Search and Social Essential for Today’s Marketing Success

I recently attended the Demand Success 2013 Vocus Conference in my hometown of Washington, DC at National Harbor’s beautiful Gaylord National Resort & Convention Center. It was such a professionally organized presentation, and those Vocus people really know how to entertain!  #Demand13 #NationalGaylord

What a fantastic opportunity—I had a front row seat which allowed me to see and meet featured speaker Arianna Huffington.  I’ve always been impressed by her, but she was even more amazing in person.

 

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The session topic was Social and Search Intertwined, moderated by Kerry Gorgone, with panelists Ric Dragon, Simon Heseltine and myself.  It was a fascinating topic in which to be a part, and I was so pleased to be one of the panelists on the session.

Kerry asked a great question during the session that I thought I would share with you.  It sparked some lively discussion, and it left us with a nice take away from the day.

Kerry Gorgone:  What’s your advice that marketers or opportunity marketers should be aware of in using search and social to their best advantage?

Simon Heseltine:  The potential of social to impact search so that you can generate traffic for terms that you wouldn’t necessarily rank on otherwise.  Although that doesn’t mean that you should ignore your SEO, as not everyone is your fan or in your circles.

Ric Dragon: The typical thing we do is author content, perhaps blog posts, optimize it for certain key phrases, and then share that content through social.  If the content is great, people will mention it in their own posts, and perhaps even link back to it.

We can also connect to individuals who are relevant to our content and to ourselves as authors.  This whole business creates a system of connected, relevant content, authors, and web sites – increasing the chances to return that content in more searches.

Great content is central – but it’s those human, social connections that help to create context.

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I asked Kerry to contribute to my post and this is what she had to say:

Kerry Gorgone:  Remember to make your pages mobile friendly.  Nearly half of users between the ages of 18 and 29 use mobile search daily, which means you can’t afford to have a mobile presence that frustrates users.  Consider designing a responsive website, and if you can’t afford to do that, at least use a service like Mojaba to make your site look decent when viewed on a mobile device.

Also be aware that users who search via mobile often have a local intent, so make it easy for them to find your store address and hours if you have a physical location. Finally, avoid common mistakes that can undercut your mobile SEO. Google has compiled a helpful list of common missteps, along with tips for avoiding them.

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Ann Tran:  For millions of consumers, social networks such as FacebookTwitter, Instagram and Google Plus are places they visit constantly—more than once a day.  A “big picture” take away is realizing how they all work together to amplify visibility…

This discussion highlighted the fact that social media is an essential tool in today’s world—whether you like it or not. As Arianna Huffington said during her speech: “Real time is a great tool.” And knowing the best way to use it, just like any other marketing tool, is the most important part of making it successful.

 

 

 

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