What makes social media more valuable than any other form of
marketing is that it is not just an ad. It connects and engages people like no
other marketing channel and links with every part of your organization’s business.
Taking an integrative approach to social media yields
results that are far greater than the sum of the parts.
The following shows how you can really skyrocket your
marketing campaigns by adding one simple ingredient: social.
1. Add social to your SEO
strategy to create collective momentum.
Google has upwards of 200 unique page ranking factors.
SEOmoz.org, an SEO software development company, tested 150 of these page
ranking factors and found that Facebook shares
was the number one highest correlated metric for achieving a higher
page rank. What does that tell us? If we include share buttons in our owned
media and give people the ability to share our content across the web, the
ranking of our website on search engines will improve. Who really wants to be
on page two of search results anyway?
2. Add social to your
email campaigns and see how 1+1 equals 3, or 5 or maybe 60?
ChiefMarketer.com conducted a study of email campaigns and
found out that including a social sharing option in email messages can increase
click-through rates as much as 30%. And why does that matter? A click-through
rate (CTR) is the number of recipients who clicked on a link, button, call to
action, etc. in your email and therefore, engaged with the content of our email
in order to land on your website, blog, E-commerce platform or any other
desired location. And YES, that is the goal of email. Thus, the CTR is an
important metric to understand the effectiveness of your campaign.
Aside from increasing the CTR of your emails, social media,
specifically social sites, are a valuable tool for cultivating your email
opt-in list and newsletter sign-up forms. Once your campaign went out to your
initial subscriber list, share and like buttons can broadcast your content and
brand messages to a far wider audience than just that initial list of
recipients. And that is how 1 email + 1 recipient could equal potentially
thousands of friends and followers in your recipient’s social network that now
all know about your brand and products.
3. Add social to display
to achieve unparalleled reach.
Display targets new customers and segmented audiences on
millions of websites. Display’s biggest problem is that it often gets ignored.
Our brains are so cluttered with all the ads we are bombarded with every day
that it is almost a reflex to pass over display and banner ads. Our minds
perceive them merely as noise on the web.
Social, however, does not get ignored because social is not
recognized as an ad. Like and retweet buttons are clicked often and allow
companies to share brand content to social audiences and to an infinite number
of their friends and followers.
By converging social and display, brands don’t have to limit
their marketing to only their owned media properties (their websites and owned
social profiles) but can extend the social power across the web and generate
meaningful engagement with consumers on millions of websites.
There is so much more that social can do to amplify your campaigns than
what is listed here but I hope this brief summary gave you some food for
thought. There is a reason why Business Insider calls Social Media “the most
powerful form of internet advertisement available today.”
Now, go out, add the secret (social) ingredient and see how your
marketing campaigns, too, can skyrocket.
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