Social media starter strategy
-
Hi,
We have an (admittedly) complicated setup, we are keen to get a decent social campaign started (yes, we are late to the game...) but we have a few questions about the best way to implement our various social profiles - a group setup or individual profiles. Any help, thoughts or advice would be great.
Current plan, which I have reservations about, is as follows (please note, the number of sites cannot be changed - for various reasons):
Brand site 1 – All products (minus niche products below)
Brand site 2 – A specialised site with products from the above.
Niche site 1
Niche site 2
Niche site 3
Niche site …The niche sites represent a sub-brand all are closely ‘group branded’.
Each site will have its own complement of social channel (FB, G+, Twitter, etc.). We are keen to make better use of G+. Google local, places, business (or whatever these are called now – am I right in thinking that these have all been combined?).
This setup was chosen as each site targets a different niche and possibly different audience.
My reservations about this are as follows:
- Resources needed to manage all these campaigns – i.e. this does not scale well especially as we will not be auto posting content or auto posting the same content across all channels.
- Brand dilution
- Can we create enough engaging content to justify and succeed with a profile for each. I do not mean this in terms of resource but in terms of opportunities for content. Can we create enough quality content for an engaging experience if we have lots of social profiles (i.e. do we spread opportunities out across multiple channels OR focus all opportunities on just one channel). We are in what could be considered a boring vertical so opportunities may be limited – although we are part of home improvement / DIY so there are opportunities there.
-
Would you say my reservations are well founded?
-
Is it even possible to have multiple G+/local/places accounts for the same company? I seem to remember reading this breaks policy – only one business per bricks and mortar address.
BUT – the primary goal here is that we want to use Google reviews and if we do not have a separate (Google) channel for each site we are unsure how we can attribute reviews to the right site. Obviously if each site has their own G profile, they can have their own Google review profile.
- Is there any way to have a group policy for the reviews? By this, I mean is it possible to have a single Google profile that incorporates Google reviews for multiple websites? How can we attribute reviews to a single site when the profile represents a group of sites?
OR
-
Does this even matter? Do users even care if each site in a portfolio has its own review profile or would they be just as happy to see the reviews for all sites together (i.e. company-wide reviews instead of domain-specific reviews) – as long as there is transparency and users can see that there are a group of brands all operated by the same company? If the same company is operating all sites surely they can attribute the reviews to all sites, even though the review may have been left for a separate site. If they see site-x has lots of great reviews, then a similar level of satisfaction should be expected on site-y etc.
-
In terms of impact a strong review profile may have on a site, would a company-wide or domain-specific profile be better?
My gut is telling me to just create an umbrella social channel on FB, G+, Twitter etc. that includes all sites…
OR
A set for Brand site 1, a set for brand site 2 and a set for the similarly branded niche group of sites (which have a common brand element) – so there will only ever be three sets of social profile.
I’ve tried to make this as clear as possible but let me know if you need any clarifications.
Cheers
-
I'd go with the umbrella brand pages. Your reservations all make perfect sense, and managing content for 10 pages sounds miserable, plus they'll all take a ton of traction to get started vs a single page.
Most users are tolerant of a brand that has products they may not care about. Unless they're seriously different (like a plastics company selling kid's toys, garden equipment, and medical devices) it makes more sense to keep them together.
-
Hi,
Thanks for your reply. Just to clarify, by main brand I mean that it is the original company. In terms of performance, they are all probably about the same.
I wanted to use the main brand as an anchor that linked all the sites together so users are assured they are all part of the same group.
What is to stop us having one group profile - "Welcome to Brand's group of bathroom (for example) sites - niche site 1, niche site 2 etc."
Then feature, push & promote this across all domains. THEN, I assume over time we will be able to see if any one channel is more active, we can split that out to its own profile(s) but (there's always a but) this will impact the other sites as a strong profile will have been removed from the group...if that makes sense.
Still not clear on the implications this would have for Google reviews...
Thanks again.
-
Okay, it sounds like you have a bunch of smaller brand sites, over one big corporate site if I'm reading this right. Also you don't need to be on social media. Just because it's thrown in your face 24/7 doesn't mean you need to be on it with your business.
I would imagine with the smaller sites you might have some issues with creating content or just have low quality content for those sites in general.
