Search & Social Marketing

What It's About

Where It Begins

Search marketing is a natural extension of search optimization. If your site is optimized, that's great, but you're not done yet. Search and social marketing is what takes a site from optimized to successful. It's what gets you noticed, what puts your site in front of people where they are. It's about figuring out what real people are doing to find your site in search results (and not just what you think they're doing). And it's about responding in real-time to the customers who are the foundation of your success.

Sound challenging? It is! But it can also be one of the most rewarding things you do, especially as you begin to build a solid and positive reputation in the online universe. We work with you to plan and execute an online search and social strategy that fits with the way you do business and reflects your brand and corporate culture.

The Reality Of Achieving A #1 Search Ranking And Why It Isn't As Important As You Think

The concept of "ranking" as the sole measure of your marketing program's success is completely obsolete. Search engines are dynamic, always changing entities. Things like personalization and geographic targeting make it difficult to pinpoint your site's rank except at one very specific moment in time that you personally are performing a search. So what's a business person to do?

More important than where your site appears on a search page at any given time is the amount and quality of traffic that it draws. We'd rather see a rise in customers, conversions, leads or sales than see your site at "number one". Through examination and analysis of your site's analytics reports, we can see patterns of visitor behavior, where they come from, how they got there, and what they do (or don't do) on your site. Then we can plan strategies to improve your site and increase the odds that you'll not only pull visitors in, but guide them to your desired goal.

Why Should You Pay For Adwords When You Can Get Listed In Google For Free?

It's a great idea to work on your site to achieve a good position in the "free" search results, but free can only get you so far, especially for highly competitive keywords. That's why we may recommend you set aside some budget for paid advertising. The good news is that it doesn't have to be a lot. With Google AdWords you are free to spend as little or as much as you want.

Paid advertising can, and should, work in conjunction with site optimization. We can help you set up, manage, analyze and maintain your AdWords account and campaigns.

Twitter Is Something A Canary Does. Oh, And Successful Businesses, Too.

Not long ago, social media was a fad. Now everyone from the office supply superstore to your favorite charity has a Facebook page and social marketing has gone from fad to fundamental. People do business with people – not corporations. And people want to do business with people they trust. Social media affords you the opportunity to put a face on your business, get feedback, mitigate problems and be present for your customers.
Our job is to integrate social media with the rest of your marketing and identity and help you build an online reputation to support your goals. Don't worry if you're not on the bandwagon yet. We're here to help you make sense of it, show you how it can work for your business and guide you through the process.

Web Site Analytics, Or, Why You Won't Succeed Without Them

No technique in the book will work as a marketing strategy without analytics. You may get more visitors to your site. Or make more sales. Or get more people signing up for your offers. But how will you know if you're not looking at and studying your site's analytics? In order to determine the success of any program, you need tangible, measurable results.

Analytics provide valuable information about your website's visitors, where they come from, how they get to your site, what they do once they're on your site and whether or not they've taken the action you want them to take. But it's still not enough to simply stare at the pretty graphs and charts. We'll help you act on your analytics by finding out what visitors are doing and then planning and executing ways to get them to do more of what you want, how you want it, when you want it.

Analytics give you a constantly shifting starting point from which we can continue to refine a search and social marketing program. We help you demystify and use your web site's analytics to your advantage.

The Bottom Line: Because Your Eyes Are Starting To Glaze Over

The work that we can do for you is entirely dependent on your budget and marketing goals. Search and social marketing programs can range widely based on the time and resources we'll invest in maintenance and advertising. Our goal is to help you set a budget based on your business objectives and then work within that budget to perform the most effective marketing tasks for your business.

Contact Us to learn more about how a search and social program can get your business in front of customers, wherever they are on the web.

Quick Tip

Keep customers engaged by using feedback surveys or mini-polls. Everyone loves to give their opinion, so give people the opportunity to share theirs. Customer feedback is a goldmine of marketing information, gives your business added legitimacy, and can inspire other visitors to make a positive decision about your company. Social media channels like Facebook and Twitter are the perfect place to ask for comments and opinions. You'll get them, so be sure to repsond when you do!

Get Smart!

Social marketing is a relatively new idea, but search marketing has been around long enough to pick up barnacles of baffling misconceptions. Even savvy business owners sometimes fall prey to the pranksters and tricksters. Our goal is to make sure you understand the way search works and have reasonable expectations so you can make smart decisions. Our job is to educate and inform, and our blog does just that with some good stuff about search and social marketing. Peruse a few of our posts and Contact Us if you want to learn more.

6 Common Search Engine Marketing Myths: Myth #2

One of the recurring themes you’ll notice is the "too good to be true" theme, and isn’t that the case with just about anything? Sure, we all want the best deals we can get, but there is a line somewhere between price and quality, where the latter suffers at the expense of the former. Sometimes all it takes to head off a bad choice is a little common sense. Read more on our blog

It’s not the size that counts or is it? Why a bigger Twitter following is better for your business

There’s an ongoing debate raging in the SEO/social media/marketing multiverse about whether it’s better to obtain a targeted, devoted following on Twitter or just a really big one. We make the argument that when it comes to followers, much like dark chocolate bars, dollar bills and vacation days, you can never really have too many.
Read more on our blog