This search result for the hashtag of the network ESPN illustrates how your business can be discovered in other ways than search.
Still looking for the best awareness for your business online? Make sure your decisions are not overly focus on just the top of search, despite the research that has shown its great value.
Business owners should take care to treating each element of a digital marketing strategy. An appearance on The Top Page of A Google Result page as one tactic, but it is not a salvation tactic for all marketing needs. The goal of a digital marketing plan, be it from SEO, social media, or paid search, should be an improved exposure for a site beyond branded search terms. But it is possible to gain customers from other means than a SEO-only approach.
Moreover, in the last few years, search engines have incorporated social media mentions – Bing added Facebook indication for Facebook users who search on Bing. Google has connects with Google Plus as well, though organic search reporting in Google Analytics masks which keywords lead to a site arrival.
So what should a business do? An operating strategy should be educate the customer while they search online. The ways to educated can vary, and will encourage the use of different optimization methods beyond the web page. Below are some other ways to use keyword and phrases in your digital planning.
1. Ask yourself what other steps could be implemented when a top organic SERP is difficult to reach. Paid search has typically been the answer. Today's paid search features such as a remarketing or enhanced campaign offer new ways to deploy a message and increase conversions.
2. Seek other platforms as a "backdoor" search venues such as YouTube and Facebook (though Facebook does overlap with Bing, it will show Facebook results ahead of Bing) Ask if a highly competitive keyword for paid search can be represented to educate the customer further.
3. Use social media platforms that use hashtags to connect to customer. Some keywords that have a high CPC or a lot of competition within search may be more accessible in social media. With now four platforms that use hashtags (Facebook, Twitter, Google Plus, and Instagram), new ways for people to discover your organization exists. In fact hashtags in Google Plus can appear in Google search results.
4. Review multichannel reports in Google Analytics to figure out if there is an overlap of channels that drive visitors to conversion.
Customers are more informed in a sales process because multichannel messages are occurring for a given product or service. This means you must scale your message. The tips here are not meant o negative organic search. But it does mean developing a marketing plan and budget that assures customer discovery in social media and paid search as well.
