ROI in Social Media is measured by the conversion capacity of followers
The trainer and expert in Search Engine Positioning, Javier Gosende, recognizes that the language that companies best interpret is in the key of ROI. For the expert, an eCommerce with 10,000 Facebook fans “is worth almost nothing” until you launch a special promotion addressed to them with a call to action and achieved their conversion.
For Fundesem Business School’s Online Marketing professor, Javier Gosende, the best formula to measure the profitability of Social Media translates into the ability to mobilize fans and fans to get them to execute concrete actions, and translate them into Economic benefits (downloads, sales, popularity, etc.). This is the only way to measure the return on investment in social media.
In Gosende’s words, “if we have a Facebook page with 10,000 fans, that’s almost nothing until we announce a special promotion to these fans and we see that, thanks to that promotion, we have obtained” X sales “. In that case we can measure the return on investment. ”
In addition, in order to better calculate performance, it will be necessary to take into account the cost of resources that would have meant obtaining the same results through another strategic model. “If I am a content portal, any visit that comes from my social networks has a value. How much? Well, what would it cost me to get an average visit in other online marketing tools, “he says. Gosende acknowledges that it is difficult to measure financial results in social networks, but it is important to create a methodology to try to do so and justify new ad hoc budget lines.
Reward originality in content
The expert in Search Engine Optimization also recalled that one of the objectives of Google is to reward the unique and original content, an initiative with which it would try to “motivate users to create new content, not to copy them from other spaces”. Precisely this mechanism would respond to the growing influence of microformats in recent times.
In this sense, the online Marketing professor ensures that an effective Content Marketing plan is developed based on keyword research tools and Web site analytics. Both elements will allow to detect the most requested themes by the clients and / or users of the portal and to design the appropriate strategy.
The value of social media to favor Personal Branding
Asked by Webpositer about strategies to develop personal branding, Javier Gosende has highlighted the value of this discipline, given that companies hire professionals who offer a “good image”, communicate, who demonstrate expertise and experience.
To offer this public image, Gosende recommends “a powerful personal brand blog, with many quality content and where our professional experience is demonstrated”. This means of personal communication should be complemented by optimal management of social networks such as Twitter, Facebook, Youtube and LinkedIn, which would give us “an arsenal of tools to eat the market”.
Monetize AdWords investments
The Expert in Search Engine Optimization advocates segmenting and leveraging the experience curve to maximize the pay-per-click (PPC) profitability. Segmentation would be done by selecting the products that offer the most margin and less competition to develop an AdWords campaign with them, without an investment over the global portfolio.
Regarding the experience curve, Javier Gosende indicates that PPC campaigns can be used to detect ads and keywords that offer better results to a brand or company, since these campaigns are the ones that provide more facilities for their measurement.
“In the end, 20% of the keywords are the ones that will give you 80% of the profitability. After 1 or 2 months of the campaign, you realize the ads that work, and that is where you have to invest more, leaving stops for other campaigns that are not profitable, “says Gosende.
Link building penalty: the new SEO Public Relations
According to Javier Gosende, modifying the Googlebot algorithm has meant that the searcher penalizes having many links to the same anchor text (“anchor text”) or to those portals that have “made an exaggerated link building with the anchor text that Match your domain name when this is an important keyword. ” Now in this SEO strategy would require greater diversification and subtlety than before, so that prime quality over quantity.
«If you get a link from a general directory, you get the link and almost no traffic. On the contrary, if you receive a link from a post inserted in an influential blog of your sector, you get a link with more authority and relevance and, additionally, you get more traffic related to your business », explained Gosende in aInterview given to Webpositer.
The SEO consultant recommends that link building maintain a natural and progressive pattern, so that “we can not get 200 links in a month when the historical average of our website was 20 links a month”. Likewise, Javier Gosende recommends that the links should preferably come from portals related to our sector and a good juice of popularity, which will require developing “a kind of public relations strategy” with these sites.
Mobile Marketing: Where to Start
The author of five books linked to Online Marketing believes that many companies think of developing mobile apps even before making sure their pages are accessible to these devices.
Javier Gosende has stressed that the priority for a company is to develop responsive web design, that is, a design adaptable to different media.
Finally, Gosende pointed out that in order to market a mobile application, the company must combine not only promotional tools for Mobile Marketing, but also other means of promoting eMarketing such as PPC, eMail Marketing, Social Media, SEO, etc. , Which together would achieve “a strong surge of discharges”.