Search Engine Optimization - FAQ's
Social Media Optimization Once you understand the function of each platform, you’ll be able to navigate them with ease and functionality, and you can start creating buzz in no time.
Social media is a wonderful and exciting world, and understanding each of the tools available will give you the confidence to build a real following that you can leverage to increase sales, expand brand awareness, or establish a personal relationship with your customers.
Ensure Social Media Goals
A smart social media marketing campaign can answer each of these questions. Prove your team’s worth by tackling them head on. To get you started, we pulled together a few common business obstacles and social objectives that can help brands overcome them.
Extend Efforts Throughout Your Organization
To create a fully integrated social media marketing campaign, you’ll need to involve and integrate multiple departments, especially if your goals have a direct impact on them. Work with all your teams to determine how you can best support their goals and what key performance indicators are important to them
Focus on Networks That Add Value
Each network has its own strengths and weaknesses, and each social media marketer should carefully pick and choose which networks they want to take advantage of. Here are some of the most popular networks as well as what they’re best at.
Whether your business is taking advantage of it or not, social media has forever changed the way that consumers communicate with businesses, and vice versa. Being accessible to your customers – and your prospective clients – via social media is a vital means of developing relationships with them and helping them through the sales funnel.
Social media marketing, thus, is a fast-growing segment of online marketing, where you will employ techniques and strategies on social media websites to increase traffic to your website, promote your brand and protect your online reputation.
Success is measured using the same metrics you use for any other marketing activity: traffic, leads, and customers. Counting the number of fans or followers you have can help you understand your social media reach, but the bottom line that determines its success is how many people it drives to your site, how many of them are qualified leads, and how many of them actually become customers.
There is no set answer to this question, because you need to have a presence wherever your customers are – and different businesses have different audiences. One demographic spends most of their time on Facebook, while another really only engages on LinkedIn, and some divide their time equally between three or more sites. Find out where your customers are, and follow them there.
- Use Facebook and Google+ as a customer retention tool by personally posting on clients’ profiles, thanking them for their business.
- Tweet daily or weekly discounts to your followers on Twitter. • Post new product pictures or recommended items on your Pinterest board, keeping your clients visually interested.
- Make your brand a vital resource by posting business related advice or tips on your Facebook page.
- Keep customers informed of your company’s happenings, events, or news via Google+.
- Post photos of relevant info (products, events, happy customers, everyday office happenings) on Facebook and Pinterest to give your followers a glimpse into your real life.
- Use all your social media platforms for sales leads. Potential clients may start messaging you on Facebook or Twitter, so be prepared to interact on these mediums as well.
Yes! A blog is one of those non-negotiables. Apart from all of the benefits it provides on its own, such as increasing your credibility as an industry expert, and providing fresh, keyword-rich content on a regular basis to please the search engines, a blog is a vital component of social media marketing. One of the most effective types of content to post on social media is a link to a blog post. Without fresh blog posts being shared on a regular basis, you won’t have nearly as much to talk about with your fans, and you won’t be driving as much traffic to your site, either epic-content
- Photo with a brief description
- One or two sentences about something happening locally
- Good news about your business or the local community
- Specials, promotions or sales (keep it brief but packed with info)
- Links to relevant blog posts or website pages
- Links to media mentions
It’s important for both, but in different ways. While B2C businesses can focus on more light-hearted, fun social media posts, B2B businesses need to use social media to share valuable industry content. As a tool for connecting a business with its customers, however, social media is vital to both.
Facebook is the social media platform of choice for over a billion people worldwide. Use it to connect and interact with your audience, and to share your content in a way that encourages your fans to share it as well.
Twitter is a popular microblogging platform where users share short
status updates including links to webpages, photos and articles. Twitter is a great way for smaller businesses to build a following, announce news or promotions and respond to customer questions, or even complaints. Being succinct in your tweeting is absolutely essential on this platform. Say what you need to say in as few words and characters as possible.
Twitter allows you to connect on a personal level with potential and existing customers. As a small business, this is an incredible asset as you become a company your customers know and trust. Because you can quickly respond to customers’ tweets, you can build great rapport.
