The other day I noticed that the Morton table salt container in the kitchen had a Facebook logo on it. Curious to see what a Facebook profile for salt would look like, I looked up Morton’s Facebook page – and was surprised to find that it has over 70,000 likes!
What’s more, the Morton Salt Facebook page offers tasty recipes, tips on making “salt dough” crafts, surprising household uses for table salt, and information on other Morton’s salt products besides their classic table salt in the blue container with the salt-spilling, umbrella-toting “Morton girl.” Who knew?
The Morton Salt Facebook profile is a great example of using social media to generate both inbound links and also excitement about your products. Social networking – such as Facebook, Twitter, and the increasingly popular Google+ – offers great ways to enhance your SEO campaign and do a little link building, while letting customer word-of-mouth work for you.
Social media is also good for:
- Answering customer comments, questions and complaints. Even a company as seemingly innocuous as Morton received some negative comments about the company’s stand on labeling products that contain GMO (genetically modified organisms) as ingredients. Social media gives you a good place to answer such concerns (but you have to be on top of monitoring the page and responding to comments).
- Giving your fans a way to share your web content. Not only should you have a Facebook profile, for example, but putting Facebook and Twitter buttons on your web content (such as your blog posts) gives your website’s visitors a quick and easy way to share your insights with their friends and colleagues.
- Creating awareness of your lesser-known products and services. Returning to the Morton salt example, I discovered from the company’s Facebook profile that Morton also offers pool salt for saltwater swimming pools. (The little umbrella girl’s going to need a bigger salt container for that job.)
Facebook pages can, of course, be “liked” – and when other people see that their friends like your page, many of them will hit “Like” too. Tweets can be re-tweeted. That’s why social media is truly useful for generating (and spreading) interest in your company, products and services.
But making sure your website is easy to navigate and packed with useful, well-written and fresh content is just as important when those social media types click through to your website. Also, information that people find on social media can prompt them to perform a web search for more information – so you’ll want your website to show up as high as possible in the search engine results for the best keywords. In both cases, that’s where SEO comes in.
There’s no one “best” way to generate traffic to your website. A combo approach, mixing SEO techniques with social media campaigns, is usually the most effective strategy.
You may be hesitant to think outside the box and try new social media strategies alongside SEO. But hey, if a salt company founded in the 1840s can garner 70,000+ “likes” and active discussion on Facebook, your company can too!