Nearly half of all consumers (48%) are reporting that both search and social media tend to influence their buying decisions. It’s no surprise why most online marketing firms are hot on the topics of Social Media and SEO.
One of the most common questions we receive here at Click Magnet is how can a Tucson company trying to introduce a Social Media program coordinate all of their new activities into a cohesive strategy? Being prepared to launch a coordinated and collaborative social media and SEO campaign requires cross departmental finesse, flexibility and an expertise in the subject matter.
When introducing an Enterprise level initiative it is important to remember that there will most likely be multiple stakeholders (at all company levels), and seemingly endless layers of approval to go through. Add on top of that you may be faces with stringent messing guidelines that can stifle ambitious social content optimization.
Don’t give up all hope. It is possible to make substantial strides in a reasonable amount of time. Other departments related to marketing must understand the overall goals of the company as well as the individual goals of the social media campaign. The key is to understand the nature of your business and how a cohesive social media effort can help solve problems and grow business.
- Understanding There is no substitute for an educated marketing client, especially when it comes to coordinated Social Media & Content Optimization for Search. Key personnel must understand how the most recent changes to the Google algorithm work with regards to content SEO and how the organization can benefit from these changes. There are a myriad of reasons for a company to communicate to their customers: far beyond sales and marketing purposes. Improving the relevant “searchability” of content, via search and social discovery across all departments can improve reach and help achieve different desired outcomes. Imagine all of the departments in a business that can benefit from additional exposure to the public.
- Public Relations
- Human Resources
- Customer Service
- Investor Relations
- Community Relations
When these non-marketing/sales departments are able to reach more of their intended audience, they help motivate those involved outside of marketing to execute social SEO best practices.
- Advocates With nearly 1 in every 6 minutes spent online on a social network and Facebook reporting over 750 million users, there are social media advocates and super users in every organization. Just a few years ago most companies spent valuable time trying to reduce the amount of time their employees spent online. Now we know that these super users are very important to businesses. Online marketers can leverage individuals that have shown a personal and/or professional interest in social media. The individuals excited about the program can help “sell” the benefits throughout the organization. SEO advocates work in much the same way. As evangelists for corporate site optimization and social media engagement, client side team members can use various tools to spread the “Social SEO” message, whether it is progress reports, internal update meetings or water cool conversations.
- Results Suggesting that a large business implement a coordinated Social & SEO program company-wide is often unrealistic. Efforts can start by identifying “low hanging fruit” areas of opportunity. Is there a fledgling product that’s showing promise but could boost traffic with basic SEO? Are there social networks are in play that have produced results? Links & social sharing can boost search visibility.
Showing results at every stage in the program can help motivate support for people and resources. If a concentrated effort in just one area can produce measurable results how can you use these small successes to lobby for even more focus on SEO? Showing progress will help create momentum and buy-in from others in the organization.
- Availability Click Magnet consultants are available to client contacts through various mediums. For example, IM or text messaging information can quickly answer an inquiry during a meeting. Webinars and virtual training or supports via conference calls are also helpful in providing timely information for internal meetings and decision making.
Most Social & SEO firms meet with their clients at specified intervals – but little communication in between. Click Magnet feels that being able to answer questions at random, but still crucial times is a better way to support our clients.
- Content Creation A Social Media & SEO Roadmap often requires assistance with implementation or support of internal training. Whether its web pages, blog posts or social content like Tweets, you should be prepared to create content specifically for social media and optimization initiatives. The need for the creation of content in such a scenario can include: presentations, newsletters, images and even training sessions.
It takes considerable effort and talent to execute and manage a successful enterprise Social SEO project. Few Tucson companies are prepared for the demands in communication, education and patience. By empowering client side advocates with knowledge, tools and ongoing resources to promote Social SEO processes and results, large company social media optimization projects can see a better return on their investment.