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5 Basic SEO Strategies

Social Sonar - Thursday, January 17, 2013
search_image
Search engine optimization (SEO) may not be part of the social media, but if you're creating or maintaining a blog, it may be particularly helpful for your business. Online portals like Google and Bing help give visibility to business using SEO. In the end, knowing the tricks these search engines use can help you create a sale for your business. Here are some basic SEO principles to help your site.

1. Tracking
If you don’t track and analyze your marketing efforts, how can you know if something is successful? The easiest first step is installing Google Analytics. It’s free for basic functions, so once you get used to various features, you can determine whether you need the paid version. Just try it out and start looking at conversions today.

2. Keywords
Determine keywords that fit the business and services that you provide. Utilizing keywords within your content, including tagged photos, is the best way to optimize your site. Since Google and Bing algorithms do all of the work, it won't cost you anything!

3. Site Map
Clean up the structure of your site. Don't overwhelm search engine crawlers with too many bells and whistles. While some sites use Javascript to give the site a sleek look, search engines can't read this design, meaning your website won't be visible to your potential consumers when they run a basic search.

4. Landing Pages
Creating targeted landing pages for services, products, or FAQs provides visitors answers to their search inquiries. Your homepage is certainly key to your business because it’s the introduction to your brand, but it’s not the only page to worry about. Providing a range of landing pages means your business will be optimized for search engine ranking and obtaining consumers.

5. Links
Structure your links. Make sure your content is strong and your pages are specific to what you are talking about. Example: www.yoursite.com/press_release/May_2012. Failure to provide specific links to content, or having links unrelated to the content itself, doesn’t help your SEO ranking.

Though these tips are helpful to remember, the bottomline is that if you don't provide strong content that showcases your business, services or products, the best SEO optimization will not bring people back to your page. Be sure to keep content creation in mind as much as these technical specifics!

Ménage à Trois: A Marketing Love Story

Social Sonar - Monday, October 08, 2012

Ménage à Trois translates to "Household of three". Here at Social Sonar, we often talk about the Virtuous Cycle, the three services that complement and feed each other seamlessly to create a cohesive marketing program and serve as the basis for all other efforts. Combining services does more than triple your reach; it has a multiplying effect.

Virtuous Cycle of Marketing

1. Blogging

Maintaining a blog is one of the most beneficial things you can do for your business. Not only does a blog educate your customers and demonstrate your expertise, it also greatly improves your search engine ranking. Every blog post increases the number of keywords and pages on your site, so search engines will rank your url more highly than other websites with less information.

Having a more highly-ranked site ensures more traffic to your blog, which leads to more people signing up for email newsletters, and more people liking your Facebook and Twitter accounts. If you run any Google AdWords campaigns, you can actually pay less and be ranked higher than less informative sites.

Blog posts also provide you with unique content to promote in your Facebook and Twitter messages, as well as your email newsletter. You can even run targeted marketing campaigns linking to specific blog posts, which are easier to set up than landing pages.

2. Social Media

Updating Facebook and Twitter pages shows customers your business is healthy, and you are keeping up with the times. Rather than expecting people to visit your website, you are meeting them where they already hang out and making it easy for them to interact with your business or check your hours.

Social media is an ideal tool to drive customers to your website when you need them to take an action. For example, you can promote your recent blog post on Facebook and Twitter. People click the link to visit your blog and spend time on your site, where you can convince them to make an appointment or call with questions.

You can even run specials on your Facebook and Twitter pages. Post a unique coupon code and send people to your website to make the purchase. You get to keep more money than if you partnered with a deal site like Groupon or Living Social.

Tell other fans on your Facebook and Twitter pages about your positive Yelp reviews, and encourage them to review you. You can even link directly to the positive review!

3. Email Marketing

Gaining the trust to receive an email address is one of the most powerful marketing relationships you can build. Make sure you always send relevant content so recipients are less likely to unsubscribe.

Blog posts are ideal for ensuring your emails are always interesting and informative. They enable you to take a "Something for Everyone" approach, as we mentioned in our blog post What Saturday Night Live Teaches Us About Email Marketing.

Facebook and Twitter are great tools to promote signing up for your email newsletters. People who sign up to receive your emails are more likely to make a purchase than someone who has only liked you on Facebook or followed you on Twitter.

This recent article from TIME states, "Forty-eight percent of consumers reported that social media posts are a great way to discover new products, brands, trends, or retailers, but less than 1% of transactions could be traced back to trackable social links... For repeat shoppers, 30% of online purchases begin with an e-mail from the retailer."

Our complete package offers everything you need for the basis of a healthy marketing program: Blogging, Social Media, and Email Marketing. Give us a call at 1-866-843-4490 or send an email to service@socialsonar.com to find out how our customized automated solution can work for your business.

Social Media: Secret Sales Department

Social Sonar - Wednesday, April 18, 2012

Benjamin in DisguiseThe #1 thing every business wants from Facebook, Twitter, Yelp, and blogs is money, either from current customers or returning ones. Measuring the effect of your blog, email newsletter, and Facebook and Twitter accounts without coupon codes is a nearly impossible task.

