It takes more than setting up a website to find success online these days. A company website is certainly the foundation of any internet marketing strategy, but it’s more about the overall online presence of the company. A target audience member should be able to interact with a company or brand via many different touchpoints online. In order to build a robust online presence a company needs to be involved in inbound marketing tactics like SEO, blogging, social media networking, and opt-in email newsletter distribution. Each of these tools can help to build a positive reputation online and lead to an increase in sales and conversions. Each of these strategies work over the long term, therefore it’s necessary to be consistent.

The following are 4 inbound marketing strategies in which consistency is important:


Search engine optimization is the practice of making changes to your website and your online presence in order for the search engines to find and deliver targeted visitors to your website. It’s not a quick fix or a onetime strategy. SEO works over time. Once targeted keywords have been chosen and the on-site SEO component has been completed, the second phase of SEO begins, which is link building. Link building is an ongoing campaign to increase your website and brand visibility in the search engines and online in general. Since it’s assumed that as a website grows over time that it will have more links pointing to it from outside sources, the links need to be developed over time at a consistent rate that seems natural. If links build too quickly that can raise a red flag with the search engines. Links that build steadily over time build trust.


Blogs are a great way to share your knowledge and establish yourself as an expert and thought leader in a given industry. In order to find blogging success, it’s important to post on a regular basis. Blogs gain loyal followers over time and the worst thing that you can do is abandon them. Stick to a routine. In addition to being viewed favorably by your readers, new blog content provides an opportunity to be viewed favorably by the search engines. The search engine spiders love new content and will come back to crawl and index the website every time that something new is posted.

Social Media

Social media is certainly not a fad. Millions of people use social media on a daily basis to share and connect. In addition, ?social signals? are now a search engine ranking factor. It’s important to have a social media presence. While it seems obvious, many brands forget that social media is about being social. It’s about establishing relationships with your fans, followers, and connections and providing them with content that is valuable to them. To use social media correctly, it’s important to be active daily. A social media profile that remains stagnant is missing the point and won?t improve the bottom line.

Opt-In Email Newsletters

Contrary to what some may believe opt-in email newsletters are still an extremely effective way to market. The recipients have opted-in because they want to receive messages from you. It’s a captive audience. In order to stay top of mind it’s important to send messages on a regular basis. While you want to avoid being too pushy or annoying, consistent messaging keeps the brand top of mind.

About the Author: Nick Stamoulis is a Boston SEO consultant and the President and Founder of Brick Marketing, a search engine marketing and SEO services company.