3 Reasons Why Social Media Forces You to Talk
Like Your Customers
People are learning how to play guitar on YouTube.
Yes, that is correct. They are using YouTube as a search engine for
guitar lessons. YouTube? A search engine? You bet. In fact, more
searches are conducted every day on YouTube than are conducted on
Yahoo! or MSN. So yes, YouTube is a search engine, and a really
Here's another familiar advertising/marketing discussion:
Internet Marketing Company:
"This customer made a great YouTube video about your product. It has
had 20,000 views. It sent 5,000 visitors to your website and drove
$35,000 in sales."
Client: "Yes, but our logo was
the wrong color blue in video."
And while we're all getting used to letting go over our brand a little
when it comes to content consumers are producing, it gets really hard
when the social media content you produce
internally is forced to break with your own brand guidelines.
You're asking yourself, "Why would I ever break with my own brand
guidelines? Here is why:
1. Consumers don't care about your marketing
meetings. Maybe you sell integrated electronic study
aids. You absolutely don't sell "cheap online text books." Guess what?
No student on Twitter, Facebook or any other social network is ever
going to search for "integrated electronic study aids." But I bet a lot
of them are looking for "cheap online textbooks."
2. Google is showing search results based on
your social media connections. Stay with me. You and Mr.
Bill are connected on LinkedIn. Mr. Bill owns an SEO firm in Columbus,
Ohio. You search Google for "Ohio search engine optimization agency."
If Mr. Bill doing a good job in all my social media activity, Google
will say to itself: Hey, this person is connected to Mr. Bill. Mr. Bill
uses the keyword "Ohio search engine optimization agency" frequently on
LinkedIn, Twitter and Facebook. Then Mr. Bill links to his company's
website. This searcher just searched on "Ohio search engine
optimization agency." Therefore, I'm going to rank the Mr. Bill's
website very high for this person.
A side note? From a branding perspective, Mr. Bill would probably never
call his company an "Ohio
SEO agency." It is likely that his agency has
other areas of focus than SEO and clients in areas other than Ohio. But
guess what? No one searches "nationally recognized integrated online
marketing strategy agency." So, Mr. Bill lets his pride go. Bottom
line: let the branding go and focus on driving business.
3. Your very best customers come to your
site...maybe once a month. Really, is there a reason to
come more often? Guess what? They spend about 14 minutes on Facebook
every day. If you're in their news stream talking about the things they
care about, they will find you. If you're only giving your corporate
blah-blah over Facebook, you'll never make the connections.
Here's another example. You may have a patent on a cutting edge
nutritional supplement that promotes holistic wellness for young
adults. You may cringe when people say, "Oh, you sell children's
vitamins?" You have a laundry list as long as your arm as to why your
product is absolutely not a children's vitamin. You refuse to put the
term "children's vitamins" anywhere on your social media sites because
it fundamentally goes against your brand.
Any marketer or advertiser (online or offline) worth his salt would
argue that you need to talk like your buyers talk, even if your ego
says that you're so much better than what they call you.
Does this mean that Tweets should be as impersonal as title tags? No.
But don't write in your Twitter bio that you offer lifestyle
communities for young professionals; say that you build condos. Don't
write a blog post saying you offer a unique health centered environment
for female executives; say that you run a gym for busy women. And don't
have your LinkedIn profile say that you're "a strategic leader in
go-to-market, best-of-breed solutions" ... because that's just stupid.
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Bill Balderaz is the president and founder of
Webbed Marketing, an Internet
marketing firm with more than 40 clients, including several
Fortune 500 companies. Bill lectures widely on social media, viral
marketing and other industry topics, and was a featured presenter at
the Word of Mouth Marketing Association (WOMMA) annual summit.