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With the growing momentum of people wanting to generally connect online, it’s no wonder that businesses spend about 15-25% of their advertising budget* on just social media. But organic social media marketing is just as important as paid efforts.
Paid or organic, it’s not enough to just set up your social profiles and let them sit there, essentially gaining virtual dust. Just like your website, you need to audit optimize your profiles to get the highest return on your investments of time, effort, and money.
So in this post, I’m going to define social media optimization and provide tips, checklists, and tools to optimize your marketing efforts on the following platforms:
Like search engine optimization, social media optimization encompasses a number of strategies, tools, and best practices used to get the highest quality exposure to and engagement with your target audience. Purposes of social media optimization include but are not limited to:
But unlike search engine optimization, which is pretty standard across Google and Bing, social media optimization has different best practices for each platform, making it a much bigger challenge.
That’s why I’ve broken up these tools and tips by platform, so you can audit and optimize each based on their specific differences.
This really does have to be first and foremost to consider when it comes to advertising your business. It’s a great way to stay connected with your customers, and you have the options to increase awareness by boosting posts or using Facebook ads.
More Facebook marketing resources
It may seem daunting to get into the video marketing space, but it’s been an increasingly important way to communicate with your potential and current customers. Think about traditional TV commercials for a minute. Those still cost a LOT of money! For basically free, you can make your own video from your phone and upload it to YouTube.
It’s also a great way to embed some great content on your website and not slow it down!
More YouTube optimization resources
The merge of Instagram with Facebook makes it easier to use both in conjunction without putting more financial strain on you as the business owner. You can set your Instagram posts to automatically publish to your Facebook feed, and you can boost posts both on Facebook and Instagram, maximizing your exposure.
More Instagram optimization resources
For this platform, it’s really more of a B2B type of social platform, and obviously great to find potential employees. As long as you keep that in mind, LinkedIn can really help shape your business online.
Complete LinkedIn company pages include About, Posts, Jobs, Poepe, Videos, and more.
It may not have as many users, but it can still be a powerful tool if you are doing it right.
If you are already doing YouTube marketing, then TikTok should be easy. These are quick videos up to 60 seconds (soon to be 3 minutes!) and having a presence on the platform helps you to capitalize on trends to engage your followers—who are not just zillennials! Like every other platform in this post, you can do organic marketing or run TikTok ads.
Whatever video you just posted to TikTok, you can also post to Snapchat. They both have similar lengths and optimizations. Because of Snapchat’s policies, there won’t be a third-party tool to track what’s going on with your channel. The best you can do is pay attention to what SnapChat Business lets you see.
More Snapchat optimization resources:
This platform may be more important if you are a restaurant and want to save menus and recipes for example. Depending on your industry, this platform may not be worth the investment.
More Pinterest optimization resources
Here are some final tips that apply across platforms:
There is only so much time in the day, especially as a business owner trying to have your name in a lot of other places on and offline. Now that you have the lay of the land, take a chance on starting or optimizing the social profile that is right for your business.
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