Big brands don’t have to work as hard as hard as small brands in their marketing. But that doesn’t mean they should leave money on the table. Big brands should develop “link equity” to ensure they are maximizing marketing opportunity and sales. There are a number of ways to do this including off-line events such as conventions and trade shows, joint marketing with partners, technology integration with partners, new product launches, press mentions and resellers. For example, share you marketing calendar with the media. Identify your best sellers as they are your best bet for new customers.
- Offline events, such as trade shows and conferences, provide great opportunities for link-building.
- Partnering with other organizations is a good way to grow your brand, whether it be through shared editorial content or product partnerships.
- Use various tools and outreach methods to try to track every online media mention of your brand and products.
“Large brands fail to leverage all the channels and connections from their own campaigns and networks. It’s a link building opportunity that often goes to waste.”