Don’t Let the Social Scene Leave You Behind
It’s Sunday afternoon and you get a craving for the perfect drink. Something ice cold and delicious.
Then it comes to you, a margarita. You then grab your phone and search, “best margarita recipe?” and instantly your phone brings up a list that covers pretty much every margarita recipe known to man. Isn’t it crazy how things have changed so dramatically in such a short amount of time?
Just a few short years ago that process would have been entirely different. You would have needed a computer or, at least, a browser or Google, now you just ask your phone and voilà. New searches can pull from the web, from social media and even search your phone for a forgotten recipe tucked away in Evernote.
What does this mean for the online life of your business? Well, it’s time to start thinking beyond SEO and typical keywords searches. Truth is, people are not searching the same way they did in 2014 or even 2015, and if you don’t begin looking ahead, you may be the one left behind.
In 2016, using your mobile device first is the norm. So if you’re still concentrating on Google searches only, you may want to re-think your strategy. Think about how you use your phone day to day. You probably browse social media, answer email, get news, use maps and watch videos… so does everyone else. Why whip out a laptop when everything you need is already in your hands. Why even open a new browser when you’re already on Facebook? If you need an example of this, just take a look at your kids or anyone under the age of 30. Chances are, there is a phone in their hand with their eyes permanently glued to it.
There is a change in user behavior when it comes to looking for products and services. Using search engines to find information is still common but there are many people and potential customers, who are now performing their searches directly on social media.
But why you ask? Well, they value feedback from others, with most of these searches coming with recommendations on products, services and entire accounts of experiences. The content of social media searches is also heavy on visuals and pictures, which required an entirely different approach to content creation and strategy. In order to get the most out of your marketing efforts, you must move beyond how to get the highest result in Google. Think about engaging content on your social media platforms, think about customers reviews, about getting people to recommend you and sing your praises all over their own social media channels. Think about your Facebook page being your highest result on a Google search, even higher than your website.
Also, Google uses behavioral targeting, it does cost money, but consider this: If you are a tequila manufacturer or even a restaurant owner that sells alcohol, anyone who searches for margarita will now be in your sights. You’re ads could appear on their screen, all from one search.
It takes creativity, strategy and knowing where your best efforts should be spent. In an upcoming blog post, we’ll focus on which social media platforms deserve your time and effort. Subscribe to the to the Razor Branding Blog to keep an eye out on everyday branding opportunities.