Marketers want to begin with social media optimization (SMO) to get probably the most out of their social media campaigns.
Understanding how to optimize your social media profiles and posts for optimum returns isn’t scary—there’s no key phrase analysis or technical know-how concerned. And keep in mind, we’ve received you each step of the way in which.
In this text, we’ll give you easy-to-do social media optimization methods to assist enhance your model’s visibility on social media, get extra engagement in your posts, and get your viewers telling you what they need.
Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.
Social media optimization isn’t about your social media strategy as a whole. It focuses on polishing your posts and profiles to maximize their effectiveness.
Think of SMO as an opportunity for you to analyze and adjust what you’ve been doing on social media to make it better.
Benefits of social media optimization
- Strengthen your online presence
- Connect and engage with your audience on a deeper level
- Increase brand awareness on social media
- Improve reach on social media
- Improve the quality of your leads from social media
To the untrained eye, a brand’s social media presence might seem effortless, but there’s a lot that goes on behind the scenes to ensure that social media is being used as effectively as possible.
Post at the right time
To win big on social, you need to consistently post content that not only gets your audience excited, but that is also posted at a time when they’re most likely to engage.
Figuring out the most optimal time to post on social media is tough work. But fortunately for you, we’ve spent hours researching and analyzing tens of millions of social posts to determine this out. It’s between 10:00 AM on Tuesdays, Wednesdays, and Thursdays.
But, keep in mind, this can be a normal information. What works for you and your viewers is perhaps totally different.
Use an internet scheduling software that has a finest time to publish function (we is perhaps biased, however Hootsuite is fairly good!) and make the most of posting your social media content material when your viewers is most definitely to be on-line and have interaction with what you’re serving up.
Polish your bios
Your social media bio is doubtlessly one of many first issues a brand new customer or potential lead sees when visiting your profile web page. So, it’s important to have this as polished as attainable. Important data to all the time embrace:
- Who you’re
- Where you’re employed
- What you do
- The subjects that curiosity you
- Your model’s tone (extra on this under!)
- How somebody can get in contact with you
Check out how Hootsuite nails their bio by guaranteeing that the message of being a “global leader in social media management” is constant throughout social channels.
You may also need to contemplate together with a name to motion (CTA) in your bio that encourages guests to click on on a hyperlink to your web site or a key touchdown web page.
Pro tip: Use a software corresponding to One Click Bio to assist promote your most-recent content material and hold your profile guests engaged together with your business.
Feel free to swap out the hyperlink in your bio frequently together with your most up-to-date content material or a key touchdown web page that you just want to drive site visitors in direction of.
Optimize your hyperlinks with UTMs
As we’ve simply talked about above, social media optimization usually makes use of hyperlinks to direct guests to a webpage the place they’ll proceed their engagement with the model. Doing that is necessary to drive site visitors to your web site, content material, or touchdown pages.
Link optimization is an integral a part of understanding how your viewers engages with the hyperlinks you’re sharing. Tracking your buyer’s conduct allows you to see what posts drive probably the most site visitors out of your hyperlinks and which don’t. You can shortly and simply observe conduct by including UTMs to your social media channels and posts.
Need the thin on how to use UTMs on social? This post has all you want to get began.
Make positive your photos are the proper measurement
There’s nothing worse than visiting a social profile and the pictures look horrible, amiright? Your model’s look is all the things, darling. So, be sure that your photos look skilled, polished, and—most significantly—are the right size.
At absolutely the least, be sure that your profile image is a high-resolution picture that isn’t overly cropped, speaks to your model (ideally an organization emblem), and clearly represents your business. Oh, and also you’ll need your profile photos to be constant throughout all of your social channels, too. Doing this may assist your viewers with model recognition.
Post the correct quantity
You don’t need to bombard your viewers with posting continuous, and also you additionally don’t need to publish so little that you just fall off their radar. Finding your optimum social media posting schedule is important to driving extra engagement and conversations together with your model.
Remember that discovering the candy posting spot may take a while. Experiment and discover what cadence works finest for you.
Review your social media technique
Take the time to look over your present social media technique and take into consideration the next areas:
- Are you hitting your targets and goals?
- Do your social media targets nonetheless align together with your overarching advertising technique?
- Are you posting the proper varieties of content material? For instance, photos, movies, text-only, or a mix of all three? (Hint, you need to intention for all three!)
- Are your posts resonating together with your viewers?
When fascinated by the above factors, contemplate how your SMO will positively (or typically, negatively) influence them.
To get insider data in your firm’s social efficiency, most platforms have built-in analytics to provide help to perceive in case your social technique is working or not. Tools like Hootsuite Analyze provide you with extra helpful insights.
If you need to go one step additional, you’ll be able to all the time A/B test your social media optimization and see whether or not one tactic vs. one other works higher.
For instance, if you happen to’re an internet natural grocery retailer and wish to create extra dialog about meals waste, what picture drives extra engagement out of your viewers? A photograph of a a very full landfill producing methane gasses or a photograph of a decreased grocery invoice?
A quote from a sensible previous advertising particular person (okay, it’s me) says, “always be testing,” and SMO is the proper alternative to accomplish that.
Always hold your viewers prime of thoughts
Not all audiences are the identical. Spend a while digging into the demographics to optimize your social media content material for the proper teams.
For instance, if you happen to’re focusing on an viewers in England, you may want to ditch US colloquial language. Similarly, if you happen to’re focusing on an viewers in America, you won’t need your social media copy to sound too British, guv’nor.
Optimize your accounts for search
Not all your posts want to use this tactic as a result of not all your posts want to be discoverable by a searcher. Sometimes, you’ll be posting on social media simply to talk together with your viewers. Remember to be strategic. For instance, after we share this publish, we’ll embrace the key phrase “social media optimization” as a hashtag to assist with the publish’s discoverability.
You might additionally converse together with your website positioning workforce to discover out crucial key phrases in your model and incorporate these into your social posts for an additional enhance to your natural efficiency.
Online health studio A Few Fun Moves incorporates hashtags associated to wellness of their posts to assist searchers and potential new prospects uncover them on Instagram.
Create consistency together with your username
Your username throughout your social media channels speaks volumes about who you’re and is an important piece of the puzzle as to how your model comes throughout. Therefore, it’s necessary to be constant together with your username.
For instance, having the username @Hootsuite on Twitter and /Hootsuite for Facebook appears to be like loads higher than @OwlShop and /Hootsuite123.
Write catchy headlines and captions
Not everyone seems to be a author. Hire a copywriting skilled or social media professional to provide help to craft catchy headlines and captions that obtain your targets. Remember, copy that feels acceptable for Twitter is perhaps completely totally different from copy for TikTook. Experiment and take a look at what language and phrases resonate together with your viewers probably the most.
It’s necessary to preserve your model voice all through your posts and captions and discover that candy spot between being conversational and promotional.
Add tags to your posts
If your social media publish options one other model or a buyer, it’s finest follow to tag that particular person in your publish. Not solely does this earn you large niceness factors, however it additionally helps create pure dialog and communication in your publish.
A golden rule of thumb is that in case your publish incorporates user-generated content material (UGC), all the time ensure you tag whomever the unique content material is from.
Ready to start optimizing your social media posts and profile? Hootsuite has the instruments and insights to provide help to perceive in case your optimization efforts are working or not. Sign up at present to get began.
Easily handle all of your social media in a single place and save time with Hootsuite.