promote those and use your brand to highlight it. This will build long term loyal customers not fly by link throughs.
For bloggers, your customers are your brand so be careful who you invite.
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