I personally would create one account for the corporate site and not worry about anything for the other sites because of the low quality of content issue.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Should local businesses focus exclusively on a local SEO strategy (and forget traditional SEO)?
Hello Friends! I work at a small, local company. We definitely want to rank high for local search , so we see the value of having a local SEO strategy. But does it make sense for us to also invest in a traditional SEO strategy? My understanding is that a traditional SEO strategy is focused on improving your site's visibility on a national or international scale. Does this make sense for my company if only local customers convert? If we had unlimited time and resources, I'd be all for a traditional SEO strategy. I understand that the more traffic, backlinks, etc. my site generates from producing relevant content, the higher my ranking. But my company has to be very strategic about where we spend our time since our resources are limited. So...How much can or does a traditional SEO strategy impact local search results? I'd hate to spend the time writing a beautiful SEO-optimized blog on dog grooming, for example, if that effort won't impact my SERP ranking when someone in my area searches for "dog grooming near me." I'd love to hear your thoughts!
Local SEO | | annav0520 -
Effective Real Estate SEO Strategies
I am looking to increase organic traffic to our Real Estate website, and am looking for any suggestions and or feedback as to strategies to implement in this area or even the must-have SEO pages every real-estate business should build. Interested in attracting sellers & buyers, but obviously would love more to attract sellers... The issue with that being you have to outrank the massive sites like Zillow and Realtor. Some ideas I have so far. Building out Neighbourhood pages to rank for people searching for 'Neighbourhood name' Any feedback on this one greatly appreciate. What's {city name} like? {Neighbourhood name} houses for sale What are good areas of {city name} Is {city name} a good place to live? What's {city name} like? What __ are in {city name} restaraunts hospitals beaches colleges How is {city names} weather Thanks guys!
Local SEO | | Dakota_G0 -
Local store (B2B) that produces high quality prints for photographers: are we adopting the right strategy?
Hi, I'd like to know your opinion on the following case and gather new ideas on how to optimise our strategy: Starting situation: local store (B2B) in a bigger city in Europe that produces high quality prints mainly for photographers on paper (or other materials like canvas, aluminium, etc. ). They really take care of your images (e.g. Color Management) and produce printouts that look how they really should look like. Target audience: photographers (pros), museum, exhibitions and hotel people that would like to produce high quality prints of their images. Almost never the ambitioned private photographers (until now). **Actual situation: **its really a local business (people around 30 km). competition: big online stores where you can upload your pictures and get your prints sent home (quality: not bad, but not exceptional, no special requests; more for private customers) Already done (with relatively little results): _AdWords: _very "tight" keyword combinations, not broad at all, targeting area around business location. results: small traffic, small costs: not a lot of conversions. _SEO: _for organic search we now achieve very good positions for tight" keyword combinations, not broad ones. results: little traffic: not a lot of conversions LinkedIn-Ads targeting the above target group: results: little traffic: not a lot of conversions Facebook Remarketing (targeting his newsletter mail-list: results: little traffic: not a lot of conversions Optimized the landingpage (in my opinion far more to the point than before) PROBLEM: Basically we now get to the right people but traffic is really (too) small. At least we don't waste money at all but we don't gain a lot either... If we broaden the "keywords" the private customers will come in and waste our advertising money. Do you ever had a similar situation? What did you do? Any suggestions? Other target groups? Alternative channels? Thanks for your input. Cheers, Cesare
Local SEO | | Cesare.Marchetti0 -
Going from a national to local marketing strategy
I started my graphic design business (imageco.com) after the dot com industry collapsed in 2001 and there were virtually no jobs to be found, I focused mainly on logo design and ultimately figured out a way to drive quite a lot of traffic to my site by the means of creating directories for printers in every major city in the US. It worked exceedingly well for many years but eventually I had a lot of copycats use this technique and ultimately it pissed off quite a few designers around the country and I was reported one to many times to Google and was forced to make some changes. So I dropped the directories and redesigned my site and stuffed as many place names in the site as I could so I wouldn’t lose all my traffic, it worked for a while but ultimately my site has drifted further down in the serps and with the advent of Google Local my traffic pretty much disappeared. Furthermore with the surge in crowdsourcing businesses like 99designs the value people placed on my logo design services dropped to a point where there just wasn’t much reason to go after a national market anyway. I’m not proud of how I built my business but I don’t make any excuses for it, I had a mortgage and a family to feed so I did what I needed to do. I’m now at the point where I’ve decided my best option is to move away from logo design and redefine my business as more of a visual identity/graphic design company and go after the local market. I live in the Seattle area, Bellevue to be specific and the economy is such that I know there is a ton of local opportunity that I'm missing out on and I want to focus my marketing efforts here. My question is what is the best way for me to do this? I focused mainly on logo design for nearly 20 years and my keywords are built around logo design for which I still hit fairly well on but I need to expand my offerings and want to redirect my efforts at turning up on local searches for other terms like graphic design, web design, print design, etc. I don’t necessarily want to instantly drop all of the landing pages I created for logo design because that is still where the majority of my business comes from but I’m fairly certain that these landing pages have me Pigeonholed as just a logo designer. Do I need to delete everything and start completely from scratch or is there a less extreme approach to making this kind of transition? And once I do make these changes what might be the time frame for turning up better locally? I’m in the process of redesigning the site, updating my portfolio and writing all new content and could really use the advice of this community. Thank you!
