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Strategies for increasing engagement on social media

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In digital marketing, social media optimization in Sydney does not have to be a scary word.

Perhaps the term conjures up search engine optimization images and stringent keyword requirements.

Perhaps you associate optimization with removing all creativity from your marketing.

But what about the reality? SMO is an entirely different ballgame.

Because while most businesses embrace social media, many fail to implement simple changes that could significantly improve their performance.

The good news is that optimizing your social presence does not require you to sacrifice your brand’s voice or creativity. This guide will cover some simple social optimization techniques for both large and small businesses.

“But what is the point of social media optimization?”

In short, social media optimization (SMO) encourages businesses to analyze, audit, and adjust their content and accounts to stay in line with social media best practices.

The idea behind SMO is straightforward. Like SEO or CRO (conversion rate optimization), SMO necessitates tweaking and testing.

So, what’s the point? Although many brands make their social efforts appear effortless, top-performing accounts do not ignore the finer points of optimization. Social media optimization has three advantages:

  • Increase the visibility and reach of your content, which will lead to increased engagement (clicks, traffic and so on)
  • Examine the overall ROI and results of your social marketing 
  • Create a consistent process for producing high-performing content.

We’ve seen how marketers are increasingly held accountable for their social media performance. Establishing a process for fine-tuning your content increases the likelihood of meeting your KPIs and making your job more manageable.

Social Media Optimization techniques you should try

Now for the exciting part! The following are six aspects of social media optimization that businesses should focus on.

  • Account enhancement

First and foremost, you must ensure that your brand accounts align with your company’s objectives. This necessitates thoroughly examining your social profiles, focusing on branding and marketing messaging.

Consider your social presence to be a sort of portal to your products and brand. Assuming this is someone’s first encounter with your company, consistency is important for keeping customers engaged and not confusing them.

  • Optimization of social searchability

Today, brands should prioritize learning how to optimize social media for search.

More social profiles are appearing in Google searches, a growing trend. Recent updates, such as Instagram’s updated search features, highlight the importance of brands being mindful of how they use keywords across their posts and accounts.

You don’t have to keyword stuff your posts to improve their social searchability.

  • In your social bios, include relevant keywords.
  • Ensure that your company’s key details, such as an address, and contact information, are consistent across all accounts.
  • Fill out your bio sections completely for each social network.
  • Optimization of content strategy

Businesses have abundant options for what they can post on social media.

However, your content strategy should not be haphazard. The sooner you develop an organized system, the easier it will be to generate ideas or posts. The process of optimizing your content strategy begins when you:

  • Establish a regular publishing frequency and volume.
  • Determine which assets you require to complete your schedule.
  • Determine which posts can be shared across networks and which are platform-specific.

Remember that content strategy optimization times must be fine-tuned. Based on your analytics, you may discover that you need to ramp up or scale back. However, having a baseline based on the above mentioned points can help you get started.

What matters most is that you’re not posting on the spur of the moment.

This is where a tool like Sprout Social comes in handy, allowing you to track every piece of content you publish across all networks. You can identify gaps in your schedule and uncover opportunities to quickly crosspost content if you have a comprehensive view of your content calendar and all of your creative assets in one place.

  • Personal post optimization

After you’ve established a big-picture content strategy, think about how you can optimize individual social media posts.

Some posts require more work than others. For example, posts that are part of an influencer campaign will require more refinement than a meme or a morning greeting to your followers.

Here are some points to consider when it comes to optimizing posts that require special attention:

Create captions that are relevant to your company’s current promotions and initiatives.

For each post, include relevant hashtags, keywords, and call-to-action phrases.

Keep a diary

  • Link enhancement

Here’s an aspect of social media optimization that frequently goes unnoticed.

Businesses should not just drop links on social media at random. Link optimization lets you easily track your customers‘ click-through behavior and identify top-performing social content. Simply put, you should make an effort to:

  • To follow click attribution, add UTM parameters to your social links.
  • Determine which links are getting the most clicks.
  • Make sure you’re sending people to the correct links and landing pages.
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