Using Search and Social Media to Expand Your Reach
Social signals are influencing search engine rankings, but the other way around, social media marketing is being influenced by search as well. While social media marketing and SEO where often seen as two separate online marketing disciplines in the past, this is no longer true. If you want to execute an effective SEO campaign, you’ll need to know about social media and if you are looking to ramp up your social media efforts, you better make sure that you know what your audience is searching for.
So how can you improve the effectiveness of your social media efforts using search and vice versa?
Find Out What Phrases Your Audience is Looking For
People are bombarded with content when they are browsing the internet these days. They’ll often see something they like on a social network or blog that they want to revisit later. Usually when that time comes they head over to Google and type in a phrase describing what they are looking for. Say they saw a really cool hat that your company makes but they forgot the name of the brand, they might go to Google and search for “funky green cowboy hat”. If you happen to have posted photos of that hat on social networks with that description, chances are your social media page will come up in Google.
Try to find out which phrases people are using when they talk about your product and use this information when creating your content.
Look Beyond Regular Keywords
Since Google is getting much better at interpreting the context of a search, it’s important that you don’t just focus on the keywords which are relevant for your products, but also ones that are relevant in a broader context. Go on social media to find out what potential customers are talking about. For example if you sell barefoot running sandals, you should try to find out what conversations are going on regarding running and running shoes and not only focus on barefoot running conversations. You might find out that a lot of people talk about running marathons or that there is a lot of talk about heel pain (which your product could potentially solve), diet, etc. Based on this you could create series of content about what to eat to prepare for a marathon and how to prepare your body for the stress a marathon can put on your body, suggesting different shoes that can help marathon runners avoid injuries.
Put Your Content on All Relevant Social Networks and Make it Searchable
For your social media campaign to be a success, you need to know on which social networks your target audience is active.…