Social media can be an effective web marketing tool to help develop your brand and drive website traffic. Simply creating a page on a social media site and not doing anything with it is not a very good strategy. You would be surprised by how many businesses create social media pages on various platforms, add a few pieces of content, and then consider their strategy complete.
However, what these businesses do not realize is Google and other major search engines, crawl and index social media pages on a frequent basis. If content is not being added and updated regularly, it can actually hurt SERPs (Search Engine Result Placements) and cause your pages to be pushed further down the list. Plus, no one likes visiting social media pages with content that is clearly outdated.
The first step to developing a decent campaign strategy is to determine which social media sites are used by your targeted audience. Two of the more popular sites with a wide demographic base are Facebook and YouTube. Aside from these, there are others you may want to consider, depending on the audience and the type of content you want to post.
If you do not already have a social media presence, then you will want to create accounts on one or two platforms. It is never a good idea to attempt to create accounts on every platform out there, as this can spread your campaign budget and efforts too thin. It is better to concentrate on a few platforms initially, measure campaign results, and then, consider other platforms if the initial ones are not delivering the desired results.
If you already have a social media presence on a few platforms, your first step is to perform an audit yourself or have a social medial optimization company do one. The purpose of the audit is to determine and answer several vital aspects of social media optimization including:
- What demographic is visiting your pages?
- How often are pages being visiting?
- The number of comments, likes, and shares of current content.
- How your social media platforms are tied/linked to your website content.
- The relevancy of the content on the social media pages.
- How to improve/extend your reach to attract people to your platforms.
Once your audit is completed, you will have a better understanding of your current audience, which will help you determine if you are using the right social media platforms. If not, then you will need to create pages on the platforms that will help you reach your desired audience.
You campaign needs to incorporate several vital details ahead of time before launching it. Most importantly, you will need to develop metrics to measure the success of the campaign, which should include both qualitative and quantitative metrics.
Next, you need to develop content to post on your various platforms. You need to determine what types of content will perform best on each platform. For instance, video content does well on YouTube, while image-based content can perform well on Pinterest and Facebook allows for a mixture of text, video, and image-based posts.
Once you start posting content on your various platforms, use your metrics to measure the success of the campaign and make adjustments to your strategies as needed. For assistance in developing an effective social media campaign strategy, contact Webryze at (416) 900-1047 and request your free SEO analysis now!