When it comes to social media marketing, there are many ways to help and harm the bottom line of a business. No surprises here but the majority of people have researched a service or product online, 58% according to Pew Internet. At the same time, 80% of people who use search engines claim to always or usually ignore the links that are sponsored there. While it may seem like a high rate of ignorance, the internet is largely about the numbers, 20% of a really large number of visitors can make a huge difference.
Issues such as gaining more website traffic are often considered secondary to getting more foot traffic at a physical store. This makes sense, no matter how hard we try to ignore it, the physical world is always there. But in some ways there is little difference. A potential customer may have been to the physical store and had a bad experience, perhaps a rude employee, that management was not able to effectively smooth over. Well the same thing happens when younger demographics, the 25 to 34 year olds, when they encounter intrusive or irrelevant ads. A whopping 84% say they have left a favorite website because of these annoying ads.
While many ads can be a nuisance and are ignored or worse, there is strong evidence that being in a good search engine position greatly enhances the likelihood of organic clicks. People cant discover your website and have it become a favorite if they never see it. Adept business social media experts and social media marketing management know how to make this happen. In reference to Google searches, 7% of organic clicks go to the number 3 position, 10% to the second position, and 18% to the first!
Social media marketing firms may be quick to admit that the numbers are important but they might also admit that quality counts as well. Business social media marketing is not really about mindlessly casting a net to see who gets caught. Its about reaching out and connecting your business to interested people. One of the greatest and often misunderstood and even overstated aspects of the internet is its ability to connect people. Its a simple game.