What does Google Love?

That Google shows a preference towards fresh content is now common knowledge. This includes various spheres such as blogs, podcasts, videos, bookmarking, social media marketing, etc.

In order to maximize your exposure on the internet it is essential that you create an amalgam of social networks, social media sites, podcasts, bookmarking sites, blogs, and video sites. This should work in being able to provide content which is rich and also points towards your website.

Know all about measuring ROI of Social Media?

Whenever any conversation arises about social media marketing, companies always involve the ROI of social media and try to define ways to measure it. Businesses using social media view it as any other marketing tool and expect it to provide similar returns, not realizing that this is not a simple marketing tool. Before asking how to measure ROI of social media marketing, it is important understand why you need to measure it and whether such reasons really warrant an in-depth analysis of ROI of social media.

ROI of Social Media

Traditionally, businesses used TV advertisements to promote their companies’ products or services. The impact of such marketing strategies was very easy to measure by measuring the change in sales during and after the advertisement period. Businesses feel that social media marketing works in a similar way and want to measure the ROI of social media in the same manner. Moreover, companies feel that as they have appointed a special person to look after social media marketing, there should be noticeable returns.

The problem with most businesses is with this basic assumption and comparison of social media marketing to traditional marketing. Social media marketing is a tool that is and should be used for effective communication with the community at large. When compared to a marketing tool, it can at the most be called a pre-sales strategy that involves chatting with the prospective customer with the hope of enticing the person to buy the product. It has been often associated with idle conversations and building relationships. Social media marketing is akin to the free trials of products that are given as part of traditional marketing, and also all types of technical support that is given before final sale. When defined in such terms, ROI of social media becomes very difficult to measure as it is very tricky to measure the ROI of conversations and relationships.

Secondly, it is important to note that social media marketing is most useful in post-sale customer service, where companies use these tools to maintain and develop their customer base. If there is a customer who does not like a product, then companies employ such methods to ensure that the problem is solved. By helping such customers, you are building a loyal base, which in turn will virally ensure future growth in sales. This again proves how difficult it is to measure ROI of social media in actual terms. While customer service and pre-sales strategies definitely cost something and are a necessary investment, it is important to understand whether such measures can be calculated and whether such measures actually reflect their impact on businesses.

Finally, proponents of measuring ROI of social media feel that people only oppose it because they do not know how to measure it and hence feel that it is hard to calculate. This is not true as it has been proved that while ROI of social media is difficult to measure, it is not impossible. It is pertinent to note that some people feel that this method of measuring ROI of social media is short sighted and completely wrong and that there are other ways of measuring than in monetary terms. According to such people, while value of a conversation and relationship cannot be measured in monetary terms, it definitely has some importance, which may or may not be directly visible.

In a nutshell, you will need to measure ROI of social media to keep a tab on the results that it’s delivering, and fine-tune your strategy, as and when needed, to reap the optimum benefits.

What attracts most: SMM or SEM?

Given the high use of internet for most of our activities today, it is important that we devise online marketing strategies. Two very important internet marketing strategies widely used today are Social Media Marketing and Search Engine Marketing. Both these strategies are different only in approach and the kind of traffic they attract. However, you should remember that these are two sides of a coin and need to go hand in hand for any internet marketing strategy to be successful.

Search engine marketing is a kind of internet marketing through which companies improve their rankings on search engines and ensure more traffic to their websites. Search engine marketing is largely of three types, using pay per click advertising method, placing strategic advertisements containing precise information on various search engine websites and lastly, with some search engines, it is possible to pay and be included as a higher ranking page. However, the best way to ensure success in search engine marketing is to make your website search engines optimized by using appropriate keywords, unique content and other SEO techniques.
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Social media marketing, on the other hand, is a way in which you engage with your customers by using various social media tools. By using various social media tools, you can actually disseminate information about your company to a group of people who are actually interested in reading about it. By giving people opportunity to air their opinions on a particular aspect of your business, you are actually building relationships. A good profile with excellent content and by directing good traffic to your website, you can use this strategy effectively.

The primary difference between the two strategies is the time taken by each to generate incoming traffic to your website. It is seen that search engine marketing brings in more traffic to your website at a much faster rate than social media marketing, which takes some time to generate quality traffic to your website. However, even if social media marketing takes time, it ensures long lasting relations with the people who visit your website.

Secondly, people often state that it is difficult to measure social media marketing but it is not impossible. Using the right analytics, it is possible to measure the ROI of a blog as well as the exact amount of traffic coming from social media sites to your website. Measurability is very easy in search engine marketing as the course of incoming web traffic to your site is more visible. In addition, pay per click strategy and placement of paid ads help in measuring the impact.

Third difference is the kind of traffic attracted by each marketing strategy. Search engine marketing attracts SEO traffic, which include people who are actively searching for your product or service, thereby ensuring high rate of conversion into customers. Social media marketing, on the other hand, attracts organic traffic, which may or may not be interested in what you have to offer. However, once you have managed to convince the person about the relevance of your company, the conversion is absolute and one that will continue for a long period.

In conclusion, it is best to say that for any internet marketing strategy to be successful, both strategies should be used in tandem, starting with the search engine marketing strategy to create large number of hits to your website and then following it up with the social media marketing strategy to ensure your customers stay loyal.