Using Social Media and Search Marketing for Your Business
Search Marketer Ed Hill Interviews Joe Koufman on Using Social Media and Search Marketing
First, let’s examine how Google has adapted to the rising value of social media.
We know that social media brings three main benefits to your business:
Your business exposure and branding will increase.
Social media platforms will become a new source of added web traffic to your business web site. Your analytics may show up to 10% of your web traffic coming from social sites.
The marketing insights you gain from social listening and answering customer service questions are powerful. Here’s your chance to improve your products and correct problem that are hurting your brand image.
As early as 2007 Google began to include blogs on the first page of search results, this was the first step in bringing social media into search results.
The converging of social and search accelerated. Google started adding Real Time Social Media to Search Results. This means that if you add a blog post, tweet or news story to the web, it can show up in Google search within 15 to 20 minutes.
Social media greatly increased the volume of new information coming into the web. To keep up, the Google Caffeine update increased the speed of indexing. Now new blog posts, social posts and news items would be indexed more quickly to guarantee that your search queries will get fresh results.
The Google Plus one button was launched followed by the Google Plus social network. This helped solve a major problem in search. Before social media, you never knew if a search result would be a cleverly optimized page or a high quality page that was the real answer to your search question. By having people like and PLUS ONE items, the search engines could now decide the best search results based partly on people’s votes.
Google Freshness update increases volume of recent news and trending social results in search results
Social media listening and community building is time consuming. For the 48% of business with sales from social media, social media has proved it’s worth. You may not get direct sales like you do from pay per click or SEO landing pages, but social media does help your branding, customer service and collaboration with customers.
If 57% of businesses in the survey acquired customers through blogging, you must build a business blog with posts 3-5 days a week. Your business blog can also serve as a hub for all of your social media content.
Now, let’s take a closer look at why social media is valuable to you as a marketer.
If 40-48% of businesses are getting sales from social media, the next question is: Do your customers favor certain blogs or web discussion forums? Do they just post on major social media platforms, like Facebook or do they hang out on specialized boards on Pinterest? Find out where your customers post messages, before investing the time and effort to build your social community.
When 40% of viewers purchase after seeing a video, you need two things. It just makes sense to place product demonstration videos on your web site and customer-focused, problem solving videos on social media platforms.
The social web allows users to widely share reviews of bad products. If you’re consistently getting quality complaints, the best fix is to correct your products or service. When 68% of users write product reviews, good quality products will also be rewarded in the search engines. Make it easy for customers to write product reviews on your ecommerce site. The benefits can be long lasting.
When 50% of customers are combining social and search while researching products, your business MUST be visible in both social and search. Combine a good SEO presence on the web, plus social community building so users will share your content and recommend your products to others.
I spoke with Joe Koufman SVP of Sales at Engauge Digital to find out how social builds the value of search
JOE KOUFMAN: If you think about what the search engines are trying try to accomplish, they’re trying to answer the question that you have. You go to the search engines with a question, you ask the question, and Google or Bing is trying to answer that question that you’ve posed. People are also going to social to ask questions and have those questions answered.
If I’m trying to consider what my next digital camera purchase might be or cell phone or car, often I’ll go to my social network and ask them the question. And then, who do you trust more, the company giving you the answer about why their car is the best or your friends who have had experience with that same car manufacturer?
So, to me social is a way that you can use a lot of different tools, but from a customer service standpoint answering one customer’s question through social and then having that answer indexed through search, you may be answering thousands of other people’s questions. From a product development standpoint, listening, social listening and trying to hear about what people are talking about your product or your category and then taking that and developing products that meet their needs.
Again with search, you can get scale, you can get mass. So, posting one tweet, posting one video on Youtube, posting on info graphic that you put on Pintrest or on Flicker or somewhere else. You have the ability now to disseminate that content so that it can be found by a larger, more diverse set of people who are potential consumers, who can give you ideas about the new products, who could potentially purchase your products, who can help come to your defense if you’re having a PR crisis of some kind.
So to me, the mix of social and search is really powerful because it brings scale to a conversation that you’re having in social.
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Using Social Media and Search Marketing for Your Business
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