Category Archives: blog

Remarketing 101

More and more, clients are asking about remarketing and all of its glory. They hear about the power of remarketing, but they don’t know exactly what it does. Simply put, remarketing is an assortment of strategies used to connect with audiences who are already interested in your products or service, have been to your site, or have visited your competitor’s site. Remarketing targets audiences who have a high potential of converting. Using incentives, the goal of these campaigns are to get highly relevant audiences to your site to either sign up for your service or buy your product. When used correctly, these strategies have been known to be very effective.

Remarketing 101

There are several different types of strategies Remarketing can often refer to. The first is “standard remarketing”. This type of remarketing targets audiences who’ve actually visited your site and left without converting into sales or leads. These are people who’ve found in a search and clicked on your ad. They spent time on your site, looking at different pages, and then they left. Another version of remarketing is known as “re-targeting”. This strategy targets audiences who’ve not yet been to your site but have visited your competitor’s site. Similar to this option of audiences, you have “in-market targeting” and “affinity retargeting”. In-market refers to people who’ve looked for products similar to yours in search over the last 60 days. Affinity targeting refers to audiences who have a long term interest in your product or service. Ads show to these individuals in form of text ads, image ads, and video ads.

Remarketing ad-copies can be displayed in a variety of places. Using Google’s Display Network, remarketing ads can show up in search results, on designated websites of similar interest, and even on YouTube. Considered as “video remarketing”, specific YouTube ads act as commercials that play prior to selected videos on YouTube. This type of ad can play anywhere from 10 seconds to a full minute. They possess a call-to-action or custom incentive, and when clicked on, they transition the audience right to your website allowing them to convert. Using a variation of these ad-copies will allow you to reach a larger target audience.

Remarketing is one of the strongest forms of PPC available. Targeting audiences who have a certain level of interest in your market creates a great opportunity for conversion. These ads are also often cheaper to run than traditional keyword based advertisements. Pairing both search and remarketing ads is a great way to recapture audiences who are likely to convert on your site. During your next PPC meeting consider discussing this with your PPC expert.

Quick and Easy SEO Tips for Small Businesses

For many the mystery of SEO can seem complex and foreign. If you are running a small business you may feel that SEO is too much for you to tackle on your own, and too expensive to hire out for. We are happy to say that SEO does not need to be complicated. Even more so, utilizing the SEO strategies laid out below can have a truly large impact on your small business.

  1. Make sure you set up a Google My Business Account and claim your physical address if you serve people locally. This will allow you the potential to appear in local search results when users near you are searching for your type of business. It’s also best to fully optimize fill out everything when setting this up. 

    SEO Tips

  2. Make sure your website is mobile friendly. There are many simple plugins for different CMS’ that can allow you to do this simply and fairly quickly.

  3. Utilize Google Search Console. This is a free tool offered by Google that will keep you updated on your website’s performance in Google Search and any errors the Google bots come across. You can get started here: https://www.google.com/webmasters/tools

  4. Keep up with Industry News. Things can change rapidly within the SEO world. Find a few SEO blogs such as Search Engine News and Search Engine Land and follow the newest trends and updates, to ensure that your website is in compliance.

  5. Maintain a Blog and Fresh Content. Relevant, fresh content can help you rank for your targeted keywords. Make sure you are not just creating content for SEO purposes, but that the content is useful and interesting to the readers of your website. It should also help answer the questions they have (the search intent). If you do decide to start and maintain a blog, make sure you update it at least once a month.

  6. Use a clear URL structure on your website. Visitors should be able to have a strong idea of what the page is about by looking at the URL.
    1. Good Example: http://landscapingcompany.com/service-offerings
    2. Bad Example: http://landscapingcompany.com/123-landco-offer

  7. Utilize internal linking to better optimize your website. Linking internally between relevant topics and themes on your website is not only helpful for Google and other search engines to understand what your website is about, but also helpful to users as they navigate their way through the website.

