Leads to Better User Experience,SEO Brings Higher Close Rates,SEO Promotes Better Cost Management,Encourages Local Users to Visit the Physical Store After the Search.
What Is Social Media Optimization?
SMO involves finding out what content performs well for your company on social platforms and repeating that success. Easier said than done. To do this, you’ll figure out what content your audience is looking for, see where you fit in the social media sphere, and finally, execute (and then reassess) your strategy. You may recognize that it’s a similar process to optimizing for search engines (SEO). The big similarity? The goal of getting your content in front of more people.
5 Steps to Social Media Optimization
Analyze Your Audience
As mentioned above, you’ll need to choose the right platforms to focus on, and these should be the ones your audience uses most often. In this step, your goal is to find what social media platforms your audience uses and where they want you to be.
It’s also a good idea to check current social media engagement. Which channels currently perform best? Some may see a fair amount of engagement, while others send a lot of traffic directly to your site.
Perform Competitive Analysis
The next step is to perform a competitive analysis. You want to figure out how you stack up against the competition. How much social media engagement do you see vs. them? What types of social content are working (or not working) for your competitors or other industry leaders?
To do this, you can use the Content Exploration Tool inside of your Alexa Advanced Account. Input the websites of competitors into the Content Exploration tool to see which of their articles get the highest engagement.
Build A Strategy Based On Findings
Once we understand your audience, as well as gain some insight into the competition, it’s time to build a clearly defined strategy to help you reach your goals. A strategy is a keystone of social media optimization, but 28% of businesses have said that a lack of strategy is a top barrier from becoming a social business, according to an MIT Sloan Management Review business study.
Execute On That Strategy
A strategy is nothing without execution. A strategy is executed by a team, and SEO leaders and content marketers need to work closely beside social media and community managers to make the vision a reality. Because social media optimization is so closely aligned with search engine optimization, these teams need to work together towards the same goals, and make sure the message is similar on every channel. When a brand posts on Instagram, they can direct followers to a blog post or an in-depth guide if they want more information.
Analyze Results And Adjust Accordingly
Once the strategy has been executed on, results should be analyzed and adjustments should be made. In your initial strategy, outline how often you’ll check in on the results. That way, you won’t find yourself guessing when the right time is to weigh in.s.
Social Media Optimization Tools
You’ll need the right social media optimization tools to help make this a reality. Thankfully, there are a number of tools out there that can help you on your social media optimization journey. Here are a few that might be able to help.
- Social media scheduling services, like Buffer, MeetEdgar, Sprout Social, and Later
- Search, social media, and audience research tools, like Alexa
- Marketing automation tools, like Marketo, HubSpot, and Salesforce
- Image creation tools, like Canva and PicMonkey