Cross-platform marketing is paramount to higher conversion rates in today's competitive marketplace. The intertwined relationship social media has with search engine optimization (SEO) has certainly played an influential role in integrating digital technology into daily business practices, especially in B2B marketing.
When considering the evolutionary path of social and search, it makes sense to approach the two techniques with a similar marketing strategy. Here are three things to consider when using social and SEO to improve lead generation:
1. Marketers need to understand where they already have an active social presence. If their Facebook pages are already successful, it may be worthwhile to explore other options online.
2. In addition to knowing where a social presence already exists, a professional should be aware of where his or her competitors leverage their expertise online, and work to take some share of voice on those platforms.
3. After discovering where the competition conducts most of their social optimization, professionals need to update their profiles to include keywords, backlinks, regular content as well as make it engaging to visitors.
When a marketer completes a social media audit, he or she will gain better insight into how the competition and the industry uses social networking to build brand image. A successful search engine marketing effort can play a big role in building rapport online with buyers, but companies need to be active online in order to leverage best SEO practices.