This article will be a broad survey of what a professional social media marketing company does for its clients, with the information being taken from various examples. Since “social” media has become an instrument that can be used for business as well as relational purposes, it is no surprise that there should now be companies that have devoted themselves entirely to the business of social media marketing, helping other companies to promote themselves with this valuable new tool.
Search Engine Optimization (SEO)
SEO is a term that one encounters constantly when talking about websites for businesses. Briefly stated, it is when the page designer intentionally uses selected keywords a certain number of times in the text on the grounds that they are the ones that Web surfers are most likely to search for and that the frequency with which they occur will increase the ranks of the page in a Web search, which in turn will result in a larger number of visitors – and thus potential customers – than it would otherwise receive. SEO is, consequently, one of the foremost services provided by any social media marketing company that is “worth its salt.”A good SEO service should have the following characteristics:
- Proactive – making algorithm updates and other improvements ahead of time
- Scientific – The company should build its own tools
- Strategic – There is no “one size fits all”
- Transparent – client relationships built on honesty
PPC is an arrangement whereby the owner of a website gets paid each time somebody clicks on his or her advertisements. Social media marketing companies help to run PPC campaigns using software to assist in logical decision making while at the same time controlling all quantitative variables involved.
Conversion Rate Optimization (CRO)
The conversion rate is the percentage of visitors who complete “desired” actions. CRO is a task that is, unfortunately, poorly understood by many business people. The best SM marketing companies, however, realize that converting even a few visitors can make a big difference in a company’s sales revenue over the long term.
Some Mistaken Impressions About Social Media Marketing
There are a number of mistaken ideas that company owners have about social marketing. The biggest of these misconceptions is the idea that its main purpose is to attract new customers, when in fact it is to engage those who are already regular customers. Nor is social marketing confined to the online world: Traditional forms of advertising, such as billboards and magazine and TV ads, still figure prominently into the picture.