The Best Way to Use Google Analytics to Boost SEO & Marketing
Main Social Networks
I thought I ‘d walk you through the top social media sites your company should be on, how to maximize them and grow your audience. There are 5 main social networks websites that just about every company should be a part of and a few others that tend to cater to specific types of businesses.
Facebook Business Pages
The biggest network of them all, every company should have a Facebook page. With an audience of 1.4 Billion ACTIVE people a month, your business can not afford to not have a page on Facebook.
The bottom line to bear in mind when marketing on Facebook is that images typically get the most attention. Facebook is not the place for a ‘hard sale’.
Almost all of my deep digs into Google Analytics being with a quick overview of the performance of my site’s various channels. From here you’ll be able to see how Organic stacks up against other traffic channels, namely Direct, Email, Referral, Display, Social, and Paid Search.
If you click through to the “Organic Search” report, you’ll get a detailed look at which keywords brought the most visitors to the site (spoiler alert: “not provided” will be the big winner …) and how those users performed once on the site. Take time to sort by % of new sessions/users, bounce rate, and transactions/revenue. This will paint a clear understanding of which keywords are really providing the most value and which keywords are leading to broken or inefficient funnels (for example, if a keyword has an especially high bounce rate, there is a great chance the page is a poor match for what real-life users are actually looking for.).
One thing you ought to know is that much of your “organic” traffic will actually be branded searches. For all intents and purposes, these searches should be direct traffic (and would, if many users were not too lazy to actually type in your exact business URL.) Often, SEOs rely on these branded searches to bolster their organic numbers even though this traffic is often a result of offline, social, or paid branding.
Google remains to change the way the determine who’s website should be the number one in results and most recently they have started to include ‘social signals’. The biggest difference, in my opinion, between Facebook and Google+, is that on Google Plus you connect with people that have an interest in the same things as you who may or may not (most likely not) be your friends and family.
Like the other social networks mentioned post relevant, engaging content. The 4-1-1 rule is the best way to stay connected with your audience without being overly pushy in the sales department and alienating your current and potential customers.
Another notable mention is if your business is a traditional store, meaning you have an actual store front, then Google has combined the old “local” listings with Google+ Pages That makes this social network an absolute MUST for your business.
LinkedIn – Company Pages
A fairly newer venue but is still a great place for you as a professional as well as your company to take part in the online conversation. LinkedIn Company pages allow employees to connect with their employers and allow companies to showcase their products or services. You can still share company updates, expand your product and service assortment and get in front of a completely different audience.
There have been many updates to LinkedIn company pages since they launched the service and each time I get more excited. They now allow rotating banners for your products and services and even allow you to place product videos right on the page! The information you can present your products or services is the most in the depth of all of the social networks.
One of the coolest features of the LinkedIn company page is the ability to receive recommendations from your current and past clients. This is a great way to acquire testimonials that you can freely share everywhere, providing you cite where they came from.
LinkedIn has really struggled to get that transition from the professional individual to the professional company and how each uses their service. We have found that for professional based businesses, like attorney’s and doctors there is a greater impact than for service companies like plumbers and electricians.
Another Google-owned company and the second largest search engine in the world YouTube is number five in our list of places every business should be. It doesn’t matter if you are a plumber or a TV network there is a place for you on YouTube.
You can create videos that educate, entertain or enlighten and you don’t have to hire a professional media company to create your videos. You can use something like Animoto to create great videos from images and text or use something like Snagit (for Windows PC’s or Macs) to capture video from your monitor while you surf the web, give a presentation and more.
Here again, stay away from hard selling your product or service. The main focus should be on your customer or potential customers. Give them something completely free of great value and they will remember you when the time comes for them to pay their hard earned money.
While videos can rank in search results, the days of making that quick Animoto video and it doing well are kinds of behind us. Much like Google’s search engine, YouTube videos should be high quality and informative. That’s not saying you have to have a major movie studio produce it, just be sure that the content is there and is high quality.
Pinterest & Instagram
Two additional social media sites that may work to your advantage and quite possibly better than either YouTube or LinkedIn are Pinterest and Instagram. These social media sites can be very compelling for a visual type of business.
You probably have heard of all of these social networks and possibly are already a member of some or all of them. The thing to remember with all social media as it pertains to your business is that social media can be used for two main purposes:
Social media is not the place for trying to sell your products or services. In the same way, that a Billboard doesn’t directly sell your product, social media should be used to lure your customers to your website or store.