Leveraging traffic via Twitter
As an SEO consultant, success of a campaign is generally gauged by the rankings of your clients. Sending traffic to a site can be a challenging issue, but one which any good SEO will address. Rankings and branding will generally drive traffic, however, often, to go to the next level; something out of the ordinary is needed. One way of doing
this is by the implementation of a social media strategy of which you enable your client to ride on the back of an industry leader’s success.
Leveraging the audiences of people with a larger social following is the done thing in the Hip Hop/RnB music industry. Artists such as Drake and Nicki Minaj have extended their following as a result of featuring on the tracks of more established artists like Lil Wayne. This type of tactic can also be used in the online marketing of a brand.
For SEO purposes, let’s say a consultant has a client, who is a tile manufacturer, if they are able to gain some form of recognition from a leading brand such as Tops Tiles, they are likely to drive traffic to the site they are working on. The type of recognition we are looking for in particular is a tweet, a retweet.
Putting this into context, if you say something nice about a brand, they’ll probably retweet it. Brands spend millions of pounds on their PR, and if you are essentially doing it for free, the chances are, you’ll get a retweet.
If you didn’t manage to get a retweet this time, you can go one step further. If you say something about a brand in comparison to their competitors in a non aggressive way, you’re even more likely to get a retweet.
If you then decide that you want more of this, then you can push it even more. If you say something about a brand in comparison to their competitors in a non aggressive way, using hard and indisputable facts to back up your point, you’re virtually guaranteed to get a retweet. Using Twitter as an art form of its own, in very basic terms, is limited. Having only 140 characters to play with isn’t nearly enough to come up with something worth writing. However, if you think outside the box, and create a blog post, this offers much more room to come up with something worth saying. Often the best way
to do this is via the creation of an infographic, which offers visual stimulation. One word of warning to those considering this technique, if you do create an artefact, make sure that it isn’t neutral. Don’t compare two companies, and then say that they’re both good, make sure that there is a clear winner and a clear loser, otherwise, no one really wins, leaving you tweet-less for all your hard work.