Social media optimisation
If social media marketing – paid or organic – is part of your overall marketing strategy, then social media optimisation (SMO) is an essential element that cannot be overlooked.
If you try to handle your SMO alone, you might be able to achieve some results, but with the help of a professional social media marketing team, you’ll have access to a wealth of marketing knowledge. Long-term you’ll see greater success in your campaigns working with an experienced digital marketing agency.
When working with Embryo’s Paid Social team, you’re working with people who have a vast wealth of knowledge and experience. We live and breathe all things social media, constantly learning from each other and staying up to date with the latest industry trends and updates.
Types of social media optimisation
But firstly, you may be wondering what social media optimisation means and if it’s something you need in your marketing efforts. Let’s break it down… SMO refers to the process of improving a brand’s social media presence, increasing brand awareness, visibility and overall success/effectiveness of marketing campaigns. And at Embryo, we can help drive that success! In terms of organic social, there are key techniques we use to improve the reach and effectiveness of content. For paid social, it’s similar but involves optimising certain elements in campaigns and ads to ensure we’re reaching the right audiences and effectively utilising the budget.
Social media optimation techniques for organic social include:
- Optimising profiles- Using relevant keywords in bios, ensuring your information is correct and up-to-date and high-quality images.
- Sharing engaging and relevant content- Constantly learning from best and worst-performing content to inform future content strategies.
- Posting schedule- Ensure we’re posting regularly, consistently and at times when users are most likely to engage.
- Monitoring analytics- The secret to a successful marketing strategy is constantly learning from your work and optimising it for success.
Social media optimation techniques for paid social include:
- Audience targeting- Having a clear understanding of who your audience is and effectively targeting them with the right strategy.
- Test creative and copy- Testing is a huge element to optimising your marketing strategy for effectiveness.
- Avoiding audience fatigue- Refresh creative often, mix up copy and learn from top-performing areas.
- Work holistically- Boost organic social content, align strategies with PPC and use blog content in traffic campaigns.
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Bluefin
Using Advanced Meta Ads Strategies to Generate £717,550 in Revenue for Bluefin
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34%
Increase in revenue (£717,550 vs £535,479)
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5.3
Average ROAS
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£379.05
Average order value
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Native Group
Building search real estate with a multi-channel approach
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4,466
viewings booked through PPC
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175%
increase in organic conversions
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Dental Law
Doubling conversions and improving lead quality with organic search and paid media.
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44%
Increase in accepted cases
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How can social media optimisation help your business?
In terms of whether you need SMO in your marketing strategy, the simple answer is yes! A correctly optimised social media campaign or profile, can be the make or break in achieving success.
SMO can help your business in several crucial ways, that not only impact your social media marketing success, but can work holistically with other channels.
1 Boosted lead generation and conversions
We can optimise for specific conversions on paid channels that align with your brand KPIs and objectives. For lead generation, platforms such as Meta and LinkedIn ads are perfect for optimising the correct strategy. For e-commerce businesses, we use Meta, Pinterest and TikTok. Whatever you need to optimise for, our expert team can help pull together a well-informed strategy.
2 Higher website traffic
Leading on from our last point, social media marketing is the perfect channel to drive more traffic to your website. Via organic social efforts, curating a content plan that incorporates blog posts and optimised URLs can help drive traffic to the site. We can also run traffic campaigns through paid social channels that optimise for link clicks, ultimately generating more traffic to the site.
3 Creating a full-funnel approach
Social media in its nature, is a very Top-of-funnel (TOF) channel.
Your organic social efforts are there to help build brand awareness by reaching an audience that may have never been made aware of your brand.
Paid social however can encompass more areas of the funnel, getting users to click on CTAs or encouraging them to find out more about your brand.
Although still very TOF, we can utilise Advantage+ campaigns to target the whole funnel and retargeting campaigns to reach warmer audiences such as site visitors and users who have added-to-cart.
With a correctively optimised strategy, your social media marketing efforts can target users in all stages of the marketing funnel.
4 Increased brand awareness
With a correctly optimised social media strategy and profile, you’ll be able to reach wider audiences. By continuing to monitor and optimise campaigns, growing your online presence and effectiveness has never been easier.
5 Optimised audience targeting
Through optimisation, we can fine-tune audience targeting options based on a variety of factors such as demographics, interests and locations. We can ensure your campaigns are reaching the right audiences, whatever your objectives are.
Your search for social media optimisation services ends here
Every member of our team is an expert in different areas, so whether you’re a lead-generation or e-commerce business, every aspect of your campaign will be handled by an expert. Not only that, but as a full-service digital marketing agency, we can offer a holistic approach, working with different channels to achieve optimum success. We are experts in both organic and paid social media marketing, meaning we can optimise your strategy to reach plenty of potential customers. Although they are different forms of social media marketing, we utilise both channels to create a holistic approach, leading to more success for your business.
If you’re interested in optimising your social media efforts and working with our expert team, please feel free to get in touch with us today at 0161 327 2635 or email us at info@embryo.com.
Our Team
Meet Our Paid Social experts
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Harriet Tuite
Head of Paid Social -
Tom Jowle
Paid Social Manager -
Emma Sowersby
Senior Paid Social Executive -
Megan Atkinson
Senior Paid Social Executive -
Jenny Byrne
Paid Social Manager
