Social Web Marketing offers businesses a place to listen in on their customers and competitors conversations, a place to get to know hundreds or thousands of people in a very short amount of time, a place to grow your loyal customer base, a place to increase business revenues.
Back in the 2000 when I got started in SEO, social marketing did not exist. Facebook business pages, YouTube, Twitter, LinkedIn, Instagram and other popular social media platforms weren’t even thought of then. And really, that wasn’t that long ago.
That just proves how fast web marketing advances. Nothing stays the same for too long.
It is keeping current with these changes that can be challenging and that is what the Web Marketing Show podcast is all about. Keeping business owners and entrepreneurs who need straightforward online marketing strategy answers updated so you don’t fall behind.
And because time matters… let’s dive right into today’s topic… Social Web Marketing
This is a topic that continuously evolves. And as businesses or any website owner that wants to gain website visitors recognizes how valuable participating in social is, I believe they will devote more time and resources to social web marketing tactics, which when done right can be very effective in growing a business, yet implementing successful strategies can often be overwhelming .
What is Social Web Marketing?
According to Wikipedia, Social media marketing refers to the process of gaining website traffic or attention through social media sites.
Many refer to social web marketing as social media marketing. I believe the phrase social web marketing is a better descriptive phrase than social media marketing because in my opinion, 99% of the time, the primary purpose of any social marketing campaign should ultimately be used to gain web traffic. A social marketing tactic is used to divert someone from FaceBook, Pinterest, YouTube or LinkedIn back to your website.
I wonder if I can get through a podcast episode without saying this… your website is your online marketing foundation? Probably not.
To emphasis what I mean… I strongly believe most of the time, social marketing strategies should be implemented to drive prospective customers back to your website. Because your website is where you have control over the content, user experience, your call to actions and the place that is uniquely yours.
Today social media has become as popular as Google. Online social platforms are where our past, current and future customers hang out. And it just is good business to hang out with them where they are at and socialize with them. So where do you begin?
Recently I read a book by the New York bestselling author and social media expert, Gary Vaynerchuk. The book shares hard-won advice on how to connect with customers and beat your online competition. It was one of the best social marketing how-to-do-it-right books I have read in a long time. The book is titled “Jab, Jab, Jab, Right Hook… How to tell your story in a noisy social world.”
- some tactics taken from the book, others are mine.
- i suggest you read it.
- link to book in show notes located at webmarketingshow.com/11
- in fact… moving forward I am going to create a page at webmarketingshow.com/resources where I will organize and list this book and all other tools and resources I discuss at the Web Marketing Show so you can easily get to all the goodies.
Earlier I mentioned that social marketing can be overwhelming. Here is what Gary says:
“My advice to marketers is to stop complaining and start creating micro-content worth the money it will take you to successfully reach the customers Facebook is now guarding so carefully. Get more entrepreneurial. Figure out how to work the system and get the most bang for your buck.” – Gary Vaynerchuk
What are the best social web marketing strategies to successfully reach customers? Tactics you can do today to engage, get noticed, increase brand awareness and interact with those that matter to your business on social? I am going to share 5 strategies to help eliminate confusion and get the best results.
Here we go…
5 Valuable Social Web Marketing Strategies
Social Web Marketing Tactic #1
Bring them back to your website.
- social marketing is a tactic to gain web traffic.
- you control / build your customer database and lists not Facebook’s
- you own / it can’t be taken away.
- call to actions / what actions do you want to occur? / know this before you ever post anything. For example…
- if I was going to upload a picture to Pinterest I would first know that my image needs to invite clicks. My objective is to upload an image that grabs attention and gets viewers to want to learn more, so they click on the image which leads them back to a landing page on my website.
- if i wanted to post a tweet on Twitter my objective might be to provide value in front of thousands of people. So I might offer a suggestion or solution by replying to a tweet when someone has a question or is reaching out for ideas. By doing this I would creating trust by offering value not only to the person I replied to but all of his followers too.
Social Web Marketing Tactic #2
You don’t need to be everywhere.
- be where your audience is.
- don’t try to be everywhere / get diluted
- listen / engage (you’ll get back what you put in)
- pick one to three and nail it!
- better to do less than be non-effective at any.
Social Web Marketing Tactic #3
Be useful. Provide value.