  8. Install and utilize Google Analytics for your website. This free tool from Google will show you all of the different traffic types, and how much of it, is coming into your website. It also reveals different locations visitors are coming from, the keywords they use to find the website in the SERPs and which pages on the website are getting the most traffic. You can also set up goal and conversion tracking to see how effective different forms and other items are on the website. You can get started here: https://analytics.google.com/analytics

  9. Encourage Reviews on Google My Business, Facebook and Yelp. Reviews not only help to drive conversions, but they also help with your local visibility in the Google Map Pack and SERPs. seo12

  10. Write a unique title tag for every page. Try and naturally incorporate keyword phrases related to the page.

 

 

It’s all about micro moments!

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So obviously your first question is: “what is a micro moment?”  To keep it simple, a micro moment is when an individual instinctively turns to a device, and more often than not these days it is a mobile device (better known to some of us as that thing that rules our lives), for an immediate answer to their needs. This can be a simple as finding the answer to a random question that came up during girl’s night, to a more impactful example of “nearest pizza place.” Micro moments are rapidly shaping the means by which decisions are being made by consumers, and preferences are being shaped.

So your second question might be: “why is this important to my business?” To be blunt, you need to be the company that is found when users make these searches. They are asking the question, and you need to make sure your company and online resources are answering those questions. With over 2 billion (that’s right I said billion) searches a day on Google, you can’t afford to be lost in the crowd. You company needs to stand out for all the right reasons. Micro moments demand immediate results. These need to know now users are changing the game of online searches with their need for instant gratification. They want information that will feed their hunger for knowledge, and this doesn’t always promote brand loyalty. This doesn’t mean your brand means nothing, but rather than picking a name because we know it, we are now picking the name because it is loyal to our needs as consumers.

It is more important now than ever to make sure your information shows up at the right place at the right time. It is vital that content put forth by a company not only be accurate, but that it satisfy the user to the point that you can increase your bottom line. Micro moments are intent driven actions. Think of it this way, “I want what I want, when I want it!” To capitalize on micro moments, one must be readily available with the right information.  Your online platforms must provide the answer to the question, whether it be a website, or social media platform, it is vital that you utilize all of the tools at your disposal for this ideal to work.

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A.I. Is Taking Over: RankBrain’s Prominent Future at Google

Google’s created a machine learning program called RankBrain which was incorporated into Google’s algorithm in 2015.  You may be asking what exactly machine learning is and if so, you are not alone.  Machine learning is when a machine actually teaches itself how to do something rather than being taught by a human.  It presents a great opportunity for Google to make the search results for you even better and that is why we should all care.

What exactly is RankBrain then and what is it doing for Google?  There are snippets of information available about RankBrain but there are also many things that not only we but also Google doesn’t fully even understand.  Google has explained some of the reasons for adding this to its algorithm but we still have a lot to learn.  For one, there are many searches that happen that Google is never able to actually review.  With this particular A.I. it gives Google the opportunity to review the quality of those searches without having a person on the Google team engage with the results.  Next, it provides the chance for you to actually be rewarded for having the best information about your product or service because it can compare you against the competition and give you a ranking based off what the A.I. has learned on your specific subject.

RankBrain was already a very prominent part of the algorithm with reports saying that it is the third most important part of the algorithm and it looks like that is only going to become more important.  The previous Head of Search at Google Amit Singhal recently retired after helping shape Google for the last 15 years.  He is being replaced by John Giannandrea who was previously the head of artificial intelligence at Google.  The two divisions are merging to become one moving forward.  All signs point to Mr. Giannandrea further integrating artificial intelligence and RankBrain into the search algorithm.  How will this continue to evolve, adapt, and refine search results?  Only time will tell but it is a safe bet that John Giannandrea has plans for his A.I.’s future at Google.