Local SEO | | Imageco0 -
Multi location strategy - tracking keywords
I have very recently taken on a local business to manage and quite new to all of this. Your posts on the subject of multi-location SEO have been incredibly useful and the original blogpost on Local landing pages by Miriam Ellis is in my reading list and I am sure will be revisited regularly. I have another question on this obviously complex subject, what to do about tracking your keywords in MOZ Pro? I have subscribed and set up my main keywords and linked each to the 40 different service locations for our business, which is based in a single location but services a wide area, however this now gives me 400 keywords to track, which seems way too much and unmanageable. Can you give me some advice on how to make this much more effective? Many thanks, Sarah
Local SEO | | Mutatio_Digital0 -
How to promote a local SEO/Web design company via a blog (mainly blogging) and social media?
Hello, What is possible as far as promoting a local SEO and Web Design Company with a blog? I'm offering simple web design, both informational and product based, as well as SEO for existing informational and product-based companies here in Boise, Idaho. At first it won't be face to face so there's no local SEO. I honestly don't like to sell. I've done it for years and I'd like to spend my time blogging (mainly blogging), doing social media, and volunteering. How can I use this approach to get a beginning agency off the ground? Please don't tell me to go push my services. I'd like to get my company off the ground through avenues that have integrity to me. How do I do this? Feel free to include articles and videos in your response if appropriate. Thank you.
Local SEO | | BobGW0 -
My First SEO strategy - What's next?
I have recently embarked on an SEO strategy for my website. I've done a lot of reading and researching here on Moz and on search engine land and have got a good idea of how to build a basic SEO strategy. My own expertise is in PPC, so keyword strategy came easy to me. I rebuilt my website and focused on the on page SEO with every single page, this has brought really great results - instantly. For some of my chosen keywords I have gone from not being ranked to being on Google's first page - within a couple of days of my new website going live, for other's I've gone from being outside the top 50 to being ranked in the top 50, so my on page SEO has really strengthened my position and I now understand how important it is as a ranking factor. I've also started to create content on a regular basis with 2 or 3 new blogs being uploaded each week, the blogs are based around my businesses main target market's - PPC, Web design, digital marketing etc. These blogs have a lot of links out to good websites, EG "to learn about adwords check out the adwords fundamentals course on lynda.com" and useful info like that. I also signed up to whitespark for citation idea's so have started adding my site to all relevant directory suggestions that it gives me. So my question is this, after seeing great early results because of my on page SEO, what are my next steps to increase my rankings? And more specifically how do I use Moz to help increase my ranking? During the week, I've started using Open site explorer to find my competitors backlinks, should I now spend my time trawling through these links to find opportunities to add links for my website where I can. Is this a good thing to be doing at this stage? Anything else that I should be doing now to capitalise on my early results please let me know what it is and please tell me how to take full advantage of Moz to gain a better ranking. I appreciate all insight!
Local SEO | | michealbren0 -
Turkish social media
Hi does anyone know or can advise a resource for looking into social media platforms share of Turkish market and if tjey have any of their own popular social media networks ? And search engines too if applicable ? all best dan
Local SEO | | Dan-Lawrence0