Social media is a key component of my marketing strategy, especially as it relates to creating a sense of community and driving engagement. For me, this starts with a strong understanding of where you can own a category and create impact from a keyword perspective. Often, this is directly related to your positioning strategy. For example, at Synchrono Software, my challenge was to establish a distinct position for the company in the crowded manufacturing software market. By leveraging the company’s product strategy of catering to custom manufacturers wanting to run production based on actual demand (customer orders) versus a forecast, I was able to carve out a leadership position for the company as a software provider for demand-driven manufacturing environments (#demanddriven).

At Synchrono Software, standard B2B social media activity was scheduled, monitored and measured through our marketing automation platform. The company’s keyword and search engine marketing (SEM) strategy revolved around the demand-driven positioning as did our posts and content. At the product line level, an understanding of positive/negative keyword rankings – and aligned content – also proved effective. For example, the Synchrono inventory replenishment software led search results in its category.

In addition to the social sites Synchrono owned, company content, videos, posts, etc. were also populated on other, more commercial social sites with a high domain authority (e.g. regularly crawled by Google search bots) to benefit SEO. As a result of these keyword and optimization strategies, organic search traffic increased by 40% in less than a year.