The power of word-of-mouth marketing IS HUGE and it should be left only to your marketing department to worry about pushing this content out.
Search marketers need to stay on top of this also and know what conversations are going on about your products and what sites that is being generated from.
The website designers then must optimize the pages and content receiving the most traffic in order to continue its growth.
Do you know they keywords being used to find your products and site? There are already several tools in your marketing quiver to analyze the value of a keywords in search, including clicks, conversions, and ROI.
But, do you know the buzz-value of each keyword? Sometimes people talk about one of your products or specific content only for a day or two before moving elsewhere.
If you have played in the search marketing field possibly you know about the micro-trends surrounding your products and content.
At times, these are more usable that more general words.
Instead, the best practice is to use some of the great social media tracking and analysis tools to figure out what the word is surrounding your brand in real time; then purchase those keywords most connected to those conversations.
In most situations, this practice will deliver a sharp increase in click-through rates.
If you are out to attract prospective customers, you owe it to yourself and the financial future of your business to learn everything you can about social media.
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