Larry BraunerI envisioned when launching my social media consulting practice spending my time creating and executing traffic generating and branding strategies using a wide range of social media sites. I did not envision spending my time optimizing clients’ websites and blogs.

Your Website or Blog

What I found, however, was that clients’ websites had not been designed to appeal to visitors and convert them into subscribers or customers, nor were they set up to attract search engine traffic.

This problem concerned me very much. As I’ve written numerous times, the core of a social media marketing campaign is always your website or blog. Consequently, I decided to offer a full range of services to help clients make more effective use of the web.

Social Media and Web Marketing in Action

Welkin Capital GroupI was asked very recently to market the website of Welkin Capital Group, a high-end real estate finance company. When I accepted the assignment, I knew that my work would encompass more than social media and search engine optimization. It would include a total website makeover, as well.

The transformation of Welkin’s website has been dramatic. The best way to appreciate the changes we made is to compare the new website to the old website. We still plan to add a newsletter and a blog but already, the new site has a better look and feel, more room to maneuver, additional content and a social component.

While working on the Welkin site’s new design, we began optimizing the site’s content for search engines — and for human visitors too:

  • During the first six weeks, March 7, 2010 to April 17, Welkin received 51 unique search engine visits from 25 search terms.
  • During the next six weeks, April 18 to May 29, the company received 152 unique search visits from 63 terms.

We’re still working on the website’s content. Writing and tweaking content is an ongoing aspect of web marketing.

If you’re interested in real estate, you can follow Welkin on Facebook and Twitter.

Conclusion

Your main takeaway from this article:

Web marketing begins with your website or blog, the core of your web presence, and without which your social media marketing plan isn’t complete and cannot succeed.

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9 Responses to “Social Media Marketing Inside Out”

  1. SEO Clients on May 30th, 2010 3:42 pm

    Good post, Larry! A related question for you: when you sell your services, do you promise traffic, conversions, ROI or what? As an SEO, I promise search-driven traffic flowing from the client’s most relevant keywords. I do keyword mining and keyword strategy as a part of the service. I also tell them that their sales will increase in proportion to the traffic boost IF their business model is sound. In other words, I don’t guaranteed satisfaction because it’s not strictly the SEO’s job to evaluate the soundness of the business model (though I can help them with that too if I am hired on a somewhat higher end). What do you promise, and do business model considerations arise for you at all when entertaining a contract?

    Yours,

    Philip

  2. Larry Brauner on May 30th, 2010 3:55 pm

    That’s a hard question to answer Philip, since I can be hired just for advice, or to build a client’s web presence, or for something in between the two.

    I’m not as concerned about the clients business model as I am about their marketing model. What problems do they solve and why should a customer choose them instead of a competitor.

    I am also concerned about whether I believe I can help and whether the assignment will be meaningful for me.

    I do promise to provide the client with weekly analytics to show them their progress, and I give them the right to end the project at the end of any month.

  3. Dr. Erica Goodstone on May 31st, 2010 8:26 pm

    Larry,

    You are amazing. You’ve built a business from scratch. I know you did not know that much only a few short years ago but you have continued to learn and teach and share and expand your learning. You are a true role model for me in this online social media mysterious and wonderful world.

  4. Larry Brauner on May 31st, 2010 9:14 pm

    Thank you Erica for your never-ending friendship and support. :-D

  5. Gregory Stringer on June 3rd, 2010 7:36 am

    Welcome to la guerre, Larry! I’ve been stating/evangelizing/arguing these very points for the past year. I realize you claim you have no degree, yet it is obvious that you’ve spent some time learning the technical side of Social Media. Your comments are on point. So many think that SM is simply that, and that Web and search engine optimizations should either be ignored or outsourced. The former is a slow death, the latter neither cost- nor time-effective, and does not lend itself to value added for the client. Excellent post from an astute practitioner. Kudos!

  6. Harriet on June 3rd, 2010 8:39 am

    Hi Larry,

    Thanks for the humorous comment. You are so right.

    I enjoy reading you blog as well - we are literate right?

    Take care :)

  7. Larry Brauner on June 3rd, 2010 10:09 pm

    @Gregory No degree doesn’t mean uneducated. Fortunately, learning isn’t the domain of the university alone.

    @Harriet At least we try and think so. ;-)

    You take care too.

  8. Alex Tagus on June 5th, 2010 5:03 am

    You are so right Larry. What attracts to a certain website is how will the customers can participate on it. Such as adding a forum or blog section. Keep it up Larry!

    Regards,
    Alex Tagus

  9. Hairpakistan on November 14th, 2010 10:52 pm

    Hi Larry, there are lot of things which attract people to a website, most importantly information they are looking for and then an option to participate in the blog discussion, so that people come back.

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