Welcome to the last week of our social media journey, it’s
been a fun, eye opening experience. I
can officially say that I have stepped out of my comfort zone and into the wide
world of social media. I enjoyed social
media before, but mostly to see what everyone else was doing, now I realized I
have a voice and I want to keep exploring what that voice sounds like. We have learned how to entice people to want
to read our blogs, we have learned how to explore and understand many different
social media sites, and we have learned that if you don’t protect yourself
correctly it can be dangerous.
This week we are learning about:
·
Search engine marketing, how to be able to reach
your buyers directly;
·
Search engine optimizing, ensuring the key words
and phrases found by the search engine and that your site will be given the
highest ranking;
·
Search engine advertising, when a marketer pays
to have their ad appear when using certain key words/phrases (Scott, 2015).
·
Determining your ROI and Social Media Spending
Based on Value of New Customers (Turner, 2013).
Have you ever wondered why when you type in certain words or
phrases into your search engine, it is able to determine useful sites (most of
the time). I know I have but what I
didn’t know is that there was a reason for that being SEO (search engine
optimizing), when companies buy the rights to the words or key phrases so they
can be on the first page of results (Scott, 2015, p. 398). Lets be honest when searching for anything
like a product, or information do you ever really go beyond the first page on
Google? I don’t, the search engine
usually provides accurate results of what I’m looking for. Most companies know that and that’s why they
want to spend their money on SEO’s.
Another important aspect of this week is being able to
determine your ROI. In Marketing and PR
you want to know if your Marketing and PR is efficient and if you are being
profitable. According to a social media
survey in Oracle only 10% of the businesses surveyed can actually tell if their
social media campaigns had a positive ROI (Turner, 2013). Those are not good statistics, companies put
a lot of money into social media and need to be able to determine their ROI
properly.
Based on the Readings this week:
- What are the two common mistakes done by companies according to David Meerman Scott in Chapter 23?
- What was the most interesting thing you can take away from this course and do you think you will still be as active with all your social media after?
References:
Scott, David Meerman. (2015). The New Rules of Marketing
& PR. Hoboken, New Jersey: John Wiley & Sons, Inc. 5TH ed.
Turner, J. (2013). An In-Depth Guide on Calculating the ROI
of a Social Media Campaign. Retrieved February 28, 2016, from http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/
How true – it is a rare occasion that I actually click to a second page. In most cases I don’t even think I scroll beyond the top 5 sites listed. The majority of the time I find what I am looking for, but I have noticed that I get annoyed if within the top 5 sites listed the landing pages don’t properly direct me to the information and if the information (product or service) in irrelevant. My first thought is why this site showed up based on the search terms used. I certainly do not spend the time to figure it out. I quickly click to the next site or adjust my search terms.
ReplyDeleteOptimizing key words and phrases; SEO got me click, but the site itself and its content failed to keep me engaged or convert my clicks to dollars. SEO can be a great thing if properly used and supported by the sites navigation and content. As we have learned this semester, it is about having the right content (product or service) in the right place, at exactly when the customer is searching.
Shannon-
ReplyDeleteI think it's really interesting to look at how we end up at certain places. Before this class I thought that when you searched in Google they always gave you sites with the most relevance to your key phrase, clearly I was wrong. All the thought that marketing departments put into how to direct people to their website/ products always amazes me. These companies put so much effort in the SEO.
I agree with Scott that it is though SEO is important but don't make the mistake of spending tons of money on securing your key words and phrases (Scott, 2015). Once you get people to your website, it's important to make sure it's easy to navigate. I have been on many sites looking for a product but their website was too hard to find anything I left and gave my business elsewhere. So you spend so much money on SEO but not on your site, rookie mistake.
Refenences:
Scott, David Meerman. (2015). The New Rules of Marketing & PR. Hoboken, New Jersey: John Wiley & Sons, Inc. 5TH ed