It’s rare to find a brand in this day and age that doesn’t have a social media presence – whether it is a Facebook page, Twitter account or another niche industry social media site. Companies are hiring firms for the specific purpose of developing Social Media Marketing (SMM) strategies and implementing the SMM plans. But with so many resources now devoted to this realm of marketing, many companies are still missing a big component of Social Media Marketing by failing to optimize their social media profiles for search engines.
We are often asked how much social media really impacts search engine results. Every day there’s more evidence as to how important having an active social media presence is for your company – not just in terms of customer service and interaction, but also for the sake of helping your search engine rankings. But having a presence on social media sites isn’t enough anymore – you need active profiles that engage their target audiences and you need a fan base or community following you. Retail businesses are starting to treat their Facebook Fans and Twitter Followers as VIPs – extending their fan base special offers, discounts and inside information. Big and small businesses alike are turning to social media to turn customers into loyal fans and to turn those with dissenting opinions into their biggest champions. And it’s working.
So now, let’s talk about how to make Social Media work for you and your business, starting with optimizing your profiles for search engines. As a small or medium sized business, you’re often competing with big name brands. But the best thing about social media is that it helps level the playing field. It doesn’t take millions of marketing dollars to run a successful Social Media marketing campaign; it just requires a willingness to embrace the ever evolving conversations that take place on your Facebook wall and within the Twitterverse.
You want your Facebook and Twitter profiles to rank when your brand is entered into a Google, Bing or Yahoo search. Why is this important? Think about it as a way of protecting your brand. If you optimize your Facebook and Twitter profiles for search engines, and your website is also optimized for search engines, you are taking steps to have not just one but three search engine results that link back to your site at the top of a search engine results page. That’s powerful.
What’s even more powerful? The combination of search and social. In March, eMarketer released a study indicating that when a consumer was exposed to both branded search results and social media results for a brand, the search clickthrough rates increased by 94%. You’re not just tied to Twitter and Facebook, either. Review sites, blogs and other social media sites drive consumers to clickthrough and, eventually, purchase. It’s time to embrace social media as a means of increasing the visibility of your brand. As always, if you need Search Engine Optimization services or Social Media Marketing direction, a Fruition team member will be happy to talk to you about your ideas and projects.
Brad Anderson is the Executive Director and Founder of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association