Social Versus Search

Posted on 14/02/2020 by Rob Amos

It might seem pretty obvious which one's for you. Running a chic jewellery store? It’s social. Trying to gain reputation as a local plumber? It’s search. The type of advertising you undertake will drastically affect your business. Yet, while some businesses believe they should be confined to one or the other we’re frequently seeing the plumber is often surprised by the results available from social marketing and the Jeweller has plenty of ground to be made on their search platforms. No idea what we’re talking about? Read on to learn more about the best way to advertise your business.

Search marketing
aims to elevate your other digital entities (e.g. Website, Google My Business listing, Facebook page or other online listings) making them more visible for the duration of keyword searches relating to your business, products or services.

Traditionally, search marketing was seen as ideal for business with customers already intent on making a purchase. If you know you’ve got a roof that needs work and you’ve never employed a roofer before, the search results that you generate by looking online will have cost people money to appear on. At it’s core, that’s what search marketing.

The advantages of search marketing include: - High Visibility: The goal of search marketing is to provide high visibility to your website or content. It is an effective way to increase the likelihood of potential customers to find you when they need you most. - High Conversion Rate: People who find your business through a search engine are already there with a purpose to buy. Therefore, Search Marketing helps you to be found easier, resulting in increased lead generations and conversions.

Social marketing
relates to posting, sharing, or advertising your content on social media platforms such as Facebook, Twitter, and Instagram.

The advantages of Social Media Marketing include: - Brand Awareness: Social marketing is an effective way of building awareness of your business and nurturing brand loyalty for returning customers. - Engagement: This marketing model enables people to interact with you on platforms and each other. Peer recommendations and interactions can be the deciding factor on whether a person chooses your product or service. Compelling Narrative: The flexibility of social media means you can create compelling narratives to your customers about your business, why they need your product and why they should choose you. Target Audience: With social media marketing, you are able to narrow down specific demographics in order to target your intended audience.

Business models that cater to ideas such as impulse purchases, discounts, or subscription services largely benefit from social marketing. The ideal customer in this sector is one who is drawn in by the content of the advert enough to make a purchase.

The above information is relatively common knowledge. In fact if you sat down and thought about it you’d likely come to the exact same conclusions. What might interest you is to know that diversifying your advertising types will give you the competitive edge necessary to get the phone ringing off the hook.

Our clients, who primarily use search marketing, have seen immense benefits from using social media marketing and vice versa. Social platforms help build a loyal customer base through a trust medium of reviews, likes etc. By creating compelling narratives with images and videos, high engagement and reviews, you can stand out from the rest of your competitors. In addition, social media is a useful tool which lets you retarget your audience. This means your potential customers can receive your ads if they already demonstrated interest in searching relating products or services even originating from search mediums.

Search Marketing is advantageous for many types of businesses as it lets you tap into your surrounding areas and allows for customers to find you when they need you. The ease of these systems means we can quickly compare and contrast the prices, quality and reviews of different businesses in the same field. So, how do you stand out from your competitors? This is done by ensuring people can find you when searching certain keywords and phrases relating to the products or services that you provide. By investing in both marketing models, you are opening yourself to a wider audience with both intent-based buyers and impulse buyers. While you can choose to emphasise on the marketing channel that works best for you, investing your time in both search and social ensures that you have multiple sources of traffic and customers.

There is no clean-cut way to determine what digital strategy is the best for your business. The right strategy for you varies based on your products or services, your target audience and your marketing objectives. What is clear is that you do not have to be pigeon-holed into just one of these digital channels. There are lots of potential benefits for adventuring outside what is conventionally seen as the best marketing channel for you.

If you want to get further information or want to discuss which is the best digital marketing avenue for your business, do not hesitate to contact us on (02) 9011 7923 (9am-5pm AEST) or alternatively, via our email

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