Advertisers and marketers are always trying to find that
perfect balance of traditional and digital advertising and marketing to reach
their target demographic and audience. With digital advertising and marketing
overtaking much of the budget, agencies are finding out that reaching their
target audience isn't as simple as it used to be. With so many social media
networks, advertising networks and SEO changes that must be updated or added
into the marketing plan, things can get out of hand fast. Often times, all of
these different outlets and networks that you joined will be for naught, as
clients do not see a change in their profit margins. Below are 3 ways that can help
improve profit margins, likes, and retweets.
Leverage Promoted
Posts to Increase Outreach and Link Building
Everyone is familiar with the old ways of content marketing
that are outdated, and in some cases, can often hurt your chances of appearing
higher in search rankings. Nowadays, social media networks such as Linkedin,
Twitter and Facebook allow users and companies to "promote" their posts.
What this essentially does for a company is allow their status, pages, posts or
tweets to get displayed on your target demographics news feed. Targeting a
clients key demographic with these promoted posts using highly relevant content
can help to get a product or business noticed, the content shared, and onto
other newsfeeds and help lead to sales and new followers and fans for a very
low cost.
Create More Effective
Content
It is said over and over, but the key to gaining new fans,
likes and customers is to create fresh, relevant and effective content as often
as possible. By looking through your Google Analytics and determining what
keywords are helping to bring people to your site along with what they are
searching for, and what is the most effective content is, companies can begin
to write content that will help drive more visits to their site. Along with
this, having the social media data of what articles were shared the most will
also help to determine what a company should be writing about. By having this
and a 3-4 month plan, companies can begin to think of complementary blog posts
and articles that will complement those primary posts and articles and help
drive audience engagement activities to those main posts and articles.
Engage the
"Movers and Shakers"
How often is the company engaging with its customers?
Oftentimes companies will simply set-up a social media page and forget it,
leaving the page to potentially be run over with spam messages or worse,
unhappy customer reviews. So how can a company improve upon and build their
social media profiles? Interact, engage and build relationships with your key
influencers (i.e. those people who have a large group of followers, fans,
friends, etc.). These are the people that enjoy your brand and continually
post, tweet or interact with your statuses. By using services such as Klout, your social media team can begin to
compile a list of influencers that your SEO team can begin to build a relationship
with these people by sharing their content, retweeting tweets of theirs,
answering questions, commenting on their posts, etc. Much like a real-life
relationship, things must move slowly and carefully, or risk being seen as "stalker-ish"
and annoying. If done correctly, these types of relationships can help build
the company's social credibility and a better success rate of having
influencers share your content and link back to you.
SEO and social media are no longer two separate teams within
a company. In order for your client to be happy with a digital marketing campaign,
these teams must work together to create a fully operational and successful content
and relationship driven campaign using data from both departments.
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