30-second summary:
- Social media has increasingly become a key avenue for the fate of brands’ online performance
- There is a relation between brand perception, social listening, customer service, and the eventual consumer spending power
- Here’s how social media marketers can make the most of social channels to drive business value
In order to gain sales and increase leads, social media marketing must be fully integrated within a company’s overall marketing strategy – including search.
For companies looking to increase lead generation[1] for sales conversion and build upon long-term customer relationships, social media involvement tends to be more cost-effective and successful, in the long run, than traditional short-term-oriented marketing methods.
Social media’s return on investment is best measured over time in the form of customer loyalty, customer relationship management, and an improved corporate perception in the general marketplace.
1. Regularly updated content boosts search engine rankings
Research proves that by providing relevant and constantly updated content, companies can gain new customers, achieve a higher search engine ranking, and increase online visibility. Online marketing methods that center around search-optimized content can also improve a company’s SERP ranking[2].
Now that search engines like Google is indexing social media content, keyword-rich posts, and relevant comments within social networks. This has become a viable marketing tactic.
According to Google’s Gary Illyes[3] in one of his discussions with SEO Eric Enge on social media mentions and rankings and how Google might use online mentions of a brand on social media and networks:
“The context in which you engage online, and how people talk about you online, can actually impact what you rank for.”
Furthermore, related research conducted by CognitiveSEO[4] discovered an equivocal link between social shares and SEO. Analyzing