Marketing your business requires a broad, multifaceted strategy and is most likely an area in which you have flourished if your organisation has achieved any success; whether that success is on a global or a local scale. Still, whatever your company values and whatever you and your staff hope to achieve through your business ventures, there’s always room for growth and always routes towards improved strategic techniques.
One of the most popular and highly successful techniques falling under the category of SEO and modern growth strategies is social media marketing. There is a huge demand amongst modern companies for an efficient standard of SEO marketing, but, interestingly, the majority of businesses are limited in their scope when they consider the potential of SEO. Aside from simply using keywords to link future and current clients back to your business website or profile, SEO can extend its scope to social media platforms such as Facebook, Twitter or Instagram. The possibilities are endless once you know how to effectively implement social media marketing within your organisation’s business and marketing strategy.
Where on earth do you begin?
You need to build your brand. Whilst your business is likely full of professionals when it comes to design, names, product quality or service performance, none of that expertise and passion means anything unless your brand is reaching the right people. First of all, you have to ensure that your site is SEO-ready. Google is like any website browser; whilst it may not be a sentient being, it definitely hates sites which aren’t optimised in terms of text, design or responsive layouts.
Assuming you’ve already developed a highly-professional and polished website with incredible text content optimised for search engines, but you’re still struggling to really find your stride and deliver the successful results for which your company is searching, then it’s possible that you’re missing other important steps on the road to mastering SEO: most notably, utilizing social media effectively.
Conduct a little research first.
All industries are different and all business within specific industries are different, but that doesn’t mean there aren’t things you can learn from your competitors when it comes to effective marketing strategies through social media and online brand promotion/growth. To attract new customers to your business, you have to find out where they’re all going at the moment and then improve on the offers that have enticed them elsewhere. You likely exhibit similar methods in other forms of marketing, but a different technique is required when it comes to the rapidly-changing, huge expanse of social networking.
Google is a product of the ever-changing online world and one element of this involves its updated approaches to SEO. You have to move with these businesses as they move; if you want your business to rank well in search engines and be discoverable through social networks, you need to understand what it takes to spread your brand effectively. Keywords just don’t cut it anymore.
What are the merits of each social media platform?
Ideally, you should be using every social media platform imaginable, as the key to networking through the internet is to spread your brand as far as possible over as many channels as possible. Of course, different social media platforms can be utilised in different ways. There are some widespread similarities, but each has slightly differing features which can be utilised in slightly differing ways.
Facebook: Facebook is an obvious choice for any business, because over a quarter of earth’s population use the platform. Even in terms of traditional marketing, the potential with such an audience is clear. There are potential customers lurking in there for any business with any industry, regardless of whether you’re operating on a local or a global basis. There are customers in amongst those users that you need to be reaching.
Given the ridiculous amount of features on this platform, the possibilities for brand promotion are essentially endless; shared links, articles, sponsored adverts, pages through which you can share videos or other links to build an interested audience and therefore put your brand on the newsfeeds of not only your customers, but their friends on the network. The algorithms through which Facebook manage to share links and pages, even to those who haven’t liked or requested to see them, are truly beneficial to any business.
Twitter: Twitter is much like Facebook, as all social platforms are competitive and strive to include as many features as possible, so as not to lose users. Unlike Facebook, however, Twitter champions trending and a rapid stream of constantly evolving information. It can either be entirely useless if used incorrectly, or it can completely transform your brand. If trending is spread effectively – through other channels your business might be using – then potential customers in your local or national region could be exposed to your company.
Instagram: It’s easy to look at Instagram as a weaker candidate, given its sole focus on visual networking. However, this would be a vast underestimation of the social network’s potential, because a huge element of marketing and advertising revolves around image, as I’m sure you well know. There are ways to effectively include Instagram marketing within your company’s business strategy, but it requires a strong brand image and a desire to create some form of personal connection with all those who might view your company’s social media profile.
In addition, Instagram includes an Explore feature which, much like Facebook’s methods of sharing and sponsored ads, allows potential customers to find your business even if they aren’t following your profile. There’s an endless hub of potential here and you should really be utilising it.
Be personal with your audience.
There’s a reason the world of marketing is changing and part of it is due to the sense of globalisation and community brought about through the internet. As part of this growing change in our society, businesses have changed their technique to adapt to the new culture. If you aren’t personable, real and fun when it comes to spreading a message to your audience, then you’re never going to spread your brand or further your reach.
People share information. That’s how businesses grow. You use an existing client-base, no matter how large or how small, to grow your client-base, because people listen to other people. If you can connect with an audience, then they’ll have something to share with their family and friends. The more people share your links, stories and interesting brands or services, not only will your SEO rankings improve, but your business will physically be reaching a greater number of people through referrals and your chances of enticing regular customers will improve significantly.