For many people, the best way to direct traffic to your website involves using various SEO strategies. This is quite true. SEO takes pole position when you want people to reach your website. For this, you will need to create optimised content. This involves developing content that contains certain keywords that your target audience will ideally look for. Thereafter, you will need to keep updating your website with fresh content. This will help you maintain (and probably improve) the search engine ranking of your website.
SMO refers to the process of optimising the content on your website for social media. In other words, it involves managing the content after the creation of the content. This would typically involve sharing the content and getting people to click and read the content. As such, it requires the formulation of a clearly defined strategy. To accomplish this, you will need to:
- Create a Social Media Style Guide: Use your existing style guide for highlighting anything that you could apply to your social media. From the style of writing to the way you handle your competitors, ensure that you focus on every aspect of your social media interactions.
- Use Professionals: Many businesses use their editors for managing their social media accounts. These individuals are good communicators. In addition, their strong command over the language gives them an edge anyway. Some businesses use online marketing teams for managing their social media interactions. If this applies to you, ensure that every member of the team is aware of their roles in managing these interactions.
- Create a Formula: Give your social media interactions a structure. Many businesses follow the 12x12x12 method. This involves writing 12 unique Tweets for each article and scheduling them for 12 days and then, for 12 months. This would help you promote your content for an entire year, by expending time and effort only once.
- Create a Calendar: Ensure that your editorial and marketing teams set up and follow a social media calendar. This would involve specifying timelines for posting:
- Editorial posts
- Promotional posts
- Branded posts and,
- Ad posts