Social Media Optimization for Business: How to Stand Out in Today’s Competitive Market?
You don’t need to spend thousands of dollars to promote your products if you know the right ways to do it. Most businesses are effectively using social media to generate new leads. And, when it comes to social media, it’s a huge battleground. Businesses need to be cautious with their approach if they don’t want to overspend. This is when the concept of social media optimization for business come into the picture.
Sadly though, a lot of business owners undermine the importance of SMO in their marketing strategy. On the other hand, a handful of business owners have an incorrect understanding of social media optimization.
What could be the reason?
In this blog, we will tell you about the importance of social media optimization for business. And, share examples of businesses who saw a rise in lead generation (and conversions) after they optimized their campaigns. For a quick overview on SMO, read “Tips to Get More Out of Social Media Optimization“.
Going Social for Your Business
Did you know that 78% of companies have a dedicated social media team? But only 26% of companies approach social media holistically, operating against a cross-enterprise level strategy?
This is one of the major problems that businesses go through…almost every single day! So, what differentiates good social media campaigns from the rest?
The answer is simple! As a business owner, you need to understand that social media optimization isn’t about huge campaigns, it is about changing the mindset.
Therefore, social media optimization (SMO) is much more than leveraging on social media for business growth. It is a process to leverage on ideas and information gathered from the community. It is about converting shared intelligence into tangible assets.
“A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”SMART INSIGHTS
Until a few years ago, every business was trying to rank higher in search queries. But, social media entered the scene as a game changer! Consumers started checking about the products they like and the brands they follow on social media platforms as well. This led to businesses opting for major social platforms like Facebook, Twitter, and Instagram.
Though the choice of platforms depends on the business’ end goals, B2B invests less time and effort in social media as compared to B2C. B2C encourage users to engage and buy through these platforms. Not only is this cost-effective, but it also offers a higher return on investment.
This is a win – win for customers and businesses as the related products are available for purchase and can be exchanged within the social network of the customer.
Social Media Optimization for Business
Social media marketing is a powerful means of targeting clients and consumers for businesses of all sizes. Your consumers already connect with brands via social media, and if you don’t speak to your audience directly via social platforms including Facebook, Twitter, Instagram, and Pinterest, you’re missing out! Great social media marketing will bring your company remarkable success, build loyal brand advocates and even drive leads and sales.
So, what’s the catch? Why aren’t businesses capitalizing on this?
The biggest reason is LACK OF STRATEGY. Yes, the lack of an overall strategy is the main obstacle to the use of social platforms for business gains. The idea of social media optimization is to help potential user’s find you on selected platforms, engage with your content, and ultimately buy from you. It should be used to build inter-connected marketing funnels and silos that function on their own, yet serve a common purpose.
Here are 5 things that you should make a habit of –
- Always create content that is share-worthy.
- Make it easy for your audience to share your content further.
- Engage with your audience. Offer them rewards for engaging with your brand online.
- Don’t just create content. Share content from other creators (mostly things that your audience can relate to)
- Encourage User Generated Content.
Social Media Optimization for Business: Brands Doing it Right
The above chart points out the common problems that businesses face when it comes to optimizing their social profiles. As a business owner, you need to consider where your target audience is. Consequently, you should build a list of social platforms that you want to integrate in your marketing campaigns. As a result of proper strategy, you will be able to derive better results while spending less time, effort, and money.
For instance, a travel business can benefit more from Instagram/Facebook than LinkedIn. The agenda is to inform and drive your audience to take action. Another important thing to consider is that your content on social media shouldn’t be pushy (don’t try selling). It should rather be informative and casual.
Creating a content marketing plan for social media is important. To help brainstorm marketing concepts that will attract your target audience, consider keyword analysis and strategic research. What other companies in your business are doing to improve social media engagement?
So, what’s unique with DJI Global? What are they doing differently that got them almost 2.4 million followers?
They are using Instagram to not sell their products, but show the world a different perspective. These visuals deserve engagement and shares. Not only is the company able to reach thousands of new users, but it also gains new leads (without being directly pushy about their products). Now, that’s Smart Marketing! And, this is the need of the hour.
Everyone knows about Red Bull, right? They have been using Instagram extensively to connect with the younger audience. Red Bull is largely symbolized with adventure sports and adrenaline/thrill-based games. Scroll through their feed, and you’ll see posts with a firm focus on brand visibility and simplicity.
There is a massive market for ads being launched on social media sites, and it is noteworthy that Instagram can have the power to drive active users. To harness the full power of Instagram’s social media campaign, you need to understand how users use digital pathways so you can use them as well. This was done by Red Bull with their hashtag #thissummer.
Dacia is a subsidiary of Renault, and one of the largest growing car brands in Europe. They have been using Facebook to generate leads and create brand awareness.
By reviewing the analytics from their past campaigns, Dacia UK has been able to build a massive audience of around 3.9 million users. They have run A/B tests, and have finally optimized their campaigns for higher returns on investment. Visit their Facebook business page to learn how they use targeted ads to help users in every part of their buying journey.
As you can see from the above examples, businesses that understand their audience and optimize accordingly can easily outsmart their competition. Therefore, to drive engagement and sales, you too have to invest time in creating content for your audience.
A quick recap of what needs to be done by businesses for social media optimization –
- Learn about your audience.
- Create content that sells.
- Never push for sales, rather be casual with your approach.
- Engage, analyze, post, repeat.
If you are posting on all available platforms but aren’t seeing a rise in engagement or number of followers, it is high-time that you start auditing your social media marketing strategy. If you need expert advice on optimizing social media for your business, let us know in the comments, and we’ll work together to help devise a strategy that you can rely on.