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Rank In Google With Social Marketing

Published on Tuesday, 2nd June 2015, contributed by Infinity Nation

Here, at toinfinity digital marketing agency, we regularly get asked questions about the effectiveness of social media within online marketing strategies.  Social Media marketing is an integral part of a company’s digital marketing portfolio.  Recently, we shared an article on the subject on our toinfinity blog, read below to find out why social media is an essential element for ranking within Google in 2015.

Why Companies Need to Invest In Their Social Marketing To Rank In Google

Most companies over the years have decided to embrace social media as an online marketing channel; however, the majority of businesses have not been using this key business tool to its full potential.

 It has been proven in recent years that social engagement is a key factor for boosting your website's authority and social signals. Some of these platforms are unofficially used within the Google ranking criteria.

The following post gives you insight into how social media is currently being used, what you should be doing and the number one social platform you need to be using in your business marketing strategy. 

Why Should Businesses Use Social Marketing?

All firms should invest in social marketing, not only to increase brand awareness but also to add value and build relationships with the readers and influencers within the industry.

When creating a social marketing strategy, the only thing that is important is to add value and ensure that your content is benefit driven.

Most people use social media to broadcast their own content, providing information to their customers based on latest news, sales promotions and providing sales heavy blog posts. This content is all about the company and has no or little benefit to the reader/customer.

As social marketing is a key factor for increasing your website's social authority, domain authority and your Google ranking position, it is best practice to create “high quality” content to ensure you increase your social currency. The higher the level of social signals and engagement the more favourably Google will look upon your website.

What Are Social Signals?

Social signals are created whenever someone interacts, shares or comments on a web article or a post on your social site.

Do Social Signals Increase Google Ranking?

This is a hotly contested subject and one which differs in opinion.  Many experts have done their own studies into this area, with the answer being that no-one really knows. But if we look at it from Google’s point of view they only want to show the results that give the user the best experience.  If a website has a large number of external links from authority websites, but nobody is talking about this website over social media does this look a bit suspicious to Google?

The answer is yes and this is what caused the massive downfall of a number of Private Blog Networks as these high authority sites had no social engagement and therefore looked unnatural.

Google is all about natural signals and if a website has very little social interaction, then it would downgrade it against a website that has a higher social engagement.

To increase social activity you should be adopting a benefit based social marketing strategy.

The Top 5 Things Businesses Should Be Doing On Social Media To Increase Your Social Signals

1. Engage with your customers - use social media as an extension of their overall customer service

Action tip: Keep an eye on your social content and reply to customers' queries. On Facebook once you have created your post, monitor the comments and answer people’s questions/concerns. You can even give your customers further directions to get in touch (call you, up-sell or pop in).

2. Talk to people in your industry – interact with influencers in your industry and builds relationships

Action tip: Find large Facebook groups and pages populated by people in your industry/location, and follow them. Make sure you interact on their pages (likes, comments and shares). You can then direct contact to start building a relationship.

This also works for outreach and building influencer partnerships within your industry.

3. Promote other people's content – dilute your content to add value for your followers

Action tip: By following some great social pages this provides you with a large amount of fresh, unique content that adds value to your own website/social pages. If it is based upon content subjects you have previously covered, this enhances your own content/brand message while also adding value to your readers/social followers.

4. Create value added content based on customers queries to enhance their experience

Action tip: From reading blogs, forums and other industry websites you can pick up some really great ideas on creating content that is based upon your customers. By reading industry social media pages, you can usually find certain questions that get raised a number of times by your customers and you can create pieces of content around these queries. The old adage, if one person asks a question, how many more people have the same query but just don’t ask it?

5. When writing content, reference other people's work and invite them to respond over your social network

Action tip: Create content that references other people’s work within the industry. By referencing these influencers in your content you will then be able to contact them and get them to share and engage in your content, as they have been mentioned as an expert within your piece. This is also known in the industry as “ego baiting”

As you can see it is all about sharing and adding value to your customers and target market, which is not company focused.

By creating sharable content people are more likely to share it and reference your company, aiding in the social interaction and boosting your social signals to enhance your websites ranking position.

Number 1 Social Platform for Business Marketing: Google Plus (G+)

This Google owned property is very much under the radar and a growing platform. Although smaller than other social networks, the platform has a far higher relevance, as it’s a Google owned product. Google has previously gone on record saying that engagement on this channel has no relevance to ranking position placement; however, many people in the industry have seen the opposite.

G+ community groups tend to be utilised by industry people who are keen to network, rather than end-user consumers. The G+ network is ideal for building relationships, engaging with others in your industry and sharing ideas/content for the benefit of your customers.

In closing, social is the traditional marketing “word of mouth”. If people are talking about your company, sharing their views and experiences, then other people will listen. The key here as with other forms of marketing, is to add value to the user experience and have the expectation that you will receive nothing in return.

The relationship and trust you build with your customers and influencers within your industry are more important than a one-off sell.

Does your social media strategy follow this framework?  Do you find it difficult knowing what content to produce for sharing on your social media platforms? For more information on how we can assist on a social media strategy, contact us: info@toinfinity.co.uk