There is compelling evidence social media helped you make sales, whether you realized it or not.

Influence Purchases

When someone searches for your company on Google, some of the links that normally show up in the search results are your blog, Facebook, Twitter, and Yelp pages. The searcher may decide to make a purchase based on what they see on these sites, whether your realize it or not.

One of our customers is a chiropractor who used to rely heavily on Yellow Pages. He had a new client come in and cite Yellow Pages as her source for finding the business. During the course of her appointment, however, she admitted to reading his recent blog posts, and they helped her make the final decision to use his services.

Add Legitimacy

A few years ago, it wasn't guaranteed every business had a website. Almost all business owners now realize the importance of having a website to allow customers to find them. A Facebook page and Twitter account are just as important now as a website was then. Having these pages shows your business is up-to-the times, and thus thriving.

Expand Your Presence

People love to share what they are doing, where they are going, and the coolest new things they found. People often tag businesses in posts. If you don't have a Facebook page or Twitter handle, you're missing out on free word-of-mouth advertising. On the converse, the ability to be tagged in posts allows your current customers to easily introduce new, potential customers to your business.

One of our customers owns a loose leaf tea store. His customers often mention his Twitter handle in their tweets and tag his Facebook fan page in their posts as a way to brag about going to his store or post a picture of themselves enjoying his tea.

Raise Your Rank and Reduce Paid Marketing Costs

Having a higher search engine ranking naturally leads to more sales and cheaper Cost Per Click. The higher your natural search rank is on Google, the less you pay for AdWords bids. Thankfully, your blog, Facebook page, and Twitter account all raise the ranking of your website for better visibility and more sales.

The simple truth is customers now increasingly expect you to have a social media presence. Whether your efforts on these platforms yield sales all depends on how active you are and how often you engage your customers.

Encouraging Your Customers to "Check-In"

Social Sonar - Saturday, September 03, 2011
Our smart phones offer many different options for "checking-in."  Yelp, Gowalla, FourSquare, Facebook places...  Many different versions of the yellow pages exist in digital form, allowing anyone and everyone to "check-in" and announce to the world exactly where they are hanging out at that exact moment.  Most of these apps on our phones link directly to Facebook and Twitter, giving an even wider audience to each post. 

BAM!  Free advertising for businesses! 

I often see these check-in's on Facebook and think to myself, "Man, I love the burritos there...I need to hit that place up," or, "I have a coupon to that store, I really should get in there and use it!"  Whether you have a shoe store, restaurant, day spa or flower shop, you probably have competition out there and if your customers can give you a leg up by recommending your store via the check-in, then you should take full advantage!

How can you get your loyal patrons to advertise for you? 

For some people, it's simply fun to be acknowledged.  I visited a costume jewelry store that had signs everywhere asking customers to "like" their fan page on Facebook.  The store offered to take a photo of the customer with their new purchase and post it to their fan page.  Most customers than happily scrambled to tag themselves (tagging themselves also exposes their entire friend list to your store's fan page as well).  It was like they were a celebrity being photographed by paparazzi in a jewelry store -- fun for them and free advertising for you. 

For others, perhaps offering a discount will help prod people into checking-in.  Maybe if a customer checks into your store during the check out process, you can offer 10% off.  People love feeling like they got a deal, and they didn't even have to work very hard for that one.  Another thing you can do is a special discount offer by e-mail when you see that someone has checked in (which will require some monitoring of your social media sites).  More simply, post on your Twitter and Facebook pages that you will give a discount if the check-in deal is simply mentioned at check out.  It could get people into your store regardless of whether they actually checked in or not. 

You can also hold a contest.  The customer who checks-in the most over the month will get a special gift package, discount or gift card to your store. 

The "check-in" certainly won't save the world, but it can definitely expose your store to new customers.  Sit down and figure out what will best encourage your customers to check-in and then implement it! 

If you need assistance with understanding the checking-in process or monitoring your social media sites, please visit www.socialsonar.com

Why Having a Blog Is Crucial for Your Business

Social Sonar - Saturday, May 21, 2011

It raises your natural search engine ranking.

WordPress LogoWe'll use Google as an example of a search engine, since it holds 80% of the market share. Google determines the ranking of a website with the following:

  • relevant keywords to the search
  • number and placement of the keywords
  • number of pages on the website
  • frequency of site changes
  • and many more (secret) methods

Every time you write a blog post, you:

  • increase the number of keywords on your site.
  • automatically create a page for each post, thus increasing the number of pages.
  • change your website and creating something new for the crawler to find during the next visit.

See the pattern?

It complements your SEM strategy.

Having a high natural search ranking actually increases your ranking for paid search, as well. By keeping your site relevant and timely with a blog, your ads will appear higher on the page and cost less per impression.

It gives you something to talk about.

Facebook and Twitter posts are great for a short format. If you have a big idea that warrants some explaining, a blog post is a great way to offer added value to your customer.

It's free advertising.

Blog posts are easy to share. By setting yourself up as an industry expert with a lot of experience, people are likely to listen to what you have to say, and share this information with friends and co-workers.