Social Media Requires A Complete Shift in Thought for Marketers

There is no question about it. Social media is the marketing of today. Although it is not the only form of effective marketing, it is impossible to ignore.

Many businesses and people are trying to take the same old principles for advertising and simply implement them on social  media forums. They are still in the mind set of  broadcasting to as many people as possible.  This is social media suicide! The rules have changed.

Permission-based marketing.

People now want to SEEK out the information they desire without it being in their face. Tools like Tivo and satellite radio reinforce this idea. We now have the wonderful ability to decide what information and messages we receive. For this reason, search engine optimization and being available on many different social media portals is crucial. Each wing of your social media plan allows you to become more available i.e. found more often.  Fully optimizing these avenues is important in achieving the desired result. It is not to be taken lightly. Just like you would not take your traditional marketing campaign lightly.

Content is Key.

Just “being available” is not the only piece of the puzzle. Social media users are looking for relevant, desired content. If the content isn’t there, you should not even bother. Content will allow others to find you and help them become familiar with you at a glance. When you have the relevant content to back you up, you can then disperse your information via social networks. For example, you maintain a blog which holds your content. You then use Twitter, Facebook, and LinkedIn as a means of getting your information out. Just keep in mind, it does not matter how many people see what you are doing if the content is not there to support you.

Building Trust through Communication.

When users see your content and communication, trust and familiarity are built. You must give to get on social media.  Remember that this form of communication is not about you…it’s not about your superiority or product. It’s about the user and engaging them in relevant information that can benefit THEM. These tactics should not be employed if instant gratification is what you crave. Trust and relationships are built over time, but the long-term benefits greatly outweigh the costs.

The Importance of Customer Experience and Branding

I just finished reading the AdAge Digital article entitled: “Why Search May Not Click for Retailers by Abbey Klaassen.

” According to the article, retailers are inclined to throw lots of money into search for this upcoming holiday season, but the truth is, the search trends are showing this may not be such a great idea.

Less than 10% of online retailers’ web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.’s Online division.Nielsen found the majority of retailers’ web traffic (61%, on average) comes from people going directly to a retail site — consumers typing, say, Amazon.com into a browser address bar.

The article also claims that a bulk of the search traffic is attributed to “navigational searches” i.e. typing the name of the brand in the search bar as opposed to a product category.

So what does this all mean?

First of all, I do not think search engine optimization should be ignored. On the contrary, it is of extreme importance.

However, search is unlikely to be effective without a solid brand. This research and article is a prime example of how past customer experiences and branding are of utmost importance.  As a retailer, if your brand is not solid and your past customer experiences are lacking, your success in outward marketing efforts in general (not just search) will be wasted.

This holiday season, what can retailers (and other businesses that hinge upon customer experiences) do to ensure your brand stays ahead? Check out the following helpful links on branding and customer experience to get started.

• Attention Consumer-Based Businesses: Your Brand Represents 50%-80% of Your Value!
• Better Communication = Satisfied Customers
• Once your Advertising Has Done it’s Job, Positive Customer Experience Must Follow Through
• Sniffing for Market Share
• The Power of Words

Feel free to post other helpful blogs and articles!

SEO changes on the way

For everyone who is hesistant about social networking and this elusive “online chatter”, you will be interested to know that changes are on the way!!

In the next 6-18 months Google will be changing their algorithms to include a heavier emphasis on social media. In other words, how viral you are (or how much interacting is happening with your social networking) will have a huge impact on how you rank in Google!!! The two are already linked in such a way that it is almost impossible to have one without the other, but even more so in the months ahead.

Pretty exciting stuff!!