The Importance of Keywords in Social Media Strategy

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Typically when people think about keywords, they associate them with website content. However, what many people may overlook is how vital keywords are for a company’s social media performance. There is no one size fits all formula to implementing keywords into social, but there are many tools that can help you develop and create one that best fits your brand.

So, how do you get started with keyword research for your business?

Make sure you understand the difference between your business’s SEO strategy and the one you create for social. While there may be some crossover, there are a few things to note. The main difference is the intent behind the search. When people type a query into the search engines they are typically looking for an answer to a question such as, “the best social media platform for restaurants” or “how to enhance my social presence”, while searches on social media platforms tend to be more conversation focused.

Another important aspect of your social keyword strategy is to be mindful of search variations across social media platforms. Luckily there are resources available to aid in keyword research for some of the most popular social channels and help you create a social media calendar.

Here’s a breakdown of each channel and the corresponding tool to help you with your keyword research:

YouTube

YouTube SearchWith more than one billion unique users visiting each month, YouTube is a powerful search engine that houses a wide range video content. The Youtube Keyword tool, similar to Google Keyword Planner allows users to see search volume for keywords while recommending additional terms they may not have previously considered. These keyword suggestions are useful when optimizing the title, description and tags associated with the YouTube videos for your business. With more than 100 hours of video being uploaded to YouTube every minute, it’s easy for your content to get lost, if it’s ever even seen in the first place. Knowing how people are searching on the platform and crafting your content to satisfy their search needs can make all the difference.

The 3 Biggest Social Media Lessons of 2013

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A lot has shifted in the world of Social Media in 2013. Software is getting smarter, revenue models are actually working and fans are interacting at a higher rate than ever before. If you feel your small business is not up to par on social media platforms, check out these three big social media lessons from 2013.

Tweets have become GLOBAL

AP S&P chartThe overall acceptance of social media is continually growing and is showing no signs of slowing down. Twitter’s IPO in April has already created serious mass-market movement in the financial sector as well as with personal investors. Twitter has the reach now to make the Dow Jones drop 150 points (I.E. when AP’s twitter was hacked).

 Takeaway: Start Tweeting! There’s an audience out there for whatever your business is and they are waiting for interaction. Use hashtags and follow more people!

If you aren’t VISUAL, you are MISSING OUT

 The latest trends all point towards brands using more and more visual tactics to reach their audience. Video has become the new way to reach high traffic audiences with YouTube (and YouTube live), Vine, Snapchat and Instagram. Not to mention Snapchat was offered $3 Billion and turned it down this year…

 Takeaway: Take more pictures! Take more videos! Use your smart phone to create other types of content that your audience might be more apt to listen to. Don’t be afraid to get super close with some of those shots!

Find the Right Social Media Platforms For Your Biz

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Social MediaSimilar to traditional advertising outlets  (TV, magazine, radio, billboard), there is a strategy to choosing which social media platforms are best for reaching your target audience online. Some platforms may reach more people – but are those the right people? Other platforms are more visual. Platforms can be causal, business-like, entertaining, informative – the list goes on and on, but your concern should only be, ‘which platforms are best for my business?’

 

Author and online marketing expert Scott Levy says, “Most people and companies can’t be amazing on every platform; that takes a huge amount of bandwidth and resources. Instead of having a sub-par representation in a lot of places, be awesome on a few of them.”

 

Now, let’s figure out which platforms best meet your business credentials.

 

Facebook

First off, Facebook is not about selling. As one of the most powerful social platforms in the world, this is not where you hook a one-time buyer; this is where you go to make long-term fans. Your goal should be to showcase your company – “let customers get to know the people behind the logo.”

 

Facebook allows you to post with images, video or just text, and it’s up to you to decide which best suits your target audience’s newsfeed.

 

YouTube

YouTube, I Tube, everyone is doing it. And for that reason, the bar for ‘watchable’ videos has been set very high. If brands can showcase their product in an engaging and unforgettable way, there is no limit to the success you can acheieve, but as more and more brands use this medium to compete, creating unbelievable content is harder to execute.

 

Besides entertaining, videos can also educate, so if your business can demonstrate how to use a product or introduce a business, this may be the outlet for you.

 

Twitter

Think of Tweets as an ongoing conversation. Twitter is a very in-the-moment platform – great for news updates, Q&A, events, etc. The thing is, Twitter has also turned into somewhat of a customer service tool, and on this platform, followers expect a timely response. So DO choose Twitter if you have a dedicated responder, who knows your business, but DON’T use Twitter if you only have the capacity to interact with followers every few days.

 

Pinterest

Pinning is ideal for businesses with highly visual products. Wedding planning, vacations, apparel and food recipes all do very well with the predominantly female audience. The audience is niche, but highly lucrative if tapped. Once you’ve ‘Pinned’ an image, it can link to your website, and drive sales better than any other platform!

 

Of course, this just scrapes the surface of potential platforms and their user-benefits. Once you have picked your platform, sign-up for a free month of iScream Social, the online social media planner, to create a custom calendar for your brand.

 

Ask us any questions in the comment section below.

Just in Time for the Holidays: Social Media Marketing 101

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The holiday season is one of the best times of year to grow your business, increase sales and acquire loyal customers. One way to capitalize on the holidays is by spending thousands (if not more) on an advertising campaign to broadcast your steals and deals. Another way to see those sales increase and watch your profits soar is through more cost-efficient social media!

 

A strong presence on platforms such as Twitter and Facebook can have a major influence on your business and its sales. Not only is social media a more cost-effective way to promote your business, but it is also a great customer service tool and a way to show off your company’s personality.

What Do Consumers Want To See From Brands on Instagram?

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Instagram allows brands to creatively engage with consumers and build relationships by expressing the brand’s tone through images and videos. Below are some helpful tips for brands in order to make the most of their Instagram presence with a social media content strategy.

Storytelling

The images, videos and captions that a brand posts should help tell a story. Fans need a reason to follow the brand, and they want to be entertained. Brands should post a variety of pictures and videos that portray the brands overall essence, not just product shots. Whole Foods Market often posts photos and videos that represent healthy living and sustainability in addition to products and store events.Whole Foods

Behind-the-Scenes

Followers want to see behind-the-scenes images from the brand that they would not be able to access elsewhere. Giving the fans a look behind the scenes can act as a reward for their interest in the brand. For example, brands like Burberry, post photos and videos of behind the scene looks at photo shoots and fashion shows.

Contests

Hosting a photo contest can help a brand build a strong following and increase engagement. This also helps the brand gain more insight into the type of fans they have and how to engage with them. Dunkin’ Donuts executed a photo competition last Halloween that encouraged fans to post images of coffee cups in costumes for the chance to win a gift card.

Hashtags

The use of hashtags on Instagram can help a brand build a following and encourage brand loyalists. Take Urban Outfitters for example who uses #UOonYou (Urban Outfitters on You) and encourages followers to post pictures of themselves wearing clothing from the retailer using the hashtag.

Have any tips and tricks on how to have a successful presence on Instagram? Share your thoughts in the comments section below.