How To Increase Social Media Engagement: It's All In The Content Optimization
Social media marketing is constantly evolving. But whatever changes may occur within a social media site's structure, there is one thing that never changes: quality, optimized content.
I have put together some of the best ways to optimize your content, and here they are:
1. Keywords: When developing strong social media content, keywords are absolutely essential. The words or phrases that your target audience use to find your company (both online and offline) should always be handy when you are developing your content. My tip is to create a list of keywords that you can add to your updates, and then use them when suitable. These keywords will turn into hashtags and will help increase your visibility and engagement (more on this later).
2. Be Conversational: What does your content look like? When you read it out loud does it sound like a used car advertisement? Does the post draw you closer, or push you away? Imagine your post intermingled with all of the other posts (of direct and indirect competitors) vying for your target audience’s attention. Does it still stand out? One of my top tips with social media posts is to remember that they need to be “social” i.e. conversational. You want to start a conversational exchange with your audience – which is what engagement is! So read your content out loud after you write it and make sure that it reads as if you are saying it – not writing it. Having your content sound “human” and not like “sales and marketing copy” is absolutely essential.
3. Use Different Content Lengths: Not every social media site is looking for a 140 character solution. So writing one update and sending it through to all social media networks is not the best rule. The ideal way of optimizing your content for size is to begin by writing a short update for Twitter (maximum 120 characters to promote sharing). Then write a slightly longer one that you can post on Facebook and LinkedIn. This way you are able to move beyond Twitter’s character constraints when writing content, giving you freedom to enhance your posts with more engaging content, as well as giving you the ability to add further optimization through additional hashtags, tags, links, and more.
4. Call to Action: One of the first things I learned when I launched our online marketing agency 7 years ago was the power of asking for what you wanted. People move through social media content so fast that they don’t have time to read your mind and or read between the lines. If you want someone to perform a certain action, make sure to tell them what you would like them to do: read this story, click this link, sign up today, etc.
5. Shorten Your Links: On some social media sites, namely Twitter, size is everything…when it comes to characters of course. So when you are sharing a link within your allowed 140 characters, and the link takes up nearly 60% of your available characters allocation – how are you supposed to engage your audience? Use a link shortening tool to save space to allow your content to breath. Also, if you are sharing links on other social media sites, a short and concise link will prevent the link breaking when posting to your social media profile. It’s a little extra insurance that will come in handy.
Find out more about content optimization, visit The Go! Agency's blog: http://ow.ly/OM4Ah