SEO, SEM, and Advertising, Oh My!—With John Jantsch

RainToday.com's Podcast: Marketing & Selling Professional Services

Generating leads online can be challenging, especially when SEO rules frequently change. But if you know who your ideal client is, know what websites and blogs they visit, and produce content that they want and need, you can better target them and increase lead generation.

Firms can also use online advertising platforms such as Facebook, which is generating great results for firms, he says.

"The tremendous thing about it is I believe [Facebook] has an even stronger ability to target. So if you have a very clear idea of your narrowly defined target audience, I think in many cases you can create a profile in Facebook advertising that will ensure that you really are only reaching them and paying for them," Jantsch says.

The key, however, is to advertise content rather than your firm or your services, he adds.

Listen as Jantsch discusses:

• Online advertising best practices
• The strong role content plays in online advertising and marketing
• How to get started with SEO
• Sources where you can learn more about SEO
• How firms can best use social media