The notion of SMO is clear. SMO, like SEO or CRO (conversion rate optimization), needs adjusting and testing.
So, what's the point? Although many organisations make their social efforts appear straightforward, top-performing accounts do not disregard the finer points of optimization. There are three advantages to social media optimization:
- Increase the exposure and reach of your content, which will lead to increased interaction (clicks, traffic and so on)
- Examine the total ROI and results of your social marketing (think: sales, brand awareness)
- Create a consistent procedure for producing content that is ready to perform well (relative to your brand)
We've witnessed personally how marketers are increasingly being held accountable for their social media performance. By building a method for fine-tuning your content, you enhance the probability of meeting your KPIs and making your work simpler.
Social Media Optimization Techniques You Should Try
Now for the exciting part! The following are six components that social media optimization company should focus on.
- Account enhancement
First and foremost, you must verify that your brand accounts are in line with your company's objectives. This necessitates a thorough examination of your social profiles, with a focus on branding and marketing messages.
Some details to consider when it comes to account optimization, for example, are:
- Branding and creative images that are consistent with your company's internet presence are still understood (logos, fonts, hashtags, taglines and slogans)
- A relevant link and/or call-to-action that directs visitors to the right landing page
- Marketing message and languages that are consistent with your present campaigns
Consider your social presence to be a type of portal to your products and business. Assuming this is someone's first interaction with your company, consistency is important for keeping consumers interested and not confusing them.
- Improved social searchability
Brands should make learning how to optimise social media for search a key priority now.
More smo services in accounts are appearing in Google searches, which is an increasing trend. Recent updates, such as Instagram's improved search functionality, underline the importance of marketers being mindful of how they employ keywords throughout their posts and profiles.
But don't worry: you don't have to keyword pack your posts to improve your social searchability. Begin by conducting keyword research for industry and brand-specific keywords that you can incorporate into your social post. Then, as it pertains to search, adopt several crucial social media optimization strategies such as:
- Incorporate important keywords (as well as keyword #hashtags) into your social bios.
- Ensure that your company's vital facts, such as @username, address, and contact information, are similar across all accounts.
- Fill up your bio and "About" sections completely for each social network.
Let's take a look at a real-world example of social media optimization in action. When we search "vegan haircare" on Instagram, we get a mix of consumer, influencer, and brand accounts.
We can understand why an oVertone article is front-and-centre by clicking through. Not only has their bio been optimised for vegan and cruelty-free phrases, but so have their hashtags.
How does that work? Subtle keyword and hashtag use may assist enhance the exposure of any particular piece of content, so don't squander those captions or bio spaces.
- Improvements to the content approach
Businesses have a plethora of options for what they may publish on social media.
However, your content strategy should not be free-for-all. The sooner you have an organised method, the easier it will be to create ideas or content. The process of optimising your content strategy begins when you:
- Establish a constant frequency and amount of publication (including how often to post, when to post, how many needed pieces of content per week)
- Determine whatever assets you require to satisfy your timetable (text posts, images, videos)
- Determine which postings may be shared across networks and which are platform-specific.
Remember that content strategy optimization times must be fine-tuned. Based on your data, you may discover that you need to ramp up or shrink back. Having a foundation built on the things mentioned above, on the other hand, can help you get started.
What matters most is that you aren't blogging on the spur of the moment.
This is where a solution like Sprout Social comes in helpful since it allows you to track every piece of content you publish across all networks. With a complete view of your content calendar and all of your creative assets in one place, you can find holes in your schedule and discover chances to crosspost content rapidly.
- Post-individual optimization
Consider how you may improve social media postings on an individual level after you've established a big-picture content plan.
Some positions need more effort than others. Influencer campaign posts, for example, will require more finesse than a meme or a morning greeting to your followers.
- Here are some considerations to consider when it comes to optimising articles that do require particular attention:
- Write captions that reflect your business’ current promotions and initiatives
- For each post, include relevant hashtags, keywords, and call-to-action phrases.
- Maintain a consistent tone and brand voice across your efforts, balancing promotion with personality.
You may also use social media optimization to determine which sorts of posts, captions, calls-to-action, and promotions are popular with your target demographic. This enables you to fine-tune your content strategy over time.
- Optimization of links
Here's one area of social media optimization that sometimes goes unnoticed.
Businesses should not merely drop links on social media at random. Link optimization allows you to more easily watch your customers' click-through behaviour and find your top-performing social content. Simply put, you should make an effort to:
- To track click attribution, add UTM parameters to your social links.
- Determine which links are receiving the most clicks (consider the campaigns they are associated with and which CTAs were utilised).
- Make sure you're delivering folks to the right links and landing pages (think: not just a homepage, ideally)
Link optimization is critical for determining the ROI of your articles and social activities in general. The following is an example of link shortening and tracking in Sprout, which allows you to set up UTM parameters and produce custom-branded links in a matter of seconds.