SMO or Social Media Optimization are marketing techniques that encourage companies to evaluate, monitor and change their content to suit the best practices of social networks. It is the purposeful development and optimization of a marketing plan to communicate with the target audience and further approximate the relationship with users and the revenue of a brand.
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It is unthinkable nowadays to have a business and not build your presence on networks by publishing content on platforms such as Facebook, Instagram, LinkedIn, Youtube, etc.
Contents
ToggleBut what is the importance of SMO?
SMO aims to increase awareness and traffic to your website. It is a powerful tool to establish the online presence of your brand and become a company with authority in the market. Applying the appropriate strategies, you can establish positive communication, improve brand recognition, visibility, involvement and awareness.
You can create videos, photos, ads and blog articles to communicate with more potential and existing customers. Customers can interact with your brand using its most convenient means. They can view your ads on Instagram or Facebook and get to your site or e-commerce.
This allows you to present your product to new audiences and places, which results in a broader customer base. This way, your website traffic will increase. And if you work well both SMO and SEO, you can get even better rankings on searchers.
In addition, social media platforms are now widely used for lead generation. Your campaigns and ads will help attract potential customers and encourage them to make purchase decisions.
Benefits of social media optimization
Optimizing social networking services is an obligation for any business that seeks growth. Although your application requires time and effort, you will be happy to see the results after a successful implementation. These are the benefits you can reap:
- more loyal and recurring customers
- best customer service
- greater visibility of your brand
- a strong online presence
- active interaction with the client
- better brand recognition
- greater customer relationship;
- wider range for sales
- increase site traffic
- ROI (return on investment)
Understanding how to optimize your social media profiles and posts to get maximum returns may seem challenging, but to make your life easier, I've gathered a list of simple tactics that don't involve complicated keyword searches or require technical knowledge. Follow me:
Find out the best times to post
To gain social media reach and engagement, you should publish relevant content that not only gets your audience excited, but also published at the time when it is more likely that they will get involved with the posts.
Finding the best time to post on each platform is hard work. Not always what works for one company can be applied to another, it also depends on the type of audience affected and the interest in content.
The most suitable is to use an online scheduling tool for posts (there are many options in the market). Based on the tests and constant monitoring of what is posted over time, these platforms can suggest times that can bring the best results.
Good content strategy is effective in SMO
Keep the uniqueness and personality of your presence on social networks. Use creative ideas and don't be afraid to try it. Choose a unique and engaging voice to help your company stand out. Create content that stimulates emotions and answers from consumers thinking outside the box.
When you develop content that connects with your audience, regardless of your brand, it is easy to gain people's interest.
Give your brand a common touch, making it more personal. Include flashy subtitles, creatively and also tell stories in your posts. User involvement is aided by story-based material, often attracting millions of followers. Make your content stand out using exclusive material with a genuine and optimistic tone.
Generating impactful and interesting content is becoming increasingly difficult with the large number of posts being created every day on social networks. With the frequency that is usually published, where many brands end up having to post more than once a day, it is almost impossible to create amazing content that gets enough engagement from the public.
Seek to recycle that excellent old post, which received great attention from its users? Try sharing it again, as long as it's done the right way. You can change the format or update the post, including graphics, videos or directions.
Use images and videos of the right size
There's nothing worse than visiting a social profile where the images look horrible. Remember, the look on your brand is everything. So make sure your images look professional, polished, and most importantly, have the correct size required.
At the very least, make sure your profile photo is a high-resolution image that is not overcut, speak to your brand (preferably a company logo) and represent your company clearly.
Profile images should be consistent on all your social channels as well. This will help your audience with brand recognition.
If you are in doubt about sizes and formats, search the platforms themselves for the suggested proportions or Google itself. That goes for the videos, too. Instagram, for example, accepts the 4:5 square format, but for reels postings, the size is vertical 16:9.
Write attractive titles and subtitles
Not everyone can write. Hire an essay professional or social media expert to help you create attractive titles and subtitles that achieve your goals. Remember: the text that looks appropriate for Instagram may be totally different from a LinkedIn post. Try and test which language and words resonate more with your target audience.
It is important to keep your brand's voice in all your posts and subtitles and find the ideal point between being conversational and promotional. If you need help to let your creativity flow, don't be able to take a look at what other brands (competitors or not) are doing.
As networks concentrate a more cool audience, also use emojis to compose the text and hashtags that have to do with it, just never exaggerate!
Study and research your audience
You understand that not all audiences are equal. Dedicate some time investigating demography to optimize your content in the networks for the right groups. Depending on each region of the country, we need to talk differently with the public, approaching the culture or customs of each place.
It is also important to communicate assertively, focusing on images, videos and texts suitable for age groups. For example, avoid using common slang and terms for young people if your audience is over 50. In this case, one must be aware of the images used and avoid stereotypes.
Review your social networking strategy
When analyzing your strategy applied to platforms, think about the following aspects:
- Are you achieving the goals and goals proposed?
- Are your social media goals still aligned with your marketing strategy as a whole?
- Are you posting the right types of content? For example, images, videos, text only or a mixture of the three? (Tip, you must use all three!)
- Are your posts resonating, getting back to your audience?
When thinking of the above points, consider how your SMO will positively (or sometimes negatively) affect them.
To obtain privileged information about your company's social performance, most platforms have integrated analytics, also known as “insights” to help you understand whether your social strategy is working or not. External tools can also help in this task.
Another right tip is to take A/B test by understanding your social media optimization and checking if one tactic versus another works better. Here it is worth insisting on one of the marketing mantras: “Always be testing”, and SMO is the perfect opportunity to do so.
Conclusion
What we've seen so far is best practices and naturally there are other ways to optimize your networks, but the important thing is not to leave it until later. Start today. After all, with the drop in organic reach on the main platforms, caused by the networks themselves that seek to monetize and profit more and more, even ads need to be planned by applying SMO.
Make contact with influential people in the business. Try to make your brand or business noticed among influencers in the networks (and that is what is not missing). Seek to spread your content through them, in a paid way or with partnerships, this can increase the number of people who visit your profiles and the visibility of your brand.
The content that works well on one platform may not work as well on another. Select from multiple networks and set content targets for each one. Make a strategy based on the people you want to reach and the sector you want to promote.
