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Product Discovery Using Social Search Optimization
When you think about search engine optimization, you might exclusively think about ranking in Google. That would be a huge mistake as the world of social media is rife with product discovery opportunities. These include YouTube, Instagram, Twitter, Facebook and Pinterest search engines just to name a few. Ranking in these search engines can bring just as much traffic and sales as Google search. Thus ranking in these organic search engines should become your next priority.
Ranking in each of these search engines could take a vast amount of time if focused on individually. But, there is one strategy that can help you optimize on all of these search engines with one single type of campaign.. Influencer Marketing.
Influencer marketing is a simple way to engage hundreds of influencers to create, post and share content that will rank in social search engines. Before you rush off to start an influencer marketing campaign however. Use the tips outlined below to get the most out of your campaign and increase the amount of product discovery opportunities you have out there.
For this strategy, we will use a real customer case study to demonstrate the value of these campaigns.
Let me introduce you to Carboca, a men’s skin care brand that wanted to leverage social media influencers to grow brand awareness and generate sales. Carboca decided to launch a gamified contest where influencers competed against other influencers to win a prize of $5,000. Carbocas objectives were as follows:
- Generate immediate sales
- Generate video testimonials from Influencers
- Spread awareness of Carboca products through social media sharing
- Rank in Amazon search results
- Generate long term ROI
- Create backlinks from social media sharing
- Increase product discovery opportunities by ranking in social search engines
The campaign leveraged 300 health and beauty influencers who purchased the companies products and created a testimonial video which they then posted on YouTube. Influencers were given individualized instructions on how to post the videos to YouTube. For instance, we provided the video titles, video descriptions and links for the influencer to use when posting their video. This ensured the videos would rank in YouTube search results for keywords that Carbocas customers would naturally type in when searching for related products.
The links used in the description would point viewers to where they could purchase the product on Amazon using a SuperURL and to the company’s website. Important for ranking in Google search as well.
Once the videos were created and posted to YouTube, the second phase of our campaign started. This is where things get fun. We use a process called “Gamification” to entice influencers to share their submitted content in social media numerous times during the course of our three month campaign. We increase value driven actions by awarding points for each action like sharing, views garnered, likes, re-shares, tweets, pins and comments. The campaign software measures each action and automatically assigns points to them in real time. Influencers earn as many points as possible which helps syndicate their created content over and over again.
As Influencers, tag and share created content in social media, the number of opportunities to show up in search results increase. When you have three hundred influencers tagging content on Instagram using keywords like #MensSkinCare, you have a higher chance of showing up in search on these keywords. This leads to more product discovery opportunities long term. When you quantify this process over all the major social media search engines, you start to move the needle when it comes to product discovery and further engagement with new customers.
Gamification keeps influencers engaged in your campaign for up to three months. When you contrast that with sites who sell shoutouts that only last 24 hours at most, the difference is astounding. Our campaigns generate content that always lives online. Long after the campaign is over, our influencers content remains.