Why You Need to Include Social Media in Your 2009 Marketing Budget

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If you’re in doubt as to whether or not social media marketing should be part of your company’s online marketing or search marketing mix in 2009, I highly suggest giving Todd Malicoat’s 9 Reasons You Need Social Media Marketing in 2009 a good read.

Social marketing is the new search engine optimization. Reciprocal voting is the new reciprocal linking. It offers a fairly low barrier to entry, and the opportunity to drive a TON of traffic in a short period of time. Even more importantly, social media has become a cornerstone of the strategy for launching sites, or improving their link popularity.

I’m going to be writing a little more today on social media and site launching, as I’ve found that not only mixing social media into a smart site launch can drive traffic, but also build a membership base or customer base to your business before it even opens to the public; think the lines outside of Walmart at 4 am on Black Friday. Social media marketing can build links, brand equity, brand loyalty and community and when done correctly, can give you the upperhand over your competition.

More from Todd on How to Pitch Social Media Marketing Internally in 6 Easy Steps:

1. Create Positive ROI on keyword set for a PPC campaign.

2. Explain lifetime value of a converting customer that came from that keyword set

3. Sell the value of SEO as a long term, less expensive form of PPC on above mentioned keywords. Here’s some help.

4 . Demonstrate the need and importance of links to search engine rankings.

5 . Explain the value and process for obtaining links (and how much these would cost).

6 . Introduce the idea of linkbaiting and social media marketing.

BTW, I do not think that Google’s crackdown on really bad paid linking or linking networks is the end all of link building. Major newspapers, web guides and blogs link to clients who build smart link building and content distribution initiatives – they always have and still do, especially if you can leverage the client strategy in an effective, useful or resourceful manner.

Adding a social aspect however, does in my opinion increase the probability that an authority site or media publication will link to you. But good old fashioned link building can work as well now as it did in 2000 … the biggest problem is publishers now know the value of those links!

Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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  • I think what also tends to happen is smaller business owners that are not as savvy with the internet tend step into a stage of denial with social media thinking it will not benefit them. This state of mind will eventually phase out their business.

  • Jennifer Gastelum

    I think there is a fear of not only generating traffic, but difficulty identifying/using the ratio of social media outlets and developing appropriate content. I find it difficult finding emerging trends in my current industry.

  • I can’t agree with Nick Stamoulis more. Ignoring Social Media is not a strategy unless your goal is disaster. Social media has quickly swept away many top websites and you need to start thinking about how to get your business “discovered” on social sites in addition to “found” on top search engines.

  • If you are working on a site for hospital supplies, denture adhesives, or even hearing aids I don’t think a social networking site is necessarily the best place for your advertising dollars. Knowing who your market demographic is more important than suggesting that one strategy is the cure all for every web site.

    With that being said, if you are trying to sell really trendy ugg boots, ridiculously oversized sun glasses or even those oh so attractive skinny jeans then I would agree that social media is a proper strategy.

  • Lots of good points in this post. As you mentioned it 2009 will be the year of the integration of social media in marketing plan because you now have such a large part of the entire population using them daily that ignoring them is like shooting yourself in your foot!

  • This is a very good post. I think link building will continue to grow for sure. Using social platforms as a way to build high quality relevant links is they way to go.

    You can never have too many high quality links. Ever…

  • Great pointers. I am getting a lot of people interested in SEO, social media, and link building as that strategy is long term and not expensive.

  • Great article, I really believe in social media marketing and now is the time to get the most out of it while it is in its youth…..

  • After reading Jeff Howe’s Crowdsourcing, i’ve been diligently studying anything and everything about how to leverage social media for SEO. Fascinating stuff! This post is right on point…Malicoat offers some solid recommendations!

  • The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.

    Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.

    While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.