Social media marketing has been the talk of the town for the last twelve months to the point that search engine marketing and optimization has almost become the forgotten brother. If social media marketing is working and delivering traffic – great. But wouldn’t it be even better if you could also harness the free traffic available through the search engines.
There is a place for both forms of marketing in most every type business. It is a matter of keeping everything in perspective and working in areas where your business is going to gain the most benefits. Traffic is not necessarily the key – sales or converting traffic is the only way you can hope to stay in business. I can’t tell you how many times I have seen companies that think that a certain social media marketing strategies are the end all be all…best thing for sliced bread. Really spend you time understanding the audiences of each social site to make sure they are a good fit for you company, before you start becoming active on a site. For instance, if you own a real estate company, why become active a social networking website for people outside the united states or a smaller demographic?
Late last month we published a list of the top websites presented by Compete. That list should tell you where best to focus your efforts. Are you spending all day on Twitter? Why? It only receives a small fraction of the traffic compared to the search engines, Facebook and YouTube. There are many businesses than can justify the time spent on Twitter through extra sales or conversions. Others are trying to pump up their business through Twitter when their efforts may be better focused in other areas.
One of the hardest tasks for any business looking to increase their visibility, visitors and sales from the web, is the ability to keep everything in perspective. Online marketing needs to address your businesses needs today, tomorrow and next week. Focus on what is working then look to other areas that offer the potential for growth. By keeping everything in perspective, you will at least maintain your current flow of traffic while waiting for new marketing strategies to bear fruit.