The New Technology -
Social Networking
A recent TTDA Board meeting included an interesting
discussion on the increasing use of social networking technology
by tire dealers. Many times when discussing new technology the
tire dealer thinks of new equipment and improved methods of
servicing the automotive needs of the driving public. However with
the emergence of a new and younger tire purchaser, tire dealers
are looking more at the areas of social networking and websites to
have an edge over competition. This issue will begin a basic
exploration of this new technology. This will continue with a
workshop on social networking technology during the 2010 TTDA
Convention, April 29-May 1,2010 in Fort Worth.
Social Media Advertising Strategies
Every day it’s harder and harder for small business
owners and advertisers to keep pace with all the social
media platforms on the Internet. It started with the personal
profile phenomenon, which quickly evolved into video
sharing profiles, and then the floodgates opened and nowInternet users have more than 400 social media platforms to
consider. Any marketer worth their salt knows there is value
in setting up a social media advertising campaign on these
free platforms. However, with so many options and limited
time, small business owners must have a strategic and targeted
approach to social media advertising. Business people need to
develop a Social Media Advertising Formula, made up of the
sites that all advertisers, Web site owners and business owners
must have in order to run a successful social media advertising
campaign.
SOCIAL MEDIA ADVERTISING FORMULA
There are six essential platforms that business owners
should use in order to really harness the potential of social
advertising. Each social platform plays a very specific role,
and the combination of all six is what will take your social
advertising campaign to the next level. There is a secret
ingredient at play here as well — the formula calls for a touch
of search engine optimization on each platform. Optimization
allows your social media to work with your Web site and payper-
click (PPC) campaigns to dominate the first page of search
engine results. Essentially this formula will make you the only
choice as far as the searcher and Google are concerned.
Element 1: LinkedIn
A popular business profile site, LinkedIn ranks very well
in search engines and is a great platform for sending event
updates out to business associates.
Directions: When optimizing your LinkedIn profile,
select one core keyword (or search term you would like to be
found under), use it frequently without sacrificing consumer
experience, and watch your profile skyrocket in the search
engines.
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Element 2: Facebook
As a closed community, Facebook does not rank in the
search engines and makes the best choice if you want to have
a personal profile online. However, optimizing your Facebook
profile with your business keyword can make it an invaluable
marketing effort.
Directions: Optimize your Facebook profile for one
keyword and become the “go-to” expert in your industry for
the more than 22 million Facebook users. Also, include some
personal touches, but beware of putting too much personal
information online.
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Element 3: MySpace
As an open community, MySpace ranks great in search
engines and, more importantly, allows businesses to have
fully developed profiles, including personally designed
backgrounds.
Directions: In addition to optimizing your profile with
a keyword, you can also search for your target audience in
MySpace friends and create an outreach network.
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Element 4: YouTube
The main video-sharing platform, YouTube is one of the
best forums available to create a viral marketing campaign.
From publishing client video testimonials to creating social
proof of your abilities, YouTube videos are a great way to get
other site owners to link to your Web site.
Directions: Each new video is a new opportunity to
optimize for a different keyword. For each video, be sure
to include your keyword in the title and at least once in the
description section.
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Element 5: Blog
If you only have the time or desire to create one social
media platform, a blog should be at the top of your list. Blogs
give users a few distinct advantages over the other social media
platforms that make them absolutely invaluable in the world
of Internet marketing. First, search engines love blogs. They
have plenty of content and are easy for the spiders to crawl and
categorize online. Second, consumers love blogs. They aren’t
hard sales, but instead are a mix of marketing and education
that online shoppers trust. Third, every blog is a new
opportunity for you to go after a new keyword. Whether you
want to dominate a search page with one particular keyword
or just have a presence under a different keyword, a blog is a
free and easy way to get you there. Directions: As with a YouTube video, every blog is a
new keyword opportunity. Use a keyword tool, and select
your keyword before writing. Then, include your keyword
in the title and throughout the content without sacrificing
the consumer experience. Also, be advised that repeating a
keyword too many times will show up as spam in the search
engines.
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Element 6: Twitter
The newest, hottest rage, Twitter is a micro-blog that limits
posts to 140 characters. Although you’ll typically hear the
most skepticism about Twitter, it can be an amazing tool for
your business. Twitter plugins allow you to update Twitter and
literally push it out to your other platforms, such as Facebook.
Additionally, Twitter posts rank in the search engines.
Directions: Select one keyword and include that in all your
Twitter posts. Also, don’t forget to personalize your Twitter
background for a totally unique and branded look and feel.
With the combination of these six social advertising
platforms, your online campaign is sure to be a success.
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Heather Lutze is the author of “The FindAbility Formula: The
Simple and Non-Technical Approach to Search Engine Marketing”
