The average company budget spent on blogging and social media has increased
dramatically over the past few years. With every one out of eight minutes online
spent on Facebook, it is hardly a surprise. Companies are sensitive to the needs
of their customers, sharing information generously and reaping the rewards of
modern day network marketing. By earning their customer’s interest within a vast
but selected public network, they have increased their visibility and credibility.
‘Helpful is the new viral.’
One of the key factors when rating and ranking a website for search engines is its
information relevance and abundance. It is no secret why organisational websites
like Wikipedia rank high on search engines. They normally contain plenty of
useful information. By having a website or a blog that is well optimized for search
engines and filled with relevant information, companies serve the public while
increasing the rating of their internet presence. An increased rating on search
engines result in a further increase in visibility and credibility. The same principle
is true for a company’s social media pages and its effectiveness increased even
more if the platforms are inter-linked. A popular way of doing this is to add ‘like’
buttons and Facebook widgets to the company’s website that link back to their
social pages.
Companies are using their websites and social platforms to build relationships
with their customers and not only to attract new customers. Many companies
are opting for regular newsletters that are sent out to subscribed customers.
This strategy adds great value as an inbound marketing tactic. Once again the
customer receives helpful information that might assist them in their decision
making. These newsletters are not focused on selling the company, but contain
valuable information about the industry and helpful hints and tips that could aid
the customer, thus building a relationship with them and earning their interest. It
is important to note that customers should voluntarily subscribe and unsubscribe
to these newsletters. Spamming customers defeats the purpose and spirit of
Inbound Marketing.
With all their information platforms in place and their newsletters going out
regularly, companies need to drive traffic to their information. There are a number
of basic things that every company should do, like having a link to their social
media page and website from their e-mail signatures, business cards and other
stationery. Nothing beats a sound keyword marketing campaign to drive traffic
to pinpoint locations in your online presence.
Keyword campaigns on social media platforms and search engines serve two
purposes. The obvious one is that it drives controlled traffic to very specific online
locations. It is controlled, because the company can set the target demographics,
the target devices, i.e. cell phones, desktops and very specific search phrases.
They are virtually guaranteed qualified inbound leads.
More importantly, keyword campaigns are measureable and a controlled keyword
campaign provides very valuable, factual data about the company’s online
target market. This data can then be used in the company’s efforts to continually
improve the relationship with their customers. Who wouldn’t like to know what
specifically a customer was looking for, where and when they where looking for
it and how often? If we knew that, we would know what the next post on our
social media page would be. We would know the subject of the next article in
our newsletter. We would know how important catering for mobile devices in
our industry is. We would have the knowledge to capture the interest of
potential customers online and then nurture a relationship that is based on
what customers are interested in.
Statistically, companies that blog, drive 55 percent more traffic to their websites.
Consumers yearn for information and they are grateful to those that provide them
with it. So grateful, it seems that it invigorates a sense of loyalty towards the
provider of useful information. That is exactly why word-of-mouth, networking
and social media has transformed the way companies do business. Companies
all over the world are adapting to this age old marketing principle of building
relationships. It used to be one of many, but it is fast becoming the only way to
do business and the internet is the most economical and logical platform to
launch it from.
About Leon Keyter
Web Changes has been assisting small
to medium sized companies since 2003
to create and maintain their online
presence. The company was founded by
Leon, who has 12 years’ experience in
the web development industry. His
internet knowledge and experience
is substantiated by a BCom degree in
Communications from the University of
Pretoria. Leon is currently completing
a BSc degree in Computer Science
through UNISA.
Tel:
+27 (0)11 - 675 2007
E-mail:
Leon Keyter
Nex Media •
Vol 2 Issue 3
35