AdWords Quality Score Can Now Be Reverse-Engineered

Having a high Quality Score is key when it comes to maximizing AdWords results. Previously it has been very difficult to work with Quality Score, as Google has not easily allowed you to diagnose all of the factors that make up Quality Score.

Recently Google changed its API making this possible, so we would like to share some valuable insights into Quality Score factors.

Why a high Quality Score is crucial?

Quality Score, ad extensions metrics, and your bid, is how Google determines your Ad Rank. Quality Score is the second biggest component of Ad Rank, with only your bid being more important.

When you raise your Quality Score, you can expect some of the following to happen:

  • Your average page position rises.
  • Your costs-per-click (CPCs) lowers.
  • Your CPCs decrease, and your average position rise.

You may also see your average page position increase and your average CPC lower, as you’re now beating a different company in the auction.

Overall, when you can’t raise your bid but you want to raise your average position, then the only thing you can do is increase your Quality Score.

The Quality Score factors

There are three main factors that make up Quality Score:

  • click-through rate (CTR),
  • ad relevance
  • keyword relevance
  • landing page experience.

Previously, it was very difficult (if not impossible) to see these factors for every keyword.

Reverse-engineering the Quality Score factors

Google recently launched the newest version of its API that allows optimizers to download each Quality Score factor individually. Along with its status (average, below average, above average) for every search keyword within the account. Meaning; we can now analyze (at scale) how Google weights the factors and determines the actual Quality Score.

To understand this formula, you need to understand how Google weight each factor. You can look at the table below to see how many points you get based upon your Quality Score factor and how good it is:

Landing Page Experience Ad Relevance CTR
Above average 3.5 2 3.5
Average 1.75 1 1.75
Below average 0 0 0

 

The formula is simply: 1 + Landing Page Experience weight + Ad Relevance weight + CTR weight.

For instance, let’s say you have these factors:

  • Landing Page Experience: average — 1.75 points
  • Ad Relevance: above average — 2 points
  • CTR: average — 1.75 points

Then your Quality Score is: 1 + 1.75 (LPE) + 2 (Relevance) + 1.75 (CTR) = 6.5. As Google doesn’t show fractions, this is rounded to a 7, which can be seen inside your API account.

Therefore, if you can improve your landing page experience or your CTR to above-average from average, your Quality Score would go up 1.75 points to an 8.25, which would be displayed as an 8.

Now that we know the weightings and the formula, we can also see the actual weightings. Meaning we can deconstruct, reverse engineer, and dial-in quality score like never before!

I Can’t Make You Love Me: Google’s Complicated Relationship with SEOs

Earlier this week, Google confirmed that they were removing their Toolbar PageRank Chrome extension, removing the information entirely from the public view. For most of us, the world will continue to spin. But even though the PageRank score has not been updated in years, it was an important litmus test in the SEO repertoire. This isn’t the only time an all-important tool was plucked from search engine marketer hands, either. Late last year, Google removed location settings in their search tools. The primary reason? It wasn’t being used enough by anyone other than SEOs. In fact, search tool filters have dropped from 9 to 2 over the last two years. You don’t have to live on Baker Street to notice a pattern…

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Does Google hate SEOs?

The answer is yes.

Well… not really…

It’s complicated.

Strap on your billion dollar, self-driving Google shoes and think… What does your search engine do? Simply put, it provides the most relevant information based upon a search query. Now, what do SEOs do? They help sites rank better in Google. Sounds like these go hand in hand, right? In a perfect world, yes. Reputable SEOs (like your friends at SocialSEO) do this by improving the site as a whole. Creating unique, high quality content that reinforces highly researched keyword phrases, developing and implementing a robust link earning strategy, keeping your SEO knowledge up to date, improving the overall user experience through strong Web Design, posting on Social Media, developing a strong Pay-Per-Click strategy… These tweaks help sites rank strongly because they provide a better answer to a user’s question. Google likes this. Dare we say, Google loves this.

But we all can’t be as good as SocialSEO.

