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Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing by Lee Odden

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CHAPTER 2

Journey: Where Does Optimize and Socialize Fit in Your Company?

Companies large and small, in industries from retail to manufacturing, publish content online with an expectation that a certain audience of people will find, read, and act on that content. While most search engine optimization and social media marketing efforts are rightly focused on marketing goals like acquiring more customers and increasing revenue, making purchases is not the only reason consumers use search or ask for referrals through social networks.

There’s a lot of tactical advice online about search, social media, and content marketing for companies that want to better connect with customers, but that advice doesn’t always consider the differences between types of companies or even content within companies. For the best return on marketing investment, it’s important to understand that there are notable differences in tactics for effective optimization depending on the audience and how they prefer to discover, consume, and act on information. The very nature of B2C versus B2B or small company versus large company content, audience, and outcomes can be different, so the approach to optimizing content for search and social media must be tailored accordingly.

As an online marketer, you’re charged with assessing internal resources, overall business goals, customer buying cycle, and time frame in order to make the best decisions possible with your resources. As you read on, watch for some of the things ...

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