Creating and Optimizing Social Media Campaigns
The most powerful ability that social media enables for a marketing campaign is the optimization that is available in real-time. There’s no longer a need to wait for trends to develop before understanding them, it can all be done as new trends are unfolding.
Account optimization: (general audit of social media)
Accounts must be optimized. Pictures, posts, and outreach all need to be organized and presented in a way that is appealing and attractive to target audiences and demographics. This way customers can more easily understand who and what they are dealing with and how it relates better to them.
A straightforward concept also known as social media optimization or SMO, this is the way a business can understand, analyze (Analyzing Data) and adjust its content. This allows a business to stay in line with best practices, staying nimble and reflective of their social media presence.
A business wants to be found, and the best way to do that is to make it easily searchable. Just like SEO deals with search engine results on the front page, SMO does the same thing for social media searches.
Just like with SEO optimization, only instead of search engine results, social media results are used. Having the right keywords makes marketing materials easier to find and more likely to show up on a search.
Include relevant hashtags and keywords in the bio section
A lot of social media content is organized by category. Hashtags are a great way to make sure that those looking for a specific category or type of business can find it. Having the proper keywords in a bio will also make that bio more likely to be found on a search.
Users can even search for both hashtags and keywords. If both are utilized then the likelihood that a search result will be beneficial is increased even further. Specificity is the key to being found in the largest marketplace in human history.
Fill out the “About” section on every social media platform
A major goal of social media marketing (Social Media Marketing) is to humanize a company or business. An essential step in this process is to fill out the about section. Potential customers, especially on social media, want to deal with companies that align with their interests and values, so don’t leave any doubt in their minds.
A proper “About” section will give prospective customers a clear idea of the business they are dealing with. This can set apart those who are serious about expanding their outreach into the marketplace, and those who aren’t. It also shows that a business cares about connecting with its customers.
Content strategy optimization:
Content (Content Marketing) on social media that is results-driven and relevant is more likely to be viewed. Developing a strategy to ensure that what is posted stays relevant and up to date is the best way to achieve this goal.
Establish a consistent publishing frequency:
Fresh content is what drives social media interaction. Old posts are quickly lost in the sea of content that is generated every second of the day. A reliable frequency of new content is what will separate the winners from the losers when it comes to social media optimization.
Determine which platforms should be focused on:
As described above, remember that most social media platforms have a certain crowd that prefers to use them. Some, notably Facebook, are so large that they have a huge reach across demographics and social strata, but others are much more specific, like TikTok or Twitter.
Finding out what community works best is a key to success. A business that appeals to a large portion of the Twitter user base may not be as successful in gaining attention on Instagram or TikTok, and vice versa.
Individual post optimization
Each and every post that is put up can be optimized as part of an overall social media strategy. This is the best way to ensure that each post is seen and remains relevant to the target audience (Growing and Engaging an Audience).
Write relevant captions that support the business’ promotions and incentives
Relevant captions are captions that relate to the business promotion, product, or service and are often unique to the platform. For instance, a relevant caption for a product on Instagram may not be the best option when advertising on Twitter.
A great caption will not only relate to the promotion/incentive, it will draw viewers in. Getting potential customers to click on an ad or promotion depends on having a great caption that speaks to them on a personal level as well.
Include relevant hashtags, keywords, and a call to action
To get noticed, relevant hashtags and keywords have to be used. This is how people will see what is being posted. A call to action should inspire action to change the status quo, such as purchasing a specific item to make life easier or safer, etc.
A good example of this is instead of saying something like “Buy our product,” you would instead say, “If you want your yard to be poop free, buy the poop scooper 3000.” Give the customer a good reason to move forward.
The world of social media is ever-changing, and only links which are optimized should stay on a page. This means legacy, or older links, will often need to be changed or updated in order to stay current. Check the links on profiles, services, and affiliates to ensure that this is continuing to happen.
Assess which links are getting the most clicks
A domain’s URLs can be tracked via Google Analytics. This will show who is clicking what and which links are getting the most clicks. Dead links, or links that don’t have any traffic associated with them, are pointless and should be removed.
Set up UTM parameters on the social links
In order for analytics to be accurate, UTM parameters must be set up. There are five parameters, and three must be used at all times in order to get accurate information. This would include the UTM_source which is the source of the traffic, such as search engines, social media posts, etc.
Another UTM parameter that is vital is the UTM_medium, which details where the link was used. This could include email or any other method of sharing. These help track the marketing campaign across traffic sources and media where it could be published.
Consider UTMs to be tags that are put on a URL link. They can even be used to track what CTAs are performing better and if the traffic you are receiving is a result of a post or if it is coming from sites or social media pages beyond your control.
Make sure you are sending the correct links and landing pages
As with any optimization strategy, having the correct links and optimized landing pages is of the utmost importance. A link that doesn’t go where it should is of no use to anyone. A bad landing page can literally ruin the entire effort, as customers won’t be interested in continuing.
The goal is to get customers where they are needed, so they can click and purchase products/services without hassle. Double-check any link that is used, make sure that they are all working, or else the entire effort will suffer or fail. Wasting time and money is not going to help a marketing campaign succeed.