The Ice Cream Theory for Social Media and Search
Posted: Mon Dec 23, 2024 6:53 am
shutterstock_207840028A few days ago, Jason Falls described with an example something that all of us who are dedicated to this have talked about on numerous occasions and he called it: “ The icecream principle for search and social ”.
The truth is that I found it to be a brilliant example because of its simplicity. It works like this:
Developing social media marketing strategies is like selling ice cream in the winter . No one is thinking about buying ice cream, but if the time and situation are right, they will.
Implementing search engine marketing indonesian phone number strategies is like selling ice cream in the summer . People are in the right place, time and way to make the product relevant.
This is something I have talked about when defining the strategy for selling through social media or more recently in the three pillars of the new social media strategy .
It is as simple as whether users are in ' buying mode' or not . We have to understand the context .
When we use social media, we are not thinking about buying. The closest thing to buying (which is no small thing) is the search for recommendations, information, etc. But generally we are on them for what they were conceived for (friends, leisure, news, networking, etc.).
However, in search engines , we are looking to cover a specific need.
They are also complementary channels . One generates the content and the other makes it easier for users to find it. One offers recommendations and the other specific offers. The first generates engagement and the second (among other channels) sells.
That is why social media strategies should focus on generating engagement and being a point of information/customer service for the brand's audience. And search engine strategies (especially PPC) on 'closing sales'. Each channel should be used for what it is most effective for.
The truth is that I found it to be a brilliant example because of its simplicity. It works like this:
Developing social media marketing strategies is like selling ice cream in the winter . No one is thinking about buying ice cream, but if the time and situation are right, they will.
Implementing search engine marketing indonesian phone number strategies is like selling ice cream in the summer . People are in the right place, time and way to make the product relevant.
This is something I have talked about when defining the strategy for selling through social media or more recently in the three pillars of the new social media strategy .
It is as simple as whether users are in ' buying mode' or not . We have to understand the context .
When we use social media, we are not thinking about buying. The closest thing to buying (which is no small thing) is the search for recommendations, information, etc. But generally we are on them for what they were conceived for (friends, leisure, news, networking, etc.).
However, in search engines , we are looking to cover a specific need.
They are also complementary channels . One generates the content and the other makes it easier for users to find it. One offers recommendations and the other specific offers. The first generates engagement and the second (among other channels) sells.
That is why social media strategies should focus on generating engagement and being a point of information/customer service for the brand's audience. And search engine strategies (especially PPC) on 'closing sales'. Each channel should be used for what it is most effective for.