Is search a bridge between real and virtual worlds?

Categories:Social Media

Search is the window into the virtual world and your virtual shop….

It can be seen as part of your web strategy but for me search is much more than that…it is a bridge between the two worlds


…and more than that it is not a single file road, it allows you to find the right product from the right brand….and allows you to choose between buying it online or travelling back over the bridge into the physical store.

This is key. Search can be seen as a method purely for social marketing strategy….of course it is vital that you appear on the first page of Google, however it is vital for both online and offline sales.

Customers may not always buy on line – both B2C and especially B2B – but what 80% of them all do is research…research for the best product, research for local suppliers, research for the best deal….

Indeed it is the research that often drives the search…therefore the content marketing strategy works best when it is aimed to deliver 3 things

1) It is created around what is in the mind of the researcher who is buying rather than the salesforce of the business.

2) It is updated weekly to current thoughts, issues…..more and more people want recent reviews, recent articles to ensure that it is still relevant.

3) It is honest and reliable because if chosen it must represent reality in their own world.


Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog is recognised as one of the leading UK marketing blogs.

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