Social Media · Spotlight

7 Reasons to Include Social Promotion in your Marketing Strategy

The question of whether or not you should be engaged in content marketing is hardly a question at all these days. With the number of users on sites like StumbleUponFacebook, and Twitter, it is fast becoming one of the primary ways people get in front of large audiences today.

Content Marketing is the process of showcasing quality content throughout a variety of highly visible platforms, such as social aggregation sites, social communities, blogs, portals, and even email and messaging services. This service combines both natural and paid opportunities to provide your content the highest level of targeted visibility possible.

So let’s take a more detailed look at why you should be using Content Marketing as a part of your online marketing strategy.

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The web is changing… For quite some time now, the Internet has been a wonderful resource for users. If you had a question, then the Internet likely had an answer. However, over the last few years we have seen a massive change in the way people use the Internet.

Five years ago, most of your family and friends were resistant to putting updates or images online, or even using email much for that matter. Today, they are far more open to sharing just about anything online.

“People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. … That social norm is just something that has evolved over time.” ~ Mark Zuckerberg, 2010

With the massive change in confidence and the comfort level of using the Internet, we have seen the web change from something that was purely a resource to the modern day hang out spot for just about everyone.

Regular people now spend hours a day hanging out on the Internet and that is why social promotion as a marketing strategy has become more and more important to succeeding online today.

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Drives a LOT of quality traffic

For a long time, and still occasionally today, the quality of the traffic you could get from a successful content marketing campaign was in question. However, social sites have evolved to a point where their users are segmented more effectively than ever, and if you are carrying out your social seeding campaigns on the right sites and in the right sections, the quality of the traffic is typically high.

Depending on your metrics for success, I have seen many cases were social traffic has outperformed search traffic, resulting in higher time on site, more pageviews, and a lower bounce rate.

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Helps round off your backlink portfolio

For any successful online marketing campaign, linkbuilding is still essential. However, many people tend to overdo their linkbuilding, building links only to their index page and with the same anchor text for every link.

A natural backlink portfolio is a must, and nothing helps to mix up the inbound link referrers and the anchor text used like content marketing.

*It is important to note that in general, linking out has declined as more and more people are prone to dropping a link in their social site of choice, rather than take the time to blog or write about it. However, even in recent weeks, we have seen content marketing campaigns that have received hundreds of quality inbound links.

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Search engines are clearly watching for social signals

It isn’t hard to see at this point that the search engines are very interested in social signals and the determining factors of authority and quality.

Everything from Google’s deal with Twitter, to the launching of the Social Data Hub in Analytics, to the Bing and Facebook deal, and many other deals and partnerships, have all shown numerous attempts that search engines have, and are, making to better understand social signals.

For as far back as I can remember, we have seen social signals have a direct impact in not only search results but also in the various sections of the search engines themselves; like their social and news sections. A couple years back, we first noticed how Google News favored social signals when one of our articles was featured on the front of Google News for two days, based on social signals alone.

Not only have Google+ metrics now been added to Google News, but I hear that the social team at Google has actually taken over the News project.

The point is, social signals are very important and will continue to have a growing impact on your online marketing strategies.

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Helps with branding

It is very important to note that when it comes to your brand, content marketing can really help to grow or destroy it, depending on how you approach your content marketing efforts.

Sites like TreeHuggerComplex, and Weird Asia News have built a very positive brand through content marketing, while other sites have managed to hurt their brand by being overly aggressive and not following the various social sites’ terms of service and guidelines.

When you are visible on a regular basis and are providing high-quality content, users will begin to associate that quality with your brand. We have seen in many cases that the influencers on various social sites can end up being brand ambassadors for you, sharing your content regularly with their networks.

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Helps build social profiles

As your content marketing efforts start to bring in a regular audience of social media savvy users, you have a great opportunity to showcase your own social media profiles, such as Twitter and Facebook, to build your community. Either incorporate calls to action as a regular part of your design, or use referrer-based coding to showcase buttons based on what social media site they are coming from.

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Conversions

Like quality traffic, the ability to get conversions from social media users has long been questioned. From my experience, you can definitely convert social media users, but in some cases you just have to be creative.

For starters, make sure your seeded content is related to what you sell well enough to bring in an audience who could convert on the spot, but will also potentially return when they need to convert later.

Additionally, get people to sign up for RSS, like your Facebook page, or follow you on social sites like Twitter. This can lead to later opportunities to convert as well.

