Nice walk to dinner in Chi-town last night...
I’m sitting at Denver International Airport, waiting to board a flight to Chicago, where I’ll be conducting a kickoff meeting and initial training about social media for my company’s newest client.
As with many firms, the client has worked hard to create an array of online experiences — a deep, well-branded retail website, advertising, even microsites with very specific content or messaging. They spared no expense to create a web presence that caters to their target markets and ensures relevant value propositions.
But they’re finding that, no matter how gorgeous the website (e.g.another client), no matter how powerful the content, without appropriate outreach, traffic can become stagnant. Many companies still build and rebuild their websites without a plan for driving traffic.
Businesses are learning that social media tactics are an affordable, essential way to create conversions.
Keyword campaigns are important, and definitely have their place. Every online strategy plan should include some proven search methods. But keywords only work when your target audience is looking for you or something related to what you offer.
Keyword strategies are about search; social media strategies are about discovery.
Maximizing your social media presence means identifying where your target demographics (or, better yet, psychographics) are already gathering, and engaging them there. Not only does your traffic become more qualified, but you also get the added benefit of better search indexing.
Social media outreach means going where your audiences already gather, and giving them a reason to pay you a visit.
Comments
Companies need to use social media as a way to gain market share AND as a way to keep track of what their customers think/feel about their products and services. Consider how many people in your social circle know the story about Comcast or Dell. They turned a problem (poor customer service posts) into good PR for their companies. Both now have Community Managers employed to "watch" for this on the web and reach out to dissatisfied customers.
I own a CRM company and we are starting to be an outsource for our clients to keep tack of online media buzz for them and their competition.
Great article!
What struck a chord was your choice of "discovery". That's the key: http://www.maxgladwell.com/2008/09/discovery-marketing-one-step-ahead-of-word-of-mouth/
Great stuff.
interesting, i'll be back later http://recompostaje.com/img/sexy/
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