Among tried-and-true business practices, social media marketing is still kind of an outlier. We know it’s effective. We know there’s clicks, customers and SEO power to be garnered. However, ROI can be a bit trickier to pin down. Adding to the difficulty, the ever-changing algorithms make it a moving target and just when brands and influencers alike figure it out, it evolves.
Most people associate the term search engine optimization with keywords, but SEO goes well beyond incorporating keywords into website content. However, there are many off-site SEO factors that can influence whether search engines view your site as a trustworthy authority. To give your site the best chance at earning top-ranking slots, you will need to address both onsite and offsite SEO factors.
While your target audience may have some things in common, they aren’t a homogenous group. They may come from different backgrounds, represent different age demographics, and have various pain points. Ultimately, if you try to create a broad messaging strategy, you won’t be connecting with your audience in a meaningful way, especially when personalization is the new standard in marketing. The key to more targeted and successful marketing is content segmentation.
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