Gaining visibility and pulling traffic.
These two are the prime concern for the folks running business or website online.
But why to worry?
You have lots of options available.
Search Engine Optimization
Pay Per Click
Social Media Marketing
Hell, they are lots of options. How the hell do I know what is going to work and what is not. You run for the advice and you gotcha.
Dude start with SEO. Its free. Your journey in SEO begins.
The typical SEO story for many of us still goes like this. You choose set of keywords, do some volume and competition research and work (or pay an SEO to work) for months and eventually start getting some traction.
Perhaps after few more months, you might be able to secure first or second spot. If you are lucky enough. The flood of traffic comes like never before.
You sit back and wait for the traffic to convert into paying customers. You wait for days, then weeks and months.
But nothing happens.
Then you start thinking and researching and consulting. The result is more frustrating.
The keyword that you picked in the beginning does not match the mindset of the typical visitor that your business want to target.
For whatever reason, the visitors coming through the traffic do not have the budget to buy the product.
The visitors that the traffic is bringing simply do not value what business is offering.
Now what. You are back to square one.
This is not hypothesis or some made up situation. As an SEO we all know this and might have come across the situation like this, at least once in our SEO career.
After facing situation like this, folks start telling SEO does not work. We should make switch to Social or something else that works.
Ok no issues, life is about moving on. But what about TIME. We are almost behind 6 months now. And we are not sure if the next traffic pulling method will work or not. To try and to see what works invest in another 6 months.
You head to try your hands on Social now.
It is likely that similar situation may arise.
How do you gonna decide which strategy to adopt?
It always starts with motive.
What are you trying to achieve by employing these online marketing strategies?
Essentially, whether search or social work better for you is a matter of metrics. Social certainly gets the nod over search for new starters while Web pages that rank well typically outperform social media marketing.
For Lead Generation – The winner is search.
For Brand Awareness – The winner is Social Media.
For Local Business Visibility – The winner is Search
For Interactivity – The winner is Social Media.
So, The Search + Social = The Winning Team.
We have already discussed this before. Deciding on search versus social, the metrics play a bigger role.
However, there are other variables that too have important part to play. They are:
Motive – Your motive needs to be clear like crystal. If not, whatever marketing strategy you employ, they will land you nowhere.
Audience – You need to do the market research and have better understanding of your audience. There are many online tools available though to ease your process.
Resources – This part is very crucial. If you do not plan your resources in advance, you have already prepared recipe to fail.
Key Takeaway: It is safe to say that both search and social have specific benefits for most businesses and, for optimum online marketing results, should both be included in your strategy.