An important aspect of SEO is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, they still can’t see and understand a web page the same way a human can. SEO helps the engines figure out what each page is about, and how it may be useful for users.
Getting the technical details of search engine-friendly web development correct is important, but once the basics are covered, you must also market your content. The engines by themselves have no formulas to gauge the quality of content on the web. Instead, search technology relies on the metrics of relevance and importance, and they measure those metrics by tracking what people do: what they discover, react, comment, and link to. So, you can’t just build a perfect website and write great content; you also have to get that content shared and talked about.
In our increasingly connected society, building a social media presence is as commonplace as getting a driver’s license. Personal Facebook profiles, LinkedIn accounts, and Twitter handles are common among students and professionals alike. However, frequently updating your Pinterest boards does not necessarily equip you with the tools and experience that you need when crafting a social media strategy for your budding business.
Whether you are operating a brick-and-mortar company, or a more tech-heavy startup, thoughtfully employing social media can help you increase your visibility, profits, and number of customers. One key is carefully linking your social media activity to your business strategy.
1. Choose the right platforms and practices
The ojective of a social media strategy is to increase the reach and visibility of your company. Facebook may be the largest social media platform, but Pinterest, Tumblr, and Instagram have the highest growth rates. Which outlets are likely to benefit your business most, both in terms of the users you’ll reach and how you do business? Twitter users, for example, often expect near-immediate responses when they mention a company. If you do not have the resources to answer quickly, Twitter (and other similar platforms) may not be ideal for your company’s social media strategy.
2. Set goals for your social media use
The location, purpose, and size of your business will naturally affect your social media goals. However, many companies use social platforms to:
Increase referral traffic to their website
Drive lead generation or e-commerce purchases
Increase company credibility
Demonstrate a corporate identity and culture
Increase the quantity of feedback that they receive from customers.
Offer an additional avenue for customer service interactions. Your clients may find it more convenient to compose a Tweet or write a Facebook post than to call or email you. It may even help them like you more.
3. Take a systemized approach to content
Once you decide which social media outlets best fit your business strategy, you should develop a comprehensive plan for the content you will be posting. A systemized approach is key when developing your content plan, as this will allow you to maintain organization and consistency when sharing across your various social channels. Try to determine how frequently you will post, how you will quantify the results of your postings, and how you will attain maximum reach with your strategy.
Moreover, it is important to remember that you should present engaging content on social media. If you are only posting messages such as, “Check out our latest deals,” people will quickly tune out. Try to curate posts that are applicable to your product or service and that are interesting. The best content also encourages people to interact with your brand again. Take a company that sells shoes – it could post a behind-the-scenes glimpse into the design process for its latest model. Even content from other sources can work as long as it is relevant to your business strategy.
Whether your business relies on Facebook, Snapchat, Twitter, or some combination of these or other outlets, the four words above – relevant to your business strategy – are key to a successful social campaign. By choosing the correct platforms and practices, identifying key goals, and planning your approach to content, you can ensure your use of social media supports your core business strategy.