We have long reached a point where no one can say they do not need social media and get away with it. However, it can still be extremely hard to convince a client he needs Social Media or else the campaign he is planning will be incomplete as well as the effects of it.
Why is this so? Because most of the clients fail to familiarize with what is going on in SEO and Internet Marketing world, or they are falling behind current trends.
Why this is so is not determined, but what is certain is that you lose significant traffic and conversions by not participating in the social exchange of information. Regardless of whether you want local optimization done or you are aiming at the global market, social media is a valuable asset you simply cannot ignore for the following reasons.
1) Social Media is Significant for Local Optimization
What is only logical is that we trust more to what our friends have to say than what a complete stranger says. So, a business owner can claim their business is irreplaceable in the lives of their clients, but without a supporting claim or review by real people, our friends, we are not really inclined to believe it.
The same principle stands in Google search as well. If your business is vouched for by dozens of trustworthy users, Google will be inclined to trust you and improve your rankings. If all the things Google digs up about your business coincide, then you have a chance to increase your ROI through better rankings and increased amount of website traffic.
Geotagged for Local
You should make sure your clients can check-in on Facebook and Foursquare once they enter your establishment. Both of these networks send valuable signals and if the location they checked-in fits the stated location, and if a large number of people checks in, the value of your business becomes obvious.
Geotagged Images and Videos
Images and videos taken in your establishment should be Geotagged, especially if they are going to be posted on your website or social network. Further re-sharing of such material is also highly recommendable.
Authority Reviewers for Local
Use websites such as Yelp and Places – exact location and good reviews from respected individuals go a long way in popularizing your business both with customers and with Google.
If you happen to get a few bad reviews, you should never neglect them. You need to respond with respect, apologizing for any inconvenience whenever possible. At the same time, try to increase the level of service quality, making bad reviews a past problem.
2) Social Promotion Sends Good Signals to Google
According to Twitter, around 25% of all Tweets contain a URL. Why not use Twitter to popularize your business and send favorable social signals to Google? Why not do the same with Facebook, Google Plus, Pinterest, and many other networks?
For Google Plus, for example, the signals taken into consideration by Google are G+ shares and +1s. Shares somehow seem to be more relevant, since the number of shares, the authority of people who share, and the speed of sharing are all very important.
You should make sure your Social Media campaign takes care of all such factors.
3) Social Networks Drive Traffic and Build Links
Social Media is useful on so many levels that a good Social Media campaign could be all that it takes for your rankings to improve, if the previous SEO bits were done right. Namely, social networks are good both for link building and driving traffic. How?
Well, if you post interesting content and you make sure the promotional content is well balanced with other useful information, this sharing of information will, almost surely, result in increased traffic.If your business is perceived as strong and valuable but unintrusive, people will want to check what it is all about, and once they come to your website, you get a chance to convince them they need you.
Also, if the content you provide on your website/company blog is absorbing and intriguing, you could get dozens of natural links leading back to your website by bloggers and website owners whose websites belong to your niche.
4) Using Social Media Improves SEO
Social shares are a “noisy” signal, said Eric Enge, in an article on Search Engine Watch:
“Likes, +1s, and social links are still a noisy signal, which affects their use by search engines. The bottom line is that you need to focus on authority, your own, as well as relationships with other authorities.”
This means that you need to build authority and communicate with other authorities in order to achieve the maximum impact of your strategy. What I would recommend is a balanced approach – communication both with authorities and with those are less prominent but valuable. Grow your audience and build trust which will enable you to engage on the highest level.
Making sure the trust of your clients is well-earned, and showing them that, will take your business a long way towards SEO success. Social Media can boost your rankings, traffic, conversions and ultimately your ROI, if your strategy is conducted the right way.
Which Social Networks to Choose?
Facebook and Twitter solely are not enough. Though their growth and the number of active users are enormous, some other facts speak in favor of multiplicity.
61 percent of LinkedIn members use it as their primary professional networking site, 60% of Google+ users log in every day.
Computer users spent 1,255,225,000 minutes on Pinterest in 2012. Also, Pinterest has seen a 1,698% increase in mobile app-based users.
(Source: http://www.business2community.com/pinterest/nielsen-report-shows-explosive-pinterest-growth- 0370178#2t04Bws1Lu8PrT4I.99)
As you may see, the potential of other networks is yours to harvest as well.