Jordan Kasteler on Search Engine Land

A new Search Engine Land post from ABM advisor Jordan Kasteler on the perils of siloing social media strategy outside of the sales conversion process.

From the article:

“We shutter up our Social Media teams in their own rooms and leave them to their tweets and Instagram photos while the marketing pros hunker down on the big guns: conversions. Landing Pages. Leads, Costs, ROI.

Sure, most pros acknowledge the power of social media in terms of brand awareness — it’s the flypaper that holds the customer still long enough for us to shove them down the sales funnel, where we cash them in profit.

But we often forget that social media is part of the sales funnel, a crucial element that often clinches the sale or conversion. It’s time to take off our blinders and stop focusing on the short-term conversions that occur “in-house” on our sites.

Conversion is a long-term process, and if you’re ignoring all the long-term factors that lead up to a sale, you’re failing your customers…and you’re failing your business.”

Read the rest here.