Search Engine Optimization vs Social Media Marketing

Do your customers use Facebook and Twitter?
Can social media users afford your products and services?
Why would anyone follow your Facebook and Twitter updates?

Social Media Users Don’t Look for Businesses on Facebook or Twitter

Starting in about 2010, there has been a huge buzz about marketing with social media. Internet users have flocked to websites like FaceBook, Twitter, LinkedIn, Instagram and many others. Thousands of start-up marketing companies are hard at work trying to convince business owners that social networking is the best way to attract new customers. Most of those companies consist of recent college graduates with little real experience. Is there value in social media marketing? Should you put your budget to work on Facebook, Twitter and Instagram?

The Internet has revolutionized business marketing over the past 20 years. Today, it has made websites the predominant way for businesses to reach new customers. Professionally designed websites, incorporating strong search engine optimization outperform advertising on the Yellow Pages, TV, radio, newspapers and magazines. This is especially true for small to midsize companies that provide niche products and services.

While it may be tempting to shift your budget into the latest trendy social media, trusting your limited budget to enthusiastic, but inexperienced Facebook and Twitter gurus isn’t the answer. You should think long and hard and get the facts that tell the real story:

Social Media Users Lack Purchasing Power

Many studies have shown that Facebook and Twitter users don’t have much disposable income. If your products and services cost hundreds or even thousands of dollars, you can be sure that you won’t find many customers on social media. Many small businesses have paid for expensive social media marketing campaigns, but only to saw their Facebook or Twitter followers came to their websites and left right away, without buying anything. Web traffic analysis has shown that the bounce rates from Facebook and Twitter are over 95%.
Social Media Is Not about Sales

The key factor in social media is the word “social.” People use Facebook, Twitter, Instagram, Pinterest and other venues to form and maintain personal connections. They keep up with family and friends, plan social events, celebrate birthdays, follow celebrities gossip and chat about their lives. They don’t go to Facebook or Twitter when they need to buy products or services. In fact, most users strongly dislike commercial messages that interrupt their interactions with other users. For a very few businesses, mostly connected to dining, clubs and entertainment, Facebook, Twitter, Instagram and Pinterest can keep customers informed and updated. That’s it. Even if your business is social in nature, this form of marketing can’t compete with search engine optimization. If you’re looking for motivated leads, your conversion-optimized website is the key to increased revenues.
“Likes” and “Followers” Have Little Value to Sales

Word of mouth is a proven strategy for attracting new customers, of course, but social media users rarely talk about purchases or companies. Even when they do, only a few others see those recommendations. Worse, unless they’re actively looking for that business, they quickly forget. When internet users want to buy products and services, they search on Google, Yahoo or Bing. Facebook, Twitter, Instagram and Pinterest are not search engines, and people never think of them when they need something. Even if you have a Facebook page or post on Twitter about your company, only people who already know your business ever visit your page. Generating new business requires effective SEO to help active buyers and customers find your company where they actually look for it. That’s where your marketing budget belongs.
Social Media Attracts Onlookers; SEO Attracts Motivated Customers

Many people are active users of social media. They spend a lot of time chatting with friends, talking about what’s going on in their lives, and posting photos of their parties, children and pets. They’re also experts at using the internet. The minute they start thinking about a product or service they need, they navigate away from Facebook, Twitter, and Instagram and use their favorite search engine, usually Google. There, they type in keywords and phrases relevant to what they need and click on the top listings they find. If your website uses SEO effectively, they find you. If not, they find your competitors. When they search for products and services, they’re already motivated. Professional, effective SEO brings them directly to you, where your website’s content can give them the information they need to become your customers and clients.
Facebook and Twitter Marketing Is Costly and Ineffective

Unless your company has an unlimited marketing budget, you need to maximize the effectiveness of every dollar you spend. Even for the few business types that can benefit from social media campaigns, Facebook, Twitter, Instagram and Pinterest require constant activity and that’s expensive. Even for restaurants, clubs, and entertainment venues, the impact is very low. In contrast, an ideally optimized website is available and at the top of Google search pages whenever people look for products and services. When they find your business, they get the information they need and the motivational kick they need to contact you or make a purchase.

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