Are your web statistics revealing that more people are finding your site via social media channels? It’s no secret that social sites – Facebook and Twitter – are now significant players when it comes to search market share. Marketers are finding themselves investing more time and resources into social media marketing and with good reason–your potential customers could be among the Facebook and Twitter masses. Now more than ever, consumer decision making patterns are based on the correlation between search and brand discovery through social media.
A search and social media industry study revealed that searchers exposed to a brand via both Social Media and Paid Search are more willing to take action. These findings are proof that consumers exposed to social media are more likely to click on a brand’s paid search ad compared to those exposed to the brand’s paid search alone. When users searched a brand’s product name, the CTR nearly tripled (from 4.5% up to 11.8%) from being exposed to a brand in social media and paid search.
Search and Social Media Survey Shows Consumers are Taking Action:
> 2.8x more likely to search for a brand’s products compared to users who only saw paid search
> 50% increase click thru rate (CTR) in paid search when exposed to both social media and paid search
> 42-point lift in searcher penetration for brand terms when consumers were exposed to social media and paid search
*Source: Research study by comScore, GroupM Search & M80.
Delivering Effective Social Media Marketing Communications on Facebook & Twitter
There is no question the interplay between search and social media will impact your search marketing ROI. And more importantly, how you communicate your message via social media makes the difference.
> Do: Approach social media marketing with the mindset of “sharing quality content” to inform and to offer relevant information.
> Don’t: Use “push-marketing” tactics–avoid direct and blatant sales messages around your products or services.
An essential component in helping your customers find you in search and social media is about creating and sharing quality content. Providing relevant information, keeping content fresh, and making it easily accessible to your potential customers is key in increasing your online marketing results. Since just about everythig begins in search, an important element in both disciplines – search and social media marketing - is offering your customers relevant information to help them answer questions and address their needs.
For example, in Facebook, people ”like” content–and the more compelling your content is, the more potential there is for your message to be read and shared across unlimited social networks. Did you know a Facebook ‘liker’ clicks on 5x more links to external sites than typical Facebook users? This is great news if you are looking to increase your social media click thru rates! The same goes for Twitter–the new sharing of content capabilities on Twitter allow for more creative marketing. The chances of your message going viral is even greater as Twitter becomes more of an information channel.
With over 500 million Facebook users and 160 million Twitterers, the customer outreach potential is unlimited. Social Media’s upside over Google is the ability to take your message viral. The more ‘likes’ or ‘retweets’ your message has, the more visibility you gain, thus increasing your viral chances. New search mindsets are evolving with ‘Facebook Likes’ being compared to page rank due to the direct connection between likes and search. The search and social possibilities are endless as people turn to Facebook as a more common place to search and people use Twitter for more than just tweeting.
It boils down to helping your customers find you across both search and social media channels–and how you gain their attention is key! How are social networks (Twitter and Facebook) impacting your search marketing results? Share your thoughts.