Social Media is an area that can’t be ignored, because it effects essentially every area of your marketing, even if you’re not doing it. If used correctly, social media can boost your SEO, exposure, and even convert users into customers. Used incorrectly, potential leads become lemmings, falling right off the cliff. Not used at all, you allow your competition to reap all the rewards.
There are currently 2 billion people from all over the world actively participating in social media networks. That’s virtually 70% with the world’s internet population! People are using social media as a means to make buying decisions. We have all seen people asking for suggestions or recommendations for some type of service. We see new Craigslist-style forums on Facebook every day. Businesses are even selling their products directly on Facebook.
Facebook, Twitter, Google Plus, LinkedIn, YouTube, Pinterest, and Instagram are only a small fraction of the social landscape. These are the biggest, but the channels applicable to your industry (your target, really) will be unique. A great deal of B2B is done through LinkedIn. Facebook offers a completely different landscape, as does Instagram, and so on.
How you should use social is also going to be unique to your target and circumstances. Some channels, like Twitter, require multiple posts and immediate interaction. Others, like LinkedIn, have a much larger window of interaction, requiring a quality vs. quantity approach. Ultimately, your level of engagement will depend on your content development plan and how your target uses social.
These social media sites allow for unlimited exposure and opportunity. You can now engage with customers and potential customers in real-time and with one-on-one interactions. Having a business page on social media sites can be scary for some clients. It does provide opportunity for unhappy customers to make complaints online. Reviews can be good and bad. This increases the need to consistently monitor when someone mentions your business’s social media page. We want to encourage and nurture those leaving good reviews and engage those leaving not so flattering comments.
Another benefit to optimizing your social is the effects it has on SEO. Yes, social impacts your organic rankings, both directly and indirectly. Social action drives traffic to your site. Your social profiles themselves can rank in search results, links to your site that you share through social are great opportunities for other sites to refer and link to you. It also impacts local SEO.
We work with clients on content development, post scheduling, monitoring, interaction and reporting. We also use social media as a platform for ads.
Paid social ads
Social platforms now provide some incredible options for paid ad strategies. Facebook gives us far more granular targeting options than AdWords (including interests, activities, income, household, home ownership, purchase and travel behaviors, they types of ads they engage with), and their ever-growing Audience Network lets you continue this granular targeting even after users have left Facebook and Instagram (now owned by Facebook). This kind of granular targeting allows you to present extremely thoughtful and relevant message – and to show off the content that you made specifically for this target. Social ads can take your digital marketing to the next level, adding a sniper rifle to your marketing arsenal.