What digital marketing strategy to chose?
As an online marketer, it pays to understand all the channels you can leverage to drive targeted traffic to your site. This also enables you to focus your time and efforts into the online platforms that yield the best results. For most businesses, search engines and social media are the largest sources of traffic. But before you dive right in, it helps to understand the fundamental differences between the two. By the end of this short guide, you should have a better idea about how to use each platform to its fullest potential.
In the realm of Search Engine Optimization (SEO), content that needs in-depth research tends to perform the best. Familiar examples include how-to articles and long-form text. This is because search engine users usually look for comprehensive information related to the keyword they used. SEOs also incorporate target keywords and LSI terms in their content to get the best chance of ranking in the organic listings.
For social media, content that connects with people at a personal and emotional level do very well. The length of content doesn’t matter as much. It’s also highly recommended to use visual content, as posts with videos, images or other kinds of rich media get much higher engagement rates.
When optimizing posts with SEO in mind, you need to put yourself in the shoes of your target audience and figure out what they are thinking. This enables you to create the kind of content that fully satisfies the queries.
Targeting people on social media, meanwhile, is primarily based on who they are. The most popular social platforms offer to target mechanisms based on user profile. For instance, you can target a particular demographic, a group of people with an individual interest, etc.
Many online marketers continue to invest in SEO because search engine traffic converts a lot. Those who search for a particular product, for example, are ready to purchase. However, they are less likely to interact with your brand or share your posts.
The opposite is true for social media marketing. Visitors from social platforms are always ready to like, share and comment on your posts. Because of this, you can leverage the power of social media regarding increasing brand awareness. Social media users also tend to influence other people, although they do not convert as well as search engine users.
When you manage to reach the first page for your target keywords, it’s possible to hold on to your rankings for a long time. Of course, this assumes that you continue to implement SEO audits and other techniques regularly.
Social media requires an ongoing effort, as a single post wouldn’t generate a continuous flow of traffic. Even if a post goes viral, you can’t expect it to drive steady traffic after the wave has subsided.
As you can see, there are numerous differences between SEO and social media. They are, however, two powerful platforms that help in generating traffic, improving brand awareness and increasing sales. It pays to leverage search and social to engage with your target audience and promote your content.