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Get real feedback

It can be hard to get good feedback on your site, about your products or services, about your content, or even about your brand, but rest assured that social media users are going to give you just that.

Remember that these are not just your fans, friends, or employees; they will be honest and sometimes harsh, but if you can take constructive criticism, then you can learn a lot for your social media audience.

Clearly, there are many valuable benefits to having your content socially seeded on a regular basis. If you find you don’t have the time or the right people internally to handle these efforts, you can always contract an online marketing company who specializes in content marketing to handle your needs.

 

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Brent Csutoras is a social media marketing strategist and entrepreneur, who specializes in social media marketing, content marketing, and viral content creation - http://www.kairaymedia.com
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17 thoughts on “7 Reasons to Include Social Promotion in your Marketing Strategy

  1. Hi Brent,

    THanks for a very valuable report on social seeding. I personally am in Finland and we are seeing the same tidal wave build up even here, but we are slightly behind you guys. Do you have personal favorites among WordPress social plugins when used for brand launches?

    THanks,

    Saku

    1. Saku,

      I think that it is that way for much of Europe as well.

      I have a few WordPress plugins I use, but your better off asking someone like Joost about them, as I am not that developer savvy.

      Here are some I like to use, for good or bad:

      <
      <

    2. Hmm apparently cannot put links in here, so Facebook Comments and MediaRSS plugins. If not Facebook comments, you can also use Open Graph plugin to make sure the right information is appearing when people are sharing on Facebook, Google+, etc.

  2. Social media and SEO are integrated now more than ever. Strategies for each shouldn’t be operated in silos. Social data is now part of the search engine ranking algorithm and social SEO needs to be paid attention to.

    1. Absolutely… I used to say when people would ask me how social media was going to help search, that they had it opposite. The real question is how does your search marketing help your social media goals ;)

  3. Brent,

    You’re right, Joost is a real killer app in his own right. And thanks, I looked quickly at the plugins you suggested and they look like the real deal :) Will definitely look deeper into Facebook COmments, but MediaRSS seems to run out of juice with nothing up since 2009 (if I got the right search result…)

    Anyway, Europe is tagging along!

    Bye,
    Saku

  4. Brent,

    You hit the proverbial nail on the head! I could not agree more. We have seen clientss with active and vibrant social media platforms flourish much faster in the search engines than clients who have none and will not have anything to do with social media.

    Time to get the word out…Social Media is a part of search NOW!

    1. Thanks Mike… I think much like any new form of marketing, it is looked at based on the previous forms standards. SEO was looked at hard in comparison to print ads and commercials, but when Search really took over, those who had got in early reaped the benefits.

      I have been seeing this massive change for about 3 years now and it just seems so obvious, even with how the search engines are scrambling, that social is the new way the majority of the web will interact.

  5. Hi Brent,

    What would you say distinguishes between social seeding for information sharing purposes to spamming social networks without any goals what so ever?

    I have noticed that many are keen to dump links into social platforms but do not know how to use these networks to good effect.

    1. Talha – Great question.

      I think there is a clear line between spamming a social network and using it to seed your content. It is more about the intention and quality of what your seeding, that help to determine that.

      In order to effectively socially seed your content, you have to be a part of the community, it has to be something the community would appreciate, and it has to be presented in a format that the community will like it.

      Many people think you can just toss a link, or multiple links, in any social community and they are going to get some sort of value from it. Truth is, you need to really understand what your doing and the community your doing it within or you will just be wasting your time.

      Sites like Delicious, Reddit, Twitter, and even Digg, all have features to silently ban users who are too aggressive in their systems. This way the user is never the wiser and the links they are submitting or sharing remain invisible to the rest of the users.

      You need to have someone who really understands the community you are seeding in handle your efforts, or learn the community yourself before jumping in.

      I have been doing this for about 6 years and I learn new things about these communities almost daily.

  6. Brent, great post here. I’d also add that it should be necessary for a PR campaign. There are few better ways of building relationships with your core audience than by attracting them to your brand through relevant content. And by the way, Brent walks his talk.

  7. Great post!
    Please also mind that social seeding is not only important for product-marketing, but also for “information-marketing” (news-portals, blogs etc.). Experts will be more and more identiefied with social media-tools!

  8. Thanks for the post, Brent! This is very timely, as I’m trying to get my first social seeding campaign off the ground. Could you recommend a basic primer on the subject?

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