There’s a whole separate spectrum of the SEO world called Black Hat SEO. And Google does not like Black Hat SEO. Consider Black Hat strategies as SEO on steroids. This is not “on steroids” as in “espresso is coffee on steroids,” but more along the lines of “Lance Armstrong who?”. Basically, it’s against the rules, heavily frowned upon by the community, and while it can get you some short term gains, getting caught could wind up giving you a hefty penalty. Black Hats understand what Google likes. What makes their actions shady is how they go about getting it. Links are not earned, but purchased. Keywords aren’t integrated, but spammed. Black Hats take what they want instead of earning it. And that’s a no-no.

So does Google hate SEOs? The answer is yes. That’s because a good SEO isn’t really SEO at all, but more the proper way to build, nurture, and grow your website the way Google intends. So if you develop a strong, White Hat SEO strategy, or hire one of the best in the business, your site can naturally rank well, and you can find your happily ever after.

5 Tips to Create a Successful Facebook Ad Campaign

Have you heard of Facebook Advertising and want to start using it for your business?

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Do you want to step up your game and make your ads perform more effectively?

With any social media ad campaign, there are hundreds of different approaches you can take.  Ads can be informative, engaging, funny, and interactive, but ultimately an ad is established to accomplish a set goal or objective.  That goal could be to increase your brands awareness, web traffic, video views, engagement, or even your audience following.  Whichever objective you choose for social media advertising, ensure that your objective is clear and is used to benefit your business in some way.

Below you will find 5 helpful tips on creating a successful Facebook ad campaign.  These tips are commonly used strategies and can help boost your overall ad performance.

#1 Customized Targeted Audience

With Facebook advertising it is possible to reach small or large audiences dependent on your target demographic.  To establish your target audience you can either use your current demographic statistics from your marketing department or utilize the custom audience tool within the Facebook Ads Manager.

Facebook ad campaign

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If your Facebook business page has greater than 1,000 following fans, then you can see what demographic your page following has, or you can see everyone’s targeted interests on Facebook.  Choosing everyone on Facebook allows you to delve down into your target market by depicting different audience interests, behaviors and even lifestyle practices.  This will allow you to see the typical audience those specifics items attract.

Creating a Facebook Ad Campaign

You will then be able to see demographics, what pages the audience typically likes, where they are located, their current Facebook activity, household demographics as well as purchase behaviors.  By utilizing this it can help you establish a more accurate target market that already exist for your business and helps tailor your Facebook ads to an audience that is going to respond positively.

Once you establish your target market you can then test your ad campaign with different eye-catching ad copy.

#2 Ad Copy A/B Split Testing

Creating similar ads to your existing campaign can help you determine which ad copy and graphics your audience responds to the best.  By doing this, you can test different call-to-actions, photos, and eye-catching text.

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Once you are able to determine a successful ad copy strategy, you will then be able to modify that strategy as needed throughout the campaign.  Ensure that you keep your text and photos fresh, so users don’t become bored or respond negatively to the ads.

#3 Synch your ads to Instagram

Not too long ago, Facebook bought Instagram which allowed for both channels to share the same advertising platform.  This allows marketers to utilize a two-for-one approach by having ads show up on both social media platforms.  Now, typically Instagram is not a platform for every business type, but it can be a beneficial asset.

#4 Don’t slack on graphics

Nobody wants to see a picture they can’t make out or understand.  Ensure your graphics are high-quality and relate to what it is you are trying to promote.  If you don’t have an established graphics history with your business, you can always utilize Facebook free stock images that is powered by Shutterstock.  This feature can be a lifesaver if your business or client does not have up-to-date marketing materials.

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#5 Monitor progress with the Power Editor

Facebook’s ad performance tracking capabilities are far more advanced than other social media advertising platforms.  By utilizing the power editor you can see oodles of goodness like the age & gender your ads respond best to, how often the ads are shown per person, relevancy scores (similar to Google’s quality score), where the ads are being placed on what devices as well as regions or cities the ads are showing up in.  Not only are you able to decipher which demographic and devices your ads are performing best on, but it will also show you statistics like, avg. click through rates (CTR), cost per 1,000 impressions, how many page likes you received, and more.

