You’ve most likely already heard of search engine optimization (SEO), which is the strategy of optimizing your law firm’s website content in order to rank higher organically in search engines. Because SEO is a huge undertaking, many people become overwhelmed and stop there in their marketing efforts. However, there is always more to be done when it comes to optimizing your firm’s digital assets. With any marketing strategy, you must determine your priorities and figure out how to get the most out of your existing properties. Along those lines, next on your strategy list should be SEO’s little sister: social media optimization (SMO).
Why Social Media Optimization?
SMO means optimizing your social media channels in a way that builds your law firm’s brand while connecting you with your audiences. Optimizing your social media content means establishing your law firm as a trustworthy, knowledgeable source within your practice area. So how do you do it? Read our tips below for a successful social media optimization strategy.
5 Ways to SMO Success
- Know Your Audience
The cardinal rule for all marketing efforts: know your audience. This of course still rings true when it comes to SMO. It’s important to understand the behaviors and preferences of your followers and future clients so you can focus your content around this information. Use the native social media insights at your fingertips and study demographics, interests, and typical behaviors. Use this information to your advantage when you are creating the messaging of your content to target your followers.
- Establish KPIs That Matter
Take note of key performance indicators in order to measure the success of your posts and efforts, primarily ones dealing with engagement as well as link clicks. Establishing which social media metrics matter will help to determine specific goals and help measure details behind the performance of each posts. Use this information to create smart, targeted, goal-driven content every day.
- Remember Timing is Everything
You’ve studied and understand your target audience, you’ve established which metrics to track, now it’s time to know when and what to post. It’s not enough to host a monthly office brainstorming session to come up with exciting new topics. Social media is all about what is trending at the moment. Monitor trending hashtags, keywords, and seasonal campaigns. Use this to your advantage and center your content around it. Also be sure to check your social media metrics to learn when your audiences are actually on the social platforms and engaging with posts. Use this information to know when to schedule your content.
- Testing, Testing…
No single approach is the “right way” when it comes to social media marketing, which is why it’s crucial to test your content. Perform A/B tests on ads, use tracking links, try different captions, headlines or images when sharing blog posts, track the success of hashtags, etc. Document the results weekly and/or monthly and use this data when developing future posts and campaigns.
- Give it a Boost
Don’t be afraid to give your posts a boost if needed. With ever-changing algorithms these days, it is especially challenging for business pages to maximize their full reach potential. Test out budgets and see what works best. If your posts are earning an increase in reach but also an increase in negative comments, maybe your budget is too high or not targeting the right audience. Regularly monitor boosted posts and take note of what is or is not working.
Social Media Optimization Help
SMO is a different animal when compared to SEO, but they work together to productively market your law firm. If you aren’t sure about where or when to start your SMO journey, we can help. Contact the marketing experts at Stacey E. Burke P.C. today to learn how we can effectively begin optimizing the marketing efforts of your law firm.