How Can Social Media Marketing Target Your Audience Differently To Search Marketing?

There’s no escaping the social media these days. No matter the time or place, there’s always someone nearby sharing a photo or status to their favorite social network. Because if it’s not on social media, did it even really happen?

This is our new reality – technology orientated and social media dominant, with a smart device always within reach. Since its creation way back in the early 2000’s social media has become an extension of our society and has changed the way we approach digital marketing forever.

Most people check their social media feeds more than ten times a day. Because of this trend brands have started to alter their approach to digital marketing.

The two most popular forms of digital marketing are social media marketing and search marketing. While they’re both extremely effective each method works a little differently.

Let’s take a moment to each method…

Social Media Marketing

Social media marketing is about promoting products/services and creating brand awareness via social marketingnetworking platforms. This is achieved by building a strong digital presence on social sites and by interacting with a specific target audience.

Social media marketing also includes paid-for advertising techniques that help to create brand awareness by giving you an option to pay for adverts that target a specific audience on social media websites.

How Social Media Marketing Targets Your Audience

  • Posting on social media allows you to reach a larger audience. A bigger audience is a huge bonus because it means more customers for your business.
  • It’s a well know fact that social media posts increase website traffic. Increased web traffic will improve the way search engines index your website, resulting in a higher ranking on search engine results pages.
  • Social media marketing allows brands to build personal relationships with your audience. Comments and messages from users will give you insights into their personal preferences, likes and dislikes. This information makes social media an excellent, valuable marketing tool.
  • Social media platforms also offer very customizable, targeted ad campaign options which can be tailored to your brand’s specific needs.

Search Marketing

Search marketing is about increasing your online presence, website traffic and visibility on internet search engines through the use of paid (PPC) and unpaid (organic) marketing strategies.

How Search Marketing Targets Your Audience

  • Search marketing works to target customers in the most efficient and non-invasive way possible.
  • Setting up a search marketing campaign is rather simple and easy to do.
  • Search marketing is measurable because it allows you to carry out in-depth campaign analysis based on customer purchases.
  • By generating traffic to your website search marketing creates brand awareness, which in turn leads to better search engine rankings for your brand.

What’s The Difference?

While each method has its benefits the main difference between them is how they target your audience.

  • Social media marketing actively seeks out customers and engages with them directly through content creation.
  • Search marketing relies on the customer to seek out the brand or business on their own.

Social media marketing also uses the behavioral, demographic and geographic data provided by social networking sites to identify their target audience and create content based on this information.

A strong social media marketing campaign has the potential to go viral and produce instant results, while search marketing takes a long time to work. This is because social media marketing takes your brand directly to your target audience.

While the primary goal of search marketing is SERP visibility, social media marketing focuses on keeping your existing and potential audience interested through the creation of attractive profiles that are populated with relevant, engaging content.

In Summary…

Social media marketing may seem a little unconventional at first but brands who maintain an active social presence tend to have more loyal customers than brands who don’t. This is because social media marketing is still intrinsically linked by the overall goals, concepts and strategy of the brand.