SEO Social Media Pro and Cons
All Internet marketers talk a lot about growing the top of the funnel by getting as much traffic as possible to your website. So, how do you fill the top of your funnel so it’s inundated? Time and again, SEO and social media take the marketing cake. However, for marketers with limited time and money, SEO and social media often become competing priorities. I mean, it’s not like you necessarily have all the resources in the world to throw your full weight behind SEO and social media. And one thing is for sure, it’s better to do one thing very well than two things poorly.
So, what gets sacrificed SEO or social media, if you only have the time to dedicate resources to one or the other? Which is the biggest lever you can pull? Will SEO have a stronger impact on building the top of your marketing funnel, or is social media the place to spend your time for maximum results? In this article we will look more closely at social media This will allow us to look at what SEO and social media are good for, where they fall short, and let you determine which tactic is right for you!
The Pros of Social Media Marketing
- Since we just finished talking about the Pros and Cons of SEO, you might be interested to know that social media actually helps your organic search presence. Just like inbound links are a great for your website, Google’s web crawlers really like websites that have lots of inbound links, so social allocations of your content will lower your rank too. Understand, the more people approve of your content, the more Google will want to return those results in the SERPs. Investing in a social media strategy can actually improve SEO your social media rankings.
- Guest blogging for inbound links lets you build a few good relationships, but social media lets you build hundreds of thousands. Maintaining an active social media presence lets you carry on prolonged, friendly conversations with your followers. And when you do that, your social reach extends even more as your followers see your social media popping up in their feeds. When you’re talking with people one on one like you do on social media, you can provide more personalized service that other marketing channels struggle to match.
- If you’re investing in social media, it’s simple to scale your presence across more than one network, because you can control the content you share from network to network. So while you’ll rewrite the copy you use in a tweet versus a Facebook update, you can still link to the same great offers, blog content, and visual content to grow your following across several networks without expanding your content creation resources. Social media allows you the opportunity to be extremely targeted once you’ve figured out those networks which work best for your. For example, LinkedIn is an exceptional performer for B2B organizations.
Compare that with Twitter, from which only 40% of B2B organizations have acquired a customer, and Facebook, from which only 43% have acquired a customer, and you can better prioritize how much time you spend on each network. On the other hand, Facebook drives the most conversions for B2C organizations, where 77% of companies have acquired a customer. It’s followed by Twitter, where 55% of B2C organizations have acquired a customer, and trailed by LinkedIn, where 51% have acquired a customer. 65% of b2b organizations have acquired a customer on LinkedIn
- Social media is powered by user-generated content, and if you didn’t already know, user-generated content is critical to driving sales for your organization. More than 80% of “gen y” also known as the largest consumer group in history is influenced by user-generated content when considering a purchase. 51% of them actually rated it more important than the opinions of their friends and family. And when it comes to purchases like major electronics, cars, hotels, travel accommodations, credit cards, and insurance, many of them won’t even make a purchase without first consulting user-generated content.
The Cons of Social Media Marketing
- Since we’re talking about the resources needed to scale your social media presence, we should also consider that it’s useless if it’s not backed by a strong content strategy. Remember; if you aren’t creating blog content, or other content such as videos, what exactly are you going to share in social media? You can tweet ‘til the cows come home, but if there’s no link to drive them back to your website, your social following doesn’t do much for your business’ bottom line. And like we mentioned in the previous article “SEO Pros and Cons”, content creation takes a dedication that most people don’t typically have time to perform.
- For your social media presence to drive meaningful results for your business, it needs to grow. But growing a social media following doesn’t happen overnight. It takes months upon years to build up a strong social following that will drive serious traffic to your website. However, it is possible to rapidly increase this, but it means abandoning the organic growth tactic and go for a paid promotion. Again, that costs money as well as time. If you did not have the finances before, it may not be the best use of your time or money!
- Unlike content in search engines, social media content expires quickly. So while you thought that tweet with the link to the best blog post ever written was your crowning achievement, it’ll be buried in followers tweet streams in minutes, and within their Facebook RSS feeds within hours and then you have to hope they even saw it or read it! Social media updates can just be “noise” as it gets lost pretty quickly!
- Because those streams keep updating, you have to vigilantly monitor your social media accounts every day! Yes, there are social media monitoring tools out there to make this more efficient, but the multi-tasking marketer can easily get overwhelmed trying to read and respond to all of the content that comes through multiple social media accounts.
So which tactic do you use, SEO or Social Media Marketing?
If you are a small business you could invest in hiring a social media manager to promote all the content you have been creating, grow your social following, and monitor and engage with your various social networks. Or, you could move those resources to a technical SEO expert. Since you’re already churning out great content that’s helping your website move up in the SERPs, then magnify that effort with a technical SEO who can assure that your website is operated in such a way that Google’s crawlers can actually read and index every bit of content without punishing your site for mistakes you were unaware you were making.