Tag Archives: SMM

Is your Social Media Marketing strategy working?

Social Media

Both SME and industry giants have increasingly turned their attentions (and investment) towards Social Media. Social Media Marketing (or SMM) has become a strategy of its own as a bi-product of marketing itself. Businesses are convinced that Social Media will eventually deliver monetary results, this is often the case, there’s no disputing that SMM has extraordinary potential to attract revenue but importantly the strategy has to be delivered correctly.

In recent years businesses were reluctant to invest time and money in an SMM strategy, now even the most stubborn “old school” business man or woman will find it hard to dispute its potential.

Statistics show only 6% of businesses believe SMM is a waste of time that will not result in a Return on Investment (ROI).

In this post we’ll look at businesses attitudes towards social media in 2013 and what exactly makes a successful SMM strategy.

For example 64% of businesses are confident that their current SMM strategy will deliver a return on their investment. This means that the majority of businesses in the twenty first century believe in the potential of social media to market their products or services, they also believe that the strategy they are currently utilising will result in revenue.

Clearly most businesses out there are confident, but how exactly can you measure the “success” of a social media strategy? You’ll have to take many factors in to account including;

  • Followers/Likes
  • Sharing, forwarding, retweeting and commenting
  • Visits to your page
  • Increases in Sales
  • General Brand awareness

Luckily for you we’ve got some tips to find out how effective your strategy really is.

  • Try measuring the effectiveness of your different social networks collectively and individually to see what medium is helping you the most, what’s generating the most traffic, revenue and interaction. Perhaps you’ll get more interaction from your 1000 Twitter followers than your 5000 Facebook followers for example.
  • Track how many visits to your site actually come through Social Media and how many lead to any sort of conversion.
  • Monitor the behaviour of your isolated social media traffic, explore how social media “leads” enter, explore and spend time on your page. Are they simply passing by or researching what your business actually offers.
  • What content on your web page gets the most traffic, try tailoring your SMM strategy to what’s getting the best results.

For more information on Social Media, how to implement your SMM strategy and the benefits social media can bring in traffic and revenue, take a look at some of our previous entries on the blog.
 

The Rise of SMM, PR and Real Content

content

SEO is changing, so your strategy must change too.

Google is in the process of changing the SEO industry and making some aspects of it, obsolete. Google is attempting to downplay the role of Keywords and shift the focus solely on content. They have already made the initial steps through the Google Panda and Penguin update in April 2012.

At the moment SEO is divided in to two categories.

Internal SEO> Designing your site so it follows the best practices to rank highly within a search engine’s results.

External SEO>Writing Articles, Press Releases, Blogs, Comments, content and SMM.

But the real question remains…

What does Google actually want?

  • Relevant and REAL content, that people want to read and share.

In essence, if Google isn’t bringing you the BEST info then it isn’t doing it’s job correctly.

The Penguin update is proof of Google’s intentions, it changed the weight of their emphasis from backlinks towards Social Media, likes, shares, Tweets and of course it’s own personal favourite, +1’s.

In the modern world of digital media, the focus has shifted to followers, comments and views.

What does all this mean?

Google used to think if you linked to someone on the internet they must have valuable content. Now Google seems to believe that if you promote content with Social Media it’s far more indicative of relevant content and less likely to be fake.

Though unfortunately many attempt to fake their social presence through buying fake followers on Twitter for example.

Perhaps the only essentially REAL external SEO practice is in the creation of actual content through writing, blogging etc..

Overly aggressive marketers are those who Google is attempting to make pay the penalty, those who cold call and SPAM. However SEO is developing in a way that decreases the value of links, it’s now more about the content and your level of social engagement.

To conclude therefore, the Online Marketing world is seeing a resurgence in the importance of PR as well as your social “buzz” and the value of the information you provide to your followers. If Content Is King then it’s the communities and avid followers that elect that “King”. Google is trying to make digital information purely democratic.

The mantra for any SEO strategy should still follow internal SEO practices, but simultaneously ensure the focus is ultimately on real, valuable and relevant content that your audience wants to see.

Online Marketing, What’s Trending?

Online Marketing, what's trending

What’s trending in the Online Marketing world?

Monitoring the number of searches the following topics have conjured on Google is an accurate way of measuring their relevance and popularity in the world of marketing.

  • SEO: Search Engine Optimisation
  • PPC: Pay Per Click (Advertising)
  • SMM: Social Media Marketing

Using Google Trends it’s possible to measure the interest in these topics over the course of the last six years, it demonstrates how often a particular search-term is entered relative to the total search-volume across the world. It also demonstrates the popularity of the terms by region and country. Evidently Google Trends is an extremely useful marketing tool for monitoring any relevant searchterm.

Online Marketing, what's trending

SEO is Blue, PPC is Red and Social media is Yellow.

 

A clear pattern emerges when analysing the results;

SEO results have been steadily increasing since 2004 and has reached a plateaux in 2010, it remains the most popular search-term of the three. It began with a score of 24, before steadily increasing for several years, as of November 2012 it’s current result is 73.

PPC began as the most popular search-term of the three at 68, it has been gradually decreasing ever since, as of January 2009 it’s search results plummeted from 69 to 14.

SMM As you’d expect social media marketing returned no results until 2007, as the concept of ‘social networking’ was basically non-existent. It’s results have increased and coexisted with the increasing popularity of Facebook, Twitter and other social networking giants. As of November 2012 it holds a rating of 48.

What will happen next?

It is forecast that over the next couple of years the results will continue in very much the same manner, SEO is predicted to maintain it’s high results, PPC is expected to continue to decrease in popularity and SMM is expected to continue to increase until it conjures basically the same level of results as SEO. Of course it’s worth noting that these future results are dependent on the current state of the market and are unable to correlate with unforeseen circumstances.

Where are these results coming from?

What becomes most evident from the regional results is that SEO and PPC return the highest results throughout Asia, for instance Vietnam and Hong Kong have the highest number of results for both of these aspects of online marketing. SMM meanwhile is unique in that it generates high results from a more diverse range of sources, such as the United States, Netherlands, Kenya and other nations throughout southern and central Africa. Clearly, examining the geographical results of these search-terms through Google Trends is an extremely effective way of analysing the online market throughout the world.

Why do these results matter?

These results are an effective method of measuring the popularity of these aspects of marketing, the online marketing environment is dynamic and consistently changing, therefore it’s extremely important to keep up to date on these types of results. Your online marketing strategy should always be relative and reflect the popularity as well as the geographical proximity of these results.