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10 Ways Social Media Dramatically Improves SEO

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10 Ways Social Media Dramatically Improves SEO

Your website is only valuable if potential customers can find it. One of the best ways to draw customers to your e-commerce business is through organic traffic. This is when you’ve optimized your site so search engines consider you a trusted source of valuable information.

When your site is fully optimized, customers don’t have to know about your brand. They simply have to search for the product they want to buy or problem they want to solve.

When someone visits your site because they clicked on a link found in a list of search results, that’s called organic traffic. You can optimize your site so search engines will give you a higher ranking.

There are many different search engine optimization techniques you can use. Some of the most effective methods are creating high quality content, building reputable backlinks, and developing connections with influencers in your industry.

One underutilized, but extremely effective, SEO technique involves using social media. Here are 10 easy ways social media can boost your organic traffic.

1. Create a Consistent Tone

Social media communication is frequently informal. At the same time, you’ll want to stay professional. Develop a “voice” for your social media posts. This is the style and type of language used.

Your voice will depend on both your product and target audience. If your product is fun and your audience young, your voice can be witty and loose. If your product is serious (a financial or medical service, for instance) you’ll probably want to adopt a more formal tone.

Once you’ve discovered your voice, use it consistently across all messaging. This creates a connection with your potential customers; they’ll start to think of your brand as a personality. A consistent voice also ties all of your social media platforms back to your brand.

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2. Identify the Best Social Network

Most marketers focus exclusively on Facebook and Twitter. Unfortunately, this isn’t always the best strategy. Sure, Facebook and Twitter are large and popular. But they might not be the most popular choice among your target audience.

For instance, about 42% of all female internet users use Pinterest. If your target audience is female and your product is visual, Pinterest can connect you with a lot of potential customers.

Another example is LinkedIn. This platform is primarily used by business professionals. If you offer a B2B product or service, you’ll want an active LinkedIn presence.

Always be on the lookout for social networks where you’ll be able to find a potential audience interested in what your brand has to offer.

3. Avoid the Hard Sell

The average person follows more friends and family than brands on social media. This means their social media feeds have more posts from people instead of advertisements. Social media users tend to get annoyed if a brand advertises too heavily.

People on social media want interesting information. Most of your social media activity should be shares related to your industry, not ads for your products or services. A good rule of thumb is to post about seven industry articles for every three product mentions.

4. Post Strategically

When you post is often as important as how you post. You’ll want to post at times when your audience is most receptive to your message.

This will depend on your audience and what social platform you’re using. Trying to reach business professionals on LinkedIn? They’re most likely to check LinkedIn between 9 am and 5 pm during the workday.

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What if you’re trying to reach Twitter users? This group is young and mobile. They’re likely to check their Twitter feed between about 11 am and 1 pm, which is during a typical lunch break. After 5 pm is also a good time to tweet.

5. Connect with Social Media Influencers

Social media influencers are people who have a lot of followers and a good amount of influence in a particular niche or industry. They can be a great way for your brand to be introduced to a large, new base of potential customers.

You’ll want to develop relationships with influencers in your industry. To do this, you’ll have to connect with them through social media. You’ll also have to provide something of value. This can be content you create which they’ll publish on their site, a free product to review, or something similar.

6. Be Interactive

Social media isn’t a one-way form of communication. You’ll want to engage with your followers regularly. This means responding to both compliments and complaints.

Social media users don’t want to wait too long for a response. One effective tool here is Mention. This monitors a huge variety of social media platforms and notifies you whenever your brand is, well, mentioned.

Not every comment about your brand is going to be positive. That’s okay. You want to deal with complaints quickly, professionally, and publicly. Even if you can’t please that specific customer, other potential customers will appreciate a professional response.

7. Create Online Communities

You not only want to engage with potential customers on your page, you also want to create online spaces. Facebook, Twitter, and Instagram all let you create your own group for your followers to post in. This allows you more control over your brand and message.

To grow your group, you’ll want to offer new subscribers some unique and useful content. This could be a guide, e-book, podcast, or something similar your audience will respond to. Once someone subscribes to your group, you can begin introducing them into the Conversion Funnel.

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8. Join Existing Online Communities

Find and join social media groups. These don’t have to be groups necessarily related to your industry directly. Instead, they should have an audience which is potentially interested in your products.

Your audience doesn’t think about your brand all the time. They have other interests, too. Once you identify these interests, join any related Facebook, LinkedIn, and other social media groups.

Don’t join groups and simply start promoting your products. People will understandably be annoyed. Instead, you want to just make yourself known. Show an interest in the subject of the group. Be friendly. This will help build trust and increase your reputation among your target market.

9. Buy Facebook Ads (with Precision)

If you have a sizable potential audience on Facebook, you should consider Facebook ads. They’re a great way to reach a targeted group of interested people.

Facebook ads can be tailored to just about any budget. You’ll probably want to start small and then increase your ad buys over time based on which types of ads have shown to be successful.

Ten dollars a day is a good starting point. Keep your ads between ten and fifteen cents a click. For most campaigns, you’ll want to limit your buys to 20 cents a click.

Every few weeks, you’ll want to evaluate your return on investment. This strategy lets you avoid spending money on ads which aren’t connecting and focusing on the types of ads which are.

10. Use the Power of Social Proof

People don’t necessarily trust brands. What they do trust is other people. This is the power of Social Proof.

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This is where positive engagement can really pay off. If you successfully solve a problem or otherwise connect with a customer online, everyone connected to that person on social media can also watch the exchange. This positive brand awareness can ripple through social media and reach countless new potential customers.

Testimonials are another way to harness the power of social proof. When real people sing the praises of your product or service in a real-world situation, other people will take notice. Turn compliments posted to your social media pages into testimonials for your website.

Bonus Tip! The Power of Indirect Benefits

You’re not going to directly sell many products through social media. But that’s perfectly okay. Social media is designed to help with conversions, not directly create sales.

By developing a robust, active social media presence, you’re helping create two benefits:

First, you’re helping to connect with potential customers by creating brand awareness, increasing brand trustworthiness, and developing a brand “personality.”

Next, you’re also helping to increase your ranking in the search results. Major search engines, including Google, favor pages which have a lot of shares. In fact, shares are considered links. If you can get a lot of people sharing, liking, and otherwise engaging with your content through social media, you’re helping improve your SERP.

Devoting time to your brand’s social media accounts is an important part of every successful website.

Have any tips? Share them here!

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Featured photo credit: Pic Jumbo via picjumbo.com

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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