Using SEO Content to Drive Your Social Media Strategy
Provide valuable content and then take steps to ensure it is found.
By Amy Hoppenrath
Using SEO (search engine optimization) content to drive social media is an important business strategy that should not be overlooked. In fact, 43 percent of social media users believe businesses should use social networks to help them solve their problems. But because only 25 percent of them want you to market your products or services to them, it’s apparent that what they are looking for from you is valuable information that will make them smarter.
Share Valuable Content
Sharing valuable content is a key strategy for turning strangers into friends and friends into clients. It not only increases your credibility and expertise, but builds a level of trust which is imperative in the business development process. Additionally, when you share content that 1) informs and 2) helps to solve problems, people are more likely to spread the word by sharing your content with their network.
This strategy, however, only gets you so far if you can’t be found online. Because 96 percent of people search the Internet before they make a purchase decision, content is useless if clients, prospects and referral sources can’t find the information when they are searching via Google or some other search engine.
You can help people to find you by using search engine optimization techniques. Search engine optimization uses popular keywords that accurately describe the content on a page, in order to climb higher in search engine results and improve the odds that customers will find your content. SEO practices will help you build search volume and increase quality of traffic coming to your Web site.
“This is what makes the marriage between social media and content imperative,” said Jayme Thomason of Write Click SEO. “Social media without content is useless, content without keywords is irrelevant and content without social media and search has no impact.”
Leverage Social Media
Thomason recommends that businesses implement a smart SEO strategy, using social media to provide links and increase overall search visibility. These strategies used together increase your site’s popularity and your search ranking, which translates into more sales.
What are the best ways to optimize your content?
- Listen to your audience// Check out where your target clients and prospects might be searching for you by conducting your own online search. Then review the sites, blog posts and forums to see what they are saying. Listen for the words they use in their conversations. These may be valuable keywords you can use for your SEO efforts.
- Use the Google Keywords tool// This tool will help you generate a list of the most-searched-for words that you should incorporate into ALL of your online content—from your Web site to social networking profiles to online articles and press releases. Hint: you can even paste a URL into the Google Keywords tool to generate a listing of keywords for that Web page.
- Encourage and promote sharing// Build grassroots efforts by including share buttons, which allow the reader to post the content on their own social networking pages, such as Facebook and Twitter. Recommend your content in social bookmarking sites such as Delicious or Stumble Upon. Also make sure readers can subscribe to your content via e-mail or RSS feed.
Once you’ve successfully implemented these tactics, it’s time to track your success. Google Alerts and Socialmention.com are great tools to help you see where your content is being discussed and manage your online brand.
Amy Hoppenrath is a principal at AccelerAction, the only agency in Kansas City dedicated to fueling successful professional services firms by creating powerful branding messages, developing strategic lead-generation campaigns and driving business development programs. www.AccelerAction.com
