Search engine optimization has been the buzz phrase in online marketing for the last decade. Search democratized the web allowing the little guy to play in the same arena as the big and both sides of the market have been better for it. Online marketing is taking a new route with the advent of social networks and universal search. These search tools are supposed to help people stay better connected and help people find the “things” they need or want, at the time they need or want them. So how can a marketer thrive in this new environment? The next generation marketer will need to understand and integrate social influence into their search engine optimization marketing plans.
It is a small world after all, but it is hard to find
Search previously was about just finding the right keywords your market was looking for, at the time they were looking for it, and getting to the top of SERPs. That has not changed, however, a marketing expert today also needs to integrate into their marketing, an approach that is not just the search engine but the whole Internet. One might think integrating the whole Internet into their marketing plan is foolish and unrealistic. It is, but the larger a marketer thinks, greater opportunities will appear where otherwise there was nothing. Marketers should include in their search optimization social user created content, and search phrases that at first glance may not seem to be related to your product. These terms may only be related loosely by genre or other niches. The goal is not only to be there at the time to buy but to be there while they are researching what the consumers thinks they want to buy. This creates a small world influencing thought in the consumers mind. I like call this the tootsie roll factor: “wherever I go I think I see…”, if you are American you know the rest.
Your Brand is a Trusted Advisor and Guide.
The second part of my New Small World Theory of Marketing is the social influencer. With advent of blogs, social networks, and Game platform networks, a marketer must now truly listen to the market like never before to influence their target audience through social systems. Keeping up with the Jone’s just became even more interesting. With word of mouth marketing a marketer now listens and responds to the market in real time . Creating conversations, buzz and trust by using social influence. The brand stands in for a person and the market interacts with the brand’s touch points. The brand now builds good will and emotional trust capital within the marketplace. When a consumer begins their buying odyssey the brand and their friends become their trusted advisors.
Integrate Your Marketing Message while Walking with your Customer on their Search Journey.
Combining the brand with a strong search presence and a strong social presence leaves edible breadcrumb clues to the hidden treasure the consumer was seeking, even if they did not know they were seeking it. The social interactions reinforces, what they find on the web and elsewhere. Social also lets consumers know they are on the right track. When they purchase their solution from you, and everyone in their social circle gives them a pat on the back, buyers remorse will be reduced, while increasing their probability of needing to use the brand again on their next journey.
In today’s marketing mix marketers must integrate all of their marketing forms and channels around the brand to best reach and influence their target audience.
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