XM Knowledge Base
In the modern era of digital connectivity, establishing a strong presence on social media has become essential. With so many people connecting on different social platforms, individuals and businesses alike are constantly seeking approaches to help them stand out from the crowd. Taking steps to optimize your social media profiles can bolster their performance, drawing in more followers and potential customers.
Identify Your Goals
For your social media profiles to have the maximum impact, you'll need to start by defining your goals. Then, you can plan out how you'll reach those goals. For example, if you want to bring in more sales for your business, you'll need to reach as many people as you can, then engage with these people to convert them into followers and then into customers. Be sure to set specific goals that are measurable, which will make it easier to track how well you're doing.
Fill Out Your Profiles in Their Entirety
Since your page represents your brand's identity and is the gateway to reaching your target audience, it's important to make a lasting impression and ensure visibility in search results. First, choose a high-quality profile photo that captures the essence of your brand. For businesses, your company logo works like a charm. Next, be clear about who you are and what you do. Don't forget to sprinkle in relevant keywords for increased discoverability. And be sure to include the details that will allow people to connect with you, like your location and hours of operation.
Use Hashtags
Hashtags increase exposure, though they're most effective on Twitter and Instagram. Tailor your hashtags to each platform for success. On Twitter, use just one or two hashtags that will help people discover your tweet; on Instagram, up to ten hashtags can help to engage people posting or looking for similar images.
Create Valuable Content That Solves Your Followers' Problems
Crafting compelling content is key to a successful social media campaign. You'll need to create content that's interesting and useful to draw in more followers. Don't confine your content to self-promotion: Instead, focus on giving your readers content that they will find valuable.
Use Images
Capturing attention in today's crowded digital landscape requires good visuals. But remember that each platform can have a different idea of what "good" means: Something that takes off on Instagram might fall flat on Twitter, for instance. Experiment with different types of visuals to see what works best on each platform.
Include Calls to Action
If you want the reader to do something, you'll need to ask them. This is called a call to action, or CTA. A good CTA can boost engagement and lead to more conversions. Clearly communicate what you want the reader to do, whether that's liking your Facebook page, sharing a post on Twitter, or signing up for your newsletter. You might even want to give away something from time to time, whether it's a physical product or a download, in exchange for the action you're requesting.
Use Attention-Grabbing Headlines
A good headline can be a game-changer. One tactic to help grab readers' attention is to start your headline with a number: Research has shown that this can be an effective strategy. And don't be afraid to go negative with your headline. A post titled "6 Best Looks for Summer" might get some attention, but "6 Fashion Fails to Avoid" may do better.
Be Active on Sites That Add Value to Your Business
You don't need to be everywhere to boost brand awareness. Instead, pick the platforms that align with your business goals. With more than 2 billion monthly active users, Facebook is a must-have for businesses. It improves your visibility in search results, making it essential for all industries. But beyond that, consider where your audience is as well as what you're selling. If your business thrives on visuals, such as fashion, travel, or food, Instagram is the ideal platform. Twitter is perfect for news and a good place to provide customer service. Pinterest is great for businesses that sell highly visual things, like art, cosmetics, or home furnishings, and it boasts great conversion rates. And LinkedIn is ideal for business-to-business enterprises.
Optimize Your Posting Schedule
One thing that might be holding you back if you're posting good content but not seeing results is when you post. It's crucial to schedule your posts during the periods when your audience is most active online. This will vary from one demographic to the next as well as from one platform to the next. If your posts aren't doing well, try scheduling them for different times and see if that helps.
Track Your Progress
To see how well you've done at optimizing your profiles, you'll need to pay attention to your analytics. Track your engagement levels, including the numbers of shares, comments, and likes that you get, and note which types of posts and which times of day are most successful. Once you have a clear idea of what's working and what isn't, you can make changes to improve your results.
Additional Resources
- How Digital Platforms Have Changed Marketing
- Why Digital Marketing Is Important
- 16 Ways to Build a Better Social Media Presence
- How to Create Social Media Content for Your Digital Platforms
- Nine CTA Best Practices
- How to Optimize Your Posting Schedule
- 16 Key Social Media Metrics to Track
- Digital Experience Management
- Ten Proven Tips for Generating Attention-Grabbing Headlines
- How to Determine the Best Platforms for Your Business
- How to Use Hashtags to Increase Your Online Presence