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SEBM – Strategy, Engaging Content, Building a following and Monetisation

So, you’ve followed our Guidelines for checking that your Web Site works and you are ready to receive orders. What now? How do you get Customers to flow to your Web Site?

There is no such thing as a Search Engine Optimisation silver bullet (sorry!) and with the Search Engines becoming increasingly aware of the ‘black-hat’ services that you might be tempted to sign up for, there are no longer any short cuts to Page 1 either. Indeed, taking a short cut with Search Engine Optimisation is like playing a game of Snakes and Ladders – you could find yourself back at the bottom of the listings.

The good news is that with a clearly defined Search Engine Optimisation strategy you will find that your Web presence and Web Site will gain traction and even better news is that it needn’t cost you a penny, just a little hard work.

Let’s start with the S in SEBM.


What is your goal? Once this has been defined everything will work towards this goal – it maybe to sell, it maybe to get bums on seats but this goal will shape your Social Media posts.

Who is responsible for your plan? You are a busy person, you run a business after all so you need to delegate this task. If you do not plan to partner with an SEO company like us then allocate someone like an intern, or yourself and make a plan – schedule tasks in a diary.

Which platforms should you concentrate on? Choose at least two social media platforms, up to four depending on your business. If you are selling to other businesses, choose LinkedIn and Twitter. If you are selling to Consumers then use Facebook and Twitter or Instagram. If you are promoting or selling “artsy” products then Pinterest will be the way forward.

When and how often to post? Set aside 30 minutes per day and post once to each of the Social Media platforms that you manage.

  • Facebook – It is best to post at least once between 1pm and 4pm. If you cannot create a post, the share or retweet someone elses post.
  • Twitter – a dozen tweets per day, an hour apart. Retweet if you cannot create new content.
  • Pinterest – 10 Pins a day an hour apart. Post 80% of Pins from sources other than your own.
  • LinkedIn – At least one post per day between 10 and 11am
  • Google+ – 2 Posts per day. 10am and 1pm
  • Instagram – 1-2 post per day. 9am and 2pm

How to measure success? Ultimately, enquiries or sales are the measure of success – ignore “likes” or “retweets” as they do not bring sales through the door. Create specific landing pages for each Social media platform so that you can use Google Analytics to view how successful a campaign has been.

When setting up a social media page, make sure that the Cover Photo tells the visitor instantly what you can give them no-one should have to guess or spend time checking that you provide the service that they are looking for – If you provide “Web Design for Dorset and Hampshire” then use an image and place the text directly on in so there is no ambiguity – check your new page in various formats, on different browsers and on different devices.

Keep the same Header image and wording across all of your Social Media platforms to build your brand image. Many Social Media platforms require a Profile picture (LinkedIn, Facebook) – this should either be your logo or a profile head shot – everything else will lose detail when is is reduced to a thumbnail so no text in a profile shot.

Always pass the pronoun test – use the words “We” and not “I”.

Many Social Media landing pages provide a space to add a link to your website. Don’t link to your Web Site Home page, instead take them to a Social Media page or your “About Us” page which is far more relevant. You’ll save your visitors a click and a few seconds.

LinkedIn – use a Personal Profile, not a Business Profile as there is more flexibility with a personal profile. The Header text usually reads along the lines of “Kevin Russell – Fairweather Web Ltd”. Change it into a Benefit Statement “Kevin Russell – Web Designer and SEO expert”

Engaging Content

When writing Tweets only one in four should be trying to sell something, the remainder should add something of interest. The goal is to build trust so don’t force a sales pitch on followers – this goes for all Social Media Posts. Posts and Tweets should be along the lines of :

  • Top 10 tips to help…
  • Don’t make these 4 mistakes
  • Top 10 reasons why

These questions should link to a post on your Web Site. Talk about yourself AND your customers, for the same reasons that your potential customers don’t want to be bombarded with sales posts, they also want a spread of topics in your Posts. Report when you’ve reached a sales target – 1,000 product sold!

Share interesting content – take a camera to exhibitions and make sure you turn it into a promotional post. Consider signing up for BlogLovin.com to discover your audience. Talk more about benefits rather than features. Customers will ask about features if they are interested in the benefits.

Building Following

Identify your market – who are your customers. Find them on Social Media Find them through other “Centres of Influence”.

Find your Competitors as well as Complimentary Companies. For instance, if you are a Wedding Photographer you can find them through complimentary services like “Wedding Cakes”, “Wedding Seminars”.

In facebook, there is a link on the right “See Pages Feed”. This is a dedicated feed from your liked pages. Click the “Like other pages” button and find Competitors and Complimentary Pages and add a subtle comment to a popular post e.g. “I 100% agree with this post” and you will appear on the timeline of everyone else who has commented.

MagageFlitter.com is a similar service for Twitter. Find competitors on twitter and start following them – you should target 100 accounts a day. 30% will follow you back – giving their customers a link to you. Find people who follow your competitors and do the same – they will be interested as they are already interested in your competitor. You can also do an account search for Complimentary Terms and follow them all.

LinkedIn – search for a Job Title and click the 2nd Connection option (friends of friends) and narrow down by location. Send connection request but include a Personal note.


Consider using the Twitter Advance Search function and search for complimentary services or terms:

  • “I need a…”
  • “recommend a…”
  • A Driving instructors might search for “17th Birthday”

…then either follow them or directly offer a service. Lead Magnets are services in exchange for loyalty for instance a potential customers email address in return for entry into competition or a 20% discount.

Ultimately, if you offer a good product then you will tempt buyers. By offering a great service then you will build brand loyalty – and don’t forget the power of a 15% off voucher arriving in your inbox out of the blue so sign up for MailChimp as soon as you can.

If you require more information on the Optimisation services that Fairweather Web can provide then feel free to contact us to discuss you requirements.