You’ve probably heard the words SEO and SEM thrown around in the marketing space, but have you heard of SMO? Social Media Optimisation, also known as SMO, is the use of social networking platforms to manage and grow a business and its online presence. SMO is used as a digital marketing strategy to increase consumer’s awareness of a brand. So, how can you use SMO to help your business?
What is Social Media Optimisation (SMO)?
Similar to Search Engine Optimisation (SEO), the goal of Social Media Optimisation is to generate web traffic and increase brand awareness. It involves using various social media platforms to direct users to the company’s website. Common social platforms include Facebook, Instagram, TikTok, Snapchat, Pinterest and more. When a potential customer is directed from a social platform to your website, this is your opportunity to provide them with more information and convert leads.
The main benefits of SMO include:
- Improve reach and visibility
- Strengthen online presence
- Improve lead quality
- Connect with your audience on a deeper, more personal level
Why Social Media?
As we all know by now, social media can be a profitable marketing channel. But why? Social media humanises your brand. By producing engaging content, it gives you the power to increase brand awareness, connect with your audience, build customer loyalty, and generate new, high-quality leads.
Social Media Optimisation Strategies
Just like most marketing strategies, SMO strategies can help you to analyse and adjust content and accounts to suit the best practices of each platform. This helps to ensure that you are constantly posting relevant content. Perfecting your SMO strategy takes time and will require you to continually tweak your content.
Although there is a lot that goes into an SMO strategy, here are some simple techniques and tactics you should consider to improve your SMO.
- Create a posting schedule. Posting at the right time means your posts will be seen by more people. This will increase your number of likes, shares, comments, follows, and website traffic.
- Perfect your marketing messaging. When someone visits your Instagram or other social profiles, the first thing they are likely to see is your bio. It is essential that you describe your business, who you are, and your mission. This also helps you to stay consistent with your brand messaging.
- Post the right amount. You don’t want to bombard your audience with posts, but you still want to ensure you’re publishing regularly to stay top-of-mind and be consistent.
- Branding and visuals. You should keep your visuals consistent across all areas of your online presence. This includes logos, fonts, colours, and imagery.
- Write catchy headlines and captions. Just like your messaging should be consistent, so should your brand voice. Keep your copy true to your business and try to be as engaging as possible. And remember who you are writing to - always keep your audience top of mind.
- Review your current social media strategy. This will give you an understanding of how you are performing online and how SMO tactics can help.
- Include hashtags. They make it easier for people to search for content they are interested in. Potential customers are more likely to find your brand and engage with your content when you use key hashtags.