Normally, we think of SEO as on-page SEO, using personas, titles, keywords, and optimizing site pages and active content pages (your blog) to drive search traffic to your website.
There is, however, a broader aspect of SEO that incorporates everything that drives traffic to your website, including PPC ads and social media marketing. Social media seo for professional services is simply executing SEO best practices for your social networks with the purpose of driving traffic to your website. And that is key: Traffic = leads, so as traffic increases, so will new customers.
44% of B2B marketers have generated leads via LinkedIn, 39% have generated leads through Facebook and 30% through Twitter. - Source: ReachForce.People are more likely to visit a B2B tech company’s website after seeing a tweet from the company, getting them one step closer to becoming a lead. - Source: KoMarketing Associates.
The 2 Keys to Social Media Marketing for Professional Services
- Posting on social media networks. These networks include the core networks: Twitter, Facebook, Google+, and perhaps LinkinIn, plus other networks your customers are engaged in, such as Pinterest. Once you find out where your customers hang out, that’s where you should be.
- Engaging in conversations on social media. This basically means monitoring the networks you’re on, and replying to posts.
Once you’ve done this, the most important thing, of course, is to take the audience you’ve built and engaged on social media, and get those high-quality leads back to your website. That’s one of the big reasons why interactions are so important—they correlate strongly with site visits.
Crafting the Perfect Social Media Post
Now you’ve seen the value of social media marketing, first make sure posts actually are engaging your audience.
Guidelines to Social Media Posting:
- Follow the “rule of thirds.” For every post about your company, post two other relevant links of articles from thought leaders in your industry.
- Think like your key persona before you post. Try to educate and add value for your audience. Inform, don’t entertain, and don’t brag.
- You can post offers, but only if they are of value and you’re not “pushing” something off to your audience. Do that, and you’ll lose followers.
How to Interact with Your Audience
This is really quite simple. Just interact online as you would in person, or if you were talking on the phone. Hubspot has a great post on how post to Facebook, Twitter, and LinkedIn. Here are some basic points to keep in mind:
- Speak directly to your target customer.
- Ask yourself, “Why are they on my social network in the first place?”
- Ask questions, but just ask the right questions.
- Give them valuable insights for your industry.
- Empathy connects.
- Address their pain points (They’re on social for a reason).
- Be authoritative but polite. Make your case. Be clear.
You can be fully active on social media without any extra software, but you’ll save tons of time with a good online software app (SaaS). Among the many apps on the market, we’ve used several over the years, including Hoot Suite. We finally settled on the Hubspot app because it does it all, and saved us the most time.
Key take-a-ways from this article:
- Directing traffic to your website is the only way to get leads from your website.
- Going where your customers are and interacting with them is a primary way to drive traffic to your website.
- Both posting on social networks and interacting on those networks are important.
- Engaging with your audience doesn’t mean promoting your branding; it means helping to solve their issues, needs, and pain points.