The six must-have social media profiles for a great marketing
Every day, it’s harder and harder for
small-business owners and advertisers to keep pace with all the social
media platforms on the Internet. It started with the personal profile
phenomenon, which quickly evolved into video sharing profiles. Then the
floodgates opened, and now Internet users have more than 400 social
media platforms to consider.
Any marketer worth his/her salt knows the value of
setting up a social media advertising campaign on these free platforms.
However, with so many options and limited time, small-business owners
must have a strategic and targeted approach to social media advertising.
Business people need to develop a Social Media
Advertising Formula, made up of the sites that all advertisers, Web-site
owners, and business owners must have in order to run a successful
social media advertising campaign.
Social Media Advertising
There are six essential platforms that business owners
must have in order to really harness the potential of social
advertising. Each social platform plays a specific role, and the
combination of all six is what will take your social advertising
campaign to the next level. There is a secret ingredient at play here as
well: The formula calls for a touch of optimization on each platform.
Optimization allows your social media to work with your Web site and
pay-per-click (PPC) campaigns to dominate the first page of
search-engine results. Essentially this formula will make you the only
choice as far as the searcher and Google are concerned.
Social Advertising Element No. 1: LinkedIn
popular business profile site, LinkedIn (www.linkedin.com) ranks
very well in search engines and is a great platform for sending
event updates out to business associates.
Directions: When optimizing your LinkedIn profile, select one
core keyword (or search term) you would like to be found under,
use it frequently without sacrificing consumer experience, and
watch your profile skyrocket in the search engines.
Social Advertising Element No. 2: Facebook
As a closed community, Facebook (www.facebook.com) does not rank
in the search engines and makes the best choice if you want to
have a personal profile online. However, optimizing your
Facebook profile with your business keyword can make it an
invaluable marketing effort.
Directions: Optimize your Facebook profile with one keyword and
become the “go-to” expert in the floral industry for the more
than 22 million Facebook users. Also, include some personal
touches, but beware of putting too much personal information
Social Advertising Element No. 3: MySpace
As an open community, MySpace (www.myspace.com) ranks well in
the search engines and, more importantly, allows businesses to
have fully developed profiles, including personally designed
Directions: In addition to optimizing your profile with a
keyword, you also can search for your target audience in MySpace
“Friends” and create an amazing outreach network.
Social Advertising Element No. 4: YouTube
The main video-sharing platform, YouTube (www.youtube.com) is
one of the best forums available to create a “viral” marketing
campaign (a campaign that gains widespread popularity through
Internet sharing, typically via e-mail or instant messaging,
blogs, and other media-sharing Web sites). From publishing video
testimonials from your customers to creating social proof of
your abilities, YouTube videos are a great way to get other site
owners to link to your Web site.
Directions: Each new video is another opportunity to optimize
for a different keyword. For each video, include your keyword in
the title and at least once in the description section.
Social Advertising Element No. 5: Blog
If you have the time or desire to create only one social media
platform, a blog should be at the top of your list. (Enter
“Start a blog” or “Create a blog” into your favorite search
engine to find help on starting a blog.) Blogs give users a few
distinct advantages over the other platforms that make them
absolutely invaluable in the world of Internet marketing. First,
search engines love blogs. They have plenty of content and are
easy for the spiders to crawl and categorize online. Second,
consumers love blogs. They aren’t hard-sales but instead are a
mix of marketing and education that online shoppers trust.
Third, every blog is a new opportunity for you to go after a new
keyword. Whether you want to dominate a search page with one
particular keyword or just have a presence under a different
keyword, a blog is a free and easy way to get you there.
Directions: As with a YouTube video, every blog is a new keyword
opportunity. Using a keyword tool, select your keyword before
writing. Then, include your keyword in the title and throughout
the content, but never sacrifice consumer experience. Also, be
advised that repeating a keyword too many times will show up as
spam in the search engines.
Social Advertising Element No. 6: Twitter
The newest, hottest rage, Twitter (www.twitter.com) is a micro
blog that limits posts to 140 characters. Although you’ll
typically hear the most skepticism about Twitter, it can be an
amazing tool for your business. Twitter plug-ins allow you to
update Twitter and literally push it out to your other
platforms, such as Facebook. Additionally, Twitter posts rank in
the search engines.
Directions: Select one keyword, and include that in all your
Twitter posts. Also, personalize your Twitter background for a
totally unique and branded look and feel.
combination of these six social advertising platforms, your online
campaign is sure to be a success!
Heather Lutze has spent the last 10 years as CEO of The Findability
Group, a search-engine marketing firm that works with companies to
attain maximum Internet exposure. A nationally recognized speaker, she
is the author of “The FindAbility Formula: The Simple and Non-Technical
Approach to Search-Engine Marketing” (John Wiley & Sons). Ms. Lutze is a
lead speaker for Pay-Per-Click Summit, and she previously spent two
years speaking for Yahoo! Search Marketing. For more information, visit