On January 15, Mark Zuckerberg introduced Graph Search and revealed that Bing and Facebook had joined forces, opening up search possibilities for the public that have never existed before.
Bing in turn announced that its search results will feature five times more content from users’ Facebook friends, including status updates, shared links and comments, allowing you to tap into Web-based search results you couldn’t get by simply searching through your social network.
Nice. But the big question is, what does this mean for marketers? Furthermore, what does this mean for our customers?
We’re happy to say that the outcome is a plus for everyone.
It’s Good News for Marketers
If your company is on Facebook and generating content that your fans want to share, your business has a better chance of showing up on consumers’ organic search results, and 70 percent of the links that search users click on are organic.
So start a chain reaction. Create content that makes your current fans want to post it, like it and spread it throughout their social network. For some ideas on how to make a great Facebook page that encourages your fans to create a positive buzz, check out HubSpot’s "20 Examples of Great Facebook Pages."
It’s Good News for Our Customers
By tracking the keywords that are driving traffic to your business’s Facebook page and company website, you, as our customers, have gained the upper hand. Because you’re able to fully optimize your content (both on and off Facebook) with the right keywords, you can improve your chances of appearing not only in Bing’s main search results but in social results and ads as well.
Also, because you’re able to put a unique toll-free number on your Facebook page, you can give visitors an easy way to contact you without leaving the page they’re viewing, allowing you to track how many leads are generated from the social scene.
The more search and social work together, the easier it will be for you to track the ads and keywords that are leading to offline conversions.
So get excited. The new partnership between Facebook and Bing is sure to change the way you market to consumers and track leads — for the better.