The possibilities are endless when it comes to creating and maintaining a successful ad campaign.  Ensuring that you are utilizing these easy 5 tips is a great start at creating a successful Facebook ad campaign.  If you want help managing and growing your Facebook ad campaign, contact the social media marketing specialists at SocialSEO today.

Google Launches Accelerated Mobile Pages (AMP) – What This Means For Marketers

We’re only three months into the new year and Google continues to surprise us with changes that affect how we search on the internet.  In January, we caught wind of Google’s Core Ranking Algorithm update, in which we’re still anxiously awaiting the official roll out of Penguin 4.0. Also, just last week all of the ads on the right-hand side of search engine results vanished.  The latest change is completely focused on the mobile user experience.  Accelerated Mobile Pages (AMP) allow mobile users to quickly find information that they are searching for without being bombarded by ads and pop ups.  Google explained that their objective was to “dramatically improve the performance of the mobile web by creating open technical standards to boost page speed and streamline ads with hopes that the ecosystem can build a faster, more engaging mobile web that will benefit everyone.” (Search Engine Land)

As we all know, mobile usage has become more popular than desktop usage in recent months.  But this does not necessarily include using mobile devices to look at web results.  The internet has become so cluttered with advertisements and pop ups that users tend to search for information via apps instead of typing their search queries into Google.  “Only five percent of mobile media time is spent with the mobile web, according to the most recent data from Yahoo’s Flurry unit.” (Search Engine Land) In order to reverse this trend, Google started working on AMP back in October. AMP is structured in a way where ads cannot block page content and they “load about 4X faster and use 1/10 the data of pages not built in AMP.” This really fortifies the user experience on mobile phones.

Part of Google’s ranking algorithm takes into consideration whether a website is mobile-friendly and loads quickly.  If a website is not mobile-friendly and loads slowly, there is virtually no chance that it will show up among the top results.   Google is all about the user experience for the consumer.  AMP is heightening that experience even more by delivering these instant articles.  While AMP is not currently a ranking factor for Google, it would not be surprising if this changed in the future due to the increased user experience consumers will receive.

If you haven’t seen an AMP yet, check out the search query below for information on “gravitational waves” from Search Engine Land.  In the first photo, you will notice a carousel of AMP pages right at the top of the search engine results.  When you click on an AMP result, you will be brought to an article that fits your screen perfectly and is not being blocked by advertisements, as shown in the second and third pictures.

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So now that you’ve been reading about Google’s new feature, how can you optimize your pages for a better user experience?  We won’t get down to the nitty-gritty on how to “AMP” your website, but here are a few basic principles behind the optimization process.

  • Maintain two versions of any article – original version and AMP version
  • AMP pages cannot contain contact forms, comments, any other submission forms
  • It is very likely that you’ll have to rewrite your website template to accommodate AMP restrictions to keep them within the loading speed guidelines
  • Follow AMP image size guidelines
  • Make sure your schema.org data markup is correct. “Schema.org meta data is a requirement to make your content eligible to appear in the demo of the Google Search news carousel.” (Search Engine Land)

AMP is still very new. Remember, it rolled out right at the end of February, so we will continue to see the project evolve to better suit users’ needs.  Currently, it does not support all pages and user experiences across the internet. AMP is primarily designed for publishing and content sites where users will find articles and news, but it is not optimized for e-commerce platforms yet.  Google has plans to progress it to being a great platform for all sites.

 

For more information on how AMP works, contact the specialists at SocialSEO.

I Got 99 Problems But A Schema Ain’t One

Schema has evolved over the last few years to play a now almost crucial role in SEO, making it one of the foundations for a successful campaign of local, national and E-commerce businesses.  In fact, in late 2015 John Mueller of Google actually went so far as to say that structured data markups like schema could become a ranking signal at some point.

