SEM: Competitive on a Budget
To get value from a social media or networking site, marketers must first create or add value. Also, social-networking communities do not respond well to formal marketing messages.
For example, to further promote Smart-Kit.com, a brain teaser and puzzles Web site, the company created a group on Facebook. Images of puzzles were posted along with links to games and brain teasers on the Smart-Kit.com site. The company made friends with other puzzle enthusiasts, sending over 200 visitors to the main Smart-Kit site in the first few weeks. More than 100 members of the group now continue to spread the word amongst their networks of friends who enjoy puzzles and brain teasers. Smart-Kit’s involvement with social media has expanded into other social networks, such as MyBlogLog and Twitter, with StumbleUpon now its top source of Web site traffic behind Google.
Unify Your Efforts With Universal Search
Armed with a content plan, a blog to make it easier to publish search engine-friendly content and the beginning of an expanded social network, it’s now time to figure out what this all means for improved search engine visibility.
Each of the four major search engines now offers some type of combined search results, which arguably is one of the most significant changes the search engines have ever made.
Web site owners are faced with the proposition of optimizing their video, news, images, maps, books and product content. That’s easier said than done, because in most cases small businesses have but a smattering of those content types available. If you don’t have the content format, you certainly can’t optimize for it.
Still, with unified search results there exists additional, high-profile exposure opportunities where none of that type previously existed. The best way for smart marketers to approach these opportunities is with a holistic perspective.
Taking into account all the digital assets a Web site has to work with is the first step toward such a holistic search marketing effort. Matching those assets worth promoting with appropriate distribution channels will help budget-challenged marketers get more return for their effort.