I am sure you will agree with the statement that having a strong social media presence on sites like Facebook, Twitter and LinkedIn is vital for your company’s digital strategy. Most probably, you are already present in all the above mentioned social media. But are you aware of social search and are you already efficiently using it? If not, let’s find out together what it is, why you need to use it and, most importantly, how you can integrate social search into your overall marketing strategy.
What is ‘social search’?
From the name ‘social search’ you may understand that it is not the same as a ‘traditional search’. Social search takes into account information pertaining to your social graph, in other words, it is a tool which allows social media users to discover content created by their friends, family, and colleagues among others.
Why should you use social search?
Why should you take social search into consideration? Because it will likely play a larger role in how you interact and transact online. You should think of it as an additional, complementary tool to increase your site traffic.
…and How to do this?
1. Use relevant keywords & hashtags
Using relevant keywords and hashtags will help search engines not only find your tweets, LinkedIn connection updated, Facebook and Google+ posts but also identify you as an expert source for that topic. Just check your privacy setting and ensure that your posts aren’t private – otherwise, social search won’t find and show them.
Also, more people are opting for long-tail searches, in other words, they favor more specific keywords over basic search terms. For example, someone searches for “best fashion logo design company”. If these specific keywords aren’t in your post, Google will skip right over it.
2. Link to supporting content
Even if someone pulls up your tweet about your products or services, it doesn’t mean that he is planning to buy any or even click on your website. What to do to increase the chances of the purchase? Link to your bestselling product or service, or the latest blog post about it. Doing so will solve two problems at once: First, when someone clicks on the provided link, he will add traffic to your website. Second, it will increase the likelihood that he will make a purchase and thus increase your sales. Additionally, your website’s social cred with search engines will blow up!
3. Share your distinctiveness
Your posts can remind followers that you are an expert in some area. So use this opportunity! When you write a new blog post, publish a new research or whitepaper, appear in a media article, or even speak at a conference, share it with your audience. This will not only demonstrate your expertise to the world but help you get the conversation going and allow interaction with your existing and potential customers.
4. Content should be relevant
When you use a keyword in your social post, link it to the content on your website which is directly related to that keyword. For example, when you mention the satisfied clients in your post, link it to the page with testimonials. In other cases, Google may penalize you.
Yes, a solid presence in social media is essential for your business success, but there is no shortcut to search engine stardom nowadays. You should always check that you send a right message in the right way to connect with your audience. Focus on consistent, relevant social engagement – this way you can boost your sales and develop stronger customer relations.
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