The basic idea is that you use a semantic markup code to further identify the “juicy bits” of your webpage that could provide the most relevant information to searchers and users.  This markup, in turn then helps the search engines associate your newly marked up content with user queries, building the bridge of relevance between your content and what the searcher is looking for.

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So just exactly why are these bits juicy?  The name, address and contact info provides relevant and important information to a visitor.  Using a “local business” schema markup here we can send a signal to the search engines telling exactly what these lines of text are about.  The search engine doesn’t have to decide what this content is about, instead, we’re telling it.  We designate the address, phone number and contact information and associate it with the domain, the business and the geographic area.

Kiss Metrics put it best “Schema tells the search engines what your data means, not just what it says.

The local business schema is only of one of a huge range of schema markups that can used.  Everything from people and places to products, events and brands can be marked up. Some of the most common markups that can be used for almost any site are:

  • Local business
  • Event
  • Aggregate Rating
  • Organization
  • Product
  • Blog Post
  • Person

You can find a full list of objects and places available markup on schema.org

Ok, so a schema markup can tell the search engines what my page is about, is that it?2016-02-26_1428

Not by a long shot!

In addition to helping communicate information, schema can help to get nifty rich snippets to appear in search results.  What are rich snippets?  They’re those little additions in a SERP aside from the page title and meta description that can give even more information to searchers and help with CTR.

We’re not done yet though..

Schema can also help to influence the Google Knowledge Graph results. The Knowledge Graph is that fun little box on the right side some search results that shows information about the entity you’re searching on.  It could be a logo, location, company information, competitor’s, photos and more.

In a lot of cases Google creates these on their own with information they’ve dredged up from across the net.

With schema, you can help to influence what information goes into these.  Better to tell Google what you want displayed then let them decided for themselves.  There have been reports of incorrect or even competitors info being pulled into Knowledge Graph results.

That being said, just because you mark it up with schema, there’s no guarantee that Google will display it, but it’s better than having nothing at all.

This whole schema thing sounds awesome, should I just mark up everything I possibly can?2

Probably not.  As with all good things, there will always be people who abuse it (this is why Google won’t let us have nice things).

Google has a spam manual action for “Spammy Structured Markup”.

“Markup on some pages on this site appears to use techniques such as marking up content that is invisible to users, marking up irrelevant or misleading content, and/or other manipulative behavior that violates Google’s Rich Snippet Quality guidelines.”

Schema should only be used when and where it’s appropriate, so if you’re in doubt, best not to risk the black eye from our benevolent search overlords.  You’ve got your 99 problems, don’t let schema spam be one.

Ready to learn more?  Here’s some great starting points.

Want to learn even more about schema? Call the experts at SocialSEO today for more information.

Is Social Media Marketing Really Worth the Investment?

One of the hardest things for business owners to measure is the ROI of social media marketing.  Oftentimes, we hear complaints about all of the time wasted posting pictures and updates on social media channels only to gather one or two likes and maybe a comment.  It makes business owners feel like they are throwing a ton of money into a black hole and that they will never see an adequate return on investment.  The problem lies with a lack of understanding how the process of social media marketing actually helps businesses in the long run.info

You cannot guarantee a high ROI from social media marketing right out of the gate, same goes for any marketing strategy.  Unless a customer purchases something from your business and indicates that they came to you based on a specific marketing channel, nailing down an exact ROI can be tricky for all marketing campaigns.  With billions of monthly active users on social media channels, your business can’t afford not to get in the social game.  “The number of people saying that they turn to social media to get their news, as opposed to traditional outlets, has doubled since 2010, from 9% to 19%, according to the Pew Research Center.”  Social media channels allow your customers to directly interact with your business.  Customers view this as a direct line from them to your business instead of having to call an 1-800 number and be tossed around from one customer service representative to another just to get a question answered.  Consumers can use these platforms to voice their positive or negative feedback about their experiences.  They can even share your content on their own pages which gives your business more exposure and the opportunity to reach a whole new audience that may not have heard of you before.  It’s another form of word-of-mouth advertising.  Think of it as a bunch of people talking to other consumers about your products.  We do this in real life, but more people are doing it on social media now more than ever.  If you know you’re being talked about online, why wouldn’t you want to join the conversation?  There used to be a time where the consumer was at the bottom of the pyramid, but that time is long gone.  Businesses need to focus more efforts on consumers or the reprocutions could be devastating.

