Bulletin for January 30, 2024

A Look at Search Engine Optimization & Social Media

Bill Dalton, Firefly Marketing Solutions and Jacquie Bonano, JB Communications

Thanks to member George Messina for catering this week’s networking event at Rooftop on Basin.

Members Jacquie Bonano, JB Communications and Bill Dalton, Firefly Marketing Solutions, teamed up to present updates to Social Media and a current look at Search Engine Optimization (SEO). Bill touched on Internet Business Listings, and getting reviews and why it is important.

Search Engine Optimization (SEO) is important for any business seeking to gain new prospects through website traffic and is best executed with a PLAN that involves regular analysis and updated goals. Bill shared these tips:

• Google continues to dominate search traffic and should be a focal point for efforts to comply with the latest trends.
• Content should be organized into “topical clusters,” and old content needs to be reviewed.
•  “Black Hat” SEO (in whatever current form it takes) will be penalized.
•  Technical functions (speed load, mobile readiness) DIRECTLY affect your ranking.
• AI can greatly assist with content, but it is likely to be detectable and eventually penalized.
•  Video content and backlinks continue to be valuable in SEO ranking metrics.
• Google Business Profiles have been revamped! Audit your listing and your competitors’.
• Seek help if needed to maximize the newest GBP technical capabilities.
• SEO should be managed by a qualified, assigned staff member or vendor. Metrics and results should be reported regularly to the owner/management.
• SEO goals are achievable! In 6 months time with proper work from competent providers you should see results.

Jacquie provided insight on Social Media trends noting changes on how social media is used since 2020. Half of the adult population on social media to receive news and information. Tic Toc is growing with Tic Toc users spending an average of one and half hours a day on the platform.  Jacquie encouraged all to optimize social media to gain user engagement and shared the ten top social media trends:

• Short Videos – Video engagement is rising, with platforms like TikTok and YouTube becoming key players in user engagement.
• Authenticity –  Consumers value authenticity over polished advertising.
• Influencers – Emerging trends emphasize the effectiveness and cost benefits of nano-influencers in marketing strategies.
• User-generated content is thriving due to its authenticity and relatability, strengthening the trust between brands and consumers.
• Story Telling – Storytelling with a “human-first” approach is essential for marketing.
• Smaller Communities – Smaller, engaged communities lead to focused understanding, higher retention, and stronger advocacy.
• Social Listening – Marketers should be actively engaged in social listening to gain insights into customer behavior, preferences, and emerging trends.
• Personalized Ad Content – Highly personalized ad content tailored to individual preferences is crucial for engagement.
• Customer Support – Social media platforms are valuable for real-time customer support.
• AI and Content Creation – Marketers are set to experiment with AI enhanced tools to broaden content management on various platforms, while also monitoring legislation addressing AI
  content standards.

Visit the archives to view the presentations.