Social media is a cost-effective way to increase brand visibility and promote products and services. However, it is not so easy to build a social media following. Simply being present on all the social media platforms does not work. This is where social media optimization enters.
SMO is a way to use social media networks to grow the brand’s online presence. It can be used as a digital marketing strategy to promote products and services among the target audience and drive more traffic to boost sales.
What Is Social Media Optimization?
Table of Contents
- What Is Social Media Optimization?
- How Social Media Optimization Works?
- Effective Social Media Optimization Tips
- How To Perform Social Media Optimization
- Example Of Social Media Optimization For Business
Social media optimization is very similar to search engine optimization as both have the same goals. While SEO has always remained the most standard marketing method, social media marketing has recently blended with it and eventually replaced other methods. It has emerged as the most effective way to power lead generation, improve brand visibility, and engage with the audience.
Social media optimization is about making efforts to drive the audience from social media networks to the business website. SMO involves identifying what works for your brand on different social media networks like YouTube, Facebook, Instagram, Pinterest, and LinkedIn. To be successful at this, you start by figuring out what content appeals to your target audience and find the best place to share it.
How Social Media Optimization Works?
You may have always thought that you just need a responsive website with good content and relevant tags to perform well on the search rankings. However, the social media performance is one of the factors search engines focus on when ranking websites on the search results. Social media visibility and engagement with followers can prove to be beneficial for Google.
If you optimize social media for your business, your search engine performance improves. When somebody searches for a brand, the social media profiles can appear on the top results. Studies suggest that half of the companies struggling with SEO don’t focus on social media marketing. Using SEO and SMO together is vital to the success of digital marketing. Both these techniques go hand in hand when it comes to increasing online traffic.
Effective Social Media Optimization Tips
It is clear that social media optimization is crucial for digital marketing success, but how can you optimize the social presence to expand your reach? Here are some amazing tips you can consider.
1. Select The Right Platform
To make your social media optimization work, you should find out the preferences of your target audience when it comes to spending time online. They might spend their time on Facebook and Instagram when they are free and online. When using social media for work, they may be on LinkedIn. You need not be present on all the sites but you should identify the right platforms and focus on the increasing presence on those.
2. Benefit From Visual Content
The more you embed visual elements in your content, the better will be the engagement because visual content catches attention as viewers scroll through their feeds. This becomes more effective for Instagram, Pinterest, and other image-centered platforms as well as B2B channels like Twitter.
Incorporating visual content helps make your social media optimization strategy more effective. Make sure you pay attention to tagging and naming your images so that they are easily discoverable on search engines.
3. Build Presence On YouTube
Creating videos pay big, particularly on YouTube. The reason is that Google shows YouTube videos on its search results. You should use this to your advantage because Google and YouTube are the biggest search engines in the world.
A great way to improve your chances to be discovered, hashtags can guarantee increased engagement on these platforms. However, a post stuffed with hashtags doesn’t seem appealing and genuine. So you should use them wisely. Using less than 10 hashtags per post is advisable on Instagram while 1-2 are sufficient for Facebook and Twitter.
How To Perform Social Media Optimization
To optimize your social media channels, it is important to make an effective social media optimization plan and work on it. Here are the steps you can follow to create an optimized presence on these networks.
1. Analyze Your Audience
To be able to use the right platforms, you should find out what channels your audience uses the most. You should also take a look at what platforms are the most popular at the time and which ones suit your goals and brand. While one platform may effectively improve engagement with followers, others can increase traffic coming to your website.
2. Analyze The Competition
Perform a competitive analysis to find out how much social media engagement you have in comparison to the competition. You can also gain some insight into what works for the industry.
3. Build The Right Strategy
After you have got enough insight into the audience and the existing competition, you can proceed to create a defined strategy to do your social media optimization right. Involve the team and content marketers to make this strategy a reality. You should also involve the SEO experts as the two work together.
4. Analyze The Results
It doesn’t end with the execution of the strategy. It is important that you keep monitoring the results of your strategy and make adjustments as and when needed to improve the performance.
Example Of Social Media Optimization For Business
Any brand looking for social media optimization can customize messages they send on social media platforms so that they appeal to specific groups of users. Marketers also customize their content on the basis of the geography and demographics of the audience.
For example, soft drink business posts about how cold the beverage is to create an impact on audiences living in hot climates. On the other hand, they present the beverage to users in the cold climates by telling them that drinking it can remind them of summers.