Customers enjoy having easy access to businesses that they use regularly.  They like it even more when the business interacts with them.  When businesses engage with their customers online, they are showing that they care about customers’ feedback and opinions.  This also gives business owners the opportunity to involve followers in future business decisions, such as a new product, flavor, or new artwork for a logo.  Companies can also offer exclusive benefits to their online community that may include exclusive sales, rewards, or promotional offers.  When consumers feel like they are personally involved in the business, they will develop strong relationships with the company, which, in turn, builds customer loyalty.  When customers are loyal to your business, they are less likely to go shop at your competitors’ stores.  Now, imagine how much money one customer could spend at your store over a lifetime.  This figure is the customer lifetime value (CLV).  Customer lifetime value can be defined as the net worth, or dollar value, of one customer to a firm over time.  The more loyal your customers are over their lifetime, the more profit your business will gain because of this relationship.  Imagine the ROI your business would receive if you had several loyal customers.

“Customers who buy from your business in the long-term are more valuable than a one-time customer—the same is true for a social follower. They’re more likely to drive even greater value for your business since they are more likely to share your content, advocate, defend your company, create content about your business and more, both online and offline.” (Honigman, Brian.)

It is possible to attach a hard number to your social media growth efforts by understanding these 4 actions:

  • Clearly define your social media campaign goals
  • Use social media insight metrics to measure campaign success
  • Learn about your target demographic
  • Set up goal tracking in Google Analytics

Before you start a social media campaign, you should have clearly defined and specific goals that you want to achieve.  These goals should consist of things that you can actually attach a number to, such as contact form submissions, purchases, downloads of a whitepaper or eBook, etc.  Social media actions such as likes, comments and shares are good to track too, but they shouldn’t be your main goals.  Organic reach isn’t the only way to measure social media success.  Choosing goals based on actions that convert a user to a lead will give you a better understanding of your ROI.  It is important to remember that every business owner’s goal is to increase profits, but not receiving an immediate return on investment does not mean that your social media marketing efforts are a failure.  Make use of the built in analytics that come with each social platform to learn more about your follower base.  There, you will find several metrics such as your reach, post engagement, increases or decreases in followers, and more to help you figure out what content strategies are successful and which ones are not.  These built-in analytics allow companies to see exactly who their audience really is so they can tailor their marketing efforts accordingly.  You can easily see demographic information and start learning about your audiences’ preferences and habits.  Another great tool to help track your goals is setting up goal tracking in Google Analytics.  Goal tracking in analytics gives you the exact number of conversions for any specific objective that you may be tracking.

The most important aspect of social media marketing that business owners should keep in mind is that social media provides intangible benefits that are impossible to get from traditional marketing.  Social media allows you to build your brand, earn strong links from reputable sources, and most importantly, interact directly with your consumers.  Interacting with your consumers is an invaluable tool that businesses should be taking advantage of.

“[Social media marketing] is a two-step process: the first step is to recruit, engage and build trust; the second step is to target your advertising to the people with whom you’ve built that relationship.” (Ernoult, Emeric.)

Social media marketing is here to stay and has already influenced drastic changes to the marketing game.  The sooner companies realize the importance of utilizing the appropriate social media channels for their business, the sooner they can start reaping the endless benefits it can offer.

For more information about the benefits of social media marketing, contact the SocialSEO team today!