Ecommerce
Why you need to invest in social marketing to rank in Google
Most companies over the years have decided to embrace social media as an online marketing channel; however, the majority of businesses have not been using this key business tool to its full potential. Al Keck explains how to get the most out of social marketing
of these platforms are unofficially used within the Google ranking criteria.
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Why should I use social marketing? All firms should invest in social marketing, not
only to increase brand awareness but also to add value and build relationships with the readers and influencers within the industry. When creating a social marketing strategy, the only thing that is important is to add value and ensure that your content is benefit driven. Most people use social media to broadcast
their own content, providing information to their customers based on; latest news, sales promotions and providing sales heavy blog posts. This content is all about the company and has no or little benefit to the reader/customer. As social marketing is a key factor for
increasing your websites social authority, domain authority and your Google ranking position, it is best practice to create ‘high quality’ content to ensure you increase your social currency. The higher the level of social signals and engagement, the more favourably Google will look upon your website.
What are social signals? Social signals are created whenever someone
interacts, shares or comments on a web article or a post on your social site.
Do Social Signals Increase My Google Ranking? This is a hotly contested subject, one which
differs in opinion. Many experts have done their own studies into this area, with the answer being that no-one really knows. But if we look at it from Google’s point of view, they only want to show the results that give the user the best experience. If a website has a large number of external links from authority websites, but nobody is talking about this website over social
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t has been proven in recent years that social engagement is a key factor for boosting your websites authority and social signals. Some
media, does this look a bit suspicious to Google? The answer is yes and this is what caused the
massive downfall of a number of Private Blog Networks as these high authority sites had no social engagement and therefore looked unnatural. Google is all about natural signals and if a
website has very little social interaction, then it would downgrade it against a website that has a higher social engagement. To increase social activity you should be
adopting a benefit based social marketing strategy.
The top 5 things you should be doing on social media to increase your social signals 1. Engage with your customers - use social media as an extension of their overall customer service Action tip: Keep an eye on your social content
and reply to customers queries. On Facebook, once you have created your post, monitor the comments and answer people’s questions/concerns. You can even give your customers further directions to get in touch (call you, up-sell or pop in).
2. Talk to people in your industry – interact with influencers in your industry and build relationships Action tip: Find large Facebook groups and
pages populated by people in your industry/location, and follow them. Make sure you interact on their pages (likes, comments and shares). You can then direct contact to start building a relationship.
3. Promote other peoples content – dilute your only content to add value for your followers Action tip: By following some great social
pages this provides you with a large amount of fresh, unique content that adds value to your own website/social pages. If it is based upon content subjects you have previously covered,
this enhances your own content/brand message while also adding value to your readers/social followers.
4. Create value added content based on customer’s queries to enhance their experience Action tip: From reading blogs, forums and
other industry websites you can pick up some really great ideas on creating content that is based upon your customers. By reading industry social media pages, you can usually find certain questions that get raised a number of times by your customers and you can create pieces of content around these queries. Remember the old adage, if one person asks a question, how many more people have the same query but just don’t ask it?
5. When writing content reference other peoples work and invite them to respond over your social network Action tip: Create content, that references
other people’s work within the industry. By referencing these influencers in your content you will then be able to contact them and get them to share and engage in your content, as they have been mentioned as an expert within your piece. This is also known in the industry as ‘ego baiting’. As you can see it is all about sharing and
adding value to your customers and target market, which is not company focused. By creating sharable content, people are
more likely to share it and reference your company, aiding in the social interaction and boosting your social signals to enhance your websites ranking position. Does your social media strategy follow this
framework? Do you find it difficult knowing what content to produce for sharing on your social media platforms? For more information on how we can assist on a social media strategy, contact us:
info@toinfinity.co.uk
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