The world of Digital Marketing encompasses a lot of different elements and strategies. There is no hard and fast rule when it comes to choosing the action plan for promoting your business online.

Apart from the much essential SEO strategies, there exists another term called SMO or Social Media Optimization. It refers to the promotion of a business, service, or brand through social media platforms. This online marketing strategy effectively increases the conversion rate of the audience to potential customers.

What exactly is SMO?

SMO, just like SEO has the same aim- increase the visibility of the business. The salient difference between these two is that the former uses social media platforms. Facebook, Instagram, Twitter, Snapchat, Pinterest, Tumblr, etc. are some of the noteworthy platforms where there are millions of active users. These platforms are indispensable for digital marketing. Marketers are investing more in social media ads these days. This social media advertisement itself is a colossal industry. According to Sprout Social, it is expected to reach a value of $102 billion by the end of 2020.

Social Media Optimization provides a way to make a brand’s place on the social platform. It is effective in generating more leads, connecting with the audience, and get their feedback. More than 90% of Instagram users follow business accounts and 52% of users are likely to recommend a brand to their friends and family if they get a positive experience. Social media campaigning is an effective way to reach a targeted audience. It also generates a potential for a business or brand to become ‘viral’ on the Internet. Although, this traffic surge is dependent on multiple factors.

Strategies for SMO

There are thousands of posts that are shared across different social media platforms every second. The number speaks for itself. So, what makes a user share a piece of content? A Social Media Marketer’s job is to decipher what prompts people to press the share button. Following are some strategies for SMO:

  • Posting relatable content:

 Marketers should posts content that is appealing, trustworthy, and relatable. Content that speaks the language of the audience has the potential of being popular. Nowadays, ‘memes’ are a form of communication among the audience.

Social Media Marketers even work on creating memes on trendy topics that help in engaging more with the target audience.

  • Using Internet-Based Tools:

Internet-based tools enable content creators to share posts (photos, infographics, videos, etc.) across multiple platforms at the same time. These tools even provide analysis of engagement rates, the number of shares, reach, etc.

This helps marketers chalk out which strategies are working and which are not. There can be dedicated teams who can communicate with the audience, like reposting their stories or liking their comments, etc. This increases trust between a brand and the audience.

The Bottom Line

Social media platforms provide transparency. In a report by Sprout Social, about 50% of users expect a business or brand to be transparent regarding their products or the services that they offer. These platforms continue to be influential.

Algorithms on these platforms are changed regularly. This makes it burdensome for marketers to chalk out specific strategies. Nonetheless, it is crucial to keep up with the evolution of the algorithms. Businesses should invest wisely in this area and align their social media marketing strategies accordingly.