Everyone seems to be talking about Social Media Marketing, but if I’m honest I just don't think it's anywhere near as important, or as cost effective, for many businesses as search marketing.

Trying to force blatant advertising into the faces of consumers on a social space like Facebook can be wasted effort. Some agencies are going about it in a clumsy way and it’s annoying when you are on the receiving end.

If you’ve read any books by marketing guru Seth Godin you will know that Search Marketing is what he would describe as “Permission Marketing”. Consumers are actively looking for answers or information so we have implied permission to communicate with them.
Our job is to ensure that if YOUR company can answer their question, then your products and services are presented in the best possible light - and as prominently as possible - when the search engine results appear.

Surely being in front of those people when they are looking to buy is more important and relevant than trying to hijack conversations or force commercial messages into a space where they are not wanted or needed?

I'm not suggesting that Social Media Marketing is a waste of time or money - it isn't and it absolutely has a place in the marketing mix. My view is that once the website is right, a search campaign is in place and customer service is geared up to respond, then it's worth looking at Social and how it might work for you.

There's little doubt that Social Media Marketing suits some B2C businesses more than many others in the B2B sector. But if you have a clear strategy and defined objectives in the Social Media area, and then employ some creative thinking, there are some great ways to deploy genuine ‘Conversation’ Marketing – which is what marketing on social media platforms should really be about.