Why your web strategy should include a social media plan (an introduction)

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.