We all know that it is important for businesses to have a presence on social media and be active on it. There are many people who consider social media and SEO as two separate entities that act two different ways. Well, that couldn’t be further from the truth.
In this blog post, I will detail the importance of how engaging social media posts can also contribute to your overall online exposure.
1. Understand Your Target Audience
Having a target audience in mind will help you come up with content that will resonate with the people whose business you are trying to earn. Investing efforts in reaching the people who are more likely to need your services will not only provide that relevant exposure, but also help brand and drive business your way.
In conjunction with knowing your target audience, knowing when this audience is active online can help you plan posts accordingly to maximize engagement. If your followers are mostly online in the evening but you are posting in the morning, the engagement on these posts can suffer from that. This kind of data is available in Facebook Insights.
2. Add Imagery and Video
Incorporating visual content can be one of the most powerful ways to increase your social media engagement. Visual content draws the eyes and can increase the chances that people will interact and engage.
Video continues to be on the rise; on Facebook alone, over 500 million users are watching videos every day. That’s over half a BILLION people watching video on Facebook daily. Furthermore, recent studies have shown that Internet video in general will be over 80% of all consumer traffic within 4 years.
So, you should absolutely use video on a regular basis throughout your social media channels. Video helps retain social media users and keeps them active on the specific platform you use to engage with them.
3. Have a Sense of Humor – When It’s Appropriate
Be funny! Humorous content on social media can perform really well; these posts can be memorable AND are likely to be shared again and again. Humor can help you find ways to see what kind of reaction you can generate from your target audience, which can help you refine the tone of your posts. And, getting people to interact on posts like this will help increase your chances of getting them to interact with other pieces of content you post moving forward.
In general, it can be tough to grab people’s attention. Even regular followers might just tend to scroll and skip through your posts if they all have the same tone. By adding humor, you are adding value to and providing something outside of the norm of what you typically post and promote. Content that makes your followers smile will present your business in an appealing light and foster a favorable view of your brand.
4. Be Active, But Practice Quality over Quantity
Being present on your social media outlets is essential for your audience to see who you are and give them an opportunity to engage with you. With that being said, you also need to consider what kind of content you are posting and if it is something that your audience will find value in.
Generally, you want to avoid drowning out your audience with a lot of content that might just be all about you and your business. This can become boring fast and you could start to not only see a decrease in engagement, but also from the number of followers you have.
Sharing high-quality content from other users and brands can provide a good mixture of appealing information that gives the custom content you create to promote your business the opportunity to shine.
5. Promotions/Giveaways and Actually Asking People to Engage
This might not necessarily apply to all businesses and their social media profiles, but people do love free things. Posts that encourage people to like, comment on, share and/or hashtag for a chance to win something will help you capitalize on an audience that’s familiar with you and your overall brand. This approach can really help generate added exposure while increasing engagement and enthusiasm.
6. Engage in Conversations with Your Audience
It’s not uncommon for businesses to be so consumed with the comments coming to their social pages that they don’t think to respond back. It’s never a bad thing to let your audience and prospective clients know that you are listening by taking the time to reply to what they say, even if it’s just a little comment like “thank you”. You have gone through all of the trouble to generate engagement, so why let that slip away by not returning the favor?
7. Interact with Other Pages
Taking the time to regularly follow, like, share and interact with other pages will provide you with an opportunity to get more notice and potentially gain more followers and engagement yourself. This is something that most business owners do not think to do, but it can give your target audience more insight into who you are while generating additional relevant exposure. Talking with other people and businesses and engaging with them is a great way to get them to engage with you.
Now you should have a solid understanding of how to create engaging posts on social media on an ongoing basis. But, a question that continues to come up regarding social media is: How does this benefit my overall online exposure?
Here are 3 ways social media can help SEO results:
1. Content Promotion
One of the main aspects of social media is the sharing of content. Whether that is text, imagery, video, etc., social media gets your best content in front of the users whose attention could turn into new business.
Driving engaged traffic to your website will help improve your website’s authority in the eyes of the search engines by influencing your bounce rate and time on site. These and other engagement metrics communicate value to the search engines, thus helping boost SEO. Social media marketing makes both user engagement and traffic generation possible.
2. Local Engagement
Social media platforms can provide a great way to engage with your local audience, which can lead to local specific authority signals being sent to the search engines. When you consider that “near me”-type searches are increasing by 130% year-over-year, you will see the importance of earning local engagement. Social media posts will help you grow your community exposure online.
Interacting with other local businesses and brands on social media and promoting your business’s involvement in local events is a great place to start building up local exposure. These posts can help attract local visitors to your website and send those positive “near me” signals to the search engines.
3. Link Building
Your social media channels can help you build relationships that might result in organic links back to your content. Relationship-building is a way to show other users your personality and values, which in turn can help you stay involved in relevant conversations.
If you are not active and providing engaging posts on social media, you are doing your practice a disservice. Successful online marketing depends on a strategy that accounts for and appropriately prioritizes all of your opportunities. Failing to understand how closely aligned social media and SEO are can result in missing out on a number of great opportunities to grow your overall online exposure and separate your business from your competitors.
To learn how MyAdvice can help you improve social media engagement and your overall online exposure, call us at 435.575.7470.