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Why bother exploring social media as a marketing channel for your website or business? After all, you could stick to link exchanges, search advertising or the purchase of banner and editorial ads on relevant sites.
Here are some reasons why you should consider using social media marketing:
It’s natural. Not only do you get natural links without any discernible pattern, your website is exposed to large groups of people in a spontaneous fashion. This differs from paid advertising which has overt commercial overtones.
It’s defensible. Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. While you can’t easily increase your search engine traffic, social media traffic can be very easily controlled through strategic marketing.
It’s low-cost/high returns. If done by yourself, costs are limited to only time and perhaps the expenses involved in hiring a freelance programmer/designer. The benefits will often exceed the cost. It would take you thousands of dollars to buy many links; social media has the ability to give you that for free.
It complements other efforts. Social media optimization and marketing is usually community-specific. It doesn’t interfere with any other methods of getting traffic to your website. It can and will fit perfectly with an advertising campaign targeting other websites or search engines.