30-second summary:
Social media has increasingly become a key avenue for the fate of brands’ online performance
There is a relation between brand perception, social listening, customer service, and consumer spending power.
Social media marketing must be fully integrated within a company’s overall marketing strategy to gain sales and increase leads – including search. For companies looking to increase lead generation for sales conversion and build upon long-term customer relationships, social media involvement tends to be more cost-effective and successful, in the long run, than traditional short-term-oriented marketing methods. Social media’s return on investment is best measured over time in customer loyalty, customer relationship management, and an improved corporate perception in the general marketplace.
Regularly updated content boosts search engine rankings
Research proves companies can gain new customers, achieve a higher search engine ranking, and increase online visibility by providing relevant and constantly updated content. Online marketing methods centered around a search-optimized range can also improve a company’s SERP ranking. Now that search engines like Google is indexing social media content, keyword-rich posts, and relevant comments within social networks. This has become a viable marketing tactic.
According to Google’s Gary Illyes in one of his discussions with SEO Eric Enge on social media mentions and rankings and how Google might use online words of a brand on social media and networks: “The context in which you engage online, and how people talk about you online, can impact what you rank for.” Furthermore, related research conducted by CognitiveSEO discovered an equivocal link between social shares and SEO. Analyzing 23 million social media shares on selected platforms showed that – likes, comments, and shares that posts receive are vital signals for Google and other search engines to rank websites.
Engaging potential consumers – in social networks – can bolster a company’s reputation and improve its ability to improve customer service. A business that employs customers online and participates in the dialogue is better positioned to respond to customer inquiries. According to Convince & Convert, 32 percent of customers expect a response within 30 minutes, and 42 percent expect it to be within the hour. Moreover, about 57 percent of customers expect weekends and nights to match response times during regular working hours.
A fast response time leads to happy customers and additional revenue for companies. A study by Twitter found that when an airline responded in six minutes or less to a tweet, the customer was willing to pay about $20 more for that airline in the future. When an airline took more than an hour to give feedback, that customer was willing to pay only an additional $2.33 for that airline in the future. This makes you want to put some pep in your step when responding to customers.