Depending on your business, you may choose to post about daily specials, spread the word about events in your town or share links that discuss topics relating to your business or your customers’ needs. Remember that you are trying to reach customers, so you want to keep it friendly and interesting to them.
- Not having an avatar
- Not including your website URL on your profile
- Tweeting irregularly
- Only tweeting links to your website
- Using too many hashtags
- Not using hashtags
- Not following anyone
- Not replying to @ mentions
- Having a private Twitter account
- Tweeting unkind or rude thoughts
LinkedIn has over 467 million users. It is a great place to share your credentials with the world, but more importantly, it’s the perfect place to interact with your audience online. Using LinkedIn Groups, you can answer questions and contribute to discussions in order to demonstrate your industry thought leadership as well as your willingness to help others generously.
Guest blogging is one of the most effective and widely discussed methods of outreach, but social media can help your outreach efforts significantly, as well. Connect with other influencers in your industry via social media, and then build relationships with them through conversations and helping them to promote their content. Building a relationship in this way before reaching out to ask for a guest blogging opportunity can boost your chances of success greatly – and when your audience sees that you regularly converse with other experts via social media, they’ll see you as an expert, too!
Videos are becoming more and more important in the world of social media marketing. YouTube gets over 4 billion views per day! Promote your brand’s image through a video, let your audience have a peek behind the scenes at your business, or make a how-to video.
Taking “control” of your brand isn’t really possible anymore, thanks to social media. Whether you’re in the conversation or not, people will talk about you online, and there’s no way for you to “control” what they say. But what you can do is join in those conversations, and influence them by being a part of them. From negative reviews on Yelp to customer complaints on Twitter, the way to influence your audience’s perception of your brand is to participate in the conversations, and steer them in a direction you’re happy with.
A company’s social media activities don’t have to all come from the same place – but they do need to be coordinated, and that can be hard to do when each department is doing their own thing. Sending differing messages causes more confusion to customers than anything else – consistency is key.
This one depends on your audience. The best way to find out what type of content converts most effectively for you is to test, tweak, and test again until you find the right fit.
Timing is everything in social media marketing. The good news is, by using social media you have the opportunity to reach your specific audience in real-time. But even though there are many tools you can use to schedule and automate posts to save some time, you’ll also want to keep track of the activity on your social media accounts throughout the day, so that you can provide timely responses to audience questions and comments. Between strategizing, creating and posting content and images, responding to your audience, and checking analytics, social media done right can be a full-time job.
With social media constantly evolving, this depends on variables such as the time and effort you’re putting into social media marketing management, your budget, your audience, your strategy, and whether you’re using paid ads or not. Regardless, it’s important to remember that social media is a marathon and not a race.
One of the worst mistakes is inconsistency – only posting sporadically, and not responding when consumers reach out to engage. Another biggie is using social media as a place to announce your own content and nothing more, without ever engaging in discussions or adding comments to the post that make your audience want to click or like or share.
Post consistently. Let your passion and personality shine through. Engage in conversations. Answer questions. Encourage audience engagement. Provide valuable content freely, without getting salesy. And be creative.
Google+ allows you to post announcements and company news, but one major added benefit to using Google+ is that it can increase your search engine results just by using it. And, the more you use Google+, the more likely you’ll increase your company’s website search results. Google+ also specializes in multimedia and sharing tools.
Google+ also integrates Google products, services and search engine features all into one easy-to-navigate page. As a business, you can create a Google+ Page and build a community around it. This not only gives you the benefit of connecting your business with potential customers, but also boosts your website’s placement in Google-powered search engine results.
Rumor has it that websites with verified Google+ Business Pages get some good search engine karma from Google. Google+ content indexes well with Google’s search robots, so websites that post often appear higher in search results. Active use of Google + can lead more potential customers to you – Good news!
- Create “Circles” of people and companies that your business interacts with – such as customers, vendors and partners.
- Schedule and host video chats via Google Hangouts.
- Post photos, videos, links and statuses – either to the public or to specific Circles in your network.
- Create and participate in interest groups.
Pinterest is a must, especially if you’re a business looking for new customers. Pinterest has business-specific pages
and it allows you to pin everything from product photos, to services you offer with pricing, and fun or informative content. Pinterest is all about visuals – You can create boards with themes, or organize boards into projects.