- it’s not about you…/no bragging or boosting
On a typical day, our Facebook News Feeds are full of swagger and bravado. Someone always has something to brag about. Such as…
“I am so honored to announce…”
“I am excited to tell everyone…”
“Guess what happened to me?!”
You know you or your company is bragging or too boastful when you are posting content that contains these type of statements.
- no selling.
- must be genuine.
- must be valuable.
- unique and authenticate.
Social Web Marketing Tactic #4
Understand what and how to produce social media platform specific results-driven content.
Each social media platform has a different vibe or its own unique fundamental best practices.
For example, you would not post the identical piece of content to LinkedIn that you would on FaceBook. LinkedIn has a more professional atmosphere and FaceBook is a platform where you can get away with publishing less than professional-like content.
When you fine tune your social marketing campaigns by platform you become more familiar with what works or what type of content produces the best results on that platform. Let me share examples of what I mean to produce social media platform specific results-driven content:
If your business had a YouTube Channel…. you’d probably..
- YouTube > tend to produce 3 minute videos verses 30 minute videos / upload a bright colored image for the video cover / serious thought into a headline that grabs attention / put your website URL in the description / create playlists / taken time to create a visually appealing YouTube channel.
When posting or publishing videos on YouTube you would do so in a manner that utilized specific YouTube best practices to generate the business objective or desired outcomes.
Let’s look at producing results-driven content for FaceBook.
- if FaceBook > pictures / listen in and talk about what your customers are talking about /(show the that what is important to them is also important to you – you can relate to them / you’d probably like, comment and share relevant useful content published by your customers or newsworthy info / run contests and fun promotions to influence engagement and create a buzz / you wouldn’t post a 600 word piece of content, that type of content is best when published in the form of a blog post and resides on your website….although you could post a blog post summary with a read more tag and link back to the original post on your website.
Social Web Marketing Tactic #5
Keep it simple.
Per Gary Vaynerchuk… “Stop thinking about your content as content. Think of it rather as micro-content – tiny, unique nuggets of information, humor, commentary, or inspiration that you can re-imagine every day, even every hour, as you respond to today’s culture, conversations, and current events in real time in a platform’s native language and format.
- think of Apple / less is more
- make it visually appealing.
- make it relate-able.
- make it memorable
- viral / broader reach / new eyeballs
Social Web Marketing Does Not Need to be Overwhelming
- Remember your #1 objective: usually to bring them back to your website. Another might be to provide value and create trust in front of a large audience. Think through your social web marketing tactic before you post.Always have an objective.
- If you are overwhelmed.. you might be to spread out / consider focusing on less platforms.
- be useful. listen. provide value. engage.don’t sell. don’t be boastful or braggy.
- produce micro-content / less is more / Make it witty and attention grabbing. Don’t do what everyone else is doing. Images and videos are winners.
Marketing for Social Summary
When I began SEO I did not need to consider social. Today that is not true. Social web marketing strategies are now an intricate component to all of my clients online marketing campaigns. The internet has changed and we need to embrace these changes. Most often when embraced these are opportunities.
- What tactics have you used?
- what have been your biggest obstacle?
- how many different social media platforms do you participate in?
I’d love to hear your strategies and stories. Please head to webmarketingshow.com/11 and leave a comment. I will be working on webmarketingshow.com/resources so stay tuned.
Web Marketing Show Episode 11 Word
What year was Twitter created?
Twitter was created in March 2006 by Jack Dorsey, Evan Williams, Biz Stone and Noah Glass and by July 2006, the site was launched. The service rapidly gained worldwide popularity, with 500 million registered users in 2012, who posted 340 million tweets per day. The service also handled 1.6 billion search queries per day. In 2013 Twitter was one of the ten most-visited websites, and has been described as “the SMS of the Internet.”
On the next episode we are going to get a little geek with the topic of XML sitemaps. XML sitemaps are one of the most not understand website marketing tactics yet after you hear what I have to say… you will want to be certain you have one and it is properly configured.
I am glad you listened. Stop by… leave a comment, suggestion or question. I can always be reached at firstname.lastname@example.org or (612) 414-2541.
Because time matters use these 5 social web marketing strategies I talked about to make adjustments or refine your existing campaigns. We’ll be glad you did.