Marketing Musings, Social Media
Engage! Engage! Engage!
You’ve probably heard this term sputtered by every social media consultant or guru in the market. However, few give much insight on how to find audiences that want to engage with you, and even fewer explain what method of engagement you should use. Essentially, these two questions need to be answered before you start. Otherwise, you’re throwing darts with a blindfold on.
So before starting your next outreach marketing campaign through social media, take a look at how SEO experts have been identifying their target audiences over the years. They’ve learned many tricks and tips that help them pinpointed their keyword searches and identify audiences on the internet.
Defining keywords & audiences
No matter what kind of social media monitoring tool you use for your marketing efforts, choosing the right keywords is a vital step. Social media monitoring tools help sift through the noise of the social web to identify conversations that you want to engage with; choosing your keywords and targeting the correct audience go hand in hand. Personally, I like to break my keywords into two different sets: primary and secondary keywords.
Primary Keywords are the terms directly related to the industry that you’re looking to engage with. For example, if you’re searching for energy saving devices you would select “energy devices” as a primary keyword.
To help identify your primary key words, use a tool that shows you most searched terms. Simple changes in your primary keywords can make a dramatic difference in the volume of conversation that you pull. I highly suggest using Google AdWord’s Keyword Tool to help identify the most popular terms in the industry that you’re searching.
Here you can search terms and competitor websites, and the tool even gives suggestions by industry if you have no idea where to start.
As you can see above, when I search for “energy devices,” it shows me the total global and local searches on this term. In addition it will bring up other suggestions for that industry and that keyword that might be better to use that what you originally thought. Some examples from my search were “energy saving devices,” “energy saving products,” and “energy saving solutions.” All of these can be added to the primary keyword list.
When selecting your primary keywords, try not to use your specific brand name. True engagement is aimed at finding individuals who have never heard of your company before. Primary keywords are used to find the broadest audience. However, if your keywords are too ambiguous, you may need to refine your keywords with secondary keywords.
Secondary keywords are still related but may not include the exact descriptions. For example: using “energy devices” as a start, you might want to refine this keyword to “energy saving tips,” “energy saving tools,” or “home electricity monitoring.” Plug these terms into Google’s AdWord’s Keyword tool to help you refine your secondary keywords.
For those looking to take this a little further, Google Trends is a powerful tool to help you understand the variance of the search volume of a specific keyword. Understanding keyword trends is as important as defining your primary and secondary keywords.
Using Google Trends, you can create content/conversation topics for niche groups of people on the social web. If the content is engaging and unique, it’s more than likely you’ll be able to increase the volume of conversation in an upward trending keyword segment and drive traffic to your site. More importantly, being the first to present unique content in a niche group that’s trending up will spur others in the community to create links back to you that will pay dividends over time.
TIP: After you’ve created your primary and secondary keyword lists, rank them by whether they’re trending. The search volume in Google’s Adword Keyword tool doesn’t show the trend status of the keyword. The highest search term that you find in the Adwords tool might be hitting the roof or it might be declining. Using the trends tool, you’ll be able to adjust your priorities to the conversations that are increasing, helping you target and make a mark not only in established conversation but in new hot topics as well.
An assignment: Use the tactics that I’ve covered above for your company or personal projects. Work through your primary and secondary keyword groups and then rank each of those groups on their trending ranking. Let us know how it goes!
Next week I’ll go over the different engagement strategies that you can apply to keyword sets to create conversations and drive traffic to your site or blog.