Facebook is the most popular social media channel for digital marketers producing content
Instagram provides the second-highest ROI for marketing efforts
Increasing brand exposure is the most commonly cited benefit of social media marketing
Cultivating a social media presence for your business can seem like throwing wet spaghetti against the wall – trying to see what sticks. The more attention, shares, and views your posts get, the more web traffic will eventually travel back to your website and drive leads and sales. Right?
Exactly. But how do you get there, and how do you make sure your posts “stick?” Well, what we can tell you is the process of social media marketing is a cocktail of content creation, creativity, research, data analysis, and ultimately, trial and error. But here we can give you some tips on how to optimize your social media accounts, creating the most visibility for your business.
What Social Media Accounts You Can Utilize Today
The world of social media is incredibly diverse, but not every platform is going to make sense for your business. So the good news is, you don’t need to be on every social channel under the sun.
You just need at least 3 to 4 key channels that are actually going to enhance your brand and create awareness. Now, some types of businesses will naturally thrive more than others with certain platforms, but generally, pretty much all businesses can benefit from these widely used social media networks:
Once you’ve got your chosen accounts set up, then you start creating posts and optimizing them to increase your viewership, and your customer base.
How to Optimize Your Social Media Accounts
There are several ways you can optimize your social media accounts. This ensures that your posts get the most visibility and engagement as possible!
Fill Out Your Entire Profile
You’re not done after creating the username. Make sure every section of your social media profile is complete, including your:
Profile Photo (i.e. your brand logo)
Bio (describe what your company does)
Location & Contact Info (phone and address)
Links to Your Website & Other Social Media
Create Awesome (Original) Content
Seems simple enough, right? Okay, so it can be difficult to churn out engaging original content that’s both creative and persuasive, but that’s honestly half the battle.
You can definitely utilize memes and other trendy existing posts into your social media strategy, and even share posts from influencers in your industry.
But you need to produce your own original content that reflects your brand and messaging – both for “selling” and for educating people about what you do. Your content should be intentional and focused, ideally part of a larger campaign for brand awareness.
Use High-Quality Images
Images are perhaps the most important method for optimizing your social content. Make sure you’re using high-quality images that are formatted correctly for the platform you’re using. Not all platforms use the same dimensions, so you’ll need to edit photos specifically to match their formatting guidelines.
The last thing you want is for a picture to stretch, or become pixelated due to a low-resolution picture. People respond best to content that’s well-formatted and as crystal clear as possible to view and read.
Use Different Kinds of Multimedia
Aside from images, there’s a lot of different kinds of multimedia that people enjoy watching and interacting with. The most engaging types of multimedia and interactive content include:
Quizzes & Assessments
Post Length & Captions Matter
Just because Twitter gives you a certain amount of characters, doesn’t mean you want to use every single one of them. Whatever written content your post includes, make sure it’s succinct and clear as possible. People have short attention spans, especially on social media.
This is where you want a skilled copywriter to pair the right caption with the perfect image. And that’s how you get a great social media post.
Do Keyword Research
Digital content creation always requires some kind of keyword research. You need to know what your target audience is looking for. And you can do that by researching what topics and keyword phrases are most popular, like “South Florida digital marketing agency,” and “social media marketing tips.”
When people are browsing social media for content relevant to their search, they should find you – based on the keyword topics you’re optimizing your content for.
Use Those Hashtags
Hashtags help people find your posts, specifically by whatever topic they happen to be browsing. This is where keyword research also ties in. You can formulate hashtags based on those topics, just like we talked about.
This also requires some research, but it’s easy enough to do if you start looking up relevant hashtags that are already trending. Facebook, Instagram, and Twitter are considered the top 3 of hashtag use, but pretty much all platforms use them. And like keywords, they help you expand the reach of your posts.
Research the Best Time & Frequency to Post
This is going to take some trial and error. Finding the most successful times of day, days of the week, and how many times a week to post are some of the most challenging metrics to narrow down.
You don’t want to spam your followers with posts, but you don’t want to post too infrequently or erratically either. So finding a happy medium can be difficult. But here’s a graph from Sprout Social that might help illustrate what we’re talking about (at least for Twitter):
Schedule Your Posts in Advance
Creating your posts ahead of time and setting a schedule for the next month or so is a great way to stay organized. You can make sure your posts run on the date and time you specify. Platforms like Hootsuite, Buffer, and Sprout Social are some common social media management programs that can help you.
Track & Analyze the Data
How do you continue optimizing any digital marketing campaign? Track and analyze the results, and continue tweaking and improving as needed.
There are so many different social media analytics tools that can help you. Google Analytics has UTM codes that you can take a look at for evaluating web traffic from social media. Sprout Social, Keyhole, and Rival IQ are just a few examples of companies that provide analytics tools, specifically for social media.
Ready to Optimize Your Social Media Accounts with a Digital Marketing Agency?
Managing and optimizing your social media accounts doesn’t have to be stressful or daunting. Here at Digital Resource, we specialize in content creation, SEO optimization, and brand management for your social media presence. Reach out to us with any and all questions about how we can enhance your brand with a brand new social media marketing initiative!
Alexandra is a content specialist, graduated with a Bachelor's degree in English from Palm Beach Atlantic University. She has a passion for literature and writing, and has extensive experience in content writing for digital marketing.
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