Here are some facts that might dispute that contention:
- In the US currently less than 1% of online sales can be traced directly to social media posts.
- Us companies that made the move to focus on social media in the last few years are now reinvesting in search marketing.
- Online searches accounted for over 30% of online sales traffic, even email with 2.8% accounted for more online sales traffic than social media with 1.6%.
US researcher Econsultancy has found that the main use of social media amongst companies surveyed was to gauge consumer sentiment towards a particular product and to tailor campaigns and communications to reflect that sentiment. Similarly only 6% of participants said that social signals had a major impact on their search and social media strategies.
At iNet we believe that search and social media have different and complementary roles in a total online strategy. We also believe that a combination of these strategies will achieve a better result than by investing solely in paid ads.
To maximise your success within your strategy you need to:
1. Understand your audience and how they behave in the two different media
People behave differently on search and social media in terms of time, duration, focus and sharing. Using your data your strategy needs to take all of this into account and it is important to ensure that that your strategy is aligned to when and where the audience is “online.”
2. Set goals for both search and social media
Simply, what are you looking to achieve out of the individual sectors?
3. Make sure that Search and social media are working together and that your campaigns are integrated.
Avoid a silo mentality, make sure that they are linked and share the key data and learnings from each sector with the other. Make sure that key words are shared along with social conversations and audience behaviour are included. Simply by noticing a trend on one media you may be able to gain a competitive advantage on the other.
4. Social media impacts on search
The results of social media searches are increasingly impacting on organic search results and leveraging social activities will improve search results.
5. Establish practices and procedures
All learning's and information need to be used to your advantage. Ensure that you have steps in place to capture and use this vital intelligence.
6. Talk, communicate and maximise
Ensure that everyone who is involved in your online marketing efforts is fully aware of all aspects in every media and involve them in discussions, planning and reviews.
An informed team is a happy team and is a proactive team and undoubtedly will achieve the best results.
This is the type of thought, care and planning that we use when working to build and execute an online marketing presence for our clients.
We agree with the words of one US expert “It’s time to stop chasing the number followers and likes and think of plans to actually influence sales to grow your business.”
In conclusion you might wonder why we are generally lukewarm on paid ads, these UK statistics might give you some insight, of 1.4 billion searches done in the UK 94% of searchers clicked on organic results compared to only 6% for paid ads. Enough said.