+01 970.205.9015 info@searchengineacademy.com

Howdy ho, my search engine marketing heroes and soldiers! Social media for business is the biggest challenge our students come up against – namely, how to do it, when to do it, and what content to distribute. Also, they think social media should be selling their products and services, but so sorry, it does not work that way, umkay?

Let’s unpack a few things about social media and how businesses may want to approach it.

First, why even bother doing social media? Your target audience is doing some sort of social media, whether it’s keeping up with the grandkids on Facebook, pinning images up on Pinterest, posting the latest white paper on LinkedIn or following their favorite celebs on Twitter. But we are talking about social media for business, so let’s remember that there is some social media platform out there that we can find prospects.

As business and company owners, or even sole proprietors, we are expected to do “something” on social media. It’s like putting on deodorant. You’re expected to do it. Nobody cares or wants to know what kind of deodorant you’re wearing, just that you are, so you fit in by not emitting body odor. Sorry for the analogy; it’s just the first thing I latched onto, and I don’t even know why.

How does one “do” social media?

Well first, you gotta figure out which social media platforms your target audience is using. Put on your investigator hat and follow me. You can look at your competitors and see which social media platforms they’re using. Does it make sense to you, the ones they are using? If so, you need to get cracking on those particular ones yourself.

You can also plug in your targeted keywords you want to rank for into various social media sites and see the volume and demand. What’s great about this investigation is you may discover a target market on a social site your competition isn’t paying attention to.

Next, understand the type of content that’s applicable to the social media site you’re going to use. Blog posts, company website pages, videos, recorded podcasts and webinars are all good things to post. Links to your press releases, case studies, media interviews and anything else you’re part of are great items to let your prospects know exist.

When should you post on your social media sites? This could take some experimenting. Do some research on each site and see if you can find general trends that point to the sweet spot for posting. The best times are probably those hours and days when you know your target market is online. You can use your website analytics as a general guide, or even your target market demographics.

If you sell courses and conferences that keep the banking industry up to speed on regulations, you know they are pretty much a Monday through Friday, 9 – 5 crowd, so it probably wouldn’t be the best idea to post stuff on the weekends.

On the other hand, if you’re a realtor, you schedule open houses during the weekends, so maybe late Friday and early Saturday are good times to catch wanna-be buyers. Bottom line, you know your target market, so plan accordingly.

What can you expect when you participate in social media?

Here’s what you cannot expect, unless you love disappointment, anger, bitterness and despair: sales. No, no, no my fellow business owner peep, social media is about developing relationships with your prospects. Share neato, cool, valuable information with them. Take time to make friends with them. When they’re ready, they’ll call you. Or email. Or just show up at your place of business.

This is a long-term strategy. Encourage conversations. Ask questions. Be ready to answer questions with more than just a minimum amount of information. Do not take the mindset of getting them to buy. Just be your wonderful, bad self and be a human having a talk, umkay?

By the way…what does this have to do with SEO? Lots! You use keywords and phrases you want to rank for in your social media distribution channels. You encourage your subscribers and followers to share, to like, to re-post, because Google pays attention to how popular items are in your social media stream, that’s why.

Until next time, please stay safely between the ditches – they may be full or snow or raging flood waters!

All the best to you,