Tag Archives: Social Media Marketing

Crowdsourcing: Three SEO Themes We Keep Hearing

11 Nov

CoreyMorris

Guest Contributor:

Corey Morris, Director of Digital Marketing

During the past few weeks, I’ve had the chance to speak at a couple of Kansas City search marketing events. The first was as a moderator of the “Better Ideas, Better Strategies” session at the SEMPO Cities KC Search Marketing Conference on Oct. 27. In addition, I spoke about “The Impact of Social on Search Rankings” at the Social Media Club of Kansas City breakfast on Nov. 4.

A few SEO themes kept bubbling up at the Q & A sessions and event follow-up discussions.

First, it’s abundantly clear that the industry must be nimbler when it comes to navigating changes from Google. The company is adjusting organic and paid search faster than most of us can remember.

Second, if you haven’t kept up with the mobile friendly movement, now is the time. “Mobile first” thinking has been a topic of conversation the past few years. The initiative is now on overdrive, with Google using the mobile index for even desktop searches.

One other theme that surfaced during the SMCKC presentation was how Google does or doesn’t weigh social media in ranking websites. There’s a lot of confusing and conflicting info about this topic. My advice? It’s more important to understand how search engines work and view social content through that lens.

The two most important factors of SEO success are relevance and authority. Relevance meaning how pertinent your content is to the subject. And authority being the importance others place on your content. In other words, are they linking to and sharing your stuff?

Finally, while not a theme from the events, I always advise clients that if they want more cues on what Google is and isn’t rewarding, they should pay attention to their target audiences and the competition. By continuously working to be better when compared to peers, you’ll win in search, social and digital marketing overall.

Read my earlier post on the SEMPO Cities KC event.

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Top 5 B2B Social Media Marketing Myths

26 Jul

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Social networking is a large part of most people’s lives. But we don’t always know how to make it a part of our lives as B2B marketers. If you are not on social media or if you are not having strong results, you may have fallen prey to one of these common social media myths.

  1. Social media marketing isn’t for B2B. 

There are social networks that are expressly for B2B communication, such as LinkedIn, SlideShare and, to a lesser extent, Quora. There are also social networks that you should consider just because they are a huge part of most people’s day-to-day lives, such as Facebook and Twitter. Remember that businesses are made up of people; go to the networks your people are most likely to be on and you will find a way to connect.

  1. You need to be on every network.

Joining every social network that comes up will lead to burnt out employees, too much money spent networking and not a lot to show for it. Every network is different and has a different audience. LinkedIn is a place where professionals gather. Quora is a good place to hang out if you have a lot of knowledge to share about your industry. YouTube and Instagram are great for sharing visual content. There are many customers for building materials on Pinterest. Pick two or three networks and work on building out robust presences there. Don’t worry about the rest.

  1. It’s never okay to automate.

Automation can give you a chance to connect with people who you might not otherwise reach. If you have an international customer base, automating a few posts to show up while you are in bed and your prospects are up and at the office or job site can mean access to people you might otherwise miss. Automation can also allow you to keep posting consistent even when you are away from the office or otherwise tied up with other tasks.

  1. Automate everything!

It’s easy to go too far in the other direction. Have you ever posted on Twitter and immediately been hit by an @ message from a Twitter bot triggered by a phrase you used? No one else likes this any more than you do.

  1. Social media marketing doesn’t work.

Every year, hundreds of think pieces come out claiming that social media just isn’t the place for business. The figures prove these people wrong. According to HubSpot, two out of three companies with a presence on LinkedIn have gotten a customer from there. Businesses that use Twitter have twice as many leads as those that don’t. The benefits of a social media presence are measurable and powerful.

Social media marketing success does not come overnight. It can take a while to find your niche and your audience on social media. When you have gotten into the groove, you will find that you have better relationships with customers, a better-known brand and more business by using social media well.

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2015’s Top 10 Building Product Dealers and Lumberyards to Follow on Twitter (Part 2/2)

2 Oct

Prepare to Click Follow—Even More

iPad Finger Follow

Increasingly, building products marketers are taking advantage of social media to promote their business, products, and services—and with good reason. After all, the building products industry is still about people, and as generational dynamics continue to shift, social media provides a simple and affordable method to communicate directly with the people that make up your audience.

Throughout the past year, I’ve noticed a significant increase in the number of dealers adopting social media to communicate with their own audience in their own timeframe. Even better, I’ve noticed some lumberyards using social media really well. Last week, I rounded up five of the top dealers to follow on Twitter—and I promised to bring you five more. Here are #6-10 of 2015’s Top 10 Building Product Dealers to Follow:

  1. 84 Lumber Company (@84lumbernews): Looking for a one-stop shop for the most important housing/building industry news? Look no further than 84 Lumber Company. This account is great about scouring the web for relevant and informative articles that people in the building products industry need to know.
  2. Hingham Lumber (@hinghamlumber): Hingham is a bit of a grab bag of industry news, product factoids, and news, but one thing they’re good about is using Twitter to push their promotions, classes, and special events.
  3. Schutte Lumber Co (@schuttlumberco): DIY is big right now—the rise of Pinterest is a testament to that fact. But Schutte Lumber has managed to utilize Twitter well to provide DIY tips to more industrious customers. Besides that, they also smartly utilize Twitter as a platform to push their blog content.
  4. Economy Lumber (@economylumber): Economy is consistent about tweeting inspirational home ideas, DIY articles, wood-working tips, Houzz favorites, and general project ideas. Plus, they have an excellent blog that posts on the 1st and 15th of every month, and they tweet out links to these posts to keep their followers in the know.
  5. Midtown Lumber (@midtownlumber): With only 315 followers, we might classify this as “one to watch,” but they’re already doing plenty right. Not only do they post the DIY tips, product information, and other standard fare that one would expect from a lumberyard, but they are excellent about reaching out and using Twitter as a way to have conversations with others in the industry. Midtown seems to have already learned an important lesson: social media shouldn’t be a one-way communication.

That wraps up this year’s Top 10 Building Product Dealers to Follow on Twitter. If you’re looking for even more Twitter accounts to follow, look at our previous lists here and here.

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